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Consumer Behavior, 10e (Schiffman/Kanuk)Chapter 9 Communication and Consumer Behavior

1) Most persuasive messages are in the form of ________.A) nontraditional mediaB) facial expressionsC) verbal statementsD) body languageE) nonverbal forms of communicationAnswer: CDiff: 1 Page Ref: 260Skill: ConceptObjective: 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: CDiff: 1 Page Ref: 262Skill: ConceptObjective: 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: BDiff: 2 Page Ref: 262Skill: ConceptObjective: 9.1: Understand the role of the message's source in the communication process

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4) The ________ is the initiator of communication. A) feedback B) receiver C) medium D) message E) sender Answer: EDiff: 1 Page Ref: 263Skill: ConceptObjective: 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: CDiff: 2 Page Ref: 263AACSB: CommunicationSkill: ApplicationObjective: 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 airportB) a travel agent C) an airline D) an athletic coach E) a hospital Answer: ADiff: 2 Page Ref: 263AACSB: CommunicationSkill: ApplicationObjective: 9.1: Understand the role of the message's source in the communication process


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 communicationB) word-of-mouth communicationC) interpersonal communicationD) impersonal communicationE) intrapersonal communicationAnswer: DDiff: 3 Page Ref: 263AACSB: CommunicationSkill: ConceptObjective: 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: DDiff: 1 Page Ref: 263Skill: ConceptObjective: 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: CDiff: 3 Page Ref: 263Skill: ApplicationObjective: 9.1: Understand the role of the message's source in the communication process


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 sentB) the source's credibilityC) the number of times the message is receivedD) the type of broadcast medium usedE) the extent to which the receiver's peers understand the messageAnswer: BDiff: 2 Page Ref: 263Skill: ConceptObjective: 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: CDiff: 3 Page Ref: 263AACSB: Reflective ThinkingSkill: ConceptObjective: 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 groupsB) Formal groupsC) Interpersonal groupsD) Reference groupsE) Informal groups Answer: DDiff: 2 Page Ref: 263Skill: ConceptObjective: 9.1: Understand the role of the message's source in the communication process

13) ________ reference groups influence broadly defined values or behavior.A) ComparativeB) NormativeC) MembershipD) InformalE) SymbolicAnswer: BDiff: 2 Page Ref: 263AACSB: Analytic SkillsSkill: ConceptObjective: 9.1: Understand the role of the message's source in the communication process


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) comparativeB) normativeC) membershipD) informalE) symbolicAnswer: BDiff: 3 Page Ref: 263Skill: ApplicationObjective: 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) ComparativeB) NormativeC) MembershipD) InformalE) SymbolicAnswer: ADiff: 2 Page Ref: 264AACSB: Analytic SkillsSkill: ConceptObjective: 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) comparativeB) normativeC) membershipD) informalE) symbolicAnswer: ADiff: 2 Page Ref: 264Skill: ApplicationObjective: 9.1: Understand the role of the message's source in the communication process


17) A group to which a person either belongs or would qualify to belong to is called a(n) ________ group.A) comparativeB) normativeC) membershipD) informalE) symbolicAnswer: CDiff: 2 Page Ref: 264AACSB: Analytic SkillsSkill: ConceptObjective: 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) comparativeB) normativeC) membershipD) informalE) symbolicAnswer: CDiff: 2 Page Ref: 264Skill: ApplicationObjective: 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) comparativeB) normativeC) membershipD) informalE) symbolicAnswer: EDiff: 2 Page Ref: 264Skill: ConceptObjective: 9.1: Understand the role of the message's source in the communication process


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) comparativeB) normativeC) membershipD) informalE) symbolicAnswer: EDiff: 2 Page Ref: 264Skill: ApplicationObjective: 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) targetingB) positioningC) opinion leadershipD) referencingE) bloggingAnswer: CDiff: 2 Page Ref: 264Skill: ConceptObjective: 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 somethingB) 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 somethingC) 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 somethingD) 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 somethingE) 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 somethingAnswer: CDiff: 3 Page Ref: 264AACSB: Analytic SkillsSkill: ConceptObjective: 9.1: Understand the role of the message's source in the communication process


23) Opinion leadership tends to be ________.A) brand specificB) price-point specificC) universalD) category specificE) culturally specificAnswer: DDiff: 3 Page Ref: 264AACSB: Reflective ThinkingSkill: ConceptObjective: 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 readersA) editorialB) sales pitchC) marketing messageD) blogE) social networkAnswer: DDiff: 2 Page Ref: 265AACSB: CommunicationSkill: ConceptObjective: 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: CDiff: 3 Page Ref: 264Skill: ConceptObjective: 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: ADiff: 1 Page Ref: 267Skill: ConceptObjective: 9.1: Understand the role of the message's source in the communication process


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 marketingB) viral marketingC) branded marketingD) opinion leadership E) publicity Answer: ADiff: 3 Page Ref: 267Skill: ApplicationObjective: 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 marketingB) Viral marketingC) Branded marketingD) Opinion leadership E) Publicity Answer: BDiff: 2 Page Ref: 267Skill: ConceptObjective: 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: DDiff: 3 Page Ref: 269AACSB: Reflective ThinkingSkill: ConceptObjective: 9.1: Understand the role of the message's source in the communication process


30) ________ are persistent critics of marketers who initiate bad publicity online.A) Salespeople B) Avid consumersC) Righteous consumersD) Determined detractorsE) Market mavensAnswer: DDiff: 2 Page Ref: 269Skill: ConceptObjective: 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 dissonanceD) positive reinforcement E) opinion leadership Answer: CDiff: 2 Page Ref: 264AACSB: CommunicationSkill: ConceptObjective: 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: CDiff: 2 Page Ref: 269Skill: ApplicationObjective: 9.1: Understand the role of the message's source in the communication process


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: CDiff: 3 Page Ref: 269AACSB: Reflective ThinkingSkill: ConceptObjective: 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: DDiff: 1 Page Ref: 269Skill: ConceptObjective: 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: CDiff: 3 Page Ref: 270AACSB: Multicultural and DiversitySkill: ConceptObjective: 9.1: Understand the role of the message's source in the communication process


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: ADiff: 2 Page Ref: 271AACSB: Reflective ThinkingSkill: ConceptObjective: 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 effectB) advertising wearout effect C) disassociation effect D) sleeper effect E) dissipation effect Answer: DDiff: 2 Page Ref: 272Skill: ConceptObjective: 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 low-credibility source, simply decays faster than the memory of the message itself, leaving behind the primary message content. A) the sleeper effectB) advertising wearout C) disassociationD) differential decayE) the dissipation effect Answer: DDiff: 3 Page Ref: 272Skill: ConceptObjective: 9.1: Understand the role of the message's source in the communication process


39) Wholesalers, distributors and retailers are examples of ________ audiences. A) unintended B) target C) intermediary D) consumer E) optional Answer: CDiff: 3 Page Ref: 272Skill: ConceptObjective: 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: BDiff: 2 Page Ref: 272Skill: ConceptObjective: 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: BDiff: 2 Page Ref: 272Skill: ConceptObjective: 9.2: Understand the role of the message's audience (receivers) in the communication process


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 mavensB) Fixated consumersC) Opinion leadersD) Dedicated detractorsE) DevoteesAnswer: ADiff: 2 Page Ref: 274Skill: ConceptObjective: 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: ADiff: 3 Page Ref: 275Skill: ApplicationObjective: 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: CDiff: 3 Page Ref: 275Skill: ApplicationObjective: 9.2: Understand the role of the message's audience (receivers) in the communication process


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: DDiff: 1 Page Ref: 275Skill: ConceptObjective: 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: DDiff: 3 Page Ref: 276AACSB: CommunicationSkill: ApplicationObjective: 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: ADiff: 2 Page Ref: 276Skill: ConceptObjective: 9.3: Learn about advertising media and how to select the right media when sending promotional messages targeting selected consumer groups


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: BDiff: 3 Page Ref: 277AACSB: Analytic SkillsSkill: ConceptObjective: 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: DDiff: 1 Page Ref: 277Skill: ConceptObjective: 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: BDiff: 2 Page Ref: 281Skill: ApplicationObjective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages


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: EDiff: 2 Page Ref: 281AACSB: Analytic SkillsSkill: ConceptObjective: 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: CDiff: 1 Page Ref: 283Skill: ConceptObjective: 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: BDiff: 3 Page Ref: 284Skill: ConceptObjective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages


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 frameB) 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: EDiff: 2 Page Ref: 284AACSB: CommunicationSkill: ApplicationObjective: 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: CDiff: 2 Page Ref: 284AACSB: Analytic SkillsSkill: ConceptObjective: 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: BDiff: 1 Page Ref: 285Skill: ApplicationObjective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages


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: DDiff: 3 Page Ref: 290Skill: ApplicationObjective: 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: CDiff: 2 Page Ref: 291AACSB: CommunicationSkill: ConceptObjective: 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: EDiff: 1 Page Ref: 292Skill: ConceptObjective: 9.5: Understand how marketers measure the effectiveness of their promotional messages


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: DDiff: 3 Page Ref: 293Skill: ApplicationObjective: 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: EDiff: 3 Page Ref: 284Skill: ApplicationObjective: 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: CDiff: 3 Page Ref: 284Skill: ApplicationObjective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages


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: ADiff: 3 Page Ref: 270AACSB: Analytic SkillsSkill: ApplicationObjective: 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: DDiff: 2 Page Ref: 263Skill: ApplicationObjective: 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, interpersonalB) informal, interpersonalC) interactive, interpersonalD) formal, impersonalE) informal, impersonalAnswer: DDiff: 2 Page Ref: 263AACSB: Analytic SkillsSkill: ApplicationObjective: 9.1: Understand the role of the message's source in the communication process


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 communicationB) nonverbal cuesC) celebrity endorsementD) corrective communicationE) verbal cuesAnswer: BDiff: 2 Page Ref: 284Skill: ApplicationObjective: 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: BDiff: 2 Page Ref: 284Skill: ApplicationObjective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages


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: EDiff: 2 Page Ref: 284Skill: ApplicationObjective: 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 advertisingAnswer: EDiff: 2 Page Ref: 285Skill: ApplicationObjective: 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: ADiff: 3 Page Ref: 281Skill: ApplicationObjective: 9.3: Learn about advertising media and how to select the right media when sending promotional messages targeting selected consumer groups


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: CDiff: 3 Page Ref: 275Skill: ApplicationObjective: 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: DDiff: 3 Page Ref: 280Skill: ApplicationObjective: 9.3: Learn about advertising media and how to select the right media when sending promotional messages targeting selected consumer groups


73) In the TISSUE MINI CASE, Paper Queen's advertising campaign delivery is best described as ________ communication. A) formal, interpersonalB) informal, interpersonalC) interactive, interpersonalD) formal, impersonalE) informal, impersonalAnswer: DDiff: 2 Page Ref: 263AACSB: Analytic SkillsSkill: ApplicationObjective: 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 effectC) sales effect D) publicity effect E) persuasion effect Answer: CDiff: 3 Page Ref: 292Skill: ApplicationObjective: 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: ADiff: 3 Page Ref: 292Skill: ApplicationObjective: 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: FALSEDiff: 2 Page Ref: 263AACSB: Reflective ThinkingSkill: ConceptObjective: 9.1: Understand the role of the message's source in the communication process


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: TRUEDiff: 2 Page Ref: 272Skill: ApplicationObjective: 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: FALSEDiff: 1 Page Ref: 276Skill: ApplicationObjective: 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: TRUEDiff: 1 Page Ref: 276Skill: ApplicationObjective: 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: FALSEDiff: 1 Page Ref: 281Skill: ConceptObjective: 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: TRUEDiff: 2 Page Ref: 291AACSB: CommunicationSkill: ConceptObjective: 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: TRUEDiff: 1 Page Ref: 263AACSB: Reflective ThinkingSkill: ConceptObjective: 9.1: Understand the role of the message's source in the communication process


83) Consumers are either opinion leaders or opinion receivers, but never both.Answer: FALSEDiff: 2 Page Ref: 274Skill: ConceptObjective: 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: TRUEDiff: 1 Page Ref: 269Skill: ConceptObjective: 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: FALSEDiff: 3 Page Ref: 269AACSB: Reflective ThinkingSkill: ApplicationObjective: 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: TRUEDiff: 1 Page Ref: 269AACSB: CommunicationSkill: ConceptObjective: 9.1: Understand the role of the message's source in the communication process

87) Television is the medium with the most credibility. Answer: FALSEDiff: 2 Page Ref: 272AACSB: Reflective ThinkingSkill: ConceptObjective: 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: TRUEDiff: 1 Page Ref: 272Skill: ConceptObjective: 9.2: Understand the role of the message's audience (receivers) in the communication process


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: FALSEDiff: 1 Page Ref: 275Skill: ConceptObjective: 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: TRUEDiff: 2 Page Ref: 276AACSB: CommunicationSkill: ConceptObjective: 9.2: Understand the role of the message's audience (receivers) in the communication process

91) Feedback from mass communication is generally direct. Answer: FALSEDiff: 1 Page Ref: 292AACSB: CommunicationSkill: ConceptObjective: 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: TRUEDiff: 1 Page Ref: 293Skill: ApplicationObjective: 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: FALSEDiff: 1 Page Ref: 283Skill: ConceptObjective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages


94) Consumers with a low need for cognition are more likely to be persuaded by negatively framed messages. Answer: TRUEDiff: 3 Page Ref: 284Skill: ConceptObjective: 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: FALSEDiff: 3 Page Ref: 284Skill: ConceptObjective: 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: TRUEDiff: 2 Page Ref: 287Skill: ConceptObjective: 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: FALSEDiff: 1 Page Ref: 279Skill: ConceptObjective: 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: TRUEDiff: 3 Page Ref: 274Skill: ConceptObjective: 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: TRUEDiff: 1 Page Ref: 275AACSB: Reflective ThinkingSkill: ConceptObjective: 9.2: Understand the role of the message's audience (receivers) in the communication process


100) Of the various reference groups, consumers are most likely to gain membership to symbolic groups.Answer: FALSEDiff: 1 Page Ref: 264Skill: ConceptObjective: 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: 263AACSB: Reflective ThinkingSkill: ApplicationObjective: 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: 269-270AACSB: Analytic SkillsSkill: ConceptObjective: 9.1: Understand the role of the message's source in the communication process


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: 272AACSB: CommunicationSkill: ConceptObjective: 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: 276AACSB: CommunicationSkill: ApplicationObjective: 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: 274AACSB: Analytic SkillsSkill: ConceptObjective: 9.2: Understand the role of the message's audience (receivers) in the communication process


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: 284Skill: ApplicationObjective: 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: 285Skill: ApplicationObjective: 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: 285-287Skill: ApplicationObjective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages


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: 290-291AACSB: CommunicationSkill: ApplicationObjective: 9.4: Learn how understanding consumers enables marketers to develop persuasive messages


consumer behavior, 10e (schiffman/kanuk) … · web viewanswer: comparative advertising is a...

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