Exam 9: Reference Groups and Word-Of-Mouth

A ________ involves a celebrity who attests to the product's quality based on his/her own personal usage of the product.

________ are specialized, non-geographically bound communities formed on the basis of attachment to a product or brand.

The ________ category tends to perceive little risk in adopting new products. These consumers are even willing to pay high prices for newly introduced products because they enjoy being the first to own them.

When Kaley Cuoco (the actress who plays Penny in the television show Big Bang Theory) plays the role of a genie who grants wishes in a Toyota commercial, or the role of "The Negotiator's" daughter in Priceline commercials, she is characterized as a celebrity actor.

A group of foodies that Kathleen has never met and only interacts with through online websites and a Facebook group, where group members share recipes and recommendations, is an example of a(n) ________.

Innovators seem to find new products threatening to the point where they prefer to delay purchase until the product's success has been clearly established.

Endorsers whose demographic characteristics are similar to the target audiences' are viewed as more credible and persuasive than those who do not.

Celebrity credibility includes the audience's perception of both the celebrity's expertise and attractiveness.

Celebrity credibility includes the audience's perceptions of the celebrity's ________ and ________.

The reputation of the retailer who sells the product has a major influence on message credibility.

Which of the following is NOT one of the factors that affects the relationship between the effectiveness of messages and the spokespersons or endorsers they feature?

Innovators, early adopters, early majority, late majority, and laggards are all ________.

Which of the following is NOT one of the dimensions in measuring the credibility of a person or organization?

Consumers view promotions initiated by marketers as more credible than feedback from reference groups.

The ________ method measures opinion leadership by tracking person-to-person communications about a product or brand among members of a community where most people know each other by name.

________, or the source's persuasive impact, stems from its perceived expertise, trustworthiness, and believability.

________ is the believability of the endorser, spokesperson, or individual in an advertisement.

A ________ score increases as the Twitter starts conversations and inspires social actions.

The process by which one person informally influences the actions or attitudes of others is known as ________.

A communicator's expertise, objectivity, and trustworthiness refer to ________.