Test bank consumer behavior 10e schiffman kanuk chapter 09

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 i

Consumer Behavior, 10e (Schiffman/Kanuk)

Chapter 9 Communication and Consumer Behavior

1) Most persuasive messages are in the form of

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

4) The is the initiator of communication

7) The sources of are organizations that develop and transmit appropriate messages through their marketing departments, advertising or public relations agencies, and

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) 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

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

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: 3 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

Diff: 2 Page Ref: 263

AACSB: Analytic Skills

Skill: Concept

14) A child's immediate family is a group that plays an important role in molding the child's general consumer values and behavior.

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

Diff: 2 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

17) A group to which a person either belongs or would qualify to belong to is called a(n) group.

Diff: 2 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

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.

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

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 somethingB) 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 somethingC) 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 somethingD) 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 somethingE) 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 somethingAnswer: C

Diff: 3 Page Ref: 264

AACSB: Analytic Skills

Skill: Concept

23) Opinion leadership tends to be .

Diff: 3 Page Ref: 264

AACSB: Reflective Thinking

Skill: Concept

Objective: 9.1: Understand the role of the message's source in the communication process24) A(n) is a personal online journal which also includes comments entered by the readers

Objective: 9.1: Understand the role of the message's source in the communication process

25) are considered expert informal sources of information

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

Diff: 3 Page Ref: 269

AACSB: Reflective Thinking

Skill: Concept

Objective: 9.1: Understand the role of the message's source in the communication process

30) are persistent critics of marketers who initiate bad publicity online.

33) Firms with established reputations generally have an easier time selling their products than

do firms with lesser reputations The ability of a quality image to invoke credibility is one of the reasons for the growth of

Diff: 3 Page Ref: 269

AACSB: Reflective Thinking

Skill: Concept

Objective: 9.1: Understand the role of the message's source in the communication process

34) is designed to promote a favorable company image rather than to promote specificproducts

Objective: 9.1: Understand the role of the message's source in the communication process

35) Which of the following statements is true about spokespeople?

A) When message comprehension is low, the expertise of the spokesperson has little impact on the receiver's attitude

B) A physically attractive model always enhances message credibility

C) Consumers with strong ethnic identities are more likely to be persuaded by endorsers with similar ethnicity than individuals with weaker ethnic identities

D) The endorser's credibility substitutes for corporate credibility, therefore, companies are sure tohire highly credible spokespeople to overcome the lacking credibility of the company itself E) As long as a celebrity is giving the testimonial, it doesn't matter whether or not the specific wording of the endorsement lies within the recognized competence of the spokesperson

Answer: C

Diff: 3 Page Ref: 270

AACSB: Multicultural and Diversity

Skill: Concept

Objective: 9.1: Understand the role of the message's source in the communication process

36) The key basis for message credibility is

A) the ability of the product, service, or brand, to deliver consistent quality, value, and

satisfaction to consumers

B) the medium in which the message is delivered

C) the time of day at which the message is delivered

D) the synergies between the brand spokesperson and the product itself

E) the rate of repetition of the advertisement

Answer: A

Diff: 2 Page Ref: 271

AACSB: Reflective Thinking

Skill: Concept

Objective: 9.1: Understand the role of the message's source in the communication process

37) The phenomenon known as the suggests that both positive and negative credibilityeffects external to the message itself tend to disappear after six weeks or so

Objective: 9.1: Understand the role of the message's source in the communication process

38) The theory of suggests that the memory of a negative cue, such as a

low-credibility source, simply decays faster than the memory of the message itself, leaving behind theprimary message content

A) the sleeper effect

39) Wholesalers, distributors and retailers are examples of audiences

41) Receivers decode the messages they receive on the basis of

A) the framing of the advertisement

B) their personal experiences and personal characteristics

C) their involvement with the product

D) the sleeper effect

E) the primacy effect

42) possess a wide range of information about many different types of products, retail outlets, and other dimensions of markets They initiate discussions with other consumers, respond to requests for market information, and like to shop and share their shopping expertise with others.

43) Consumers with low involvement with the advertised product would respond best to which

of the following scenarios?

A) A humorous ad for dish soap during a TV sitcom

B) A serious ad for pharmaceuticals during a TV sitcom

C) A humorous ad for cookies during a serious TV documentary

D) A humorous ad for an automobile during a dramatic TV show

E) A serious ad for a charity during the TV showing of a humorous movie

45) Competing advertising messages and distracting thoughts are types of

B) using contrast to break through the clutter

C) using teasers by broadcasters to keep audiences tuned in

48) Advertisers develop as a way to describe their target customers, including the specific media they read or watch 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; perceptual profiles

D) audience profiles; customer profiles

E) audience profiles; consumer profiles

Answer: B

Diff: 3 Page Ref: 277

AACSB: Analytic Skills

51) Logos or symbols that are associated exclusively with a given product and achieve high recognition are examples of

Diff: 2 Page Ref: 281

AACSB: Analytic Skills

A) One-sided messaging; two-sided messaging

B) Positive message framing; negative message framing

C) The central route to persuasion; the peripheral route to persuasion

D) The peripheral route to persuasion; the central route to persuasion

E) Negative message framing; positive message framing

54) If the audience is friendly to the advertiser's products, initially favors the communicator's position, or if it is not likely to hear an opposing argument, then a is most effective If the audience is critical or unfriendly and well educated, then a is likely to be more effective

A) positive message frame; negative message frame

B) two-sided message; one-sided message

C) peripheral route to persuasion; central route to persuasion

D) negative message frame; positive message frame

E) one-sided message; two-sided message

55) When the material presented first produces a greater effect than material presented later, this

is known as the When the material presented last produces a greater effect than material presented earlier, this is known as the

A) central route to persuasion; peripheral route to persuasion

B) recency effect; primacy effect

C) primacy effect; recency effect

D) positive message framing; negative message framing

E) peripheral route to persuasion; central route to persuasion

Answer: C

Diff: 2 Page Ref: 284

AACSB: Analytic Skills

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

A) creative use of media

B) specifically identifying the target market

C) feedback

D) the sales response

E) receivers' facial expressions and body language

60) In order to assess whether respondents like a message, understand it correctly, and regard it

as effective and persuasive, researchers generally use

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

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

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 do 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: 3 Page Ref: 270

AACSB: Analytic Skills

Skill: Application

Objective: 9.1: Understand the role of the message's source in the communication process64) 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

Diff: 2 Page Ref: 263

AACSB: Analytic Skills

Skill: Application

Objective: 9.1: Understand the role of the message's source in the communication process

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