Question 1

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.
A) heuristic
B) key informant
C) self-designated
D) sociometric
E) Klout

Accepted Answer

The self-designated method involves asking individuals to self-report their influence or behaviors, such as their ability to influence friends, which is what the survey Damon filled out was attempting to measure.

Question 2

In which product category would the role of the opinion leader during the decision-making process likely be most important to the marketer?
A) laundry detergent
B) television sets
C) automobiles
D) doctors
E) computers

Accepted Answer

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

Question 3

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 ________.
A) celebrity testimonial
B) celebrity endorsement
C) celebrity actor
D) celebrity spokesperson
E) celebrity official

Accepted Answer

Celebrity testimonials are when a celebrity endorses a product or service based on their personal experience with it.

Question 4

Opinion leadership tends to be ________.
A) brand specific
B) price-point specific
C) universal
D) category specific
E) culturally specific

Accepted Answer

Opinion leadership tends to be category specific, meaning that opinion leaders are influential within a particular product category, such as electronics or fashion.

Question 5

A celebrity's credibility is reduced when he or she endorses a variety of products because ________.
A) the economic motivation underlying the celebrity's endorsements becomes too pronounced
B) the celebrity becomes less famous
C) teens find celebrities more authentic than other customers
D) the celebrity has positive associations with the products
E) almost a quarter of advertisements use a celebrity spokesperson

Accepted Answer

When a celebrity endorses multiple products, it often becomes apparent that their endorsements are motivated by financial gain rather than genuine belief in the products' quality, reducing their credibility.

Question 6

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

Accepted Answer

The key basis for message credibility is the ability of the product, service, or brand, to deliver consistent quality, value, and satisfaction to consumers. This is because credibility largely stems from the audience's perception of the brand's reliability and trustworthiness, which is directly influenced by their experiences with the product or service's quality, value, and the satisfaction it provides.

Question 7

The image of Vogue magazine adds status to the products advertised within the magazine. This is an example of ________.
A) message credibility
B) celebrity credibility
C) medium credibility
D) general credibility
E) time credibility

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 8

Products sold by well-known, quality stores that carry the added endorsement (and implicit guarantee) of the store itself (e.g., "If Amazon.com recommends it, it must be a good book") is referred to as ________.
A) medium credibility
B) salesperson credibility
C) celebrity endorsement credibility
D) vendor credibility
E) none of the above

Accepted Answer

Vendor credibility refers to the trust and confidence consumers place in the sellers or vendors of products, based on the reputation of the vendor for offering quality products or services. When a well-known store endorses a product, it lends its own credibility to the product, suggesting that the product is of high quality.

Question 9

Which of the following is NOT one of the motivations of opinion leaders?
A) reduce post-purchase dissonance
B) reduce search and shopping time
C) gain attention from others
D) show off expertise
E) gain experience converting others

Accepted Answer

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

Question 10

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.
A) celebrity testimonial
B) celebrity endorsement
C) celebrity actor
D) celebrity spokescharacter
E) celebrity official

Accepted Answer

Celebrity endorsement refers to celebrities being paid to promote a product, service, or brand, often without needing to have direct experience or familiarity with what they are promoting. This can last for extended periods, making "celebrity endorsement" the correct term for such arrangements.

Question 11

Celebrity credibility includes the audience's perceptions of the celebrity's ________ and ________.
A) fame; talent
B) charisma; talent
C) expertise; charisma
D) fame; trustworthiness
E) expertise; trustworthiness

Accepted Answer

Celebrity credibility is often assessed based on the audience's perception of the celebrity's expertise in a relevant field and their trustworthiness. This combination is crucial for influencing public opinion or consumer behavior effectively.

Question 12

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

Accepted Answer

The key characteristic of the influence associated with opinion leadership is that it is interpersonal (meaning it occurs between individuals) and informal (meaning it is not structured or formalized), and it occurs among individuals none of whom represents a commercial selling source that would benefit directly from the sale of something. This describes the natural, peer-to-peer influence that opinion leaders have within their networks.

Question 13

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

Accepted Answer

Opinion leadership is the process through which one person (the opinion leader) informally influences the actions or attitudes of others, often by sharing information or personal opinions.

Question 14

A ________ involves a celebrity who attests to the product's quality based on his/her own personal usage of the product.
A) celebrity testimonial
B) celebrity endorsement
C) celebrity actor
D) celebrity spokesperson
E) celebrity official

Accepted Answer

A celebrity testimonial involves a celebrity sharing their personal experience and attesting to the quality of a product based on their own usage.

Question 15

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 ________.
A) celebrity testimonial
B) celebrity endorsement
C) celebrity actor
D) celebrity spokesperson
E) celebrity official

Accepted Answer

Since Chuck Norris is used in the advertisement due to his tough persona, similar to the detergent being tough on stains, without mentioning his personal experience with the product, it is considered a celebrity endorsement. He is endorsing the product based on his public image rather than personal use or experience.

Question 16

Which of the following does NOT enhance the credibility of a salesperson?
A) looking the customer/prospect in the eye
B) outward signs of success
C) driving an expensive, late-model car
D) dressing the part of an expert
E) All of the above enhance the credibility of a salesperson.

Accepted Answer

All the options listed (A, B, C, D) are traditional methods believed to enhance the credibility of a salesperson by projecting confidence, success, and expertise.

Question 17

Which of the following is a characteristic of an opinion leader?
A) They lack self-confidence.
B) They are withdrawn in social situations.
C) They belong to different socioeconomic groups than the opinion receivers.
D) They follow new products that come into the markets in the product category.
E) They are part of the early majority in their area of expertise.

Accepted Answer

Opinion leaders are individuals who actively follow new products and trends in specific product categories, influencing others' opinions and behaviors regarding those products. They are known for their interest and knowledge in a particular area, making them credible sources of information.

Question 18

________, or the reputation of the retailer who sells the product, has a major influence on message credibility.
A) Vendor aura
B) Vendor credibility
C) Retail aura
D) Advertiser credibility
E) Advertiser aura

Accepted Answer

Vendor credibility influences message credibility because it reflects the trustworthiness and expertise of the retailer selling the product.

Question 19

A salesperson who "looks you in the eye" often is perceived as more honest than one who evades direct eye contact. This is referred to as ________.
A) celebrity endorsement credibility
B) medium credibility
C) vendor credibility
D) salesperson credibility
E) none of the above

Accepted Answer

This is referred to as salesperson credibility. Direct eye contact is a nonverbal cue that can influence perceptions of a salesperson's honesty and trustworthiness, contributing to their overall credibility.

Question 20

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.
A) heuristic
B) key informant
C) self-designating
D) sociometric
E) challenge

Accepted Answer

The self-designating method involves respondents assessing themselves through a questionnaire on their behavior or influence in providing information about products or brands to others, fitting the description given.

Quiz 9: Reference Groups and Word-Of-Mouth

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.

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

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 ________.

Opinion leadership tends to be ________.

A celebrity's credibility is reduced when he or she endorses a variety of products because ________.

The key basis for message credibility is ________.

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

Products sold by well-known, quality stores that carry the added endorsement (and implicit guarantee) of the store itself (e.g., "If Amazon.com recommends it, it must be a good book") is referred to as ________.

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

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.

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

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

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

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

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 ________.

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

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

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

A salesperson who "looks you in the eye" often is perceived as more honest than one who evades direct eye contact. This is referred to as ________.

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.