Download Consumer Behavior, 10e (Schiffman/Kanuk)

Consumer Behavior, 10e (Schiffman/Kanuk)
Chapter 9 Communication and Consumer Behavior
1) Most persuasive messages are in the form of ________.
A) nontraditional media
B) facial expressions
C) verbal statements
D) body language
E) nonverbal forms of communication
Answer: C
Diff: 1 Page Ref: 260
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
2) The transmission of a message from a sender to a receiver via a medium of transmission is
known as ________.
A) feedback
B) stimulation
C) communication
D) transfer
E) expression
Answer: C
Diff: 1 Page Ref: 262
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
3) In addition to the four basic components of sender, receiver, medium, and message, ________
is the fifth essential component of communication.
A) stimulation
B) feedback
C) transfer
D) expression
E) creativity
Answer: B
Diff: 2 Page Ref: 262
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
1
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4) The ________ is the initiator of communication.
A) feedback
B) receiver
C) medium
D) message
E) sender
Answer: E
Diff: 1 Page Ref: 263
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
5) Which of the following is an example of a formal communications source?
A) a parent
B) a friend
C) a hospital
D) a work colleague
E) a doctor
Answer: C
Diff: 2 Page Ref: 263
AACSB: Communication
Skill: Application
Objective: 9.1: Understand the role of the message's source in the communication process
6) Which of the following is an example of an informal communications source?
A) a person you start a conversation with about a cell phone at an airport
B) a travel agent
C) an airline
D) an athletic coach
E) a hospital
Answer: A
Diff: 2 Page Ref: 263
AACSB: Communication
Skill: Application
Objective: 9.1: Understand the role of the message's source in the communication process
2
Copyright © 2010 Pearson Education, Inc.
7) The sources of ________ are organizations that develop and transmit appropriate messages
through their marketing departments, advertising or public relations agencies, and
spokespersons.
A) informal communication
B) word-of-mouth communication
C) interpersonal communication
D) impersonal communication
E) intrapersonal communication
Answer: D
Diff: 3 Page Ref: 263
AACSB: Communication
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
8) The ________ of formal marketing communications is likely to be a targeted prospect or a
customer.
A) sender
B) feedback
C) marketer
D) receiver
E) medium
Answer: D
Diff: 1 Page Ref: 263
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
9) The medium or communication channel can be impersonal, like ________, or interpersonal,
like ________.
A) telephone conversations with a salesperson; mass media
B) a face to face conversation with a salesperson; print media
C) billboards; an online chat with a salesperson
D) mass media; newspaper ad
E) a radio advertisement; a television advertisement
Answer: C
Diff: 3 Page Ref: 263
Skill: Application
Objective: 9.1: Understand the role of the message's source in the communication process
3
Copyright © 2010 Pearson Education, Inc.
10) The key factor underlying the persuasive impact of a personal or interpersonal message
received from either a formal or informal source is ________.
A) the number of times the message is sent
B) the source's credibility
C) the number of times the message is received
D) the type of broadcast medium used
E) the extent to which the receiver's peers understand the message
Answer: B
Diff: 2 Page Ref: 263
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
11) The ________ affects the ________ of the message.
A) credibility of the sender; encoding
B) credibility of the marketer; visual impact
C) credibility of the source; decoding
D) credibility of the receiver; decoding
E) credibility of the feedback; decoding
Answer: C
Diff: 3 Page Ref: 263
AACSB: Reflective Thinking
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
12) ________ are groups that serve as frames of reference for individuals in their consumption
decisions because they are perceived as credible sources.
A) Normative groups
B) Formal groups
C) Interpersonal groups
D) Reference groups
E) Informal groups
Answer: D
Diff: 2 Page Ref: 263
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
13) ________ reference groups influence broadly defined values or behavior.
A) Comparative
B) Normative
C) Membership
D) Informal
E) Symbolic
Answer: B
Diff: 2 Page Ref: 263
AACSB: Analytic Skills
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
4
Copyright © 2010 Pearson Education, Inc.
14) A child's immediate family is a ________ group that plays an important role in molding the
child's general consumer values and behavior.
A) comparative
B) normative
C) membership
D) informal
E) symbolic
Answer: B
Diff: 3 Page Ref: 263
Skill: Application
Objective: 9.1: Understand the role of the message's source in the communication process
15) ________ reference groups serve as benchmarks for specific or narrowly defined attitudes or
behavior.
A) Comparative
B) Normative
C) Membership
D) Informal
E) Symbolic
Answer: A
Diff: 2 Page Ref: 264
AACSB: Analytic Skills
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
16) Upper-level executives at one's place of employment whose lifestyle, clothing, and other
possessions appear to be admired and worthy of imitation by a person holding a lower
managerial position constitute a(n) ________ group.
A) comparative
B) normative
C) membership
D) informal
E) symbolic
Answer: A
Diff: 2 Page Ref: 264
Skill: Application
Objective: 9.1: Understand the role of the message's source in the communication process
5
Copyright © 2010 Pearson Education, Inc.
17) A group to which a person either belongs or would qualify to belong to is called a(n)
________ group.
A) comparative
B) normative
C) membership
D) informal
E) symbolic
Answer: C
Diff: 2 Page Ref: 264
AACSB: Analytic Skills
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
18) Bill is an avid coin collector and belongs to a coin collectors' club, receiving a monthly
magazine and invitations to exclusive events. This coin collectors' club is an example of a(n)
________ group.
A) comparative
B) normative
C) membership
D) informal
E) symbolic
Answer: C
Diff: 2 Page Ref: 264
Skill: Application
Objective: 9.1: Understand the role of the message's source in the communication process
19) A(n) ________ group is one in which an individual is not likely to receive membership,
despite acting like a member by adopting the group's values, attitudes, and behavior.
A) comparative
B) normative
C) membership
D) informal
E) symbolic
Answer: E
Diff: 2 Page Ref: 264
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
6
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20) Professional tennis players may constitute a(n) ________ group for an amateur tennis player
who identifies with certain players by imitating their behavior whenever possible despite the fact
that the amateur tennis player does not qualify for membership as a professional tennis player
because he has neither the skills nor the opportunity to compete professionally.
A) comparative
B) normative
C) membership
D) informal
E) symbolic
Answer: E
Diff: 2 Page Ref: 264
Skill: Application
Objective: 9.1: Understand the role of the message's source in the communication process
21) 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
Answer: C
Diff: 2 Page Ref: 264
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
22) 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
Answer: C
Diff: 3 Page Ref: 264
AACSB: Analytic Skills
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
7
Copyright © 2010 Pearson Education, Inc.
23) Opinion leadership tends to be ________.
A) brand specific
B) price-point specific
C) universal
D) category specific
E) culturally specific
Answer: D
Diff: 3 Page Ref: 264
AACSB: Reflective Thinking
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
24) A(n) ________ is a personal online journal which also includes comments entered by the
readers
A) editorial
B) sales pitch
C) marketing message
D) blog
E) social network
Answer: D
Diff: 2 Page Ref: 265
AACSB: Communication
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
25) ________ are considered expert informal sources of information.
A) Salespeople
B) Consumer Reports
C) Opinion leaders
D) Spokespeople
E) Buzz agents
Answer: C
Diff: 3 Page Ref: 264
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
26) Buzz agents may be enlisted by firms in an attempt to initiate ________.
A) a word-of-mouth campaign
B) impersonal communication
C) brand credibility
D) opinion leadership
E) publicity
Answer: A
Diff: 1 Page Ref: 267
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
8
Copyright © 2010 Pearson Education, Inc.
27) A campaign for a new brand of flavored Vodka uses actors or models to visit bars and
nightclubs and order martinis made with the new brand. The actors or models appear as if they
are ordering a well-established fad drink, while the real objective is to create a new drink. This
is an example of ________.
A) buzz marketing
B) viral marketing
C) branded marketing
D) opinion leadership
E) publicity
Answer: A
Diff: 3 Page Ref: 267
Skill: Application
Objective: 9.1: Understand the role of the message's source in the communication process
28) ________ consists of encouraging individuals to pass on an e-mail message to others, thus
creating the potential for exponential growth in the message's exposure and influence.
A) Buzz marketing
B) Viral marketing
C) Branded marketing
D) Opinion leadership
E) Publicity
Answer: B
Diff: 2 Page Ref: 267
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
29) A mention of the product ________ yields great confidence in the message.
A) by a trained salesperson
B) by a parent
C) in the mass media
D) in an editorial context
E) on the internet
Answer: D
Diff: 3 Page Ref: 269
AACSB: Reflective Thinking
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
9
Copyright © 2010 Pearson Education, Inc.
30) ________ are persistent critics of marketers who initiate bad publicity online.
A) Salespeople
B) Avid consumers
C) Righteous consumers
D) Determined detractors
E) Market mavens
Answer: D
Diff: 2 Page Ref: 269
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
31) Individuals who experience ________ often try to alleviate their uncertainty by convincing
others to make a similar purchase to reassure themselves of their product choice.
A) gratification
B) satisfaction
C) postpurchase dissonance
D) positive reinforcement
E) opinion leadership
Answer: C
Diff: 2 Page Ref: 264
AACSB: Communication
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
32) Past performance and reputation of the brand, and the image and attractiveness of the
spokesperson used are all factors on which ________ is judged.
A) brand appeal
B) advertising creativity
C) source credibility
D) endorser credibility
E) advertisement acceptability
Answer: C
Diff: 2 Page Ref: 269
Skill: Application
Objective: 9.1: Understand the role of the message's source in the communication process
10
Copyright © 2010 Pearson Education, Inc.
33) Firms with established reputations generally have an easier time selling their products than
do firms with lesser reputations. The ability of a quality image to invoke credibility is one of the
reasons for the growth of ________.
A) large corporations
B) non-profit organizations
C) family brands
D) product licensing
E) advertising creativity
Answer: C
Diff: 3 Page Ref: 269
AACSB: Reflective Thinking
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
34) ________ is designed to promote a favorable company image rather than to promote specific
products.
A) Publicity
B) Endorsement
C) Umbrella branding
D) Institutional advertising
E) Word of mouth
Answer: D
Diff: 1 Page Ref: 269
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
35) Which of the following statements is true about spokespeople?
A) When message comprehension is low, the expertise of the spokesperson has little impact on
the receiver's attitude.
B) A physically attractive model always enhances message credibility.
C) Consumers with strong ethnic identities are more likely to be persuaded by endorsers with
similar ethnicity than individuals with weaker ethnic identities.
D) The endorser's credibility substitutes for corporate credibility, therefore, companies are sure
to hire highly credible spokespeople to overcome the lacking credibility of the company itself.
E) As long as a celebrity is giving the testimonial, it doesn't matter whether or not the specific
wording of the endorsement lies within the recognized competence of the spokesperson.
Answer: C
Diff: 3 Page Ref: 270
AACSB: Multicultural and Diversity
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
11
Copyright © 2010 Pearson Education, Inc.
36) 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
Answer: A
Diff: 2 Page Ref: 271
AACSB: Reflective Thinking
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
37) The phenomenon known as the ________ suggests that both positive and negative credibility
effects external to the message itself tend to disappear after six weeks or so.
A) decay effect
B) advertising wearout effect
C) disassociation effect
D) sleeper effect
E) dissipation effect
Answer: D
Diff: 2 Page Ref: 272
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
38) The theory of ________ suggests that the memory of a negative cue, such as a lowcredibility source, simply decays faster than the memory of the message itself, leaving behind the
primary message content.
A) the sleeper effect
B) advertising wearout
C) disassociation
D) differential decay
E) the dissipation effect
Answer: D
Diff: 3 Page Ref: 272
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
12
Copyright © 2010 Pearson Education, Inc.
39) Wholesalers, distributors and retailers are examples of ________ audiences.
A) unintended
B) target
C) intermediary
D) consumer
E) optional
Answer: C
Diff: 3 Page Ref: 272
Skill: Concept
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
40) People who are not specifically targeted by the sender but are exposed to the message
anyway are considered ________.
A) target audiences
B) unintended audiences
C) intended audiences
D) intermediary audiences
E) professional audiences
Answer: B
Diff: 2 Page Ref: 272
Skill: Concept
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
41) Receivers decode the messages they receive on the basis of ________.
A) the framing of the advertisement
B) their personal experiences and personal characteristics
C) their involvement with the product
D) the sleeper effect
E) the primacy effect
Answer: B
Diff: 2 Page Ref: 272
Skill: Concept
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
13
Copyright © 2010 Pearson Education, Inc.
42) ________ possess a wide range of information about many different types of products, retail
outlets, and other dimensions of markets. They initiate discussions with other consumers,
respond to requests for market information, and like to shop and share their shopping expertise
with others.
A) Market mavens
B) Fixated consumers
C) Opinion leaders
D) Dedicated detractors
E) Devotees
Answer: A
Diff: 2 Page Ref: 274
Skill: Concept
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
43) Consumers with low involvement with the advertised product would respond best to which
of the following scenarios?
A) A humorous ad for dish soap during a TV sitcom
B) A serious ad for pharmaceuticals during a TV sitcom
C) A humorous ad for cookies during a serious TV documentary
D) A humorous ad for an automobile during a dramatic TV show
E) A serious ad for a charity during the TV showing of a humorous movie
Answer: A
Diff: 3 Page Ref: 275
Skill: Application
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
44) Time shifting and channel surfing are ways consumers can practice ________ to avoid
messages.
A) psychological noise
B) perceptual defense
C) selective exposure
D) self defense
E) roadblocking
Answer: C
Diff: 3 Page Ref: 275
Skill: Application
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
14
Copyright © 2010 Pearson Education, Inc.
45) Competing advertising messages and distracting thoughts are types of ________.
A) perceptual blocking
B) selective exposure
C) roadblocking
D) psychological noise
E) branded entertainment
Answer: D
Diff: 1 Page Ref: 275
Skill: Concept
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
46) The best and most effective way to ensure that a promotional message stands out and is
received and decoded appropriately by the target audience is through ________.
A) repetition of ads.
B) using contrast to break through the clutter.
C) using teasers by broadcasters to keep audiences tuned in.
D) effective positioning
E) use of celebrity endorsers
Answer: D
Diff: 3 Page Ref: 276
AACSB: Communication
Skill: Application
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
47) ________ are generally classified as print and broadcast.
A) Mass media
B) Interpersonal communications
C) Unintended audiences
D) Intermediary audiences
E) Marketing communications
Answer: A
Diff: 2 Page Ref: 276
Skill: Concept
Objective: 9.3: Learn about advertising media and how to select the right media when sending
promotional messages targeting selected consumer groups
15
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48) Advertisers develop ________ as a way to describe their target customers, including the
specific media they read or watch. Media organizations develop ________ as a way to describe
the consumers that use their media.
A) customer profiles; consumer profiles
B) consumer profiles; audience profiles
C) psychological profiles; perceptual profiles
D) audience profiles; customer profiles
E) audience profiles; consumer profiles
Answer: B
Diff: 3 Page Ref: 277
AACSB: Analytic Skills
Skill: Concept
Objective: 9.3: Learn about advertising media and how to select the right media when sending
promotional messages targeting selected consumer groups
49) The ability to reach exclusively intended audiences is known as ________.
A) consumer profiling
B) psychological noise
C) audience profiling
D) targeting precision
E) persuasion effectiveness
Answer: D
Diff: 1 Page Ref: 277
Skill: Concept
Objective: 9.3: Learn about advertising media and how to select the right media when sending
promotional messages targeting selected consumer groups
50) Photographs, illustrations and symbols are examples of ________ messages.
A) verbal
B) nonverbal
C) impersonal
D) interpersonal
E) direct
Answer: B
Diff: 2 Page Ref: 281
Skill: Application
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
16
Copyright © 2010 Pearson Education, Inc.
51) Logos or symbols that are associated exclusively with a given product and achieve high
recognition are examples of ________.
A) verbal information
B) intuitive information
C) feedback information
D) mediated information
E) nonverbal information
Answer: E
Diff: 2 Page Ref: 281
AACSB: Analytic Skills
Skill: Concept
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
52) ________ is defined as wordplay, often used to create a double meaning used in combination
with a relevant picture.
A) Psychological noise
B) Involvement theory
C) Advertising resonance
D) Message framing
E) Comparative advertising
Answer: C
Diff: 1 Page Ref: 283
Skill: Concept
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
53) ________ stresses the benefits to be gained by using a specific product, whereas ________
stresses the benefits to be lost by not using the product.
A) One-sided messaging; two-sided messaging
B) Positive message framing; negative message framing
C) The central route to persuasion; the peripheral route to persuasion
D) The peripheral route to persuasion; the central route to persuasion
E) Negative message framing; positive message framing
Answer: B
Diff: 3 Page Ref: 284
Skill: Concept
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
17
Copyright © 2010 Pearson Education, Inc.
54) If the audience is friendly to the advertiser's products, initially favors the communicator's
position, or if it is not likely to hear an opposing argument, then a ________ is most effective. If
the audience is critical or unfriendly and well educated, then a ________ is likely to be more
effective.
A) positive message frame; negative message frame
B) two-sided message; one-sided message
C) peripheral route to persuasion; central route to persuasion
D) negative message frame; positive message frame
E) one-sided message; two-sided message
Answer: E
Diff: 2 Page Ref: 284
AACSB: Communication
Skill: Application
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
55) When the material presented first produces a greater effect than material presented later, this
is known as the ________. When the material presented last produces a greater effect than
material presented earlier, this is known as the ________.
A) central route to persuasion; peripheral route to persuasion
B) recency effect; primacy effect
C) primacy effect; recency effect
D) positive message framing; negative message framing
E) peripheral route to persuasion; central route to persuasion
Answer: C
Diff: 2 Page Ref: 284
AACSB: Analytic Skills
Skill: Concept
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
56) In advertising, when Advil compares its benefits to Motrin IB as a pain killer, this is an
example of ________.
A) positive message framing
B) comparative advertising
C) the central route to persuasion
D) advertising resonance
E) two-sided messaging
Answer: B
Diff: 1 Page Ref: 285
Skill: Application
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
18
Copyright © 2010 Pearson Education, Inc.
57) Which of the following is true of sex in advertising?
A) Sexual themes in advertising encourage actual consumption behavior.
B) More product-related thinking occurs in response to sexual appeals than to nonsexual appeals.
C) Sexual appeals enhance message comprehension.
D) Visual sexual elements in an ad are more likely to be processed than its verbal content.
E) Sexual appeals positively impact the processing of message content.
Answer: D
Diff: 3 Page Ref: 290
Skill: Application
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
58) Only through ________ can the sender of a message determine whether and how well the
message was received.
A) creative use of media
B) specifically identifying the target market
C) feedback
D) the sales response
E) receivers' facial expressions and body language
Answer: C
Diff: 2 Page Ref: 291
AACSB: Communication
Skill: Concept
Objective: 9.5: Understand how marketers measure the effectiveness of their promotional
messages
59) Immediate feedback is the factor that makes ________ so effective.
A) impersonal messages
B) mass marketing
C) television advertising
D) print advertising
E) personal selling
Answer: E
Diff: 1 Page Ref: 292
Skill: Concept
Objective: 9.5: Understand how marketers measure the effectiveness of their promotional
messages
19
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60) In order to assess whether respondents like a message, understand it correctly, and regard it
as effective and persuasive, researchers generally use ________.
A) psychological noise
B) interpersonal feedback
C) perceptual defense
D) attitudinal measures
E) impersonal messages
Answer: D
Diff: 3 Page Ref: 293
Skill: Application
Objective: 9.5: Understand how marketers measure the effectiveness of their promotional
messages
FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with
once-daily application after showering. Athlete's Aid advertising features Tom Brown, a well
known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot
and the terrible foot smell associated with it. These television ads are placed at the end of the
advertising series immediately before kick-off in a number of important games during the
football season, with the ad repeated during the rest of the game.
61) In the FOOT CREAM MINI CASE, Athlete's Aid emphasizes the use of its product to
prevent athlete's foot. This is an example of ________.
A) deceptive advertising
B) positive message framing
C) corrective advertising
D) comparative advertising
E) negative message framing
Answer: E
Diff: 3 Page Ref: 284
Skill: Application
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
62) In the FOOT CREAM MINI CASE, Athlete's Aid's placement of advertisements at the end
of an advertising series is an attempt to take advantage of ________.
A) primacy effects
B) repetition
C) recency effects
D) positive message framing
E) advertising resonance
Answer: C
Diff: 3 Page Ref: 284
Skill: Application
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
20
Copyright © 2010 Pearson Education, Inc.
63) In the FOOT CREAM MINI CASE, Tom Brown's testimonial about using Athlete's Aid to
prevent athlete's foot, as opposed to having him list the medical justification for how the cream
works, is an example of which of the following rules about the use of celebrity endorsers?
A) The marketer must ensure that the wording of the endorsement lies within the recognized
competence of the spokesperson.
B) The endorser's credibility is not a substitute for corporate credibility
C) Endorsers who have demographic characteristics similar to those of the target audience are
viewed as more credible and persuasive than those that do not.
D) When message comprehension is low, receivers rely on the spokesperson's credibility in
forming attitudes toward the product.
E) The synergy between the endorser and the type of product or service advertised is an
important factor.
Answer: A
Diff: 3 Page Ref: 270
AACSB: Analytic Skills
Skill: Application
Objective: 9.1: Understand the role of the message's source in the communication process
64) In the FOOT CREAM MINI CASE, ________ is the sender of the message.
A) Tom Brown
B) Tom Brown's football team
C) the television stations that air the commercial
D) Athlete's Aid
E) the National Football Association
Answer: D
Diff: 2 Page Ref: 263
Skill: Application
Objective: 9.1: Understand the role of the message's source in the communication process
65) In the FOOT CREAM MINI CASE, the Athlete's Aid commercial is an example of
________ communication.
A) formal, interpersonal
B) informal, interpersonal
C) interactive, interpersonal
D) formal, impersonal
E) informal, impersonal
Answer: D
Diff: 2 Page Ref: 263
AACSB: Analytic Skills
Skill: Application
Objective: 9.1: Understand the role of the message's source in the communication process
21
Copyright © 2010 Pearson Education, Inc.
HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving
headache pain. Under the slogan "If you really want to fix a problem, you have to use the right
tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving
muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10
times more effective than the Cure-All at relieving headaches. At the beginning of the
advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her
forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look
relieved and comfortable. Fast Relief also advertises its products by having its tablets used by
actors to relieve their headaches during popular television shows.
66) In the HEADACHE MINI CASE, the woman shown in the television ad demonstrates that
Fast Relief is helping relieve her headache by using ________.
A) interpersonal communication
B) nonverbal cues
C) celebrity endorsement
D) corrective communication
E) verbal cues
Answer: B
Diff: 2 Page Ref: 284
Skill: Application
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
67) In the HEADACHE MINI CASE, by pointing out that Fast Relief is not very effective at
relieving muscle pain, the company is engaging in ________.
A) deceptive advertising
B) two-sided advertising
C) corrective advertising
D) comparative advertising
E) positive message framing
Answer: B
Diff: 2 Page Ref: 284
Skill: Application
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
22
Copyright © 2010 Pearson Education, Inc.
68) In the HEADACHE MINI CASE, Fast Relief maintains that its tablets relieve headache pain
10 times more effectively than Cure-All. This is an example of ________.
A) deceptive advertising
B) psychological noise
C) corrective advertising
D) branded entertainment
E) positive message framing
Answer: E
Diff: 2 Page Ref: 284
Skill: Application
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
69) In the HEADACHE MINI CASE, Fast Relief outlines a side-by-side comparison between its
pain reliever and that of Cure-All. This is known as ________
A) deceptive advertising
B) psychological noise
C) corrective advertising
D) branded entertainment
E) comparative advertising
Answer: E
Diff: 2 Page Ref: 285
Skill: Application
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
70) In the HEADACHE MINI CASE, Fast Relief's practice of having its tablets appear during
popular television shows is known as ________.
A) product placement
B) psychological noise
C) corrective advertising
D) branded entertainment
E) positive message framing
Answer: A
Diff: 3 Page Ref: 281
Skill: Application
Objective: 9.3: Learn about advertising media and how to select the right media when sending
promotional messages targeting selected consumer groups
23
Copyright © 2010 Pearson Education, Inc.
TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its
own line of Kleenex-like face tissues. In order to promote its new product, Paper Queen has
sponsored a Friday Night Tear-Jerker movie series for the month of April on local network
television stations. During March, leading up to the movie series, Paper Queen advertised the
upcoming event during the same time slot on a number of competing television stations in an
effort to expose even channel surfers to its advertising. After the promotions started, Paper
Queen measured the success of its advertising campaign based on the number of boxes of tissues
it sold.
71) In the TISSUE MINI CASE, by sponsoring the Friday Night Tear-Jerker movie series, Paper
Queen was the only advertiser to air ads during the movie. By removing competitive advertising
from the consumer's TV-watching environment during the movie, Paper Queen was trying to
minimize ________.
A) product placement
B) celebrity endorsement
C) psychological noise
D) branded entertainment
E) positive message framing
Answer: C
Diff: 3 Page Ref: 275
Skill: Application
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
72) In the TISSUE MINI CASE, by sponsoring the Friday Night Tear-Jerker movie series, Paper
Queen is advertising via ________.
A) product placement
B) celebrity endorsement
C) psychological noise
D) branded entertainment
E) positive message framing
Answer: D
Diff: 3 Page Ref: 280
Skill: Application
Objective: 9.3: Learn about advertising media and how to select the right media when sending
promotional messages targeting selected consumer groups
24
Copyright © 2010 Pearson Education, Inc.
73) In the TISSUE MINI CASE, Paper Queen's advertising campaign delivery is best described
as ________ communication.
A) formal, interpersonal
B) informal, interpersonal
C) interactive, interpersonal
D) formal, impersonal
E) informal, impersonal
Answer: D
Diff: 2 Page Ref: 263
AACSB: Analytic Skills
Skill: Application
Objective: 9.1: Understand the role of the message's source in the communication process
74) In the TISSUE MINI CASE, Paper Queen measured the effectiveness of its advertising via
the ________.
A) sleeper effect
B) primacy effect
C) sales effect
D) publicity effect
E) persuasion effect
Answer: C
Diff: 3 Page Ref: 292
Skill: Application
Objective: 9.5: Understand how marketers measure the effectiveness of their promotional
messages
75) In the TISSUE MINI CASE, the way Paper Queen measured the effectiveness of its
advertising is considered ________.
A) inferred feedback
B) sensitive feedback
C) direct feedback
D) generalized feedback
E) interpersonal feedback
Answer: A
Diff: 3 Page Ref: 292
Skill: Application
Objective: 9.5: Understand how marketers measure the effectiveness of their promotional
messages
76) Unlike informal sources, the formal communications sources are typically considered to be
more reliable sources of information because the sender is perceived as having nothing to gain
from the receiver's subsequent actions.
Answer: FALSE
Diff: 2 Page Ref: 263
AACSB: Reflective Thinking
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
25
Copyright © 2010 Pearson Education, Inc.
77) While Revlon nail polish advertising is specifically targeted to women, men watching
television may be exposed to nail polish commercials. In this case, men would be considered part
of the unintended audience.
Answer: TRUE
Diff: 2 Page Ref: 272
Skill: Application
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
78) Radio is an example of an interpersonal medium.
Answer: FALSE
Diff: 1 Page Ref: 276
Skill: Application
Objective: 9.3: Learn about advertising media and how to select the right media when sending
promotional messages targeting selected consumer groups
79) Newspapers, magazines, and billboards are examples of print mass media.
Answer: TRUE
Diff: 1 Page Ref: 276
Skill: Application
Objective: 9.3: Learn about advertising media and how to select the right media when sending
promotional messages targeting selected consumer groups
80) A photograph or illustration conveys verbal messages.
Answer: FALSE
Diff: 1 Page Ref: 281
Skill: Concept
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
81) Generally, it is easier to obtain immediate feedback from interpersonal communications than
impersonal communications.
Answer: TRUE
Diff: 2 Page Ref: 291
AACSB: Communication
Skill: Concept
Objective: 9.5: Understand how marketers measure the effectiveness of their promotional
messages
82) When the source is well respected and highly thought of by the intended audience, the
message is much more likely to be believed.
Answer: TRUE
Diff: 1 Page Ref: 263
AACSB: Reflective Thinking
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
26
Copyright © 2010 Pearson Education, Inc.
83) Consumers are either opinion leaders or opinion receivers, but never both.
Answer: FALSE
Diff: 2 Page Ref: 274
Skill: Concept
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
84) Not-for-profit sources generally have more credibility than for-profit sources.
Answer: TRUE
Diff: 1 Page Ref: 269
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
85) Manufacturers with favorable brand images prefer to give their new products a new brand
name in order to minimize the potential risk to the established brand reputation.
Answer: FALSE
Diff: 3 Page Ref: 269
AACSB: Reflective Thinking
Skill: Application
Objective: 9.1: Understand the role of the message's source in the communication process
86) Consumers sometimes regard the spokesperson who gives the product message as the source
of the message.
Answer: TRUE
Diff: 1 Page Ref: 269
AACSB: Communication
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
87) Television is the medium with the most credibility.
Answer: FALSE
Diff: 2 Page Ref: 272
AACSB: Reflective Thinking
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
88) A person's perceptions and experiences are key determinants in how a message is interpreted.
Answer: TRUE
Diff: 1 Page Ref: 272
Skill: Concept
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
27
Copyright © 2010 Pearson Education, Inc.
89) Consumers selectively perceive advertising messages. They carefully read ads for products
that they know little about and tend to ignore advertisements that have more relevance to them.
Answer: FALSE
Diff: 1 Page Ref: 275
Skill: Concept
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
90) The most effective way to ensure that a promotional message stands out and is received and
decoded appropriately by the target audience is through effective positioning and a unique
selling proposition.
Answer: TRUE
Diff: 2 Page Ref: 276
AACSB: Communication
Skill: Concept
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
91) Feedback from mass communication is generally direct.
Answer: FALSE
Diff: 1 Page Ref: 292
AACSB: Communication
Skill: Concept
Objective: 9.5: Understand how marketers measure the effectiveness of their promotional
messages
92) The recall of a commercial and its central theme is evidence of its attention-getting and
persuasive power.
Answer: TRUE
Diff: 1 Page Ref: 293
Skill: Application
Objective: 9.5: Understand how marketers measure the effectiveness of their promotional
messages
93) Using rhetorical figures and symbols in ads decrease the recall and memory of these
messages.
Answer: FALSE
Diff: 1 Page Ref: 283
Skill: Concept
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
28
Copyright © 2010 Pearson Education, Inc.
94) Consumers with a low need for cognition are more likely to be persuaded by negatively
framed messages.
Answer: TRUE
Diff: 3 Page Ref: 284
Skill: Concept
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
95) Consumers with an independent self-view find negative framing of messages to be more
convincing than positive framing of messages.
Answer: FALSE
Diff: 3 Page Ref: 284
Skill: Concept
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
96) Humor does not harm the comprehension of ads, and, in some cases, it aids comprehension.
Answer: TRUE
Diff: 2 Page Ref: 287
Skill: Concept
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
97) Addressable communications, often termed narrowcast messages, are significantly less
response measurable than traditional broadcasted ads.
Answer: FALSE
Diff: 1 Page Ref: 279
Skill: Concept
Objective: 9.3: Learn about advertising media and how to select the right media when sending
promotional messages targeting selected consumer groups
98) Consumers who score more highly on susceptibility to normative influence tend to be more
influenced by ads that include testimonials.
Answer: TRUE
Diff: 3 Page Ref: 274
Skill: Concept
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
99) Consumers tend to read ads carefully for products they are interested in and tend to ignore
ads that have no interest or relevance for them.
Answer: TRUE
Diff: 1 Page Ref: 275
AACSB: Reflective Thinking
Skill: Concept
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
29
Copyright © 2010 Pearson Education, Inc.
100) Of the various reference groups, consumers are most likely to gain membership to symbolic
groups.
Answer: FALSE
Diff: 1 Page Ref: 264
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
101) Who are the informal sources in the communication process, and how does their credibility
affect the receiver?
Answer: Informal sources are friends, neighbors and relatives that have a strong influence on a
receiver's behavior. They are seen as having nothing to gain from a product transaction they
recommend. This source is responsible for word of mouth communication, which is why they are
an important link. A portion of informal sources could be labeled "opinion leaders"–people who
are experts in a product category who have no tangible gain from recommending a product, but
who often have a psychological gain. They sometimes exert their knowledge to satisfy egoistic
needs, and sometimes to overcome post purchase dissonance by convincing others to make the
same purchase that they have already made for themselves.
Diff: 3 Page Ref: 263
AACSB: Reflective Thinking
Skill: Application
Objective: 9.1: Understand the role of the message's source in the communication process
102) Identify three of the key findings in research investigating the relationship between the
effectiveness of an advertising message and the spokesperson or endorser employed.
Answer: Students may identify any of the following findings:
∙ The effectiveness of the spokesperson is related to the message. When message
comprehension is low, receivers rely on the spokesperson's credibility in forming attitudes
toward the product.
∙ The synergy between the endorser and the type of product or service advertised is directly
related to the perceived credibility of the message.
∙ Endorsers who have demographic characteristics that are similar to those of the target
audience are viewed as more credible and persuasive than those that do not.
∙ The endorser's credibility is not a substitute for corporate credibility.
∙ Marketers who use celebrities to give testimonials or endorse products must be sure that the
specific wording of the endorsement lies within the recognized competence of the spokesperson.
Diff: 2 Page Ref: 269-270
AACSB: Analytic Skills
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
30
Copyright © 2010 Pearson Education, Inc.
103) Talk about the sleeper effect in advertising.
Answer: The persuasive effects of high-credibility sources do not endure over time. Although a
high-credibility source is initially more influential than a low-credibility source, research
suggests that both positive and negative credibility effects tend to disappear after six weeks or so.
This phenomenon is termed sleeper effect. Consumers will forget the source of the message
faster than they forget the message itself.
Diff: 2 Page Ref: 272
AACSB: Communication
Skill: Concept
Objective: 9.1: Understand the role of the message's source in the communication process
104) Identify three strategies that marketers can use to overcome psychological noise.
Answer:
∙ Repeat exposure to the advertisement to surmount psychological noise and facilitates
message reception;
∙ Use contrast to break through the psychological noise and advertising clutter, using features
within the message itself to attract additional attention;
∙ Utilize digital technologies to monitor consumers' visits to Web sites, infer a person's interest
from this data, and design and send customized promotional messages to that person.
Diff: 3 Page Ref: 276
AACSB: Communication
Skill: Application
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
105) Identify and discuss some of the defining characteristics of opinion leaders across all
product categories.
Answer: Opinion leaders reveal a keen sense of knowledge and interest in the particular product
or service area, and they are likely to be consumer innovators. They also demonstrate a greater
willingness to talk about the product, service, or topic; they are more self-confident; and they are
more outgoing and gregarious than nonleaders. Within the context of a specific subject area,
opinion leaders receive more information via nonpersonal sources than nonleaders and are
considered to have expertise in their area of influence. They also usually belong to the same
socioeconomic and age groups as their opinion receivers.
Diff: 3 Page Ref: 274
AACSB: Analytic Skills
Skill: Concept
Objective: 9.2: Understand the role of the message's audience (receivers) in the communication
process
31
Copyright © 2010 Pearson Education, Inc.
106) What is the difference between a one-sided message and a two-sided message? When are
they used?
Answer: A one-sided message is when a marketer only tells their audience the good points about
their product. A two-sided message is when the company mentions the good points as well as the
bad.
A one-sided message should be used if the audience is friendly, already uses the product and is
not likely to hear an opposing position. A two-sided message is more appropriate if the audience
is critical, educated and unfriendly and is likely to hear opposing claims. In this case, the
marketer will gain credibility by acknowledging the drawbacks to their own product.
Diff: 2 Page Ref: 284
Skill: Application
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
107) What is comparative advertising, and what results do marketers gain from using it?
Answer: Comparative advertising is a widely used strategy in which a marketer claims product
superiority for its brand over one or more explicitly named or implicitly identified competitors,
either on an overall basis or on selected product attributes. It is useful for product positioning,
target market selection and brand positioning. Studies found that comparative ads are capable of
exerting more positive effects on brand attitudes and purchase intentions more than
noncomparative advertising.
Diff: 2 Page Ref: 285
Skill: Application
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
108) Fear is a frequently used appeal in advertising. Talk about its intensity versus its
effectiveness.
Answer: Even though fear is a commonly used appeal in marketing communications, some
researchers found a negative relationship between the intensity of fear appeals and their ability to
persuade. Strong fear appeals tend to be less effective than mild appeals. Strong fear appeals
concerning a highly relevant topic cause the individual to experience cognitive dissonance,
which will be resolved either by rejecting the practice, or rejecting the message. Therefore,
marketers should use reasonable but not extreme fear appeals and also recognize that fear
appeals are not always appropriate.
Diff: 2 Page Ref: 285-287
Skill: Application
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
32
Copyright © 2010 Pearson Education, Inc.
109) When is sex best used in advertising?
Answer: Sex is best used when the product is related to sex. Sexual themes no doubt have an
attention grabbing value, but studies show that they rarely encourage actual consumption
behavior. A widely quoted study found that sexual appeals interfere with message
comprehension, particularly when there is substantial information to be processed. Some
research concluded that nudity may have a negative impact on the product message, and that
sexual advertising appeals often detract from the processing of message content.
Diff: 2 Page Ref: 290-291
AACSB: Communication
Skill: Application
Objective: 9.4: Learn how understanding consumers enables marketers to develop persuasive
messages
33
Copyright © 2010 Pearson Education, Inc.