Author Question: When encoding the message, the source determines if the ____ of consumers in the international ... (Read 49 times)

EY67 · **on:** Jun 29, 2018

When encoding the message, the source determines if the ____ of consumers in the international target market are different from those in the home-country target market.
a. attitudes, interests, and motivations
b. demographics and psychographics
c. income, media availability, and language
d. media availability, media reliability, and media restrictions

Question 2

The process referred to as the _____ occurs when consumers make comparisons with a category prototype or exemplar.
A) prototype process
B) comparative process
C) compensatory process
D) availability heuristic
E) representativeness heuristic

Mholman93 · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

A
When encoding the message, the source determines if the attitudes, interests, and motivations of consumers in the international target market are different from those in the home-country target market. Media issues affect the choice of channel not the encoding process. Demographic variables, such as income, are only important to the encoding process if they affect attitudes, interests, and motivations.

Answer to Question 2

E