Question 1

News suddenly appeared in the Associated Press that a brand of soft drink has been tested and found to prolong your life.This information is likely to be seen as more ____ than if similar information appeared from a marketer-dominated source.

Accepted Answer

Information from a reputable news source like the Associated Press is generally viewed as more credible than information from a marketer-dominated source, suggesting that the information about the soft drink's life-prolonging properties is more trustworthy.

Question 2

A reference group is best thought of as a set of people

Accepted Answer

A reference group is a set of people with whom individuals compare themselves in order to guide their attitudes, knowledge, and/or behavior. Other options are not as accurate or complete in describing the concept of a reference group.

Question 3

Whenever Carol needed to buy a computer,she asks her friend Reda for advice.Reda works for a university's computer lab and is considered an expert in the computer product category.Reda is a(n)

Accepted Answer

Opinion leaders are individuals who are knowledgeable about or users of particular products and services, such that their opinions are influential in making others' purchase decisions. Since Carol seeks advice from Reda due to Reda's expertise in computers, Reda acts as an opinion leader in this context.

Question 4

Access to the Internet and satellite TV allows greater numbers of consumers to see a marketing message,thus increasing its

Accepted Answer

Reach refers to the number of people who are exposed to a marketing message. The Internet and satellite TV allow for a wider reach since they have a large and diverse audience.

Question 5

People become opinion leaders because they

Accepted Answer

Opinion leaders often have an intrinsic interest in and enjoyment of products, which drives them to share their knowledge and opinions with others. This enthusiasm makes them credible and influential sources of information.

Question 6

____ is (are)important primarily for providing a two-way flow of information.

Accepted Answer

Personally delivered sources of influence are important for providing a two-way flow of information because they involve direct interaction and communication between individuals, allowing for feedback and dialogue.

Question 7

____ is (are)an example of a marketer-dominated source of persuasive information that is delivered by mass media.

Accepted Answer

Sales promotions are designed and controlled by the marketer and delivered through mass media such as TV commercials or printed advertisements. They are a form of one-way communication where the marketer is in complete control of the message being delivered.

Question 8

Opinion leaders might have all of the following characteristics except that they

Accepted Answer

Opinion leaders are known for their willingness to share information and influence others, which contradicts being close-mouthed.

Question 9

Opinion leaders play an important role in other consumers' acceptance of new offerings primarily because they are

Accepted Answer

Opinion leaders are credible sources of information for other consumers because they are perceived as being knowledgeable and trustworthy.

Question 10

Opinion leaders have an influence primarily because they

Accepted Answer

The answer of Opinion leaders have an influence primarily because...

Question 11

Caroline saw a believable advertisement that had a female customer,who looked and talked just like herself,tell about her experience with the Automated Homework Aid System.This is an example of how ____ can be effective.

Accepted Answer

The advertisement has a woman giving a testimonial about the product, which creates credibility and trust for potential customers.

Question 12

____ reference groups are groups that we admire and wish to be like.

Accepted Answer

Aspirational reference groups are those that individuals look up to and aspire to be like, often including celebrities, athletes, or other high-status individuals. Schematic reference groups refer to those that a person sees as a normative influence or role model, Reflective reference groups reflect a person's current self-image, Associative reference groups are those with whom a person has actual face-to-face contact, and Dissociative reference groups are those with whom a person seeks to distance themselves from due to negative attitudes or beliefs.

Question 13

Maureen always knows where products are on sale in the town where she lives.Her friends come to her for advice about a wide range of products to determine where to shop and where there are sales.Maureen is a(n)

Accepted Answer

Maureen fits the description of a market maven, which is someone who has extensive knowledge about products, prices, and shopping locations and shares that information with others.

Question 14

____ are examples of marketer-dominated sources delivered personally.

Accepted Answer

Salespeople, service representatives, and customer service agents are all examples of marketer-dominated sources because they are delivering information and messages directly from the company to the consumer through personal interactions. Word of mouth and consumer complaints are not marketer-dominated sources as they are generated by consumers themselves. Consumer Reports and other magazine test ratings are independent sources of information, and predissonance schemas and prototypes are theoretical concepts rather than sources of information. Advertising and infomercials are also marketer-dominated sources, but they are not delivered personally.

Question 15

____ is an example of a nonmarketer-dominated source of persuasive information that is delivered personally.

Accepted Answer

Word-of-mouth communication is a nonmarketer-dominated source of persuasive information that is delivered personally. It involves individuals sharing their opinions and experiences about products or services with others in their social networks.

Question 16

Word-of-mouth communication has more credibility,but advertising

Accepted Answer

While word-of-mouth communication is considered more credible, advertising has more reach because it can be broadcasted to a wider audience through various media channels.

Question 17

Kimberley looks to a group of friends,Stephanie,Grace,Shinna,and others,to help determine what she likes and what she should do.This is an example of a

Accepted Answer

A reference group is a group of people to whom an individual looks for guidance in his or her own behavior. In this scenario, Kimberley is seeking guidance from her group of friends, which means that they are her reference group. The other options are not relevant to this scenario.

Question 18

Thad always used Brand A fabric softener.This fabric softener made his clothes fluffy and bright,so he recommended it to Ned,who was moving nearby.He said that Ned should always use one cup of Brand A with every laundry load and that the box was recyclable.In this example,Thad was a social influence for all of the following decisions except

Accepted Answer

The answer of Thad always used Brand A fabric softener.This...

Question 19

An individual who acts as an information broker between the mass media and the opinions and behaviors of an individual or group is known as a(n)

Accepted Answer

An individual who acts as an information broker between the mass media and the opinions and behaviors of an individual or group is known as an opinion leader. They are influential people who have a significant impact on the attitudes and behaviors of others. They are often seen as experts in their field or have a strong social network, which allows them to share their opinions and ideas with others.

Question 20

Gatekeepers are those who

Accepted Answer

Gatekeepers are individuals or entities who control the flow of information, either by filtering or by censoring it. They may control access to information through media, technology, or other forms of communication.

Quiz 11: Social Influences on Consumer Behavior