Test bank consumer behavior 10e schiffman kanuk chapter 09

Consumer Behavior, 10e (Schiffman/Kanuk) Chapter Communication and Consumer Behavior 1) Most persuasive messages are in the form of A) nontraditional media B) facial expressions C) verbal statements D) body language E) nonverbal forms of communication Answer: C Diff: Page Ref: 260 Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 2) The transmission of a message from a sender to a receiver via a medium of transmission is known as A) feedback B) stimulation C) communication D) transfer E) expression Answer: C Diff: Page Ref: 262 Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 3) In addition to the four basic components of sender, receiver, medium, and message, is the fifth essential component of communication A) stimulation B) feedback C) transfer D) expression E) creativity Answer: B Diff: Page Ref: 262 Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process ScholarStock 4) The is the initiator of communication A) feedback B) receiver C) medium D) message E) sender Answer: E Diff: Page Ref: 263 Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 5) Which of the following is an example of a formal communications source? A) a parent B) a friend C) a hospital D) a work colleague E) a doctor Answer: C Diff: Page Ref: 263 AACSB: Communication Skill: Application Objective: 9.1: Understand the role of the message's source in the communication process 6) Which of the following is an example of an informal communications source? A) a person you start a conversation with about a cell phone at an airport B) a travel agent C) an airline D) an athletic coach E) a hospital Answer: A Diff: Page Ref: 263 AACSB: Communication Skill: Application Objective: 9.1: Understand the role of the message's source in the communication process ScholarStock 7) The sources of are organizations that develop and transmit appropriate messages through their marketing departments, advertising or public relations agencies, and spokespersons A) informal communication B) word-of-mouth communication C) interpersonal communication D) impersonal communication E) intrapersonal communication Answer: D Diff: Page Ref: 263 AACSB: Communication Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 8) The of formal marketing communications is likely to be a targeted prospect or a customer A) sender B) feedback C) marketer D) receiver E) medium Answer: D Diff: Page Ref: 263 Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 9) The medium or communication channel can be impersonal, like , or interpersonal, like A) telephone conversations with a salesperson; mass media B) a face to face conversation with a salesperson; print media C) billboards; an online chat with a salesperson D) mass media; newspaper ad E) a radio advertisement; a television advertisement Answer: C Diff: Page Ref: 263 Skill: Application Objective: 9.1: Understand the role of the message's source in the communication process ScholarStock 10) The key factor underlying the persuasive impact of a personal or interpersonal message received from either a formal or informal source is A) the number of times the message is sent B) the source's credibility C) the number of times the message is received D) the type of broadcast medium used E) the extent to which the receiver's peers understand the message Answer: B Diff: Page Ref: 263 Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 11) The affects the of the message A) credibility of the sender; encoding B) credibility of the marketer; visual impact C) credibility of the source; decoding D) credibility of the receiver; decoding E) credibility of the feedback; decoding Answer: C Diff: Page Ref: 263 AACSB: Reflective Thinking Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 12) are groups that serve as frames of reference for individuals in their consumption decisions because they are perceived as credible sources A) Normative groups B) Formal groups C) Interpersonal groups D) Reference groups E) Informal groups Answer: D Diff: Page Ref: 263 Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 13) reference groups influence broadly defined values or behavior A) Comparative B) Normative C) Membership D) Informal E) Symbolic Answer: B Diff: Page Ref: 263 AACSB: Analytic Skills Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process ScholarStock 14) A child's immediate family is a group that plays an important role in molding the child's general consumer values and behavior A) comparative B) normative C) membership D) informal E) symbolic Answer: B Diff: Page Ref: 263 Skill: Application Objective: 9.1: Understand the role of the message's source in the communication process 15) reference groups serve as benchmarks for specific or narrowly defined attitudes or behavior A) Comparative B) Normative C) Membership D) Informal E) Symbolic Answer: A Diff: Page Ref: 264 AACSB: Analytic Skills Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 16) Upper-level executives at one's place of employment whose lifestyle, clothing, and other possessions appear to be admired and worthy of imitation by a person holding a lower managerial position constitute a(n) group A) comparative B) normative C) membership D) informal E) symbolic Answer: A Diff: Page Ref: 264 Skill: Application Objective: 9.1: Understand the role of the message's source in the communication process ScholarStock 17) A group to which a person either belongs or would qualify to belong to is called a(n) group A) comparative B) normative C) membership D) informal E) symbolic Answer: C Diff: Page Ref: 264 AACSB: Analytic Skills Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 18) Bill is an avid coin collector and belongs to a coin collectors' club, receiving a monthly magazine and invitations to exclusive events This coin collectors' club is an example of a(n) group A) comparative B) normative C) membership D) informal E) symbolic Answer: C Diff: Page Ref: 264 Skill: Application Objective: 9.1: Understand the role of the message's source in the communication process 19) A(n) group is one in which an individual is not likely to receive membership, despite acting like a member by adopting the group's values, attitudes, and behavior A) comparative B) normative C) membership D) informal E) symbolic Answer: E Diff: Page Ref: 264 Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process ScholarStock 20) Professional tennis players may constitute a(n) group for an amateur tennis player who identifies with certain players by imitating their behavior whenever possible despite the fact that the amateur tennis player does not qualify for membership as a professional tennis player because he has neither the skills nor the opportunity to compete professionally A) comparative B) normative C) membership D) informal E) symbolic Answer: E Diff: Page Ref: 264 Skill: Application Objective: 9.1: Understand the role of the message's source in the communication process 21) The process by which one person informally influences the actions or attitudes of others is known as A) targeting B) positioning C) opinion leadership D) referencing E) blogging Answer: C Diff: Page Ref: 264 Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 22) The key characteristic of the influence associated with opinion leadership is that A) it is interpersonal and formal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something B) it is impersonal and informal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something C) it is interpersonal and informal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something D) it is impersonal and formal and takes place between two or more people, none of whom represents a commercial selling source that would gain directly from the sale of something E) it is interpersonal and informal and takes place between two or more people, one of whom represents a commercial selling source that would gain directly from the sale of something Answer: C Diff: Page Ref: 264 AACSB: Analytic Skills Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process ScholarStock 23) Opinion leadership tends to be A) brand specific B) price-point specific C) universal D) category specific E) culturally specific Answer: D Diff: Page Ref: 264 AACSB: Reflective Thinking Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 24) A(n) is a personal online journal which also includes comments entered by the readers A) editorial B) sales pitch C) marketing message D) blog E) social network Answer: D Diff: Page Ref: 265 AACSB: Communication Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 25) are considered expert informal sources of information A) Salespeople B) Consumer Reports C) Opinion leaders D) Spokespeople E) Buzz agents Answer: C Diff: Page Ref: 264 Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 26) Buzz agents may be enlisted by firms in an attempt to initiate A) a word-of-mouth campaign B) impersonal communication C) brand credibility D) opinion leadership E) publicity Answer: A Diff: Page Ref: 267 Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process ScholarStock 27) A campaign for a new brand of flavored Vodka uses actors or models to visit bars and nightclubs and order martinis made with the new brand The actors or models appear as if they are ordering a well-established fad drink, while the real objective is to create a new drink This is an example of A) buzz marketing B) viral marketing C) branded marketing D) opinion leadership E) publicity Answer: A Diff: Page Ref: 267 Skill: Application Objective: 9.1: Understand the role of the message's source in the communication process 28) consists of encouraging individuals to pass on an e-mail message to others, thus creating the potential for exponential growth in the message's exposure and influence A) Buzz marketing B) Viral marketing C) Branded marketing D) Opinion leadership E) Publicity Answer: B Diff: Page Ref: 267 Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 29) 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 E) on the internet Answer: D Diff: Page Ref: 269 AACSB: Reflective Thinking Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process ScholarStock 30) are persistent critics of marketers who initiate bad publicity online A) Salespeople B) Avid consumers C) Righteous consumers D) Determined detractors E) Market mavens Answer: D Diff: Page Ref: 269 Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 31) Individuals who experience often try to alleviate their uncertainty by convincing others to make a similar purchase to reassure themselves of their product choice A) gratification B) satisfaction C) postpurchase dissonance D) positive reinforcement E) opinion leadership Answer: C Diff: Page Ref: 264 AACSB: Communication Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 32) Past performance and reputation of the brand, and the image and attractiveness of the spokesperson used are all factors on which is judged A) brand appeal B) advertising creativity C) source credibility D) endorser credibility E) advertisement acceptability Answer: C Diff: Page Ref: 269 Skill: Application Objective: 9.1: Understand the role of the message's source in the communication process 10 ScholarStock 57) Which of the following is true of sex in advertising? A) Sexual themes in advertising encourage actual consumption behavior B) More product-related thinking occurs in response to sexual appeals than to nonsexual appeals C) Sexual appeals enhance message comprehension D) Visual sexual elements in an ad are more likely to be processed than its verbal content E) Sexual appeals positively impact the processing of message content Answer: D Diff: Page Ref: 290 Skill: Application Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages 58) Only through can the sender of a message determine whether and how well the message was received A) creative use of media B) specifically identifying the target market C) feedback D) the sales response E) receivers' facial expressions and body language Answer: C Diff: Page Ref: 291 AACSB: Communication Skill: Concept Objective: 9.5: Understand how marketers measure the effectiveness of their promotional messages 59) Immediate feedback is the factor that makes so effective A) impersonal messages B) mass marketing C) television advertising D) print advertising E) personal selling Answer: E Diff: Page Ref: 292 Skill: Concept Objective: 9.5: Understand how marketers measure the effectiveness of their promotional messages 19 ScholarStock 60) In order to assess whether respondents like a message, understand it correctly, and regard it as effective and persuasive, researchers generally use A) psychological noise B) interpersonal feedback C) perceptual defense D) attitudinal measures E) impersonal messages Answer: D Diff: Page Ref: 293 Skill: Application Objective: 9.5: Understand how marketers measure the effectiveness of their promotional messages FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game 61) In the FOOT CREAM MINI CASE, Athlete's Aid emphasizes the use of its product to prevent athlete's foot This is an example of A) deceptive advertising B) positive message framing C) corrective advertising D) comparative advertising E) negative message framing Answer: E Diff: Page Ref: 284 Skill: Application Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages 62) In the FOOT CREAM MINI CASE, Athlete's Aid's placement of advertisements at the end of an advertising series is an attempt to take advantage of A) primacy effects B) repetition C) recency effects D) positive message framing E) advertising resonance Answer: C Diff: Page Ref: 284 Skill: Application Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages 20 ScholarStock 63) In the FOOT CREAM MINI CASE, Tom Brown's testimonial about using Athlete's Aid to prevent athlete's foot, as opposed to having him list the medical justification for how the cream works, is an example of which of the following rules about the use of celebrity endorsers? A) The marketer must ensure that the wording of the endorsement lies within the recognized competence of the spokesperson B) The endorser's credibility is not a substitute for corporate credibility C) Endorsers who have demographic characteristics similar to those of the target audience are viewed as more credible and persuasive than those that not D) When message comprehension is low, receivers rely on the spokesperson's credibility in forming attitudes toward the product E) The synergy between the endorser and the type of product or service advertised is an important factor Answer: A Diff: Page Ref: 270 AACSB: Analytic Skills Skill: Application Objective: 9.1: Understand the role of the message's source in the communication process 64) In the FOOT CREAM MINI CASE, is the sender of the message A) Tom Brown B) Tom Brown's football team C) the television stations that air the commercial D) Athlete's Aid E) the National Football Association Answer: D Diff: Page Ref: 263 Skill: Application Objective: 9.1: Understand the role of the message's source in the communication process 65) In the FOOT CREAM MINI CASE, the Athlete's Aid commercial is an example of communication A) formal, interpersonal B) informal, interpersonal C) interactive, interpersonal D) formal, impersonal E) informal, impersonal Answer: D Diff: Page Ref: 263 AACSB: Analytic Skills Skill: Application Objective: 9.1: Understand the role of the message's source in the communication process 21 ScholarStock HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than the Cure-All at relieving headaches At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows 66) In the HEADACHE MINI CASE, the woman shown in the television ad demonstrates that Fast Relief is helping relieve her headache by using A) interpersonal communication B) nonverbal cues C) celebrity endorsement D) corrective communication E) verbal cues Answer: B Diff: Page Ref: 284 Skill: Application Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages 67) In the HEADACHE MINI CASE, by pointing out that Fast Relief is not very effective at relieving muscle pain, the company is engaging in A) deceptive advertising B) two-sided advertising C) corrective advertising D) comparative advertising E) positive message framing Answer: B Diff: Page Ref: 284 Skill: Application Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages 22 ScholarStock 68) In the HEADACHE MINI CASE, Fast Relief maintains that its tablets relieve headache pain 10 times more effectively than Cure-All This is an example of A) deceptive advertising B) psychological noise C) corrective advertising D) branded entertainment E) positive message framing Answer: E Diff: Page Ref: 284 Skill: Application Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages 69) In the HEADACHE MINI CASE, Fast Relief outlines a side-by-side comparison between its pain reliever and that of Cure-All This is known as A) deceptive advertising B) psychological noise C) corrective advertising D) branded entertainment E) comparative advertising Answer: E Diff: Page Ref: 285 Skill: Application Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages 70) In the HEADACHE MINI CASE, Fast Relief's practice of having its tablets appear during popular television shows is known as A) product placement B) psychological noise C) corrective advertising D) branded entertainment E) positive message framing Answer: A Diff: Page Ref: 281 Skill: Application Objective: 9.3: Learn about advertising media and how to select the right media when sending promotional messages targeting selected consumer groups 23 ScholarStock TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold 71) In the TISSUE MINI CASE, by sponsoring the Friday Night Tear-Jerker movie series, Paper Queen was the only advertiser to air ads during the movie By removing competitive advertising from the consumer's TV-watching environment during the movie, Paper Queen was trying to minimize A) product placement B) celebrity endorsement C) psychological noise D) branded entertainment E) positive message framing Answer: C Diff: Page Ref: 275 Skill: Application Objective: 9.2: Understand the role of the message's audience (receivers) in the communication process 72) In the TISSUE MINI CASE, by sponsoring the Friday Night Tear-Jerker movie series, Paper Queen is advertising via A) product placement B) celebrity endorsement C) psychological noise D) branded entertainment E) positive message framing Answer: D Diff: Page Ref: 280 Skill: Application Objective: 9.3: Learn about advertising media and how to select the right media when sending promotional messages targeting selected consumer groups 24 ScholarStock 73) In the TISSUE MINI CASE, Paper Queen's advertising campaign delivery is best described as communication A) formal, interpersonal B) informal, interpersonal C) interactive, interpersonal D) formal, impersonal E) informal, impersonal Answer: D Diff: Page Ref: 263 AACSB: Analytic Skills Skill: Application Objective: 9.1: Understand the role of the message's source in the communication process 74) In the TISSUE MINI CASE, Paper Queen measured the effectiveness of its advertising via the A) sleeper effect B) primacy effect C) sales effect D) publicity effect E) persuasion effect Answer: C Diff: Page Ref: 292 Skill: Application Objective: 9.5: Understand how marketers measure the effectiveness of their promotional messages 75) In the TISSUE MINI CASE, the way Paper Queen measured the effectiveness of its advertising is considered A) inferred feedback B) sensitive feedback C) direct feedback D) generalized feedback E) interpersonal feedback Answer: A Diff: Page Ref: 292 Skill: Application Objective: 9.5: Understand how marketers measure the effectiveness of their promotional messages 76) Unlike informal sources, the formal communications sources are typically considered to be more reliable sources of information because the sender is perceived as having nothing to gain from the receiver's subsequent actions Answer: FALSE Diff: Page Ref: 263 AACSB: Reflective Thinking Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 25 ScholarStock 77) While Revlon nail polish advertising is specifically targeted to women, men watching television may be exposed to nail polish commercials In this case, men would be considered part of the unintended audience Answer: TRUE Diff: Page Ref: 272 Skill: Application Objective: 9.2: Understand the role of the message's audience (receivers) in the communication process 78) Radio is an example of an interpersonal medium Answer: FALSE Diff: Page Ref: 276 Skill: Application Objective: 9.3: Learn about advertising media and how to select the right media when sending promotional messages targeting selected consumer groups 79) Newspapers, magazines, and billboards are examples of print mass media Answer: TRUE Diff: Page Ref: 276 Skill: Application Objective: 9.3: Learn about advertising media and how to select the right media when sending promotional messages targeting selected consumer groups 80) A photograph or illustration conveys verbal messages Answer: FALSE Diff: Page Ref: 281 Skill: Concept Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages 81) Generally, it is easier to obtain immediate feedback from interpersonal communications than impersonal communications Answer: TRUE Diff: Page Ref: 291 AACSB: Communication Skill: Concept Objective: 9.5: Understand how marketers measure the effectiveness of their promotional messages 82) When the source is well respected and highly thought of by the intended audience, the message is much more likely to be believed Answer: TRUE Diff: Page Ref: 263 AACSB: Reflective Thinking Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 26 ScholarStock 83) Consumers are either opinion leaders or opinion receivers, but never both Answer: FALSE Diff: Page Ref: 274 Skill: Concept Objective: 9.2: Understand the role of the message's audience (receivers) in the communication process 84) Not-for-profit sources generally have more credibility than for-profit sources Answer: TRUE Diff: Page Ref: 269 Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 85) Manufacturers with favorable brand images prefer to give their new products a new brand name in order to minimize the potential risk to the established brand reputation Answer: FALSE Diff: Page Ref: 269 AACSB: Reflective Thinking Skill: Application Objective: 9.1: Understand the role of the message's source in the communication process 86) Consumers sometimes regard the spokesperson who gives the product message as the source of the message Answer: TRUE Diff: Page Ref: 269 AACSB: Communication Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 87) Television is the medium with the most credibility Answer: FALSE Diff: Page Ref: 272 AACSB: Reflective Thinking Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 88) A person's perceptions and experiences are key determinants in how a message is interpreted Answer: TRUE Diff: Page Ref: 272 Skill: Concept Objective: 9.2: Understand the role of the message's audience (receivers) in the communication process 27 ScholarStock 89) Consumers selectively perceive advertising messages They carefully read ads for products that they know little about and tend to ignore advertisements that have more relevance to them Answer: FALSE Diff: Page Ref: 275 Skill: Concept Objective: 9.2: Understand the role of the message's audience (receivers) in the communication process 90) The most effective way to ensure that a promotional message stands out and is received and decoded appropriately by the target audience is through effective positioning and a unique selling proposition Answer: TRUE Diff: Page Ref: 276 AACSB: Communication Skill: Concept Objective: 9.2: Understand the role of the message's audience (receivers) in the communication process 91) Feedback from mass communication is generally direct Answer: FALSE Diff: Page Ref: 292 AACSB: Communication Skill: Concept Objective: 9.5: Understand how marketers measure the effectiveness of their promotional messages 92) The recall of a commercial and its central theme is evidence of its attention-getting and persuasive power Answer: TRUE Diff: Page Ref: 293 Skill: Application Objective: 9.5: Understand how marketers measure the effectiveness of their promotional messages 93) Using rhetorical figures and symbols in ads decrease the recall and memory of these messages Answer: FALSE Diff: Page Ref: 283 Skill: Concept Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages 28 ScholarStock 94) Consumers with a low need for cognition are more likely to be persuaded by negatively framed messages Answer: TRUE Diff: Page Ref: 284 Skill: Concept Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages 95) Consumers with an independent self-view find negative framing of messages to be more convincing than positive framing of messages Answer: FALSE Diff: Page Ref: 284 Skill: Concept Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages 96) Humor does not harm the comprehension of ads, and, in some cases, it aids comprehension Answer: TRUE Diff: Page Ref: 287 Skill: Concept Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages 97) Addressable communications, often termed narrowcast messages, are significantly less response measurable than traditional broadcasted ads Answer: FALSE Diff: Page Ref: 279 Skill: Concept Objective: 9.3: Learn about advertising media and how to select the right media when sending promotional messages targeting selected consumer groups 98) Consumers who score more highly on susceptibility to normative influence tend to be more influenced by ads that include testimonials Answer: TRUE Diff: Page Ref: 274 Skill: Concept Objective: 9.2: Understand the role of the message's audience (receivers) in the communication process 99) Consumers tend to read ads carefully for products they are interested in and tend to ignore ads that have no interest or relevance for them Answer: TRUE Diff: Page Ref: 275 AACSB: Reflective Thinking Skill: Concept Objective: 9.2: Understand the role of the message's audience (receivers) in the communication process 29 ScholarStock 100) Of the various reference groups, consumers are most likely to gain membership to symbolic groups Answer: FALSE Diff: Page Ref: 264 Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 101) Who are the informal sources in the communication process, and how does their credibility affect the receiver? Answer: Informal sources are friends, neighbors and relatives that have a strong influence on a receiver's behavior They are seen as having nothing to gain from a product transaction they recommend This source is responsible for word of mouth communication, which is why they are an important link A portion of informal sources could be labeled "opinion leaders"–people who are experts in a product category who have no tangible gain from recommending a product, but who often have a psychological gain They sometimes exert their knowledge to satisfy egoistic needs, and sometimes to overcome post purchase dissonance by convincing others to make the same purchase that they have already made for themselves Diff: Page Ref: 263 AACSB: Reflective Thinking Skill: Application Objective: 9.1: Understand the role of the message's source in the communication process 102) Identify three of the key findings in research investigating the relationship between the effectiveness of an advertising message and the spokesperson or endorser employed Answer: Students may identify any of the following findings: ∙ The effectiveness of the spokesperson is related to the message When message comprehension is low, receivers rely on the spokesperson's credibility in forming attitudes toward the product ∙ The synergy between the endorser and the type of product or service advertised is directly related to the perceived credibility of the message ∙ Endorsers who have demographic characteristics that are similar to those of the target audience are viewed as more credible and persuasive than those that not ∙ The endorser's credibility is not a substitute for corporate credibility ∙ Marketers who use celebrities to give testimonials or endorse products must be sure that the specific wording of the endorsement lies within the recognized competence of the spokesperson Diff: Page Ref: 269-270 AACSB: Analytic Skills Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 30 ScholarStock 103) Talk about the sleeper effect in advertising Answer: The persuasive effects of high-credibility sources not endure over time Although a high-credibility source is initially more influential than a low-credibility source, research suggests that both positive and negative credibility effects tend to disappear after six weeks or so This phenomenon is termed sleeper effect Consumers will forget the source of the message faster than they forget the message itself Diff: Page Ref: 272 AACSB: Communication Skill: Concept Objective: 9.1: Understand the role of the message's source in the communication process 104) Identify three strategies that marketers can use to overcome psychological noise Answer: ∙ Repeat exposure to the advertisement to surmount psychological noise and facilitates message reception; ∙ Use contrast to break through the psychological noise and advertising clutter, using features within the message itself to attract additional attention; ∙ Utilize digital technologies to monitor consumers' visits to Web sites, infer a person's interest from this data, and design and send customized promotional messages to that person Diff: Page Ref: 276 AACSB: Communication Skill: Application Objective: 9.2: Understand the role of the message's audience (receivers) in the communication process 105) Identify and discuss some of the defining characteristics of opinion leaders across all product categories Answer: Opinion leaders reveal a keen sense of knowledge and interest in the particular product or service area, and they are likely to be consumer innovators They also demonstrate a greater willingness to talk about the product, service, or topic; they are more self-confident; and they are more outgoing and gregarious than nonleaders Within the context of a specific subject area, opinion leaders receive more information via nonpersonal sources than nonleaders and are considered to have expertise in their area of influence They also usually belong to the same socioeconomic and age groups as their opinion receivers Diff: Page Ref: 274 AACSB: Analytic Skills Skill: Concept Objective: 9.2: Understand the role of the message's audience (receivers) in the communication process 31 ScholarStock 106) What is the difference between a one-sided message and a two-sided message? When are they used? Answer: A one-sided message is when a marketer only tells their audience the good points about their product A two-sided message is when the company mentions the good points as well as the bad A one-sided message should be used if the audience is friendly, already uses the product and is not likely to hear an opposing position A two-sided message is more appropriate if the audience is critical, educated and unfriendly and is likely to hear opposing claims In this case, the marketer will gain credibility by acknowledging the drawbacks to their own product Diff: Page Ref: 284 Skill: Application Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages 107) What is comparative advertising, and what results marketers gain from using it? Answer: Comparative advertising is a widely used strategy in which a marketer claims product superiority for its brand over one or more explicitly named or implicitly identified competitors, either on an overall basis or on selected product attributes It is useful for product positioning, target market selection and brand positioning Studies found that comparative ads are capable of exerting more positive effects on brand attitudes and purchase intentions more than noncomparative advertising Diff: Page Ref: 285 Skill: Application Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages 108) Fear is a frequently used appeal in advertising Talk about its intensity versus its effectiveness Answer: Even though fear is a commonly used appeal in marketing communications, some researchers found a negative relationship between the intensity of fear appeals and their ability to persuade Strong fear appeals tend to be less effective than mild appeals Strong fear appeals concerning a highly relevant topic cause the individual to experience cognitive dissonance, which will be resolved either by rejecting the practice, or rejecting the message Therefore, marketers should use reasonable but not extreme fear appeals and also recognize that fear appeals are not always appropriate Diff: Page Ref: 285-287 Skill: Application Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages 32 ScholarStock 109) When is sex best used in advertising? Answer: Sex is best used when the product is related to sex Sexual themes no doubt have an attention grabbing value, but studies show that they rarely encourage actual consumption behavior A widely quoted study found that sexual appeals interfere with message comprehension, particularly when there is substantial information to be processed Some research concluded that nudity may have a negative impact on the product message, and that sexual advertising appeals often detract from the processing of message content Diff: Page Ref: 290-291 AACSB: Communication Skill: Application Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages 33 ScholarStock ... Media organizations develop as a way to describe the consumers that use their media A) customer profiles; consumer profiles B) consumer profiles; audience profiles C) psychological profiles;... messages targeting selected consumer groups 98) Consumers who score more highly on susceptibility to normative influence tend to be more influenced by ads that include testimonials Answer: TRUE... discussions with other consumers, respond to requests for market information, and like to shop and share their shopping expertise with others A) Market mavens B) Fixated consumers C) Opinion leaders