MKT 4310 Exam 2 Questions and Answers Latest Update 2025-2026
Describe the sequence involved in the standard learning model - Answers Learn > feel > do.
Info and knowledge acquired or learned about the various brands and are bias for developing
affect, or feelings, that guide what the consumer will do (ex. actual trial or purchase)
the consumer is viewed as an active participant in the communication process who gathers info
through active learning. highly involved and much differentiation among competitive brands.
Explain the dissonance/attribution model. What consumer behaviour does it explain? - Answers
do > feel > learn
occurs in situations where consumers must choose between two alternatives that are similar in
quality but are complex and may have hidden or unknown attributes
This reduces any post-purchase dissonance or anxiety the consumer may experience resulting
from doubt over the purchase.
Dissonance reduction involves selective learning, where by the consumer seeks info that
supports the choice made and avoids info that would raise doubts about the decision
How do organizations send communications and messages? - Answers
The communication process begins when a _______ selects words, symbols, pictures, and the
like, to represent the _______ that will be delivered to the receiver(s). This process, known as
_______, involves putting thoughts, ideas, or information into a symbolic form. - Answers source;
message; encoding
The sender, or source, of a communication is.... - Answers the person or organization that has
info to share with another person or group of people
a source may be an individual or non-personal entity
A channel is... - Answers the method by which the communication travels from the source or
sender to the receiver
, Two types:
nonpersonal - are those that carry a message without direct, interpersonal contact between the
sender and receiver. referred to as mass media since they are usually directed to more than one
person and often to sent to many at once. two types: print and broadcast
personal - involve direct communication between two or more persons and can occur through
interpersonal contact (face-to-face) or via other methods such as e-mail or through social
media. ex. members of one's social networks such as friends, neighbors, associates, co-worker,
or family members.
-represents word of mouth. they generate positive WOM by buzz marketing, consumer
generated marketing, viral marketing
Which communication process will be most influenced by the experiences, perceptions,
attitudes, and values of a message recipient? - Answers Decoding is the process of
transforming the sender's ,message back into thought. This process is heavily influenced by the
receiver's frame of reference or field of experience
IN the communication channel, what is noise and how does it impact the process? - Answers
distort or interference with its reception. unplanned distortion or interference.
Ex. errors or problems that occur in the encoding of the message, distortion in a radio or tv
signal, distractions at the point of reception
What is the AIDA model? Why was it developed? - Answers was developed to represent the
stages a salesperson must take a customer through in the personal-selling process.
this model depicts the buyer as passing successively though ATTENTION, INTEREST, DESIRE,
AND ACTION
The salesperson must first get their ATTENTION and then arouse some INTEREST in the
company's product or service. strong levels of interest should create DESIRE to own or use the
product. ACTION stage involves getting customer to make a purchase commitment and closing
the the sale.
The __________________ helps marketers see how each controllable element of the
communications model interacts with consumer's response process. - Answers Persuasion
Matrix
Describe the sequence involved in the standard learning model - Answers Learn > feel > do.
Info and knowledge acquired or learned about the various brands and are bias for developing
affect, or feelings, that guide what the consumer will do (ex. actual trial or purchase)
the consumer is viewed as an active participant in the communication process who gathers info
through active learning. highly involved and much differentiation among competitive brands.
Explain the dissonance/attribution model. What consumer behaviour does it explain? - Answers
do > feel > learn
occurs in situations where consumers must choose between two alternatives that are similar in
quality but are complex and may have hidden or unknown attributes
This reduces any post-purchase dissonance or anxiety the consumer may experience resulting
from doubt over the purchase.
Dissonance reduction involves selective learning, where by the consumer seeks info that
supports the choice made and avoids info that would raise doubts about the decision
How do organizations send communications and messages? - Answers
The communication process begins when a _______ selects words, symbols, pictures, and the
like, to represent the _______ that will be delivered to the receiver(s). This process, known as
_______, involves putting thoughts, ideas, or information into a symbolic form. - Answers source;
message; encoding
The sender, or source, of a communication is.... - Answers the person or organization that has
info to share with another person or group of people
a source may be an individual or non-personal entity
A channel is... - Answers the method by which the communication travels from the source or
sender to the receiver
, Two types:
nonpersonal - are those that carry a message without direct, interpersonal contact between the
sender and receiver. referred to as mass media since they are usually directed to more than one
person and often to sent to many at once. two types: print and broadcast
personal - involve direct communication between two or more persons and can occur through
interpersonal contact (face-to-face) or via other methods such as e-mail or through social
media. ex. members of one's social networks such as friends, neighbors, associates, co-worker,
or family members.
-represents word of mouth. they generate positive WOM by buzz marketing, consumer
generated marketing, viral marketing
Which communication process will be most influenced by the experiences, perceptions,
attitudes, and values of a message recipient? - Answers Decoding is the process of
transforming the sender's ,message back into thought. This process is heavily influenced by the
receiver's frame of reference or field of experience
IN the communication channel, what is noise and how does it impact the process? - Answers
distort or interference with its reception. unplanned distortion or interference.
Ex. errors or problems that occur in the encoding of the message, distortion in a radio or tv
signal, distractions at the point of reception
What is the AIDA model? Why was it developed? - Answers was developed to represent the
stages a salesperson must take a customer through in the personal-selling process.
this model depicts the buyer as passing successively though ATTENTION, INTEREST, DESIRE,
AND ACTION
The salesperson must first get their ATTENTION and then arouse some INTEREST in the
company's product or service. strong levels of interest should create DESIRE to own or use the
product. ACTION stage involves getting customer to make a purchase commitment and closing
the the sale.
The __________________ helps marketers see how each controllable element of the
communications model interacts with consumer's response process. - Answers Persuasion
Matrix
