Chapter Questions
What are the three elements of perception used for processing stimuli?
How might an understanding of perception assist marketing communications?
Find two examples to illustrate behavioural, iconic and rote learning when applied to marketing communications. Which of these might best be used to interpret the teacher recruitment campaign set out in the minicase?
Make brief notes about the characteristics of each of the attitude components and explain how marketing communications can be used to change attitudes.
Make brief notes explaining each of the following: buyclasses, buying centre, EPS, LPS and RRB.
Describe the elements that constitute perceived risk and explain how marketing communications can be used to reduce these types of uncertainty.
Describe the high- and low-involvement decision-making processes.
Explain how marketing communications works with regard to attitude development in low- and high-involvement situations.
Find examples of tribal consumption or hedonic consumption.
What is behavioural economics and what does it mean for marketing communications?