MKT 4310 EXAM 2 QUESTIONS WITH
VERIFIED ANSWERS. A+ GRADE
2025/2026.
Describe the sequence involved in the standard learning model - ANS 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? -
ANS 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
1 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
, How do organizations send communications and messages? - ANS
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. - ANS source;
message; encoding
The sender, or source, of a communication is.... - ANS 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... - ANS 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? - ANS Decoding is the process of transforming
2 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
VERIFIED ANSWERS. A+ GRADE
2025/2026.
Describe the sequence involved in the standard learning model - ANS 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? -
ANS 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
1 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
, How do organizations send communications and messages? - ANS
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. - ANS source;
message; encoding
The sender, or source, of a communication is.... - ANS 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... - ANS 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? - ANS Decoding is the process of transforming
2 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
