Exam 8: Social influences on consumer behaviour

Explain how credibility influences how a communication is accepted by the receiver. What is the relationship between the effectiveness of the message and the type of spokesperson or endorser that is used?

Conspicuous products are less likely to be purchased with reference groups in mind in comparison to inconspicuous products.

An example of a child's _____ group is the immediate family, which is likely to play an important role in moulding the child's general consumer values and behaviour.

The credibility of formal sources is highest when it comes from:

Briefly explain how this basic communication model works.

Consumer-action groups are usually formed for temporary causes and then disband.

Viral marketing was named that because it allows a message to spread like a virus.

A mention of the product _____ yields great confidence in the message.

Resonance is a type of teaser advertisement that a broadcaster will present before a commercial break to try to keep audiences tuned in during commercial breaks.

Beth told Angela about this great book that she had just purchased. Angela had been planning to buy a new book to read and, based on Beth's comments, she decided that she would buy this one. Beth served as a(n):

Opinion leaders tend to be consumer innovators.

The key issue that serves to define a common membership in a group is that members are:

It is always best to present your message last.

Opinion leadership and word-of-mouth communications are very different.

Editorial endorsements as opposed to commercial sources generally have higher:

Opinion leadership is closest to which of the following concepts?

Celebrity _______ is the audience's perception of both the celebrity's expertise (how much the celebrity knows about the product area) and their trustworthiness (how honest the celebrity is about what he or she says about the product).

Which of the following groups is considered the most influential reference group for consumer behaviour?

When a laundry detergent brand cites a consumer's choice magazine in their advertisement that they 'are most successful in removing stains on all kinds of fabric' compared to its competitors, which of the following strategies is that brand using?

When message comprehension is low, receivers rely on the spokesperson's credibility in forming attitudes towards the product.