Question 1

When a strong negative cue is eventually forgotten, leaving the brand name and persuasive message, advertisers would be said to have benefited from:

Accepted Answer

A)  pain-oriented advertising. 
B)  abrasive advertising. 
C)  agony advertising. 
D)  antagonistic advertising. 
A)  pain-oriented advertising. 
B)  abrasive advertising. 
C)  agony advertising. 
D)  antagonistic advertising.

Question 2

Humour always increases the acceptance of the communication message regardless of demographics and level of involvement.

Accepted Answer

A) True 
 B)False

Question 3

Marketers prefer using celebrity reference group appeals because these appeals are the most effective despite their cost.

Accepted Answer

A) True 
 B)False

Question 4

If an individual is primarily concerned with the acceptance or approval by others in a group, it is unlikely that this group will impact the individual's:

Accepted Answer

A)  behaviour. 
B)  attitudes. 
C)  knowledge. 
D)  buying habits. 
A)  behaviour. 
B)  attitudes. 
C)  knowledge. 
D)  buying habits.

Question 5

Friendship groups are typically classified as _____ groups because they are usually unstructured and lack specific authority levels.

Accepted Answer

A)  symbolic 
B)  indirect 
C)  normative 
D)  informal 
A)  symbolic 
B)  indirect 
C)  normative 
D)  informal

Question 6

Words, pictures, symbols, spokespersons and special channels are all forms that can aid a sender in:

Accepted Answer

A)  encoding. 
B)  receiving. 
C)  decoding. 
D)  demassification. 
A)  encoding. 
B)  receiving. 
C)  decoding. 
D)  demassification.

Question 7

When involvement with a product is high, advertisers should:

Accepted Answer

A)  present ads with strong issue-related arguments. 
B)  emphasise visual or symbolic material. 
C)  use action closings. 
D)  present ads which emphasise the spokespersons. 
A)  present ads with strong issue-related arguments. 
B)  emphasise visual or symbolic material. 
C)  use action closings. 
D)  present ads which emphasise the spokespersons.

Question 8

Which of the following is an example of an informal communication source?

Accepted Answer

A)  A parent. 
B)  A friend. 
C)  A sibling. 
D)  All of the above. 
A)  A parent. 
B)  A friend. 
C)  A sibling. 
D)  All of the above.

Question 9

Which of the following is not a factor which may affect an advertisement's credibility?

Accepted Answer

A)  The spokesperson who appears in person or in a commercial or advertisement. 
B)  The reputation of a celebrity endorser. 
C)  The time at which a consumer sees the advertisement. 
D)  The synergy between the celebrity endorser and the product they are endorsing. 
A)  The spokesperson who appears in person or in a commercial or advertisement. 
B)  The reputation of a celebrity endorser. 
C)  The time at which a consumer sees the advertisement. 
D)  The synergy between the celebrity endorser and the product they are endorsing.

Question 10

Identify and explain through the use of examples, two of the possible emotional advertising appeals.

Accepted Answer

There are five different emotional adver

Question 11

______ is when the advertiser tells the audience about the positive and negative points about their product.

Accepted Answer

A)  A two-sided message 
B)  Framing 
C)  Advertising resonance 
D)  Comparative advertising 
A)  A two-sided message 
B)  Framing 
C)  Advertising resonance 
D)  Comparative advertising

Question 12

A reference group is characterised by all the following except that it:

Accepted Answer

A)  serves as a frame of reference for individuals and their purchase decisions. 
B)  places restrictions on group size and membership. 
C)  does not require that consumers identify with a tangible group. 
D)  helps individuals in forming their attitudes, values and behaviours. 
A)  serves as a frame of reference for individuals and their purchase decisions. 
B)  places restrictions on group size and membership. 
C)  does not require that consumers identify with a tangible group. 
D)  helps individuals in forming their attitudes, values and behaviours.

Question 13

_____ is the process by which one person informally influences the actions or attitudes of others without commercial motives.

Accepted Answer

A)  Advertisement 
B)  Promotion 
C)  Opinion leadership 
D)  Sales 
A)  Advertisement 
B)  Promotion 
C)  Opinion leadership 
D)  Sales

Question 14

In order for reference groups to be able to encourage conformity, a reference group must be able to accomplish all of the following except:

Accepted Answer

A)  inform or make the individual aware of a specific product or brand. 
B)  legitimise the decision to use the same products as the group. 
C)  provide the individual with the opportunity to compare his or her own thinking with 	the attitudes and behaviours of others within the group. 
D)  influence the individual to adopt attitudes and behaviours that are unique. 
A)  inform or make the individual aware of a specific product or brand. 
B)  legitimise the decision to use the same products as the group. 
C)  provide the individual with the opportunity to compare his or her own thinking with 	the attitudes and behaviours of others within the group. 
D)  influence the individual to adopt attitudes and behaviours that are unique.

Question 15

Which of the following statements about virtual communities is not true?

Accepted Answer

A)  Virtual communities provide an opportunity for marketers to address consumers with a particular common interest. 
B)  Virtual communities can also be referred to as 'cyber-communities'. 
C)  The exchange of knowledge that can take place within a virtual community can help a poor product sell faster. 
D)  Today's communities are much more broadly defined as 'sets of social relations among people'. 
A)  Virtual communities provide an opportunity for marketers to address consumers with a particular common interest. 
B)  Virtual communities can also be referred to as 'cyber-communities'. 
C)  The exchange of knowledge that can take place within a virtual community can help a poor product sell faster. 
D)  Today's communities are much more broadly defined as 'sets of social relations among people'.

Question 16

The initiator of the communication is the:

Accepted Answer

A)  intended audience. 
B)  unintended audience. 
C)  sender. 
D)  forwarder. 
A)  intended audience. 
B)  unintended audience. 
C)  sender. 
D)  forwarder.

Question 17

Researchers have found a negative relationship between the intensity of fear appeals and their ability to persuade, meaning that strong fear appeals tend to be less effective than mild fear appeals.

Accepted Answer

A) True 
 B)False

Question 18

For an opinion leader to be perceived as neutral, they have to have/do which of the following?

Accepted Answer

A)  Provide both positive and negative information. 
B)  Give information and advice. 
C)  Information they give has to be category-specific. 
D)  High level of credibility. 
A)  Provide both positive and negative information. 
B)  Give information and advice. 
C)  Information they give has to be category-specific. 
D)  High level of credibility.

Question 19

Shareholders, creditors, suppliers, bankers and employees are examples of ______ audiences.

Accepted Answer

A)  unintended 
B)  target 
C)  intermediary 
D)  consumer 
A)  unintended 
B)  target 
C)  intermediary 
D)  consumer

Question 20

Which of the following is a way in which a firm can employ a celebrity in its marketing communications?

Accepted Answer

A)  The celebrity can give a testimonial. 
B)  The celebrity can give and endorsement. 
C)  The celebrity can act as a company spokesperson. 
D)  All of the above. 
A)  The celebrity can give a testimonial. 
B)  The celebrity can give and endorsement. 
C)  The celebrity can act as a company spokesperson. 
D)  All of the above.

When a strong negative cue is eventually forgotten, leaving the brand name and persuasive message, advertisers would be said to have benefited from:

Humour always increases the acceptance of the communication message regardless of demographics and level of involvement.

Marketers prefer using celebrity reference group appeals because these appeals are the most effective despite their cost.

If an individual is primarily concerned with the acceptance or approval by others in a group, it is unlikely that this group will impact the individual's:

Friendship groups are typically classified as _____ groups because they are usually unstructured and lack specific authority levels.

Words, pictures, symbols, spokespersons and special channels are all forms that can aid a sender in:

When involvement with a product is high, advertisers should:

Which of the following is an example of an informal communication source?

Which of the following is not a factor which may affect an advertisement's credibility?

Identify and explain through the use of examples, two of the possible emotional advertising appeals.

______ is when the advertiser tells the audience about the positive and negative points about their product.

A reference group is characterised by all the following except that it:

_____ is the process by which one person informally influences the actions or attitudes of others without commercial motives.

In order for reference groups to be able to encourage conformity, a reference group must be able to accomplish all of the following except:

Which of the following statements about virtual communities is not true?

The initiator of the communication is the:

Researchers have found a negative relationship between the intensity of fear appeals and their ability to persuade, meaning that strong fear appeals tend to be less effective than mild fear appeals.

For an opinion leader to be perceived as neutral, they have to have/do which of the following?

Shareholders, creditors, suppliers, bankers and employees are examples of ______ audiences.

Which of the following is a way in which a firm can employ a celebrity in its marketing communications?

The foundations of consumer behaviour

Market segmentation: segmenting, targeting and positioning for diverse

Consumer needs and motivation

Personality and self-concept

Consumer perception

Consumer learning and involvement

Consumer attitudes—attitude development and change

The family

Social class and consumer behaviour

The influence of culture on consumer behaviour

Subcultural aspects of consumer behaviour

Cross-cultural consumer behaviour: An international perspective

Decision making

Consumer influence and diffusion of innovations

Public policy and consumer protection

Filters

Exam 8: Social influences on consumer behaviour

When a strong negative cue is eventually forgotten, leaving the brand name and persuasive message, advertisers would be said to have benefited from:

Humour always increases the acceptance of the communication message regardless of demographics and level of involvement.

Marketers prefer using celebrity reference group appeals because these appeals are the most effective despite their cost.

If an individual is primarily concerned with the acceptance or approval by others in a group, it is unlikely that this group will impact the individual's:

Friendship groups are typically classified as _____ groups because they are usually unstructured and lack specific authority levels.

Words, pictures, symbols, spokespersons and special channels are all forms that can aid a sender in:

When involvement with a product is high, advertisers should:

Which of the following is an example of an informal communication source?

Which of the following is not a factor which may affect an advertisement's credibility?

Identify and explain through the use of examples, two of the possible emotional advertising appeals.

______ is when the advertiser tells the audience about the positive and negative points about their product.

A reference group is characterised by all the following except that it:

_____ is the process by which one person informally influences the actions or attitudes of others without commercial motives.

In order for reference groups to be able to encourage conformity, a reference group must be able to accomplish all of the following except:

Which of the following statements about virtual communities is not true?

The initiator of the communication is the:

Researchers have found a negative relationship between the intensity of fear appeals and their ability to persuade, meaning that strong fear appeals tend to be less effective than mild fear appeals.

For an opinion leader to be perceived as neutral, they have to have/do which of the following?

Shareholders, creditors, suppliers, bankers and employees are examples of ______ audiences.

Which of the following is a way in which a firm can employ a celebrity in its marketing communications?

The foundations of consumer behaviour

Market segmentation: segmenting, targeting and positioning for diverse

Consumer needs and motivation

Personality and self-concept

Consumer perception

Consumer learning and involvement

Consumer attitudes—attitude development and change

The family

Social class and consumer behaviour

The influence of culture on consumer behaviour

Subcultural aspects of consumer behaviour

Cross-cultural consumer behaviour: An international perspective

Decision making

Consumer influence and diffusion of innovations

Public policy and consumer protection

Filters