Question 1

What is word-of-mouth communication? Describe some strategic marketing applications of word-of-mouth.

Accepted Answer

'Word-of-mouth communication' (also know

Question 2

Is it better to present your commercial first or last?

Accepted Answer

A)  Either first or last 
B)  First. 
C)  Last. 
D)  Order is an irrelevant cue. 
A)  Either first or last 
B)  First. 
C)  Last. 
D)  Order is an irrelevant cue.

Question 3

The basic communication model consists of the sender, a message, a channel (or medium), a receiver and feedback.

Accepted Answer

A) True 
 B)False

Question 4

Comparative advertising has been found to be more effective than non-comparative ads when the advertised brand has low market share.

Accepted Answer

A) True 
 B)False

Question 5

General or broadly defined values or behaviour would be impacted by a(n):

Accepted Answer

A)  comparative reference group. 
B)  symbolic reference group. 
C)  indirect reference group. 
D)  normative reference group. 
A)  comparative reference group. 
B)  symbolic reference group. 
C)  indirect reference group. 
D)  normative reference group.

Question 6

The elaboration likelihood model proposes that for high-involvement products, marketers should present advertisements with strong, well-documented arguments and follow the central routes to persuasion.

Accepted Answer

A) True 
 B)False

Question 7

Non-verbal communication takes place in a number of channels and forms including:

Accepted Answer

A)  impersonal channels. 
B)  symbolic communication. 
C)  interpersonal communication. 
D)  direct selling. 
A)  impersonal channels. 
B)  symbolic communication. 
C)  interpersonal communication. 
D)  direct selling.

Question 8

Explain the factors that affect reference group influence on consumer behaviour.

Accepted Answer

The factors that affect reference group

Question 9

A firm that was attempting to provide specific product information would most likely utilise a:

Accepted Answer

A)  symbolic communication mode. 
B)  verbal message. 
C)  demassificated message. 
D)  nonverbal message. 
A)  symbolic communication mode. 
B)  verbal message. 
C)  demassificated message. 
D)  nonverbal message.

Question 10

Janie found out that Joan has been receiving fashions from a particular designer in exchange for positive comments about the clothes to her friends. In Janie's eyes, this would damage the opinion leader's:

Accepted Answer

A)  information and advice. 
B)  positive and negative information. 
C)  role as being a two-way street. 
D)  credibility. 
A)  information and advice. 
B)  positive and negative information. 
C)  role as being a two-way street. 
D)  credibility.

Question 11

Joe wanted to buy a new stereo, but he wasn't sure which brand to buy. He decided to call his friend Eric, who was an electronics whiz. Joe is a(n):

Accepted Answer

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

Question 12

A _____ group is any person or group that serves as a point of comparison for an individual in forming either general or specific values, attitudes, or a specific guide for behaviour.

Accepted Answer

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

Question 13

A consumer will decode or receive a message in a specific personal way unaffected by what their mood is.

Accepted Answer

A) True 
 B)False

Question 14

The sender determines if and how well a message has been received through:

Accepted Answer

A)  differential action. 
B)  reaction. 
C)  disassociation. 
D)  feedback. 
A)  differential action. 
B)  reaction. 
C)  disassociation. 
D)  feedback.

Question 15

Tupperware generates 90% of its $1 billion in annual sales from:

Accepted Answer

A)  selling its products on the Internet. 
B)  word-of-mouth sales. 
C)  in-home shopping parties. 
D)  catalogue purchases. 
A)  selling its products on the Internet. 
B)  word-of-mouth sales. 
C)  in-home shopping parties. 
D)  catalogue purchases.

Question 16

Which of the following would not likely have an impact on the credibility of a commercial message?

Accepted Answer

A)  The sponsor of the message. 
B)  The retail outlet that carries the product. 
C)  The reputation of the spokesperson that carries the message. 
D)  When the message was received by the receiver. 
A)  The sponsor of the message. 
B)  The retail outlet that carries the product. 
C)  The reputation of the spokesperson that carries the message. 
D)  When the message was received by the receiver.

Question 17

A(an) _____ consists of individuals who work together as part of a team and thus have a sustained opportunity to influence each other's consumption-related attitudes and actions.

Accepted Answer

A)  informal group 
B)  formal work group 
C)  shopping group 
D)  informal friendship-work group 
A)  informal group 
B)  formal work group 
C)  shopping group 
D)  informal friendship-work group

Question 18

Two or more people who shop together, whether it is for food, clothing, or simply to pass time, can be called a(n)_____ group.

Accepted Answer

A)  informal 
B)  indirect 
C)  membership 
D)  shopping 
A)  informal 
B)  indirect 
C)  membership 
D)  shopping

Question 19

Opinion leaders are highly credible sources because:

Accepted Answer

A)  they are usually highly educated. 
B)  they dispense information that is positive. 
C)  they are perceived as objective concerning the advice they dispense. 
D)  all of the above. 
A)  they are usually highly educated. 
B)  they dispense information that is positive. 
C)  they are perceived as objective concerning the advice they dispense. 
D)  all of the above.

Question 20

Credibility is built on a number of factors, the most important being the likeability of the spokesperson.

Accepted Answer

A) True 
 B)False

What is word-of-mouth communication? Describe some strategic marketing applications of word-of-mouth.

Is it better to present your commercial first or last?

The basic communication model consists of the sender, a message, a channel (or medium), a receiver and feedback.

Comparative advertising has been found to be more effective than non-comparative ads when the advertised brand has low market share.

General or broadly defined values or behaviour would be impacted by a(n):

The elaboration likelihood model proposes that for high-involvement products, marketers should present advertisements with strong, well-documented arguments and follow the central routes to persuasion.

Non-verbal communication takes place in a number of channels and forms including:

Explain the factors that affect reference group influence on consumer behaviour.

A firm that was attempting to provide specific product information would most likely utilise a:

Janie found out that Joan has been receiving fashions from a particular designer in exchange for positive comments about the clothes to her friends. In Janie's eyes, this would damage the opinion leader's:

Joe wanted to buy a new stereo, but he wasn't sure which brand to buy. He decided to call his friend Eric, who was an electronics whiz. Joe is a(n):

A _____ group is any person or group that serves as a point of comparison for an individual in forming either general or specific values, attitudes, or a specific guide for behaviour.

A consumer will decode or receive a message in a specific personal way unaffected by what their mood is.

The sender determines if and how well a message has been received through:

Tupperware generates 90% of its $1 billion in annual sales from:

Which of the following would not likely have an impact on the credibility of a commercial message?

A(an) _____ consists of individuals who work together as part of a team and thus have a sustained opportunity to influence each other's consumption-related attitudes and actions.

Two or more people who shop together, whether it is for food, clothing, or simply to pass time, can be called a(n)_____ group.

Opinion leaders are highly credible sources because:

Credibility is built on a number of factors, the most important being the likeability of the spokesperson.

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

What is word-of-mouth communication? Describe some strategic marketing applications of word-of-mouth.

Is it better to present your commercial first or last?

The basic communication model consists of the sender, a message, a channel (or medium), a receiver and feedback.

Comparative advertising has been found to be more effective than non-comparative ads when the advertised brand has low market share.

General or broadly defined values or behaviour would be impacted by a(n):

The elaboration likelihood model proposes that for high-involvement products, marketers should present advertisements with strong, well-documented arguments and follow the central routes to persuasion.

Non-verbal communication takes place in a number of channels and forms including:

Explain the factors that affect reference group influence on consumer behaviour.

A firm that was attempting to provide specific product information would most likely utilise a:

Janie found out that Joan has been receiving fashions from a particular designer in exchange for positive comments about the clothes to her friends. In Janie's eyes, this would damage the opinion leader's:

Joe wanted to buy a new stereo, but he wasn't sure which brand to buy. He decided to call his friend Eric, who was an electronics whiz. Joe is a(n):

A _____ group is any person or group that serves as a point of comparison for an individual in forming either general or specific values, attitudes, or a specific guide for behaviour.

A consumer will decode or receive a message in a specific personal way unaffected by what their mood is.

The sender determines if and how well a message has been received through:

Tupperware generates 90% of its $1 billion in annual sales from:

Which of the following would not likely have an impact on the credibility of a commercial message?

A(an) _____ consists of individuals who work together as part of a team and thus have a sustained opportunity to influence each other's consumption-related attitudes and actions.

Two or more people who shop together, whether it is for food, clothing, or simply to pass time, can be called a(n)_____ group.

Opinion leaders are highly credible sources because:

Credibility is built on a number of factors, the most important being the likeability of the spokesperson.

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