Question 1

Frank Wright is a stereo buff who will go to great lengths when making stereo equipment purchases.He believes having the right equipment is important because many people will see the stereo when they visit his home.If you were the marketing VP for Quality Electronics Inc.,and your market was primarily made up of people just like Wright,which influence source would you most likely build into your promotional messages?
A)situational influences
B)perceptual risk influences
C)self-concept influences
D)reference group influences

Accepted Answer

The answer of Frank Wright is a stereo buff who...

Question 2

Negative word of mouth:
A)is a powerful information source in developing countries.
B)is less harmful for products that are new to an area or a country.
C)has been shown to increase the credibility of a company's advertising.
D)has been shown to increase consumers' intentions to buy products.

Accepted Answer

In developing countries, where consumers have limited information and experience with products, negative word of mouth can have a powerful influence on purchasing decisions.

Question 3

A reference group which a person wishes to be a member of or wishes to be associated with is called a(n): _____ group.
A)preference
B)membership
C)aspiration
D)dissociative

Accepted Answer

An aspiration group is a reference group that a person wishes to be a member of or wishes to be associated with, such as a prestigious professional organization or a social club.

Question 4

A reference group that a person wishes to maintain distance from because of differences in values or behaviours is called a(n)_____ group.
A)primary reference
B)membership
C)aspiration
D)dissociative

Accepted Answer

A dissociative group is one that a person wishes to maintain distance from because of differences in values or behaviors. The other options, such as primary reference group, membership group, and aspiration group, do not fit this description. A primary reference group is a group that a person interacts with regularly and considers important. A membership group is a group that a person belongs to. An aspiration group is a group that a person wishes to belong to in the future.

Question 5

Your company is introducing a new line of active wear for teenagers and invites the members of the cheerleading squad to a private display of the line.This group consists of _____ for active wear clothing.
A)syncratic decision makers
B)aspirational leaders
C)opinion leaders
D)autonomous leaders

Accepted Answer

The members of the cheerleading squad are likely to be opinion leaders as they are seen as influential peers within their social circle. As such, their opinions and preferences regarding clothing and fashion would likely influence their friends and peers, making them valuable targets for a private display of the new active wear line. The other options (a, b, d) are less likely to apply in this context.

Question 6

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

Accepted Answer

Opinion leadership refers to individuals who are knowledgeable in a particular area and can influence the opinions and behaviours of others. Word-of-mouth activity refers to the communication among individuals about products and services. Both are important aspects of personal influence and can greatly impact a consumer's decision-making process.

Question 7

A consumer's purchases are often influenced by the views,opinions,or behaviours 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

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, is crucial in marketing as it affects consumer decisions.

Question 8

After Paris Hilton wore big-shaped oval sunglasses,more and more individuals began wearing these sunglasses.Paris Hilton would be referred to as a:
A)decision maker
B)achiever
C)brand setter
D)opinion leader

Accepted Answer

Paris Hilton is considered an opinion leader because her actions and choices, such as wearing a particular style of sunglasses, influence others to adopt similar trends.

Question 9

To attract new members,a golf club would focus its marketing efforts on people who view the current members as a (n)_____ group.
A)achieving
B)aspiration
C)dissociative
D)pressure

Accepted Answer

An aspiration group is one that individuals wish to join or be associated with, making it a target for attracting new members.

Question 10

Rumours that circulated throughout Russia that Snickers candy bars caused diabetes is an example of:
A)negative word of mouth.
B)a lack of back translation.
C)cultural insensitivity.
D)consumer ethnocentrism.

Accepted Answer

The rumours about Snickers bars causing diabetes spread negative word of mouth, which can have detrimental effects on the brand's reputation and sales.

Question 11

The online version of word of mouth,involving the use of messages "infectious" enough that consumers wish to pass them along to others through online communication is accurately described as:
A)infectious marketing
B)viral marketing
C)buzz marketing
D)Internet marketing

Accepted Answer

The online version of word of mouth that involves the use of infectious messages for consumers to pass along to others is known as viral marketing. This is essentially the process of creating content or messages that are highly shareable, that is, likely to be forwarded, posted, or reposted across various social media networks, forums, or email platforms. The goal of viral marketing is to spread a brand's message or promotion through its audience's own networks, thereby creating a ripple effect that reaches many more people than traditional marketing methods would.

Question 12

As an aspiring tennis player,you frequently copy and mimic the top players at your local club and look towards them for self-appraisal or as a source of personal standards.These individuals would be referred as:
A)action-oriented consumers
B)principle-oriented consumers
C)reference groups
D)social classes

Accepted Answer

Reference groups are groups of people that individuals look to for guidance in shaping their behavior, attitudes, and values. In this scenario, the top tennis players at the local club are serving as a reference group for the aspiring tennis player to mimic and look towards for personal standards.

Question 13

An aspiration group is one:
A)to which a person belongs, including fraternities and social clubs.
B)that a person wishes to be a member of or wishes to be identified with.
C)that a person wishes to maintain a distance from because of differences in values or behaviours.
D)that a person knows he or she can never really fit into because of basic cultural differences.

Accepted Answer

An aspiration group is a group of people that a person wishes to be identified with or wishes to be a member of. This group is seen as desirable, and the person often makes efforts to align themselves with the values and behaviors of the group. Aspiration groups can be based on various factors such as social status, interests, lifestyles, and professional affiliations.

Question 14

Brands must be cognizant of what rumours are being shared on social media.For example,rumours that McDonald's hamburgers contained horsemeat is an example of:
A)negative viral marketing.
B)a lack of back translation.
C)cultural insensitivity.
D)consumer ethnocentrism.

Accepted Answer

Negative viral marketing refers to the negative spread of information or rumours about a brand or product, often through social media. The rumour of McDonald's hamburgers containing horsemeat was a prime example of this.

Question 15

While waiting to catch the school bus,you observe several friends discussing about why they like their smartphone versus their friend's phone,which happened to be different.These individuals are attempting to influence others by:
A)opinion making.
B)publicity.
C)personal selling.
D)word of mouth.

Accepted Answer

The individuals discussing their preferred smartphones among their friends are engaging in word of mouth advertising, which involves personal recommendations or opinions from individuals about a product or service to others.

Question 16

Students who wear sweatshirts displaying the Greek letters for fraternities or sororities to which they belong are demonstrating pride in a(n)_____ group.
A)dissociative
B)aspiration
C)membership
D)identification

Accepted Answer

Students wearing sweatshirts displaying Greek letters for fraternities or sororities are demonstrating their membership in a particular group.

Question 17

A reference group to which a person actually belongs is called a(n)_____ group.
A)primary reference
B)membership
C)aspiration
D)dissociative

Accepted Answer

A membership group is a reference group that a person actually belongs to, such as a club, team, or organization. Primary reference group refers to small, informal groups that have frequent, direct contact with an individual. Aspiration reference groups are those groups to which an individual aspires to belong, while dissociative reference groups are those groups that an individual does not want to be associated with.

Question 18

All of the following would be effective for viral marketing except:
A)phoning a friend
B)instant messaging
C)Facebook
D)blogs

Accepted Answer

Phoning a friend is not a form of online communication, which is typically the medium used for viral marketing. The other choices (instant messaging, Facebook, and blogs) are all effective for viral marketing as they allow users to easily share content with their networks.

Question 19

The American Express advertising claim that "membership has its privileges" creates which type of reference group?
A)aspiration group
B)dissociative group
C)secondary reference group
D)integrated group

Accepted Answer

The claim "membership has its privileges" appeals to consumers' desires to be part of an aspiration group, which is a group that individuals wish to belong to or be associated with.

Question 20

James is brand loyal to Sony.He always tells his friends at his part-time job about the Sony products he buys.He also mentions Sony whenever he goes shopping with friends.He subscribes online to Sony's newsletters and press releases.Sony is happy about James because he helping them with ______________ marketing.
A)buzz
B)online
C)consumer
D)influential

Accepted Answer

James is creating buzz marketing for Sony by telling his friends and mentioning the brand when he goes shopping. He is generating positive word-of-mouth for Sony, which is a key aspect of buzz marketing.

Quiz 5: Consumer Behaviour

Negative word of mouth:

A reference group which a person wishes to be a member of or wishes to be associated with is called a(n) : _____ group.

A reference group that a person wishes to maintain distance from because of differences in values or behaviours is called a(n) _____ group.

Your company is introducing a new line of active wear for teenagers and invites the members of the cheerleading squad to a private display of the line.This group consists of _____ for active wear clothing.

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

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

After Paris Hilton wore big-shaped oval sunglasses,more and more individuals began wearing these sunglasses.Paris Hilton would be referred to as a:

To attract new members,a golf club would focus its marketing efforts on people who view the current members as a (n) _____ group.

Rumours that circulated throughout Russia that Snickers candy bars caused diabetes is an example of:

The online version of word of mouth,involving the use of messages "infectious" enough that consumers wish to pass them along to others through online communication is accurately described as:

As an aspiring tennis player,you frequently copy and mimic the top players at your local club and look towards them for self-appraisal or as a source of personal standards.These individuals would be referred as:

An aspiration group is one:

Brands must be cognizant of what rumours are being shared on social media.For example,rumours that McDonald's hamburgers contained horsemeat is an example of:

While waiting to catch the school bus,you observe several friends discussing about why they like their smartphone versus their friend's phone,which happened to be different.These individuals are attempting to influence others by:

Students who wear sweatshirts displaying the Greek letters for fraternities or sororities to which they belong are demonstrating pride in a(n) _____ group.

A reference group to which a person actually belongs is called a(n) _____ group.

All of the following would be effective for viral marketing except:

The American Express advertising claim that "membership has its privileges" creates which type of reference group?