Consumer Behavior Exam 4 - Questions with Verified Answers

Consumer Behavior Exam 4 - Questions with Verified Answers The influence delivered verbally from one person to another person or group of people is called _____. share of voice word of mouth personalization scenario planning return on event In the context of sources of influence, which of the following is true of nonmarketing sources? They are delivered by salespeople, service representatives, and customer service agents. They are regarded as highly credible sources of influence. They are known to have a personal stake in consumers' purchase decisions. They are the verbally communicated sources of information about offerings. They are regarded as the least credible sources of influence. While reading the morning newspaper, Rebecca noticed an article that stated that a brand of soft drink causes cancer. She immediately called her friends and family and told them not to consume any products from that brand. Rebecca likely did this because she thought that this information was _____. credible visual formal well organized complex Word-of-mouth communication has more credibility, whereas advertising: is more casual. has more meaning. has more reach. is more personable. is more personal. Which of the following is true of opinion leaders? They avoid learning details about products. They avoid trying new products. Their behavior is always the opposite of that of the group. Their decisions are based on society's collective decisions. They tend to learn a lot about products. Gatekeepers are individuals who: control the flow of information. complain about defective products. criticize poor marketing techniques. have strong ties and thus serve as a bridge between groups. are informers for other social groups. People become opinion leaders because they: have no interest in being targeted by marketers. are dissatisfied with their present knowledge of a product category. have an intrinsic interest in and enjoyment of products. do not like the products they endorse. want to strengthen their social ties with consumers. A(n) _____ is an individual who acts as an information broker between the mass media and the views and behaviors of an individual or group. market maven quality analyst price purveyor opinion leader market leader _____ are groups we admire and wish to be like but are not currently a member of. Schematic reference groups Reflective reference groups Aspirational reference groups Associative reference groups Dissociative reference groups A(n) _____ is a group we do not want to emulate. schematic reference group reflective reference group aspirational reference group associative reference group dissociative reference group Owing to the rising popularity of celebrities and professional athletes, most top brands have started using them as brand ambassadors in their TV commercials and newspaper advertisements. Brands are likely doing this because youngsters consider celebrities and professional athletes their _____. schematic reference group reflective reference group aspirational reference group dissociative reference group associative reference group Associative reference groups are groups that: we give expert opinions to. we have no influence over. we admire and wish to be like. we do not wish to emulate. we actually belong to. A(n) _____ is a specialized group of consumers with a structured set of relationships involving a particular brand. consumer court marketing association brand community brand extension advertising agency Which of the following is true of groups that are formally structured? They have rules outlining the criteria for group membership. They have members who are all related to each other. They have relaxed rules for members. They avoid contact with their members and keep them at a distance. They are composed of the people who happen to be in the same place at the same time. The overall similarity among members in the social system is called _____. heterophily homophily autonomy sovereignty formality