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Exam 8: Social influences on consumer behaviour

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Question 31

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When individuals interpret messages they receive on the basis of their personal experience and personal characteristics, they are involved with:

A) receiving.
B) encoding.
C) decoding.
D) demassification.

E) A) and C)
F) All of the above

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Question 32

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A reference group is defined as two or more people who interact to accomplish either individual or mutual goals.

A) True
B) False

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Question 33

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The reference group's influence is likely to be greatest when the product is:

What is comparative advertising, and what results do marketers gain from using it?

________ describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence.

Supportive communication that stresses only favourable information is defined as communication that is:

Which of the following is not one of the elements of opinion leadership?

Frequency refers to the number of different people or households that are exposed to the advertisement.

When involvement with a product is low, advertisers should:

Endorsers who have demographic characteristics that are similar to those of the target audience are viewed as more credible and persuasive than those who do not.

The sheer amount of time people spend in their jobs makes work reference groups a major influence on the consumption behaviour of its members.

_____ are groups that are dedicated to providing consumers with assistance in their effort to make the right decision, consume products and services in a healthy and responsible manner, and to add to the overall quality of life of consumers.

An individual who has first-hand experience with a product or service, or can easily obtain full information about it, is ____ likely to be influenced by the advice or example of others.

How does the conspicuousness of a product affect reference group influence?

Work reference groups can be either formal or informal.

When consumers are concerned about the technical aspects of a product, endorsements by experts are used by marketers to assist consumers in evaluating the purchase.

Which of the following is not one of the major components of communication?

A consumer who does not receive direct payment but rather receives free samples from companies and is encouraged to promote and recommend these products to their circle of friends and family can be referred to as a(n) :

When communication includes product benefits and counterarguments it is said to be:

Indirect reference groups refer to those individuals or groups with whom a person does not have face-to-face contact, such as sports heroes and movie stars.