CHAPTER 11 – CONSUMER BEHAVIOR
Social influence can be great in all of the following situations except when
a. the information is communicated by an outgroup member.
b. the information source is credible.
c. the source can communicate widely.
d. individuals are part of one group.
e. opinions are communicated by the leader of a group.
A
Certain individuals within groups are influential because
a. consumers need someone to follow.
b. their power of expertise makes others want to follow.
c. of coercion most of the time.
d. of the need for cognition.
e. of the need for group affect elicited by certain individuals.
B
Groups' influence on consumers is strong primarily because
a. people have a hard time forming their own opinions.
b. groups are the basis for society.
c. the information source is very credible.
d. it is a visual rather than an auditory source of information.
e. there is harmful and helpful information available.
C
Beltha's parents always thought of her as a model child. She was independent and made her own responsible decisions, but not
before careful consultation with her parents and others who could help her. One day they noticed a change in her behavior. She
started skipping class, wearing strange clothes, and watching Beavis and Butthead reruns all day long with a group of new
friends. Her behavior had become just like that of her new friends. This can best be thought of as an example of how groups can
induce
a. socially appropriate behaviors.
b. socially appropriate, morally correct, and in almost all cases, quite healthy behaviors.
c. high levels of consumption.
d. socially inappropriate behaviors.
e. different tastes in advertising.
D
___________ are examples of marketer-dominated sources delivered through mass media.
a. Salespeople, service representatives, and customer service agents
b. Word of mouth and consumer complaints
c. Consumer Reports and magazine test ratings
d. Predissonance schemas and prototypes
e. Advertising and infomercials
E
___________ are examples of marketer-dominated sources delivered personally.
a. Salespeople, service representatives, and customer service agents
b. Word of mouth and consumer complaints
c. Consumer Reports and other magazine test ratings
d. Predissonance schemas and prototypes
e. Advertising and infomercials
A
________ is (are) an example of a marketer-dominated source of persuasive information that is delivered by mass media.
a. A customer service representative
b. Rumors
c. Sales promotions
d. A salesperson
e. MADD
C
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
a. acquisition of brand.
b. how much to use.
c. disposal.
d. when to buy.
e. how much to buy.
E
,________ is an example of a nonmarketer-dominated source of persuasive information that is delivered personally.
a. Public relations
b. Word-of-mouth communication
c. A customer service representative
d. Advertising
e. Consumer Reports
B
Access to the Internet and satellite TV allows greater numbers of consumers to see a marketing message, thus increasing its
a. motivation.
b. credibility.
c. attention.
d. reach.
e. ability of consumers to process the information.
D
________ is (are) important primarily for providing a two-way flow of information.
a. The internet
b. Media sources of information
c. Marketer-dominated sources of information
d. Consumer Reports
e. Personally delivered sources of influence
E
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.
a. credible
b. visual
c. formal
d. well organized
e. manipulative
A
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.
a. attributions
b. testimonials
c. sales pitches
d. vivid visuals
e. mystery ads
B
Word-of-mouth communication has more credibility, but advertising
a. is more casual.
b. is two-way.
c. has more reach.
d. is more believable.
e. is more personal.
C
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)
a. media broker.
b. market follower.
c. information bridge.
d. opinion leader.
e. influencer.
D
Opinion leaders play an important role in other consumers' acceptance of new offerings primarily because they are
a. attractive.
b. part of the consumer's reference group.
c. opinionated.
d. personal.
e. credible.
E
Gatekeepers are those who
a. control the flow of information.
b. are ombudspersons to whom customers can complain.
c. are critics.
d. have weak ties and thus serve as a bridge between groups.
e. are informers for other social groups.
A
,Opinion leaders might have all of the following characteristics except that they
a. learn a lot about the products.
b. are close-mouthed.
c. are self confident.
d. tend to buy new product variants when they are first introduced to the market.
e. are willing to share product-relevant information.
B
People become opinion leaders because they
a. have no vested interest in whether consumers actually heed their opinions.
b. are dissatisfied with their present knowledge of a product category.
c. have an intrinsic interest in and enjoyment of products.
d. dislike the products.
e. have a need to be alone.
C
Opinion leaders have an influence primarily because they
a. dislike the products.
b. have a satisfaction with their present knowledge of a product category.
c. have a need to be alone.
d. have no vested interest in whether consumers actually heed their opinions.
e. have an intrinsic interest in and enjoyment of products.
D
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)
a. opinion leader.
b. reference leader.
c. weak tie coordinator.
d. market maven.
e. busybody.
D
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)
a. opinion leader.
b. reference leader.
c. weak tie coordinator.
d. market maven.
e. busybody.
A
A reference group is best thought of as a set of people
a. who are related by common generational values and share the same fashions or fads.
b. with whom individuals compare themselves to guide their attitudes, knowledge, and/or behavior.
c. who have a similar set of needs and goals spread over time.
d. who have a similar socioeconomic level and can provide a reference point for marketers to target.
e. who are high in need for cognition upon whom marketers can rely for information.
B
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
a. reference group.
b. sociological set.
c. consideration set.
d. neural network.
e. consumer network.
A
________ reference groups are groups that we admire and wish to be like.
a. Schematic
b. Reflective
c. Aspirational
d. Associative
e. Dissociative
C
Whitney is a teenager who loves the program Hannah Montana. She wants to be just like the star of the show, Miley Cyrus and
looks to Miley for information on how to dress and behave. For Whitney, Miley Cyrus is a(n)
a. market maven.
b. aspirational reference group.
c. associative reference group.
d. brand community.
e. dissociative reference group.
B
, With rising prosperity in Japan starting in the late 1960s, many of the middleclass emulated the American middle-class lifestyle
in order to be like their American counterparts. This is an example of the influence of a(n) ________ reference group.
a. schematic
b. reflective
c. aspirational
d. dissociative
e. associative
C
After graduation, Ted joined the army. Bracing for a haircut and awakening before 10:00 a.m. for the first time in his life, Ted
was feeling the influence of a(n) ________ reference group.
a. schematic
b. reflective
c. aspirational
d. dissociative
e. associative
E
Associative reference groups are groups that
a. have expertise that we need.
b. reflect exciting and emotionally fulfilling but unrealistic expectations.
c. we admire and wish to be like.
d. we do not wish to emulate.
e. we belong to.
E
Political divisions are a good example of when one side is a(n) ________ reference group for those on the other side.
a. schematic
b. reflective
c. aspirational
d. dissociative
e. associative
D
If marketers know their target consumers' aspirational reference groups, they can
a. associate their product with that group.
b. advertise to the dissociative reference group.
c. distribute their products more widely.
d. lower the price of the products when establishing a brand image.
e. use coupons for price discrimination.
A
In order to advertise to consumers in a certain reference group, the best strategy is for marketers to
a. know the need for cognition in the population as a whole.
b. accurately reflect the clothing, hair styles, accessories, and general demeanor of the group members.
c. have a detailed knowledge of the physiological reactions of the group members.
d. have a detailed knowledge of the legal system as it relates to disposal in the region of the country in which the reference
group is located.
e. know the average in-store shopping speed of a member of the group.
B
Amazon.com creates a(n) ________ by inviting consumers to post their own reviews of the books, music, and other products it
sells.
a. ad group
b. marketer reference group
c. brand community
d. brand extension
e. advertising reference group
C
A(n) ________ is a specialized group of consumers with a structured set of social relationships centered around a particular
brand.
a. ad group
b. marketer reference group
c. brand community
d. brand extension
e. advertising reference group
C
Marc is a member of his university's football team. As such, he must adhere to strict rules of membership including attending all
team practices and earning a passing grade in all his classes. Due to this structured membership, the team is a
_______________ reference group.
a. dense
b. formal
c. homophilic
d. secondary
e. weak-tied
Social influence can be great in all of the following situations except when
a. the information is communicated by an outgroup member.
b. the information source is credible.
c. the source can communicate widely.
d. individuals are part of one group.
e. opinions are communicated by the leader of a group.
A
Certain individuals within groups are influential because
a. consumers need someone to follow.
b. their power of expertise makes others want to follow.
c. of coercion most of the time.
d. of the need for cognition.
e. of the need for group affect elicited by certain individuals.
B
Groups' influence on consumers is strong primarily because
a. people have a hard time forming their own opinions.
b. groups are the basis for society.
c. the information source is very credible.
d. it is a visual rather than an auditory source of information.
e. there is harmful and helpful information available.
C
Beltha's parents always thought of her as a model child. She was independent and made her own responsible decisions, but not
before careful consultation with her parents and others who could help her. One day they noticed a change in her behavior. She
started skipping class, wearing strange clothes, and watching Beavis and Butthead reruns all day long with a group of new
friends. Her behavior had become just like that of her new friends. This can best be thought of as an example of how groups can
induce
a. socially appropriate behaviors.
b. socially appropriate, morally correct, and in almost all cases, quite healthy behaviors.
c. high levels of consumption.
d. socially inappropriate behaviors.
e. different tastes in advertising.
D
___________ are examples of marketer-dominated sources delivered through mass media.
a. Salespeople, service representatives, and customer service agents
b. Word of mouth and consumer complaints
c. Consumer Reports and magazine test ratings
d. Predissonance schemas and prototypes
e. Advertising and infomercials
E
___________ are examples of marketer-dominated sources delivered personally.
a. Salespeople, service representatives, and customer service agents
b. Word of mouth and consumer complaints
c. Consumer Reports and other magazine test ratings
d. Predissonance schemas and prototypes
e. Advertising and infomercials
A
________ is (are) an example of a marketer-dominated source of persuasive information that is delivered by mass media.
a. A customer service representative
b. Rumors
c. Sales promotions
d. A salesperson
e. MADD
C
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
a. acquisition of brand.
b. how much to use.
c. disposal.
d. when to buy.
e. how much to buy.
E
,________ is an example of a nonmarketer-dominated source of persuasive information that is delivered personally.
a. Public relations
b. Word-of-mouth communication
c. A customer service representative
d. Advertising
e. Consumer Reports
B
Access to the Internet and satellite TV allows greater numbers of consumers to see a marketing message, thus increasing its
a. motivation.
b. credibility.
c. attention.
d. reach.
e. ability of consumers to process the information.
D
________ is (are) important primarily for providing a two-way flow of information.
a. The internet
b. Media sources of information
c. Marketer-dominated sources of information
d. Consumer Reports
e. Personally delivered sources of influence
E
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.
a. credible
b. visual
c. formal
d. well organized
e. manipulative
A
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.
a. attributions
b. testimonials
c. sales pitches
d. vivid visuals
e. mystery ads
B
Word-of-mouth communication has more credibility, but advertising
a. is more casual.
b. is two-way.
c. has more reach.
d. is more believable.
e. is more personal.
C
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)
a. media broker.
b. market follower.
c. information bridge.
d. opinion leader.
e. influencer.
D
Opinion leaders play an important role in other consumers' acceptance of new offerings primarily because they are
a. attractive.
b. part of the consumer's reference group.
c. opinionated.
d. personal.
e. credible.
E
Gatekeepers are those who
a. control the flow of information.
b. are ombudspersons to whom customers can complain.
c. are critics.
d. have weak ties and thus serve as a bridge between groups.
e. are informers for other social groups.
A
,Opinion leaders might have all of the following characteristics except that they
a. learn a lot about the products.
b. are close-mouthed.
c. are self confident.
d. tend to buy new product variants when they are first introduced to the market.
e. are willing to share product-relevant information.
B
People become opinion leaders because they
a. have no vested interest in whether consumers actually heed their opinions.
b. are dissatisfied with their present knowledge of a product category.
c. have an intrinsic interest in and enjoyment of products.
d. dislike the products.
e. have a need to be alone.
C
Opinion leaders have an influence primarily because they
a. dislike the products.
b. have a satisfaction with their present knowledge of a product category.
c. have a need to be alone.
d. have no vested interest in whether consumers actually heed their opinions.
e. have an intrinsic interest in and enjoyment of products.
D
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)
a. opinion leader.
b. reference leader.
c. weak tie coordinator.
d. market maven.
e. busybody.
D
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)
a. opinion leader.
b. reference leader.
c. weak tie coordinator.
d. market maven.
e. busybody.
A
A reference group is best thought of as a set of people
a. who are related by common generational values and share the same fashions or fads.
b. with whom individuals compare themselves to guide their attitudes, knowledge, and/or behavior.
c. who have a similar set of needs and goals spread over time.
d. who have a similar socioeconomic level and can provide a reference point for marketers to target.
e. who are high in need for cognition upon whom marketers can rely for information.
B
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
a. reference group.
b. sociological set.
c. consideration set.
d. neural network.
e. consumer network.
A
________ reference groups are groups that we admire and wish to be like.
a. Schematic
b. Reflective
c. Aspirational
d. Associative
e. Dissociative
C
Whitney is a teenager who loves the program Hannah Montana. She wants to be just like the star of the show, Miley Cyrus and
looks to Miley for information on how to dress and behave. For Whitney, Miley Cyrus is a(n)
a. market maven.
b. aspirational reference group.
c. associative reference group.
d. brand community.
e. dissociative reference group.
B
, With rising prosperity in Japan starting in the late 1960s, many of the middleclass emulated the American middle-class lifestyle
in order to be like their American counterparts. This is an example of the influence of a(n) ________ reference group.
a. schematic
b. reflective
c. aspirational
d. dissociative
e. associative
C
After graduation, Ted joined the army. Bracing for a haircut and awakening before 10:00 a.m. for the first time in his life, Ted
was feeling the influence of a(n) ________ reference group.
a. schematic
b. reflective
c. aspirational
d. dissociative
e. associative
E
Associative reference groups are groups that
a. have expertise that we need.
b. reflect exciting and emotionally fulfilling but unrealistic expectations.
c. we admire and wish to be like.
d. we do not wish to emulate.
e. we belong to.
E
Political divisions are a good example of when one side is a(n) ________ reference group for those on the other side.
a. schematic
b. reflective
c. aspirational
d. dissociative
e. associative
D
If marketers know their target consumers' aspirational reference groups, they can
a. associate their product with that group.
b. advertise to the dissociative reference group.
c. distribute their products more widely.
d. lower the price of the products when establishing a brand image.
e. use coupons for price discrimination.
A
In order to advertise to consumers in a certain reference group, the best strategy is for marketers to
a. know the need for cognition in the population as a whole.
b. accurately reflect the clothing, hair styles, accessories, and general demeanor of the group members.
c. have a detailed knowledge of the physiological reactions of the group members.
d. have a detailed knowledge of the legal system as it relates to disposal in the region of the country in which the reference
group is located.
e. know the average in-store shopping speed of a member of the group.
B
Amazon.com creates a(n) ________ by inviting consumers to post their own reviews of the books, music, and other products it
sells.
a. ad group
b. marketer reference group
c. brand community
d. brand extension
e. advertising reference group
C
A(n) ________ is a specialized group of consumers with a structured set of social relationships centered around a particular
brand.
a. ad group
b. marketer reference group
c. brand community
d. brand extension
e. advertising reference group
C
Marc is a member of his university's football team. As such, he must adhere to strict rules of membership including attending all
team practices and earning a passing grade in all his classes. Due to this structured membership, the team is a
_______________ reference group.
a. dense
b. formal
c. homophilic
d. secondary
e. weak-tied
