Chapter 11: Listening as a Consumer

I.

Consumer Listening: a special form of critical listening

Yes No

Spend Save

A. Advertising appeals to holistic listening.

1.
2.
3.
4.
5.
B. Its so easy ___________________________________________.
1. ATM machines __________________________________________.
2. Hassle-free ______________________________________________.
3. Easy ____________________________.
4. 800 ______________________________.
5. ___________________________
6. ____________________________.
C. Trends in Advertising

1. Over $1.074 trillion spent a year ____________________________

______________________________________________________.
2. Less TV advertising to reduce time and space ______________
____________________________________________________________
a. In-store promotions-scratch cards and _______________________
______________________
b. Special mailings to preferred customers--________________________
c. One-to-one internet advertising ________________________________
________________________________.
$957.9 billion in e-commerce retail sales in 3rd quarter 2005
D. Why Do We Shop?
1. We are motivated to shop for ourselves:
a. Survival____needs__________________________________________
_________________________.
b. Safety and security-_______________________________________
c. Social acceptance-__________________________________________
d. Fulfillment-use of talents and creativity, __________________________
____________________________________________.

e. Shopping releases the brain chemical

________dopamine___________________

giving a ______________ chemical high m____________

f. _____% of Americans are addicted to shopping. To cope with
______________________________________
2. We are motivated to shop for others:
a. A gift given to _____________________________________________
___________________________________________.
b. A gift to alleviate __________________________________________.
E. Result of Over-Spending
1. Excessive __________________ is a problem
_________ million Americans declared ________________ in 2003.
2. Average family has __________________ in credit card debt.
II. Advertising Techniques
A. Bandwagon technique: encourages someone to buy a product because
"__________________________________"
1. Similar to the fallacy of _________________________________.
2. Soft drink companies have _________________________
3. Fashion trends are based __________________________.
4. Examples: Gap khakis ads, Pepsi generation, Id like to teach the world
to

sing in perfect harmony. I'd like to________________________________

_______________________________________________.
B. Good Ole Days: Promises to bring us back to
___________________________
___________________________________.
1. Examples: Pepperidge Farm, KFC, antiques
2. Stresses the products taste or wear like ___________________
products.
3. Companies will sometimes show older versions ___________________
_________________.
4. Grocery stores tend to use older women like your grandmother to
____________________________________.
C. Plain Folks: Reminds us of the hard-working,
_______________________
___________________________________
1. This truck is _____________________________________
__________________"
2. SUV ads with ________________________________________
3. Makes fun of _________________________________________
4. There is also a reverse version that says: _____________________
___________________________________

D. Testimonials: use a credible source or a celebrity to

_____________________
_________________________________.
1. Kirstie Alley lost 30 kilos and is a spokesperson for
_____________________.
2. Michael Jordan, spokesman for Air Jordans, Tiger Woods spokesman for
Nike, numerous athletes are on __________________ boxes
3. Important to ask if spokesperson is an ____________________________
or

a _____________________________
E. Emotions: appeal to our feelings of love, freedom, fun, and guilt to buy
insurance,

greeting cards, diamond jewelry, ______________________

______________________________, gravestones, long-term care for
parents or

grandparents
1. Ads often promote
____________________________________________.
2. Ads often show generations of families during important family events:
_________________________________________________
3. Can be effective in getting us to change
_____________________________

such as _____________________________________________________.
4. Should ask, "Are emotions a reason to
____________________________?"
F. Transfer: increases the desirability of a product by associating it with a
_______________________________________
1. The _________________________________-Just do it
2. Ralph Lauren polo player-____________________________________
_____________________
3. Richard Nixon used this technique in the speech: desk, living room
setting, his

wife, children, ____________________________ named Checkers

G. New and Improved: indicates that the product is
"_________________________"
1. Opposite of the
_____________________________________________
2. Often used for consumer products such as detergents,
________________
________________________________ and especially ________________
3. Implies that the company is always ______________________________.
4. Should ask ourselves, "________________________________ and
____________________________________?"
H. Card Stacking: attempts to sell a product by providing half-truths or by

__________________________________________________________
1. Means putting the cards in _______________________________.
2. A partial quotation may be used. Toothpaste companies have used
excerpts of
_____________________________________________
3. An ad promoting a brand of birth control pills that helps women have
clearer

skin_ _______________________________________________
4. Free shipping on the cover of a catalogue--for orders over $100 (in the
fine

print on the _____________________________).

I. Thats Incredible or Puffery: focuses on the language.
1. Catchy phrases and powerful adjectives and modifiers imply that
____________________________________________________________
__
2. Example: "Nothing can compete with our Pac-Lite."
3. Can also be a visual image: Gorilla in a cage brutalizing a ____________
__________________________________
III. Effective Consumer Listening
A. Listen intrapersonally to motivations for buying:
_________________________
__________________________< /span>

B. Understand the subliminal and conscious

technique______________________
______________________
C. Research a product______________________________________
_______________.
1. Consult consumer periodicals such as
_____________________________
______________________________________.
a. Provide criteria which are used to evaluate where a _______________
_____________________________________________
b. Include a summary page which gives a product or service an overall
________________________________________________________
_____________.
c. Give ____________________________________ about each product
2. Private Label Products
a. Often manufactured by the same companies that __________________
_______________________.
b. You can identify identical products by
____________________________
______________________________.
c. Often just as effective as the __________________________________

________________________________________________________.
3. Making Large Purchases
a. Read specialty periodicals such as ____________________________
___________ to compare products.
b. Visit showrooms, take cars for a test drive, try out all of the equipment,

check for visibility and comfort, ask question about feature or

____________________________________________________.
c. Rent the same model car if possible __________________________
__________________________________________.
d. Check for any hidden costs.
_____________________________________
_________________________________________________________
________________________________________.
4. Researching Services
a. Get recommendations from a reliable source: a mechanic, insurance

agent, or car dealer. Dont ____________________________________

________________.
b. Visit several shops _________________________________________
________________________________________________________.

c. Is the shop a member of a professional organization that ____________

___________________________________?
d. Have mechanics completed a _________________________________?
e. What does the shop specialize in? f. Is the shop clean and well-

organized?
g. What equipment is used?
h. Get a detailed estimate and warranty

Chapter 12: Listening Appreciatively

I. Definition: Listening for fun_
A. It is based on
_____________________________________________________.
B. It can happen by________________________.
C. It can_____________________________________.
D. It is diverse
1. We dont all
__________________________________________________.

2. Babies are predisposed to what they like and dont like.

_______________
______________________________.
3. Parents share their interests with their children.
________________________
____________________________________________________________.
4. As we get older, our interests are
__________________________________.
5. In college, we develop personal likes
________________________________________________.
II. Steps to Appreciative Listening
A. Attraction: Our _right side of the
brain___________________________________
1.
2.
3. It is not ______________________________________________
4. It can lead to a
________________________________________________
__________________________________________.
B. Contact: The emotional attraction we felt
(___________________________)

causes us to become ____________________________________________

1. We learn more through listening involvement, observation or
participation

(_______________________________).
2. We learn what
________________________________________________.
C. Critical Evaluation: As we learn more about a subject,
___________________
__________________________________.
1. This step involves primarily the _____________________________
2. Is it good for me?
3. Is this a good way for me to __________________________?"
4. Information from contact stage provides a
____________________________
_______________________________.
5. It also relies on energy from the attraction phase to supply
___________________________________________________________
6. After contact and continuous learning, if the attraction does not continue,
the
_____________________________________________________________

Appreciative Listening Cycle (Circle) pg. 189

Appreciative Listening Cycle: Peter and the Cello

Attraction:
1. Parents take Peter to the
___________________________________________.
2. Peter likes the sound of the ________________________.
3. Peters asks what the instrument is called.
4. Peter announces he
_________________________________________________
____________________.
Contact:
1. Parents call school and find out if there is a
___________________________.
2. Peter tries out the instrument and decides he wants
_______________________
_____________________.

3. Peter takes lesson for ______________________________.

Critical Evaluation:
1. Friends start taking _______________________________________.
2. Peter is tempted to quit cello and play a
______________________________.
3. Peter decides that he plays better than his friends do, so
_________________
_____________________________________
Attraction
1. Peter attends summer music camp where
he_____________________________
_______________________________________________
2. He forms
_________________________________________________________
Contact
1. He takes __________________________________________________
2. He attends _____________________________________________
3. He plays in an orchestra in school for_______________________
Critical Evaluation
1. Will he ____________________________________?
2. ___________________________________________

Lifelong Benefits:
1. He learned to read
______________________________________________.
2. He has
developed an _____________________________________________.
3. He admires the
_________________________________________________.
4. He may play in a community orchestra
______________________________
______________________________________________.
III. Knowledge and Appreciation
A. Appreciative listening involves knowledge to learn what attracted us to a
________________________________________________________.
1. Hockey is fun because
_________________________________________.
2. Plays are fascinating because all of the action occurs _______________
________________________________________________.
B. Knowledge and Experience can also lead us to
_____________________________
____________________________________.
1. I dislike the fights, _______________________________
________________________________________________

___________________________.
2. Plays are boring because I cannot
________________________________________________.
C. We murder to dissect.
1. When we have studied a topic too thoroughly and dissected it, we may

have ruined or murdered our _________________________________

____________________________________________________________.
2. An understanding critic will appreciate an amateur performance because
__________________________________________________________.
3. An arrogant critic will often dismiss a performance as being
unsatisfactory if it

does not meet ____________________________________________

IV. Role of Humor in Listening
A. Appreciative listening should be _______________.
1. Laughter / humor improves health.
a. Laughter reduces blood pressure, oxygenates the blood massages vital

organs, ___________________________________________________
______________________________.
b. Laughter helps prevent illness and helps you _______________
_________________________________________________.

2. Humor helps a learner pay attention to a message and remember it. You

remember favorite stories ____________________________________

3. Laughter solves __________________ by reducing tension and
______________________________________________________
4. Humor also increases_____________________________________
V. Why Appreciative Listening can be difficult
A. Listening is a group experience similar to a_____________________
B. We bring both _____________________________with us to the theater
or concert hall.
C. If someone took you to a performance you did not want to attend,
___________________________________ (_____________ noise)
D. Performing arts occur in a restrictive environment. _________________
___________________________________________________________
Example: You must wait until the end of an entire piece before you

applaud at an orchestra concert.

E. When attending most performing arts, you must be
___________________
___________________________________________________________
____________________________________________.
F. Many listeners suffer from short attention spans.

1. The average attention span is __________________________________

,
_________________________________________________________.
2. 1960c s: _______hours
3. 1900c s: 4-5 hours
VI. How to Be a Good Appreciative Listener
A. Be open to new experiences.
B. Allow the right brain to receive and ____________________________
__________________________________
C. Don t be so critical that you lose your sense of attraction that caused you
to try
____________________________________________.

Chapter 13: Listening in Partnerships

I. Definition: an agreed-upon process to listen actively and work
together__________________________________
_____________________________________________________________
_____
A. They imply that members are equal players regardless
__________________
___________________________________________________________.
B. They can be short-lived:_____________________________
C. They can also be long-term:
____________________________________________________

D. They can be life-long: __________________________________

___________________.
E. Business partnerships
1. One of the most common types ____________________________
_______________________

2. Formed to _______________________________________
3. Formed to reduce ________________________________________
________________________________.
4. Formed to maximize each members __________________________
____________________________________________________.
II. Steps to Successful Partnering
A. Commitment: You must have the commitment of the
____________________
________________________________________________________.
1. Example: Robert Marcell got the commitment of Lee Iacocca to the
Neon

project _______________________________________________
8 ___________________________________.
2. Committed to completing a project in
________________________________
_________________________________________________.

3. Committed to completing a project for

______________________________
______________________________________________.
4. Potential partners also must be
______________________________________
________________________________.
5. Potential partners must be committed to the idea of
______________________
________________________________________________________.
II. Steps to Successful Partnering
A. Communication: the act of sending messages and listening to each
other
____________________________________________________.
1. Frequency of reports, meetings, discussions, updates, newsletters, and
_________________________________________________________
__________.
2. A sense of equality ensures that everyones ideas will be shared
___________
________________________________________________________.

Example: Important that members of the Autoworkers Union and line

workers

be ____________________________________________________
____________________________________________________________.
B. Conflict resolution: Essential to
solve________________________________
________________________________________.
1. Conflict: The interaction of interdependent people who have different

goals (1) or experience interference _____________________________

_______________________________ (2).
2. Important to have a procedure _________________________________
________________________________________________________.
a. Otherwise time is ___________________
b. ______________________________________________
c. Morale suffers__________________________________________
_______________________________
d. Sometimes married couples need___________________________
___________________________.
e. Roberts Rules of Order ensures that all sides of an issue
_____________________________________________________
_____________________________________________________

 The majority rules, __________________________________

f. Coors Brewing Company has a formal procedure that allows

employees to air their____________________________________

____________________________________________________.
g. Schools have student conduct committees to __________________
____________________________________.
C. Earned Trust: Doing what you say you are going to do or
_________________________________________________________.

1. An __________________________________________
2. Essential in ______________________________________
3. Confidential information should not be __________________________
_______________________________________.
4. All alternatives should be shared and considered __________________
_____________________________________.
D. Teamwork:___________________________________________
1. Takes partnership one step further by adding a ____________________
___________________________________________________.
a. Partnering requires commitment and support of a projectthere

can be ______________________________________________

b. Teamwork involves being _______________________________

___________________________________________________.
c. Team: a group of interdependent people who use their diverse skills

and _________________________________________________
__________________________________________.
Example: A team may consist of members from: design or product

development, manufacturing, marketing, sales, purchasing, and finance--_________________________________________________________

______________________________________________________
2. Teamwork involves synergism: the process by which diverse experts

work together to achieve solutions that __________________________

________________________________________________________
___________________________________.
a. Synergism can be described as ____________________________
b. We take _____________________________________________.
c. Teamwork ensures that ideas will be implemented because team

members______________________________________________
____________________________.
d. Working together energizes ______________________________
____________________________________________________.

E. Evaluation: The process of gaining information and using

that ____________
____________________________________________________________.
1. Final Report: After the project is completed, team members present a

final evaluation of what they would change _______________________

______________________________________________________.
2. Work-in-Progress Evaluations: Weekly or monthly progress reports

delivered at _______________________________________________
_______________________.
a. Members of the team can offer suggestions for making
_____________________________________________________
____________________________________________________
b. Admitting problems when they occur builds trust among team

members and prevents a crisis that _________________________

_________________________
III. Successful Partners Listen to Each Other
A. Commitment: Listen intrapersonally to determine how this project or

relationship helps us
____________________________________________
1. Survival: Will this project save the company money or sales,

______________________________________________________
___________________?
2. Power: Will this project give you more visibility in the company and

introduce you to people who could be __________________________

____________________________________________?
3. Acceptance: If you are new to the company and area, _______________
__________________________________________?
4. Freedom: Will you have more freedom from ______________________
_______________________?
5. Fun: Do you enjoy being ___________________________________?
B. Communication: Listen holistically for different
_______________________
____________________________________
1. Therapeutic listening
a. Communication should be _______________________________
____________________________________
b. Listen ___________________________________________
2. Comprehensive Listening
a. Listen __________________________________
b. Learn from the ________________________________________

___________________________________
3. Critical Listening ---________________________________________
_______________________________________________________
C. Conflict resolution
1. Therapeutic Listening: What feelings are ________________________
______________________________________________?
2. Critical Listening: Why do individuals disagree ___________________
__________________________? Is there faulty reasoning involved?
3. Comprehensive Listening: Get all of the facts so a _________________
_________________________.
D. Trust: is built on credibility based on____________________________
____________________________________________________________
________________.
1. Therapeutic Listeningtaking feelings into account, showing no

judgment, ____________________________________________
________________________________
2. Appreciative Listeningappreciating the ________________________
_______________________________________
3. Comprehensive Listeninglearning ___________________________
____________________________________.

E. Teamwork: is like holistic listeningwe rely on all of our senses or

____________________________________________________________.
1. Each sense uses its area of expertise to __________________
___________________________________________________.
2. When a sense is not working, other sense come to our aid and work
_______________________________________________________
_____________________.
F. Evaluation: Gathers feedback about the project and _______________
___________________________________________________________.
1. Comprehends the facts: the status of deadlines, cost control,
_______________________________________________________
_______________________________ COMPREHEND
2. Gauges the feeling of team members about the partnership.
_____________________________________________________
_____________________________________________________
CARE
3. Uses critical thinking to ______________________________________
_________________________________________________________
Have resources been ________________________________________

_________________________________________________________
________________________________________________________?
What do the ___________________________________? CRITIQUE
4. Use appreciative listening to determine whether members are being
_________________________________________________________
_________________________________________________________
_________________________________________________________
_____________________________________________? COMMEND
IV. Personal and Family Partnerships
A. Commitment
1. In a marriage, a couple commits themselves to the marriage

relationship and to _________________________________________.

2. In a serious dating relationship, there is a ________________________
__________________________________________________.
B. Communication
1. This is essential to a ________________________________________.
2. You must give each other time to _______________________________
_______________________________________________.
3. Women often complain that __________________________________.
4. Arrange for time together when ________________________________

______________________________________
5. When you have children, _____________________________________
________________________________________.
6. Be patient and be __________________________________________.
7. Don't try to _______________________________________________.
8. Respect each other's need to _________________________________.
C. Conflict resolution
1. Set up an informal way of ____________________________________.
2. Try not to argue when ______________________________________.
3. Some couples don't go to sleep until ___________________________
_____________________________________________.
4. Some couples use __________________________________________
5. Don't try to solve problems when you are ________________________

because your __________________________. Talk about your

_____________ instead.
6. If you can't work out your differences, __________________________
_________________________________________.
D. Earned trust
1. Don't be _________________. Many marriages break up because

_______________________________________.
2. Don't try to constantly ______________________________________.
3. Couples need to respect each other's ____________________________
________________________________________________________.
4. Independence within a relationship is ___________________________.
E. Evaluation
1. Every couple needs to evaluate their relationship from time to time<
/span>
_______________________________________________________.
2. Attend a ________________________________________________
______________________________________________________.
F. Teamwork
1. Try to plan several activities that _______________________________.
2. Plan projects so ___________________________________________.
3. If you must go out of town on business, _________________________
_______________________________________________.
V. Communication Within a Family
A. When correcting children, focus on a child's
__________________________
___________________________________________________________.
Not: "Sally, you are so sloppy."

But: "Sally, you have to slow down when you are carrying a full class of

juice."
B. Children need to know why a behavior is unacceptable and what the
___________________________________________________________.
"Sally, I don't like it when you use my school supplies without asking me. I

look for something and I can't find it."

"I will take the cost of the yellow marker you lost out of your allowance."
C. Don't _________________________________. Tell a child you cannot

listen to him at a particular time and _______________________________.

"I have to get dinner in the oven, then we can talk."
Don't do this too often.
D. Try to avoid giving advice,
making an _______________________________
____________________________________________________________.
It prevents a child from
__________________________________________.
A child becomes less ___________________________________________.
E. Watch the ____________________________________.
Listen to the ________________________________.
What does it say about what is ____________________________? Is she

troubled about something?

F. Remember that children have

____________________________________
____________________________________________________________.
G. Design the proper
_____________________________________________.
It should be _______________________________________.
If you have several children, ___________________________________
___________________________________________.
H. Give your child your _________________________________________
____________________________________________.
I. Express frequent
_______________________________________________
___________________, not just what they have done. Do this before they
go

to bed.
"Sam, I really enjoyed our walk together, this afternoon."

Chapter 14: Cross-Cultural Listening

I. Definition: Culture is a strongly held system of
_______________________________
_________________________________________ and expectations
initiated and

maintained by the __________________________________________.

A. The way a group ___________________________________ as well as
what

they believe in and value which is

___________________________________.
B. Also called cultural ___________________
C. Since __________________________ is an element of culture,
communication

and culture are inseparable.

1. Spoken and written languageadvertising errors

_____________________________________________________
2. Nonverbal languagemisunderstood gestures
_____________________________________________________
D. Examples of cultures
1. Simple groups: ___________________________________________
________________________________________________________
2. Families
3. Complex organizations: _____________________________________
4. International / ethnic groups
II. Researching cultures
A. Simple groups
1. Visit meetings
2. ___________________ participants
3. Check ________________________________
B. Families
1. _________________________________
2. Ask _____________________________
3. Talk about ___________________________
C. Complex organizations

1. ________________ with individual you will be reporting to

2. Request opportunity to _____________________________
3. Speak with someone who holds a ________________________
_________________________________________
D. International cultures
1. Consult the _________________________________________

individuals who have lived and worked in the culture, people who grew
up in the culture
2. Organizations often provide training for _____________________
___________________________________
III. Context Cultures
A. Context: The ________________ messages and _______________

variables that accompany communication events--____________________

B. Low Context Cultures
1. Tend to have an ___________________________ population
2. Focus primarily on ____________________
3. Use direct statements and __________________________________
4. Greater concern for __________________________________
C. High Context Cultures
1. Tend to have a ___________________________ population

2. Rely on _________________________________ experiences

3. Tend to rely more on _________________________________

that accompany words

D. We adjust our listening expectations:
1. Low-context cultures--_______________________________________
_________________________
2. High-context culturesbe____________________________________
__________________________
E. Context Cultural Differences (pages 226-227 for complete list)
1. Direct _______________________
2. Volume of _______________
3. Hand ____________________
4. Touching
5. Use of _______________________
F. High-Context vs. Low-Context Professions
High Context Low Context

G. High-Context vs. Low-Context International Cultures

High Context Low Context
China Switzerland
Japan ______________
______________ ______________
Native American Scandinavian Countries
Latin America
____________
____________
Arabia
IV. Cultural Differences: Individualism vs. Collectivism
Individualism Collectivism
A. Minimal consideration A. Concern and identity

for ______________ tied to _____________

_________________ ___________________

B. Define people by B. Respect tied to

_________, where they _______________, hard

live, and _____________ work, and ___________

C. Individualistic vs. Collectivist International Cultures
Individualistic Collectivist
_________________ Venezuela
Australia Colombia
Great Britain _________________
_________________ Singapore
The Netherlands ________________
______________ Hong Kong
Denmark China
V. Poloychronic vs. Monochronic Cultures

Polychronic Monochronic
A. Want to keep current A. Compartmentalize activities

on ________________ B. __________________
___________________
B. Not overly sensitive to C. Seem to be in

time __________________

C. Seem laid-back
D. Polychronic vs. Monochronic International Cultures

Polychronic Monochronic
Mediterranean Countries ____________________
____________________ Germany
Bangladesh Northern Europe
_______________
VI. Culture Shock
A. Initial euphoria: _________ weeks
(___________ Stage)
B. Irritation and hostility: may last _________ months
(___________ Stage)
C. Gradual adjustment: after first ________ months
(__________ Stage)
D. Adaptation: may take years
(___________Stage)
E. Most people also experience culture shock when
______________________________
____________________________________