Question 1

The influencing of people during conversations is referred to as
A)opinion formations.
B)peer persuasion.
C)interpersonal gossip.
D)word of mouth.
E)consumer socialization.

Accepted Answer

The answer of The influencing of people during conversations is...

Question 2

A consumer's purchases are often influenced by the views, opinions, or behaviors of others. Two aspects of personal influence that are important to marketing are __________ and word-of-mouth activity.
A)parental guidance
B)peer pressure
C)opinion leadership
D)government regulation
E)psychographics

Accepted Answer

Opinion leadership refers to individuals who have the ability to influence others' attitudes or behaviors, often due to their expertise, social standing, or charisma. This, along with word-of-mouth activity, plays a significant role in shaping consumer behavior.

Question 3

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, consumers motivated by ______ are guided by knowledge and principles.
A)ideals
B)achievement
C)self-expression
D)Survivors
E)Innovators

Accepted Answer

According to the VALS framework, consumers motivated by ideals are guided by knowledge and principles. These individuals prioritize social and environmental responsibility, as well as personal growth and discovery. They are often receptive to new and unconventional ideas, and are more likely to seek out products and services that align with their values.

Question 4

Consumers' purchases are often influenced by the views, opinions, or behaviors of others. Two aspects of personal influence that are important to marketers are opinion leadership and
A)consumer socialization.
B)word-of-mouth activity.
C)peer pressure.
D)government regulation.
E)sales promotion.

Accepted Answer

Word-of-mouth activity is a significant aspect of personal influence, as it involves consumers sharing information and opinions about products or services, which can greatly impact purchasing decisions.

Question 5

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment would be the most likely to visit Facebook?
A)Experiencers
B)Believers
C)Thinkers
D)Survivors
E)Makers

Accepted Answer

Experiencers are young, enthusiastic, and impulsive consumers who are heavy users of social media platforms like Facebook. They are constantly seeking new experiences and social connections, making social media a popular choice for them.

Question 6

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, ____________ are successful, sophisticated, take-charge people.
A)ideals-oriented consumers
B)achievement-oriented consumers
C)self-expression oriented consumers
D)Survivors
E)Innovators

Accepted Answer

Innovators are successful, sophisticated, and take-charge individuals in the VALS framework. They have high resources and are motivated by a variety of factors, including achievement and self-expression.

Question 7

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment is most likely to view outdoor advertising?
A)Strivers
B)Experiencers
C)Believers
D)Survivors
E)Makers

Accepted Answer

The answer of In the VALS framework, each consumer segment...

Question 8

Individuals who exert direct or indirect social influence over others are referred to as
A)decision makers.
B)achievers.
C)innovators.
D)buzz managers.
E)opinion leaders.

Accepted Answer

Opinion leaders are the individuals who exert direct or indirect social influence over others. They are often seen as experts or knowledgeable in a certain area and can influence the attitudes and behaviors of others in their social network. The other choices are not as closely related to the concept of social influence.

Question 9

An opinion leader is an individual
A)within an organization who influences decision making.
B)who is able to use moral persuasion to get others to comply with the latest trends.
C)in an organization who encourages other paid individuals to forward marketer-initiated messages to others via e-mail, social networking, websites, and blogs.
D)who exerts direct or indirect social influence over others.
E)who is able and willing to cut red tape and move an organization's marketing program forward.

Accepted Answer

An opinion leader is an individual who exerts direct or indirect social influence over others, typically in regards to their attitudes, opinions, or behaviors. They may have expertise in a particular area or simply be seen as credible and trustworthy by those around them. Opinion leaders are often used in marketing campaigns as a way to promote products or ideas to a wider audience.

Question 10

Word of mouth refers to
A)advertising or public service announcements that rely solely on auditory or voice messages to reach an organization's target market.
B)subjective, often negative, misconceptions that are passed from one person to another as the result of selective perception.
C)the influencing of people during conversations.
D)the individuals who exert direct or indirect social influence over others.
E)casual or unconstrained conversation or reports about other people or offerings involving details that are not confirmed as being true.

Accepted Answer

The answer of Word of mouth refers to
A)advertising or public...

Question 11

A study by Popular Mechanics magazine identified 18 million _____________ who influence the purchases of some 85 million consumers for do-it-yourself products.
A)lifestyle makers
B)aspirational people
C)autonomous leaders
D)opinion leaders
E)joint decision makers

Accepted Answer

The term "opinion leaders" refers to individuals who have a significant influence on the attitudes and behavior of others in their social circle, and therefore are likely to influence consumer purchases for do-it-yourself products. The other options are not as applicable to this context.

Question 12

What percentage of all consumer conversations about brands happen face to face?
A)25 percent
B)33 percent
C)50 percent
D)75 percent
E)90 percent

Accepted Answer

According to a survey conducted by Engagement Labs, 75 percent of all consumer conversations about brands happen face to face. This indicates that in-person interactions and word of mouth marketing still play a significant role in shaping consumer perceptions and preferences.

Question 13

A consumer's purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are
A)lifestyle and motivation.
B)personality and lifestyle.
C)opinion leadership and word-of-mouth activity.
D)word-of-mouth activity and psychographics.
E)psychographics and demographics.

Accepted Answer

Opinion leadership refers to individuals who are knowledgeable and influential in certain areas and can influence the purchasing decisions of others. Word-of-mouth activity refers to the spread of information and opinions from one person to another, which can also impact purchasing decisions. Both of these aspects of personal influence are important to marketing as they can help to create buzz and increase awareness of a product or brand.

Question 14

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, the segment that focuses on meeting basic needs-such as food, clothing and shelter, safety and security-rather than fulfilling desires, refers to
A)Ideals.
B)Achievement.
C)Self-Expression.
D)Survivors.
E)Innovators.

Accepted Answer

Survivors are the VALS segment that focuses on meeting basic needs such as food, clothing, and shelter, safety and security. They are typically older, lower-income consumers who value safety and security above all else. They are not driven by desires or aspirations, but rather by the need to meet their basic survival needs.

Question 15

What percentage of adults is considered to be opinion leaders?
A)1 percent
B)5 percent
C)10 percent
D)25 percent
E)It depends upon the type of product.

Accepted Answer

About 10 percent of U.S.adults are opinion leaders.Identifying,reaching,and influencing opinion leaders is a major challenge for companies.

Question 16

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, consumers motivated by ___________ desire social or physical activity, variety, and risk.
A)ideals
B)achievement
C)self-expression
D)Survivors
E)Innovators

Accepted Answer

In the VALS framework, consumers motivated by self-expression desire social or physical activity, variety, and risk.

Question 17

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, those consumers who seek products and services that demonstrate success to their peers or to a group they aspire to refers to
A)Ideals.
B)Achievement.
C)Self-Expression.
D)Survivors.
E)Innovators.

Accepted Answer

This refers to the Achievement segment in the VALS framework, who are motivated by the approval of others and seek products that demonstrate their success to their peers or to a group they aspire to.

Question 18

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment would be the most likely to read national newspapers?
A)Experiencers
B)Thinkers
C)Believers
D)Strivers
E)Makers

Accepted Answer

According to the VALS framework, thinkers are characterized as being reflective and intellectual individuals who have a high level of education and are interested in politics and current events. They are likely to read national newspapers to stay informed and up-to-date on news and politics.

Question 19

When Citizen, a watch company, uses a spokesperson such as football player Eli Manning to promote its Eco-Drive watches, it believes he is __________ who can influence the purchase decision of its target market.
A)an opinion leader
B)a product champion
C)an innovator
D)a BzzAgent
E)a rainmaker

Accepted Answer

An opinion leader is an individual who has the ability to influence the opinions and purchase decisions of others within their social network or community. In this case, Citizen believes that Eli Manning, as a well-known football player, has the ability to influence the purchase decision of its target market through his status as an opinion leader.

Question 20

About __________ of all consumer conversations about brands happen over the phone.
A)5 percent
B)10 percent
C)15 percent
D)25 percent
E)40 percent

Accepted Answer

Approximately 15 percent of all consumer conversations about brands occur over the phone, highlighting the significance of verbal communication in brand discussions.

Quiz 5: Understanding Consumer Behavior

The influencing of people during conversations is referred to as

A consumer's purchases are often influenced by the views, opinions, or behaviors of others. Two aspects of personal influence that are important to marketing are __________ and word-of-mouth activity.

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, consumers motivated by ______ are guided by knowledge and principles.

Consumers' purchases are often influenced by the views, opinions, or behaviors of others. Two aspects of personal influence that are important to marketers are opinion leadership and

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment would be the most likely to visit Facebook?

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, ____________ are successful, sophisticated, take-charge people.

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment is most likely to view outdoor advertising?

Individuals who exert direct or indirect social influence over others are referred to as

An opinion leader is an individual

Word of mouth refers to

A study by Popular Mechanics magazine identified 18 million _____________ who influence the purchases of some 85 million consumers for do-it-yourself products.

What percentage of all consumer conversations about brands happen face to face?

A consumer's purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, the segment that focuses on meeting basic needs-such as food, clothing and shelter, safety and security-rather than fulfilling desires, refers to

What percentage of adults is considered to be opinion leaders?

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, consumers motivated by ___________ desire social or physical activity, variety, and risk.

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, those consumers who seek products and services that demonstrate success to their peers or to a group they aspire to refers to

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment would be the most likely to read national newspapers?

When Citizen, a watch company, uses a spokesperson such as football player Eli Manning to promote its Eco-Drive watches, it believes he is __________ who can influence the purchase decision of its target market.

About __________ of all consumer conversations about brands happen over the phone.