SPMT 370 EXAM QUESTIONS AND ANSWERS WITH COMPLETE
SOLUTIONS GRADED A++
ABC of consumers
Affective, Behavioral, and Cognitive
Big 5 Personality Traits
- Extraversion
- Agreeableness
- Openness to Experience
- Stability (Neuroticism)
- Conscientiousness
Consumers are
constantly learning!
Consumer learning process
exposure -> attention -> perception -> comprehension -> meaning..... attitudes -> value
-> intent -> behavior
Message construction
the design and layout of the message can impact its pervasiveness
message effects
how the appeal of a message and its construction affect persuasiveness
source effects
characteristics of a source that influence the persuasiveness of a message
, serial position effects
occurs when placement of information in a message impacts recall of the information
primary effects
the information is placed early in a message and has the most impact
recency effects
the information is placed late in a message and has the most impact
Factors that affect consumer learning
characteristics of a message
characteristics of the message receiver
characteristics of the environment
characteristics of a message
physical characteristics (size, color, motion)
simple vs complex
message congruency
message source - credibility and likability
characteristics of the message receiver
ability
personal relevance (attention, involvement)
familiarity (prior knowledge, experiences, and expectations)
characteristics of the environment
information (intensity, clutter)
framing
timing
SOLUTIONS GRADED A++
ABC of consumers
Affective, Behavioral, and Cognitive
Big 5 Personality Traits
- Extraversion
- Agreeableness
- Openness to Experience
- Stability (Neuroticism)
- Conscientiousness
Consumers are
constantly learning!
Consumer learning process
exposure -> attention -> perception -> comprehension -> meaning..... attitudes -> value
-> intent -> behavior
Message construction
the design and layout of the message can impact its pervasiveness
message effects
how the appeal of a message and its construction affect persuasiveness
source effects
characteristics of a source that influence the persuasiveness of a message
, serial position effects
occurs when placement of information in a message impacts recall of the information
primary effects
the information is placed early in a message and has the most impact
recency effects
the information is placed late in a message and has the most impact
Factors that affect consumer learning
characteristics of a message
characteristics of the message receiver
characteristics of the environment
characteristics of a message
physical characteristics (size, color, motion)
simple vs complex
message congruency
message source - credibility and likability
characteristics of the message receiver
ability
personal relevance (attention, involvement)
familiarity (prior knowledge, experiences, and expectations)
characteristics of the environment
information (intensity, clutter)
framing
timing
