Question 1

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?

Accepted Answer

The answer of Explain how credibility influences how a communication...

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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.

Accepted Answer

A)  symbolic 
B)  reference 
C)  normative reference 
D)  membership

Question 4

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

Accepted Answer

A)  neutral rating services. 
B)  commercial sources. 
C)  institutional advertising. 
D)  retail advertising.

Question 5

Briefly explain how this basic communication model works.

Accepted Answer

The answer of Briefly explain how this basic communication model...

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A)  by a trained salesperson 
B)  by a parent 
C)  in the mass media 
D)  in an editorial context

Question 9

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.

Accepted Answer

A) True 
 B)False

Question 10

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):

Accepted Answer

A)  word-of-mouth communicator. 
B)  word-of-mouth provider. 
C)  opinion receiver. 
D)  opinion leader.

Question 11

Opinion leaders tend to be consumer innovators.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A)  made up of two or more people. 
B)  interacting together. 
C)  free to join or leave the group. 
D)  working toward individual or mutual goals.

Question 13

It is always best to present your message last.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

Editorial endorsements as opposed to commercial sources generally have higher:

Accepted Answer

A)  cognitive impact. 
B)  affect. 
C)  credibility. 
D)  exposure.

Question 16

Opinion leadership is closest to which of the following concepts?

Accepted Answer

A)  Advertising. 
B)  Word-of-mouth. 
C)  Email newsletters. 
D)  Adoption process.

Question 17

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).

Accepted Answer

A)  likeability 
B)  credibility 
C)  favourability 
D)  success

Question 18

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

Accepted Answer

A)  Friendship groups. 
B)  Shopping groups. 
C)  Family. 
D)  Consumer action groups.

Question 19

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?

Accepted Answer

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

Question 20

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

Accepted Answer

A) True 
 B)False

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.