During the communication process, the same message may be interpreted differently by the various audiences. How the message is translated by the buyer/receiver is called
A. decoding
B. encoding
C. noise
D. source
E. receiver
Answer: (A) Decoding is the process that the receiver uses to translate the seller's message, and is a correct choice. Encoding (B) is how the seller translates ideas and thoughts about selling the product into words and/or symbols and is an incorrect choice. Noise (C) is incorrect. Noise refers to those distractions in the environment that may create an error in the communication process. (D) refers to the sender, or the seller, of the message and is not a correct choice. Finally, (E) is the potential consumer, not how the message is translated, so it too is incorrect.