Question 1

A ___________________ involves a celebrity who attests to the product's quality based on his/her own personal usage of the product.

Accepted Answer

A celebrity testimonial is specifically when the celebrity attests to the quality of the product based on their personal usage or experience. A celebrity endorsement could also refer to a celebrity promoting a product, but it does not necessarily involve the celebrity personally using or vouching for the product's quality. The other options ("celebrity actor," "celebrity spokesperson," and "celebrity official") are not industry-standard terms and are not commonly used to describe this type of marketing tactic.

Question 2

The phenomenon known as the ________ suggests that both positive and negative credibility effects external to the message itself tend to disappear after six weeks or so.

Accepted Answer

The sleeper effect refers to a situation where the impact of a persuasive message increases over time, particularly when a message from a low-credibility source becomes more persuasive as the source is forgotten.

Question 3

In which product category would the role of the opinion leader during the decision making process likely be most important to the marketer?

Accepted Answer

The answer of In which product category would the role...

Question 4

The key basis for message credibility is ________.

Accepted Answer

The ability of the product, service, or brand, to deliver consistent quality, value, and satisfaction to consumers is the fundamental basis for message credibility. It creates trust and builds a strong reputation, which leads to a higher degree of message acceptance and persuasion. The other options mentioned are not significant factors in the credibility of a message.

Question 5

When celebrity/pro golfer Phil Mickelson appears in a commercial to talk about his experience with a prescription medication for arthritis, he is serving as a _____________________.

Accepted Answer

The answer of When celebrity/pro golfer Phil Mickelson appears in...

Question 6

Celebrity-credibility includes the audience's perceptions of the celebrity's ________________ and ______________________.

Accepted Answer

Celebrity-credibility is related to the audience's perceptions of the celebrity's expertise and trustworthiness. Expertise refers to the knowledge and skills the celebrity possesses in a particular field or domain, while trustworthiness refers to the audience's perception of the degree to which the celebrity can be relied upon to provide accurate and honest information. Together, these dimensions of celebrity-credibility can influence how persuasive the celebrity is as an endorser of products, services, causes, or ideas.

Question 7

The key characteristic of the influence associated with opinion leadership is that ________.

Accepted Answer

Opinion leadership is characterized as interpersonal and informal communication between two or more people, none of whom are directly representing a commercial selling source that would benefit from the sale of something. This means that the influence is driven by word-of-mouth and personal recommendations rather than formal advertising or sales tactics.

Question 8

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 the primary message content.

Accepted Answer

Differential decay theory 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 the primary message content.

Question 9

Opinion leadership tends to be ________.

Accepted Answer

Opinion leadership tends to be category specific. This means that an individual may be an opinion leader in a particular product category (such as electronics), but not necessarily in other categories (such as fashion).

Question 10

Which of the following is NOT one of the motivations of opinion leaders?

Accepted Answer

The answer of Which of the following is NOT one...

Question 11

Chuck Norris appears in social media for Era detergent, because he is tough on bad guys and the detergent is tough on stains. If he does not mention his own personal experience with the product, it is an example of a _________________________.

Accepted Answer

This is an example of a celebrity endorsement, where a celebrity is used to promote a product without necessarily sharing personal experiences with it.

Question 12

When Damon filled out a survey for the sporting goods store he favors, it asked him to respond to items that asked for his agreement on items about his influence on his friends. These items were attempting to measure his opinion leadership using the __________________ method.

Accepted Answer

The self-designated method of measuring opinion leadership involves individuals identifying themselves as opinion leaders based on their perceived influence on their friends or social network. In this case, the survey was asking Damon to respond about his influence on his friends, indicating that the self-designated method was being used. The other methods listed (heuristic, key informant, sociometric, Klout) all measure opinion leadership in different ways.

Question 13

A celebrity's credibility is reduced when s/he endorses a variety of products because __________________.

Accepted Answer

When a celebrity endorses too many products, it can appear that they are only motivated by money rather than genuinely believing in and using the products they endorse, reducing their credibility.

Question 14

The image of Vogue magazine adds status to the products advertised within the magazine. This is an example of ______________________.

Accepted Answer

The image of Vogue magazine contributes to the perceived credibility of the products advertised within it due to the magazine's own reputation and prestige. This is an example of medium credibility, where the platform or channel through which a message is delivered affects the audience's perception of the message.

Question 15

Which of the following does NOT enhance the credibility of a salesperson?

Accepted Answer

The answer of Which of the following does NOT enhance...

Question 16

A ___________________ is when celebrities appear on behalf of products with which they may or may not have any direct experience or familiarity, for extended periods of time.

Accepted Answer

A celebrity endorsement is when a celebrity promotes a product or service by lending their name or image to it, often for an extended period of time. They may or may not have actual experience with the product, but their association with it is intended to increase its appeal and credibility among consumers.

Question 17

Which of the following is a characteristic of an opinion leader?

Accepted Answer

Opinion leaders are individuals who are knowledgeable about a particular area or product category and are seen as credible sources of information by others. They are often the first to adopt new products and technologies in their area of expertise, making D the best choice. A, B, and C are incorrect because they describe characteristics that are not typically associated with opinion leaders. Option E is incorrect because opinion leaders are typically part of the early adopter group, not the early majority.

Question 18

The ________________ method of measuring opinion leadership employs a self-administered questionnaire that requires respondents to evaluate the extent to which they have provided others with information about a product category or brand.

Accepted Answer

The self-designated method of measuring opinion leadership involves respondents self-administering a questionnaire that asks them about the extent to which they have provided others with information about a product category or brand. This method relies on individuals' self-assessment of their own degree of opinion leadership.

Question 19

____________________, or the reputation of the retailer who sells the product, has a major influence on message credibility.

Accepted Answer

Vendor credibility, or the trustworthiness and reliability of the retailer selling the product, is a crucial factor in determining the credibility of the product message. Consumers are more likely to believe messages from retailers with a positive reputation, and less likely to trust messages from retailers with a negative reputation.

Question 20

The process by which one person informally influences the actions or attitudes of others is known as ________.

Accepted Answer

The process by which one person informally influences the actions or attitudes of others is known as opinion leadership.

Quiz 9: Reference Groups and Word-of-Mouth