Chapter 05 – Communication and Consumer Behavior
Chapter 05
1. (p. 125) The source for the ad for the Nissan Maxima in Fortune magazine is the copywriter
and the art director that created the ad.
2. (p. 126) When Jana uses a $1-off coupon to purchase an exercise mat, she is providing
feedback.
Chapter 05 – Communication and Consumer Behavior
Short Answer Questions
36. (p. 127) Define consumer behavior.
37. (p. 128) What are the three personal processes in the consumer decision process?
38. (p. 130) What are physiological screens and how do they affect the advertising process?
