Chp 4

Question 1

Communication

Answer 1

Passing of information, exchange of ideas, process of establishing a commonness or oneness of thought between a sender and a receiver

Question 2

Communication process

Answer 2

Source –> Encoding –> Channel message –> Decoding –> Receiver

• Feedback goes from receiver back to source
• Noise traverses the entire process

Question 3

Source

Answer 3

The person or organization that has information to share with another person or group of people

Question 4

Encoding

Answer 4

Putting thoughts, ideas, or information into a symbolic form

Question 5

Message

Answer 5

Contains the information or meaning the sources hope to convey

Question 6

Channel

Answer 6

Method by which the communication travels from the source or sender to the receiver

Question 7

Receiver

Answer 7

Person with who the sender shares thoughts or information

Question 8

Decoding

Answer 8

The process of transforming the sender’s message back into thought

Question 9

Field of experience

Answer 9

Refers to the experiences, perceptions, attitudes, and values they bring to the communication situation

Question 10

Noise

Answer 10

Extraneous factors that can distort the message’s perception

Question 11

Response

Answer 11

The receiver’s set of reactions after seeing, hearing, or reading the message

Question 12

Feedback

Answer 12

The part of the response that goes back to the source

Question 13

Non-personal channels

Answer 13

Message is carried without interpersonal contact (mass media)

Question 14

Personal channels

Answer 14

Direct interpersonal contact (salespeople)

Question 15

Traditional models of response process

Answer 15

1) AIDA model
2) Hierarchy of effects model
3) Information processing model

Question 16

What are the stages of response models?

Answer 16

1) Cognitive stage
2) Affective stage
3) Behavioural stage

Question 17

AIDA model

Answer 17

Attention, Interest, Desire, Action

• Cog: Attention
• Aff: Interest + Desire
• Beh: Action

Question 18

Cognitive stage

Answer 18

Learn

Question 19

Affective stage

Answer 19

Feel

Question 20

Behaviour stage

Answer 20

Action (Do)

Question 21

Hierarchy of effects model

Answer 21

• Cog: Awareness + Knowledge (AK)
• Aff: Liking + Preference + Conviction (LPC)
• Beh: Purchase (P)

Question 22

Information process model

Answer 22

Assumes the receiver in a persuasive communication situation is problem solver

• Cog: Presentation + Attention + Comprehension (PAC)
• Aff: Yielding + Retention (YR)
• Beh: Behaviour (B)

Question 23

Standard learning model

Answer 23

Learn –> Feel –> Do

- Highly involved consumer, active learning

Question 24

Dissonance/attribution model

Answer 24

Do –> Feel –> Learn
- Consumer must choose between two alternatives, but instead purchases attempts to support the decision by develop a positive attitude

Question 25

Low-involvement hierarchy

Answer 25

Learn –> Do –> Feel

- Low involvement consumer, passive learning

Question 26

Cognitive processing of communication models

Answer 26

1) Cognitive response approach

2) Elaboration likelihood model

Question 27

Cognitive response model

Answer 27

1) Exposure to advertisement
2a) Product/message thoughts
2b) Source-oriented thoughts
2c) Ad execution thoughts
3a) Brand attitudes
3b) Attitude toward advertisement
4) Purchase intention

Question 28

Elaboration Likelihood model

Answer 28

Peripheral route of persuasion is low involvement, central route or persuasion is high involvement

Question 29

What should marketer do if high involvement?

Answer 29

Ad should contain arguments that are difficult for the recipient to refute or counterargue

Question 30

What should marketer do if low involvement?

Answer 30

Peripheral cues are more important that detailed messages, use celebrity endorser