Deck 8: Social influences on consumer behaviour

Question 1

The receiver's response (or lack of response) is based on the following factors except:

A) comprehension.
B) psychological noise.
C) selective opinions.
D) selective exposure.

Answer 1

selective opinions.

Question 2

Which of the following is not one of the major components of communication?

A) Sender.
B) Receiver.
C) Message.
D) Price.

Answer 2

Price.

Question 3

If a message is poorly encoded, then it is likely that it will not achieve its desired level of:

A) involvement.
B) affect.
C) selective exposure.
D) comprehension.

Answer 3

comprehension.

Question 4

The initiator of the communication is the:

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

Question 5

Which of the following factors is most important in contributing to credibility of a source?

A) The effectiveness of the source.
B) The attractiveness of the source.
C) The perceived intentions of the source.
D) How well respected the source is.

Question 6

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

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

Question 7

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).

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

Question 8

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

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 9

The most persuasive source of communication generally comes from a(n):

A) formal source.
B) intermediary audience.
C) professional advertising.
D) informal source.

Question 10

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

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

Question 11

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

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

Question 12

One reason informal sources are considered credible is because:

A) they usually know most about products.
B) they speak out of personal experience.
C) they have no direct gain from recommending a product.
D) all of the above.

Question 13

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

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.

Question 14

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

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

Question 15

The definition of ______ is the transmission of a message from a sender to a receiver via a medium of some sort.

A) stimuli
B) communication
C) feedback
D) the sender

Question 16

Which of the following sources is considered the most persuasive form of communication?

A) Formal sources.
B) Not-for-profit organisations.
C) A parent.
D) Word-of-mouth.

Question 17

When a firm endorses a celebrity for its marketing communications and advertisements, which of the following attributes is most important?

A) The celebrity's fame.
B) The celebrity's physical attractiveness.
C) The celebrity's credibility.
D) None of the above.

Question 18

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

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 19

When individuals interpret messages they receive on the basis of their personal experience and personal characteristics, they are involved with:

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

Question 20

The source of the communication and the source's perceived honesty and objectivity impact on that source's:

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

Question 21

Which of the following products will most likely be purchased with a reference group in mind?

A) Laundry detergent.
B) Fruit yoghurt.
C) Home furnishing.
D) Deodorant.

Question 22

The reference group's influence is likely to be greatest when the product is:

A) expensive.
B) widely purchased.
C) visually conspicuous.
D) an innovative product.

Question 23

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

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 24

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.

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

Question 25

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) membership
B) reference
C) normative
D) symbolic

Question 26

Consumers who adopt the products and services used by the rich and famous can be described as being part of which type of reference group?

A) Contactual reference group.
B) Disclaimant reference group.
C) Aspirational reference group.
D) Adoptive reference group.

Question 27

_______ credibility is described as the reputation of the mechanism that carries the advertisement such as which television channel.

A) Vendor
B) Medium
C) Formal
D) Source

Question 28

Which of the following is not a factor that affects reference group influence?

A) Consumer information and experience with the product.
B) Credibility, attractiveness and power of the reference group.
C) Conspicuousness of the product.
D) Quality of the product.

Question 29

_______ reference groups are characterised by direct contact and/or membership; behaviours and values have a positive influence, for example a group of friends dress in a similar manner.

A) Aspirational
B) Contactual
C) Disclaimant
D) Avoidance

Question 30

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

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

Question 31

_____ groups consist of those individuals or groups with whom a person does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders and TV personalities.

A) Direct reference
B) Indirect reference
C) Comparative
D) Normative

Question 32

A _____ may be defined as two or more people who interact to accomplish either individual goals or mutual goals.

A) reference group
B) target market
C) market segment
D) group

Question 33

A firm that is perceived as being a socially responsible firm would likely find that this perception impacts their source:

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

Question 34

An individual who has first-hand experience with a product or service, or can easily obtain full information about it, is ____ likely to be influenced by the advice or example of others.

A) less
B) not
C) more
D) very

Question 35

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:

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

Question 36

Which of the following groups may affect a consumer's behaviours but most likely not their attitudes?

A) Direct reference groups.
B) Symbolic groups.
C) Power groups.
D) Indirect groups.

Question 37

Editorial endorsements as opposed to commercial sources generally have higher:

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

Question 38

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

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 39

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

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 40

A student notices that another student is always well-dressed and very neat. An attempt to emulate his/her fashion choices would indicate that he/she is being viewed as a(n):

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

Question 41

Several members of the marketing department frequently get together for lunch or coffee during week days within business hours. This activity suggests that they are members of a(n):

A) consumer action group.
B) informal work group.
C) formal work group.
D) formal social group.

Question 42

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

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

Question 43

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:

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

Question 44

When an advertisement for a quality frying pan features a chef as an endorser, this ad is employing a(an) _____ appeal.

A) common man
B) expert
C) celebrity
D) executive

Question 45

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

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 46

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

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

Question 47

Opinion leadership is closest to which of the following concepts?

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

Question 48

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

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

Question 49

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):

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

Question 50

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

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

Question 51

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

Question 52

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

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 53

Which of the following is not one of the elements of opinion leadership?

A) Takes place between two or more people.
B) It is informal.
C) Must be a face-to-face interaction.
D) It is interpersonal.

Question 54

Harley-Davidson owner groups and MX5 Club members are both examples of:

A) virtual communities.
B) symbolic groups.
C) brand communities.
D) work groups.

Question 55

The degree of conformity is dependent on the reference group's ability to:

A) make the individual aware of a specific product.
B) provide comparison between the individual and the group's views.
C) influence the individual to adopt attitudes and behaviour consistent with the groups.
D) all of the above.

Question 56

Which of the following does not fall into the category of opinion leadership?

A) A classmate recommending a movie she saw last night.
B) A friend just returning from holiday with pictures recommends you use a polarising filter when taking photos for outdoor scenery.
C) A family decides to ask the neighbours who already have a swimming pool which company they should call to build one.
D) The local mobile phone store salesperson tells you about the latest model of Nokia phones they just shipped in.

Question 57

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

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

Question 58

Individuals who actively seek information and advice about products are called:

A) opinion leaders.
B) opinion receivers.
C) word-of-mouth communicators.
D) opinion seekers.

Question 59

_____ are groups that are dedicated to providing consumers with assistance in their effort to make the right decision, consume products and services in a healthy and responsible manner, and to add to the overall quality of life of consumers.

A) Virtual communities
B) Brand communities
C) Purchase pals
D) Consumer-action groups

Question 60

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.

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

Question 61

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?

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

Question 62

All of the following are considered primary communications objectives except:

A) creating awareness of the product or service.
B) discouraging certain practices.
C) reducing post-purchase dissonance.
D) including a feedback mechanism.

Question 63

Advertisers examining the fit between the receiver and the message on both an emotional and cognitive level are examining the:

A) semantics of the ad.
B) the rhetorical strategy of the ad.
C) the syntax of the ad.
D) the resonance of the ad.

Question 64

When involvement with a product is high, advertisers should:

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 65

Is it better to present your commercial first or last?

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

Question 66

______ is an important factor in learning. It also increases the likelihood that the brand will be included in the consumer's consideration set.

A) Order of the ad
B) Recall
C) Repetition
D) A two-sided argument

Question 67

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

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

Question 68

Advertising that claims product superiority over one or more explicitly named or implicitly identified competitors, either on an overall basis or on selected product attributes, is known as:

A) competitive advertising.
B) competitor-based advertising.
C) comparative advertising.
D) frame-of-reference advertising.

Question 69

When involvement with a product is low, advertisers should:

A) present ads with strong issue-related arguments.
B) emphasise visual or symbolic material.
C) use open-ended closings.
D) encourage cognitive processing by consumers.

Question 70

Advanced Health Studios notes in their advertising that at the conclusion of a 12-month clinical test, half the men using the product experienced modest to dense hair regrowth, and the rest had either minimal regrowth or no growth at all. This _____ strategy enhances the credibility of the message.

A) two-sided message
B) message framing
C) advertising resonance
D) comparative advertising

Question 71

When communication includes product benefits and counterarguments it is said to be:

A) directed.
B) two-sided.
C) comparative.
D) unbiased.

Question 72

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

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

Question 73

Opinion leaders are highly credible sources because:

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 74

Negative message framing is used by researchers to:

A) show the harm that one may be exposed to if the product is used incorrectly.
B) show the benefits lost by not using the product.
C) try to break through the clutter by showing the negative characteristics of the product.
D) stress the benefits to be gained by using a certain product.

Question 75

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

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

Question 76

A consumer who does not receive direct payment but rather receives free samples from companies and is encouraged to promote and recommend these products to their circle of friends and family can be referred to as a(n):

A) viral marketer.
B) opinion leader.
C) company agent.
D) buzz agent.

Question 77

Rosie must decide whether to emphasise the positive benefits of using her product or the negative effects if the product is not used. Her decision is considering the role of:

A) message framing.
B) purchase involvement.
C) market structure.
D) advertising environment.

Question 78

Research in the United States has revealed that order has a stronger effect on the recall of _____ messages than _____ messages.

A) audio; visual
B) visual; audio
C) two-sided; one-sided
D) none of the above

Question 79

Supportive communication that stresses only favourable information is defined as communication that is:

A) biased.
B) directed.
C) counter-argumentative.
D) one-sided.

Question 80

________ describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence.

A) Viral marketing
B) Web marketing
C) Internet marketing
D) Modern marketing