Chapter 7

Question 1

The process of imparting or exchanging information. In the context of consumer behavior, it is the transmission of messages from the sender ( the source) to receivers ( the consumers) via media (the channels of transmission).

Answer 1

Communication

Question 2

Messages that companies (formal sources) develop and transmit through their marketing departments, advertising or public relations agencies, and spokespersons.

Answer 2

Impersonal communications

Question 3

Messages sent by either formal sources (e.g., a salesperson in physical or virtual retail location) or informal sources (e.g., peers with whom the consumer communicates face to face or via electronic means).

Answer 3

interpersonal communications

Question 4

A communication source that speaks on behalf of a company, such as an endorser, sales person or advertiser.

Answer 4

formal sources

Question 5

A person whom the message receiver knows personally, such as a parent or friend, or an individual met online, who provides the receiver with product information and advice.

Answer 5

informal sources

Question 6

A source’s persuasive impact, stemming from its perceived expertise, trustworthiness, and believability.

Answer 6

Source credibility

Question 7

A person’s disassociation of the message from its source over time, which results in remembering only the message’s content, but not its source.

Answer 7

Sleeper effect

Question 8

A cognitive phenomenon where the memory of a low-credibility source decays faster than the contents of the message received from the source.

Answer 8

Differential decay

Question 9

Consumers seeking out sympathetic, pleasant messages and deliberately avoiding messages that they find painful or threatening.

Answer 9

Selective exposure

Question 10

Electronic devices that enable consumers to skip commercials by pausing and resuming play during live broadcasts or recording programs and viewing them later on.

Answer 10

Time shift

Question 11

Competing advertising messages or distracting thoughts that impact the reception of promotional messages.

Answer 11

Psychological noise

Question 12

The stimuli that are received and perceived from our five senses: smell, sight, touch, taste and sound.

Answer 12

Sensory input

Question 13

Allow customers to engage and interact with products and services in sensory ways and to create emotional bonds between consumers and brands.

Answer 13

Experiential ads