Topic: Different Responses from Different Products91.List the elements of the human communication process model and briefly describe each. The various parts of the human communication process model are: (a) source—formulates an idea, (b) encoding—encodes the idea as a message, (c) message—a form of communication that can be understood, (d) channel—the message is sent through a channel to another party, (e) receiver—this party receives the message from the source through a channel, (f) decoding—to understand the message the receiver must decode it, (g) feedback—a message that has been sent is now acknowledged and a response is sent back to the source and (h) noise—can interfere with the message transmission or understanding.AACSB: CommunicationArens - Chapter 05 #91Blooms: UnderstandDifficulty: 2 MediumLearning Objective: 05-01 Explain how advertising differs from the basic communication process.Topic: Communication: What Makes Advertising Unique
92.Describe the basic consumer decision process model. Include any processes that precede the actual decisions made by consumers. Interpersonal influences (family, society, and culture) interact with non-personal influences (time, place, and environment) and personal processes (perception, learning and persuasion, and motivation) to bring needs and wants into decision making. The consumer's experiences and acquisitions impact this decision process. The actual decision process has five distinct steps: (a) problem recognition, (b) information search, (c) evaluation and selection, (d) store choice and purchase, and (e) post purchase behavior (positive or negative experience).AACSB: AnalyticArens - Chapter 05 #92Blooms: UnderstandDifficulty: 2 MediumLearning Objective: 05-01 Explain how advertising differs from the basic communication process.Topic: Consumer Behavior: The Key to Advertising Strategy93.Describe the model of the consumer perception process. Physical data or stimuli (ads/commercials, promotion, news items, products/stores, price tags, conversations) meet physiological (sensory) screens (sight, touch, hearing, taste, smell) and then meet psychological (emotional) screens (personality, self-concept, attitudes, beliefs, and habits) that result in cognition or awareness by the consumer.Once the consumer is aware of data or stimuli, the information goes into mental (memory) files (information, needs, wants) for further processing.AACSB: AnalyticArens - Chapter 05 #93Blooms: UnderstandDifficulty: 2 MediumLearning Objective: 05-02 Outline the consumer perception process and explain why advertising people say "perception is everything."Topic: Personal Processes in Consumer Behavior94.Why is it important for marketers to realize that consumers have limited memories? Because of limited memory, consumers resist opening new mental files and avoid accepting new information inconsistent with what is already filed. Consumers can rarely hold more than seven brands in any one file. The remainder gets filed somewhere else or completely rejected. Marketers (especially
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