onsumer Behavior, 11e (Schiffman/Wisenblit)

Chapter 9   Reference Groups and Word-of-Mouth

1) _____________________________ are groups that serve as sources of comparison, influence and

norms for people’s opinions, values and behaviors.

A) Age cohorts

B) Reference groups

C) Norming groups

D) Norming cohorts

E) Social conduct groups

Answer: B

Diff: 1

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

2) _________________ is an unpaid form of promotion, oral or written, in which satisfied customers tell
other people how much they like a business, product, service or event.

A) Word-of-mouth

B) Source credibility

C) Comparative influence

D) Normative influence

E) Symbolic influence

Answer:  A
Diff: 1
Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

3) A(n) _______________ is either a person or medium providing consumption-related information and

hired and paid by and organization.  A(n) __________________ is person whom the message receiver
knows personally, such as a parent or friend who gives product information or advice, or an individual
met and respected online. 

A) informal source; symbolic source

B) informal source; formal source

C) formal source; symbolic source

D) formal source; informal source

E) symbolic source; formal source

Answer: D

Diff: 1

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Analytical thinking

4) When Joe wanted to get a new outboard motor for his sailboat, he consulted a forum for British
Seagull motors and connected with Jim.  Jim gave him information about the outboard motor he was
considering.  Jim, the individual Joe met and respected online who gave him product information and
advice, is an example of a(n) _________________________.

A) symbolic source

B) formal source
C) informal source

D) normative source

E) comparative source

Answer: C

Diff: 2

Skill: Application

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

5) 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   

Skill:  Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

 
6) ___________________, or the source’s persuasive impact, stems from its perceived expertise,
trustworthiness, and believability.

A) Source recognition

B) Source encoding

C) Source decoding

D) Source degradation

E) Source credibility

Answer: E
Diff: 1

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

7) The consumer’s earliest and often most influential reference group is __________________.

A) the family

B) their religious organization

C) their classmates

D) their friends

E) their heroes

Answer: A

Diff: 2

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication
AACSB:  Reflective Thinking

8) ________ are groups that serve as frames of reference for individuals in their consumption decisions
because they are perceived as credible sources.

A) Custom groups

B) Formal groups

C) Interpersonal groups

D) Reference groups

E) Informal groups

Answer:  D

Diff: 2   

Skill:  Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

9) ________ reference groups influence broadly defined values or behavior.

A) Comparative

B) Normative

C) Membership

D) Informal

E) Symbolic

Answer:  B

Diff: 2   

Skill:  Concept
Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

10) 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: 2   

Skill:  Application

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

11) ________ 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   

Skill:  Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

12) Sheila admires her boss, Jerry, so she aspires to live her lifestyle and have similar possessions.  Jerry
exerts _________________ influence on Sheila.

A) comparative

B) normative

C) membership

D) informal

E) symbolic

Answer:  A

Diff: 2   

Skill:  Application

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

13) 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   

Skill:  Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

14) 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   

Skill:  Application

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

 
15) 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   

Skill:  Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

16) 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/she
has neither the skills nor the opportunity to compete professionally.

A) comparative

B) normative

C) membership

D) informal

E) symbolic

Answer:  E

Diff: 2   

Skill:  Application
Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

17) A(n) ______________________ provides companionship, security, and opportunities to discuss

problems that an individual might be reluctant to discuss with family members.

A) friendship group

B) shopping group

C) virtual community

D) advocacy group

E) aspirational group

Answer: A

Diff: 1

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

18) A(n) ______________________ provides offers expertise regarding a particular product category,
reduces uncertainty related to making an incorrect purchase, or increases consumer confidence because
it provides a collective decision.

A) friendship group

B) shopping group

C) virtual community

D) advocacy group
E) aspirational group

Answer: B

Diff: 1

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

19) Referral programs, which offer rewards to current members who convince others to join, are an
important element of ______________________. 

A) friendship groups

B) shopping groups

C) virtual communities

D) advocacy groups

E) aspirational groups

Answer: B

Diff: 3

Skill: Application

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

20) Standing in a crowd waiting for a retail shopping experience, shoppers see themselves as making the
right buying decision – a concept known as _______________________.

A) diffusion of responsibility
B) diffusion of innovation

C) social queuing

D) social loafing

E) social proof

Answer: E

Diff: 2

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

21) A group of foodies that Nora has never met and only interacts with through online websites and a
Facebook group, where group members share recipes and recommendations, is an example of a
_______________________.

A) friendship group

B) shopping group

C) virtual community

D) advocacy group

E) aspirational group

Answer: C

Diff: 1

Skill: Application

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

 

22) A(n) ______________________ assists consumers in making consumption decisions and supports
consumers’ rights.

A) friendship group

B) shopping group

C) virtual community

D) advocacy group

E) aspirational group

Answer: D

Diff: 1

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

23) A group of irate parents who join together to protest the opening of an adult, X-rated book store
across from the elementary school is an example of a(n) ___________________________.

A) friendship group

B) shopping group

C) virtual community

D) advocacy group

E) aspirational group

Answer: D

Diff: 2

Skill: Application
Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication  

AACSB:  Application of knowledge

24) The degree of _____________________ that a reference group exerts on an individual’s behavior
depends on the individual, product and social factors. 

A) personality

B) experience

C) conspicuousness
D) intensity

E) influence

Answer: E

Diff: 2

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

25) Marketers of new brands or brands that are not market leaders may argue against
__________________, trying to convince consumers not to follow the crowd.

A) conformity

B) group power

C) individual experience

D) individual personality

E) conspicuousness
Answer: A

Diff: 2

Skill: Application

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

26) Which of the following is NOT something a reference group must do to influence its members?

A) Inform or make members aware that the brand or product exists

B) Provide the individual with the means or capital to purchase the product

C) Provide the individual with the opportunity to compare his or her own thinking with the attitudes and
behavior of the group

D) Influence the individual to adopt attitudes and behavior that are consistent with the group’s norms

E) Legitimize the member’s decision to use the same products as other members

Answer: B
Diff: 2

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Analytical thinking

27) Which of the following is a characteristic of a conformist?

A) They always pay close attention to others’ reactions to their behaviors

B) They often pick up slang expressions from others and start using them
C) They change their mannerisms and approaches if they feel someone they are interacting with
disapproves of them

D) They are guided by others’ behavior if they feel unsure how to behave in a situation

E) All of the above are characteristics of conformists

Answer: E
Diff: 1

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

28) Which of the following is a characteristic of a conformist?

A) They prefer wearing stylish clothing and pay attention to what others are wearing

B) They are inner-directed when it comes to ascertaining the right way to behave

C) They are not interested in fitting in during social gatherings

D) They behave the way they feel is right, regardless of what others might think

E) They are unlikely to change their mannerisms and approaches

Answer: A

Diff: 1

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Analytical thinking

 
29) Individuals may be influenced to conform to a group based on the group’s __________________,
but they are unlikely to change their attitudes or internalize their choices if they conform for this reason.

A) attractiveness

B) power

C) experience

D) personality

E) conspicuousness

Answer: B

Diff: 2

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

30)  Consumers with low ____________________ are more likely to seek the advice or example of
others.

A) conformity

B) group power

C) individual experience

D) individual personality

E) conspicuousness

Answer: C

Diff: 1

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.
Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

31)  The degree of reference group influence on purchase decisions varies according to product
_________________, or how much it stands out and is noticed by others.

A) conformity

B) power

C) experience

D) personality

E) conspicuousness

Answer: E

Diff: 1

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

32)  Before e-readers, many women avoided reading printed erotica books in public because they felt
the titles and covers of the books would reflect badly on them.  The use of e-readers made the
consumption of erotica books in public less __________________.

A) stigmatized

B) conformist

C) conspicuous

D) influential

E) acceptable

Answer: C
Diff: 2

Skill: Application

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

33)  Need for affiliation, need to be liked by others and other directedness are examples of
________________________ variables that increase the likelihood an individual is receptive to group
influences.

A) conformity

B) group power

C) individual experience

D) individual personality

E) conspicuousness

Answer: D

Diff: 1

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

34)  _____________________ is the believability of the endorser, spokesperson, or individual in an

advertisement.

A) Source degradation

B) Source informality
C) Source formality
D) Source credibility
E) Source attractiveness

Answer: D

Diff: 2

Skill: Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

35) Which of the following is not one of the dimensions in measuring the credibility of a person or
organization?

A) Expertise

B) Perseverance

C) Trustworthiness

D) Attractiveness

E) Likability

Answer: B
Diff: 2

Skill: Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Analytical thinking

36) 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   

Skill:  Application

AACSB:  Application of knowledge

37) __________________ consists of promoting a company’s image without referring to any of its
offerings.

A) Institutional advertising

B) Family branding

C) Umbrella positioning

D) Formal advertising

E) Informal advertising

Answer: A
Diff: 1

Skill: Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

38)  _________________ sources generally have more credibility than _______________ sources.

A) For-profit; not-for-profit
B) Not-for-profit; for-profit

C) Neutral; for-profit

D) For-profit; neutral

E) Neutral; negative

Answer: B

Diff: 2

Skill: Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Analytical thinking

39)  Which of the following is NOT one of the factors that affects the relationship between the
effectiveness of messages and the spokespersons or endorsers they feature?

A) synergy between the endorser and the type of product/service advertised

B) similarity between the endorser’s demographic characteristics and those of the target audience

C) the trust the consumer has in the marketer of the advertised product

D) whether the spokesperson is a member of a symbolic reference group

E) the congruency of the contents of the message with the spokespersons’ qualifications

Answer: D
Diff: 2

Skill: Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Analytical thinking

 
40) 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   

Skill:  Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Analytical thinking

41)  Celebrity-credibility includes the audience’s perceptions of the celebrity’s ________________ and
______________________.

A) fame; talent

B) charisma; talent

C) expertise; charisma

D) fame; trustworthiness

E) expertise; trustworthiness

Answer: E
Diff: 2

Skill: Concept
Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

42) A celebrity’s credibility is reduced when s/he endorses a variety of products because
__________________.

A) the economic motivation underlying the celebrity’s endorsements becomes too pronounced

B) the celebrity becomes less famous

C) teens find celebrities more authentic than other customers

D) the celebrity has positive associations with the products

E) almost a quarter of advertisements use a celebrity spokesperson

Answer: A

Diff: 2

Skill: Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

43) A ___________________ involves a celebrity who attests to the product’s quality based on his/her
own personal usage of the product.

A) celebrity testimonial

B) celebrity endorsement

C) celebrity actor

D) celebrity spokesperson

E) celebrity official
Answer: A
Diff: 1

Skill: Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

44) When celebrity/pro golfer Phil Mickelson appears in a commercial to talk about his experience with
a prescription medication for arthritis, he is serving as a _____________________.

A) celebrity testimonial

B) celebrity endorsement

C) celebrity actor

D) celebrity spokesperson

E) celebrity official

Answer: A
Diff: 2

Skill: Application

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

45)  A ___________________ is when celebrities appear on behalf of products with which they may or
may not have any direct experience or familiarity, for extended periods of time.

A) celebrity testimonial

B) celebrity endorsement

C) celebrity actor
D) celebrity spokescharacter

E) celebrity official

Answer: B
Diff: 1

Skill: Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

46)  Chuck Norris appears in social media for Era detergent, because he is tough on bad guys and the
detergent is tough on stains.  If he does not mention his own personal experience with the product, it is
an example of a _________________________.

A) celebrity testimonial

B) celebrity endorsement

C) celebrity actor

D) celebrity spokescharacter

E) celebrity official

Answer: B
Diff: 2

Skill: Application

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

47)  Which of the following does NOT enhance the credibility of a salesperson?

A) Looking the customer/prospect in the eye

B) Outward signs of success

C) Driving an expensive, late-model car

D) Dressing the part of an expert

E) All of the above enhance the credibility of a salesperson

Answer: E

Diff: 1

Skill: Application

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

48)  ____________________, or the reputation of the retailer who sells the product, has a major
influence on message credibility.

A) Vendor aura

B) Vendor credibility

C) Retail aura

D) Advertiser credibility

E) Advertiser aura

Answer: B

Diff: 1

Skill: Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

 
49) 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   

Skill:  Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

50) The image of Vogue magazine adds status to the products advertised within the magazine.  This is an
example of ______________________.

A) message credibility

B) celebrity credibility

C) medium credibility

D) general credibility

E) time credibility

Answer: C
Diff: 2

Skill: Application

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.
Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

51) 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   

Skill:  Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

52) 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 effect

B) advertising wearout

C) disassociation

D) differential decay

E) the dissipation effect

Answer:  D
Diff: 3   

Skill:  Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

53) 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   

Skill:  Concept

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word-
of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

54) 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   

Skill:  Concept

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word-
of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

55) Opinion leadership tends to be ________.

A) brand specific

B) price-point specific

C) universal

D) category specific

E) culturally specific

Answer:  D

Diff: 3   

Skill:  Concept

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word-
of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

 

56) In which product category would the role of the opinion leader during the decision making process
likely be most important to the marketer?

A) laundry detergent

B) television sets

C) automobiles

D) doctors

E) computers
Answer: D

Diff: 3

Skill: Application

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word-
of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

57) Which of the following is NOT one of the motivations of opinion leaders?

A) Reduce post-purchase dissonance

B) Reduce search and shopping time

C) Gain attention from others

D) Show off expertise

E) Gain experience converting others

Answer: B
Diff: 2

Skill: Concept

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word-
of-mouth.
Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Analytical thinking

58) Which of the following is a characteristic of an opinion leader?

A) They lack self-confidence

B) They are withdrawn in social situations

C) They belong to different socioeconomic groups than the opinion receivers

D) They follow new products that come into the markets in the product category

E) They are part of the early majority in their area of expertise

Answer: D

Diff: 2

Skill: Concept

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word-
of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Analytical thinking

59) The ________________ method of measuring opinion leadership employs a self-administered

questionnaire that requires respondents to evaluate the extent to which they have provided others with
information about a product category or brand.

A) heuristic

B) key informant

C) self-designated

D) sociometric

E) challenge

Answer: C

Diff: 2
Skill: Concept

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word-
of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

60) When Damon filled out a survey for the sporting goods store he favors, it asked him to respond to
items that asked for his agreement on items about his influence on his friends.  These items were
attempting to measure his opinion leadership using the __________________ method.

A) heuristic

B) key informant

C) self-designated

D) sociometric

E) Klout

Answer: C

Diff: 2

Skill: Application

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word-
of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

61) The ________________________ method measures opinion leadership by tracking person-to-

person communications about a product or brand among members of a community where most people
know each other by name.

A) heuristic

B) key informant

C) self-designated
D) sociometric

E) Klout

Answer: D

Diff: 2

Skill: Concept

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word-
of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

62) A ___________________, or a person who is knowledgeable about the nature of the social
communications among members of a specific group, can identify individuals in the group who are
opinion leaders.

A) heuristic

B) key informant

C) self-designated

D) sociometric

E) Klout

Answer: B

Diff: 2

Skill: Concept

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word-
of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

 
63)  A __________________ score increases as the Twitter starts conversations and inspires social
actions.

A) heuristic

B) key informant

C) self-designated

D) sociometric

E) Klout

Answer: E

Diff: 2

Skill: Concept

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word-
of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

64) ________ are considered expert informal sources of information.

A) Salespeople

B) Consumer Reports

C) Opinion leaders

D) Spokespeople

E) Buzz agents

Answer:  C

Diff: 3   

Skill:  Concept

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word-
of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication
AACSB:  Reflective Thinking

65) The three dimensions underlying consumers’ engagement in ________ are tie strength, similarity
among group members, and source credibility.

A) e-wom

B) impersonal communication

C) brand credibility

D) opinion leadership

E) publicity

Answer:  A

Diff: 1   

Skill:  Concept

Learning Objective 9.4: To understand the strategic applications, advantages and potential perils of
word-of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

66) ________ are specialized, non-geographically bound communities formed on the basis of
attachment to a product or brand.

A) Buzz marketers

B) Brand communities

C) Branded marketers

D) Opinion leaders

E) Publicity

Answer:  B

Diff: 2   

Skill:  Concept
Learning Objective 9.4: To understand the strategic applications, advantages and potential perils of
word-of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

67)  The first people to purchase a new product are considered ________.

A) consumer innovators

B) nonadopters

C) laggards

D) trial drivers

E) test consumers

Answer:  A

Diff: 2   

Skill:  Concept

Learning Objective 9.5: To understand the diffusion of innovations process, and adopter categories as
distinct market segments.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

68) Innovators, early adopters, early majority, late majority, and laggards are all ________.

A) adopter categories

B) diffusion stages

C) communications theories

D) marketing strategies

E) innovation strategies

Answer:  A
Diff: 1   

Skill:  Concept

Learning Objective 9.5: To understand the diffusion of innovations process, and adopter categories as
distinct market segments.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

69) The ________ category tends to perceive little risk in adopting new products.  These consumers are
even willing to pay high prices for newly-introduced products because they enjoy being the first to own
them.

A) innovator

B) early adopter

C) early majority

D) late majority

E) laggard

Answer:  A

Diff: 2   

Skill:  Concept

Learning Objective 9.5: To understand the diffusion of innovations process, and adopter categories as
distinct market segments.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

70) The ________ constitutes the first half of the “mass market” of consumers who would purchase a
somewhat-established product.

A) innovator

B) early adopter
C) early majority

D) late majority

E) laggard

Answer:  C

Diff: 1   

Skill:  Concept

Learning Objective 9.5: To understand the diffusion of innovations process, and adopter categories as
distinct market segments.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

71) When a product is first introduced, the ________ consider purchasing it to be risky because it is
new.  After a relatively small but not insignificant number of consumers purchased the product (and
probably after the price has gone down), they conclude that purchasing the product is wise.

A) innovators

B) early adopters

C) early majority

D) late majority

E) laggards

Answer:  C

Diff: 2   

Skill:  Application

Learning Objective 9.5: To understand the diffusion of innovations process, and adopter categories as
distinct market segments.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

 
72) The members of the ________ category of adopters take a relatively long time to evaluate whether
or not they would benefit from owning a product and, most likely, perceive more risk in all consumption
situations than members of the preceding adopter groups.

A) innovator

B) early adopter

C) early majority

D) late majority

E) laggard

Answer:  D

Diff: 1   

Skill:  Concept

Learning Objective 9.5: To understand the diffusion of innovations process, and adopter categories as
distinct market segments.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

73) The members of the ________ category of adopters are the very last consumers to purchase a new
product.  They are generally high risk-perceivers and the last ones to recognize the value of innovative
products.

A) innovator

B) early adopter

C) early majority

D) late majority

E) laggard

Answer:  E

Diff: 2   

Skill:  Concept
Learning Objective 9.5: To understand the diffusion of innovations process, and adopter categories as
distinct market segments.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

74) Which of the following is true of the characteristics of risk-averse consumers?

A) they tend to be outer-directed

B) they are not dogmatic

C) they have a low need for conformity

D) they are unlikely to be brand loyal

E) when assembled or unassembled products are available, they buy assembled versions of products,
even if they are a bit more expensive

Answer:  E

Diff: 3   

Skill:  Concept

Learning Objective 9.5: To understand the diffusion of innovations process, and adopter categories as
distinct market segments.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Analytical thinking

STUMBLEUPON MINI CASE: StumbleUpon calls itself a “discovery engine” because, at one time, 50.27%
of all traffic from a top 10 list of social sites came from StumbleUpon.  Their relatively small group of
users (15 million) often out-refers the larger user base from Facebook (over 1.15 billion).  In fact, the
influential users of StumbleUpon generate 1 billion page  referrals per month.  Their users, called
“Stumblers”, introduce other Stumblers and non-users to web content, providing a “map to an adventure
you wouldn’t otherwise have found out about.”  The influence of these Stumblers was deemed valuable
by film marketers, who worked with StumbleUpon to promote films like Jurassic Park 3D and Evil Dead. 
Stumblers are young and highly engaged, so studios see the personalized search engine, which “learns”
the preferences of its Stumblers, as a way to reach early influencers.

 
75) In the STUMBLEUPON MINI CASE, the influencers are expert informal sources of information, also
known as  ____________________________.

A) Salespeople

B) Consumer Reports

C) Opinion leaders

D) Spokespeople

E) Buzz agents

Answer:  C

Diff: 2   

Skill:  Application

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word-
of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

76) In the STUMBLEUPON MINI CASE, the Stumblers are engaged in _________ when they advocate on
behalf of products, like films, in social networks, brand communities, and blogs.

A) e-wom

B) impersonal communication

C) brand credibility

D) opinion leadership

E) publicity

Answer:  A

Diff: 1   

Skill:  Application

Learning Objective 9.4: To understand the strategic applications, advantages and potential perils of
word-of-mouth.
Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

77) In the STUMBLEUPON MINI CASE, if the Stumblers are the first people to go see a new movie, they
are considered ________.

A) consumer innovators

B) nonadopters

C) laggards

D) trial drivers

E) test consumers

Answer:  A

Diff: 2   

Skill:  Application

Learning Objective 9.5: To understand the diffusion of innovations process, and adopter categories as
distinct market segments.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

BZZAGENT MINI CASE: BzzAgent is a word-of-mouth marketing agency that runs brand advocate
programs for global brands.  It recently partnered with a company to pair its social media and word-of-
mouth insights with shopper loyalty data.  The results indicated that consumers who were making
repeat purchases were also more engaged and created a higher volume of advocacy.  The information
from this study is important to marketers, who are trying to find ways to engage advocates and
influencers, especially via social media.  Marketers are trying to figure out the characteristics of
individuals who are most likely to influence others. 

78) In the BZZAGENT MINI CASE, marketers are interested in finding individuals who influence others. 
The process by which one influential 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   

Skill:  Application

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word-
of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

79) In the BZZAGENT MINI CASE, which of the following is a likely motivation for the individuals who
influence others?

A) Reduce post-purchase dissonance

B) Gain experience converting others

C) Gain attention from others

D) Show off expertise

E) All of the above

Answer: E
Diff: 2

Skill: Application

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word-
of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

 

80) In the BZZAGENT MINI CASE, the desirable brand advocates are engaged in _________ when they
advocate on behalf of products in social networks, brand communities, and blogs.

A) brand credibility

B) impersonal communication

C) e-wom

D) adoption

E) publicity

Answer:  C

Diff: 1   

Skill:  Application

Learning Objective 9.4: To understand the strategic applications, advantages and potential perils of
word-of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

81)  Social norm messages are more persuasive when they are credible and believable.

Answer: True

Diff: 1

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

82) Consumers view promotions initiated by marketers as more credible than feedback from reference
groups.
Answer:  FALSE

Diff: 2   

Skill:  Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

83) A symbolic group is a reference group to which an individual is unlikely to belong, but whose values
and behaviors that person adopts.

Answer:  TRUE

Diff: 2   

Skill:  Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

84)  MADD is an example of a shopping group.

Answer: FALSE

Diff: 2

Skill: Application

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

 
85) Conformists often pick up slang expressions from others and start using them.

Answer: TRUE
Diff: 2

Skill: Application

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

86)  A lawyer wears conservative clothing at work but wears trendy clothing when she goes out with her
friends, which illustrates different reference groups may influence the beliefs, attitudes and behaviors of
individuals under different circumstances.

Answer: TRUE

Diff: 2

Skill: Application

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

87)  The degree of reference group influence on purchase decisions is higher for shaving cream than it is
for an expensive watch.

Answer: FALSE

Diff: 2

Skill: Application

Learning Objective 9.1: To understand the credibility of reference groups and their influence on
consumer behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication
AACSB:  Application of knowledge

88)  People who are compliant, have a tendency to conform, have a high need for affiliation, are other-
directed and less likely to look for guidance from reference groups.

Answer: FALSE
Diff: 2

Skill: Concept

Learning Objective 9.1: To understand the credibility of reference groups and their influence on consumer
behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

89) 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   

Skill:  Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

90) Not-for-profit sources generally have more credibility than for-profit sources.

Answer:  TRUE

Diff: 1   

Skill:  Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

 

91) A clear perceived fit between a message’s sponsor and the entity being sponsored can strongly
enhance the sponsor’s credibility.

Answer: TRUE

Diff: 2

Skill: Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

92) Endorsers whose demographic characteristics are similar to the target audiences’ are viewed as more
credible and persuasive than those who do not.

Answer:  TRUE

Diff: 2   

Skill:  Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

93) A person’s ethnic identification is the degree to which she identifies herself as a member of her ethnic
group.

Answer: TRUE
Diff: 2

Skill: Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication
AACSB:  Reflective Thinking

94) Consumers perceive celebrities that appear in commercials often as more credible than celebrities
with lesser commercial exposure.

Answer: FALSE
Diff: 2

Skill: Application

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

95)  Celebrity credibility includes the audience’s perception of both the celebrity’s expertise and
attractiveness.

Answer: FALSE

Diff: 2

Skill: Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

96) When Kaley Cuoco (the actress who plays Penny in the television show Big Bang Theory) plays the
role of a genie who grants wishes in a Toyota commercial, or the role of “The Negotiator’s” daughter in
Priceline commercials, she is characterized as a celebrity actor.

Answer: TRUE

Diff: 2

Skill: Application

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.
Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

97) The reputation of the retailer who sells the product has a major influence on message credibility.

Answer: TRUE

Diff: 1

Skill: Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

98) The theory of differential decay suggests that one will dissociated the message from its source over
time, remembering only the message content but not its source.

Answer: FALSE

Diff: 2

Skill: Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

99)  Opinion leaders are knowledgeable and can give advice about all product categories.

Answer: FALSE
Diff: 2

Skill: Concept

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word of
word-of-mouth.
Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

100) Opinion leaders are never opinion receivers.

Answer: FALSE

Diff: 2

Skill: Concept

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word of
word-of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

101)  The sociometric method of measuring opinion leadership captures person-to-person

communications about a product or brand among members of a community where most people know each
other by name.

Answer: TRUE
Diff: 2

Skill: Concept

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word of
word-of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

96) The first set of people who purchase a new product are called early adopters.

Answer:  FALSE

Diff: 1   

Skill:  Concept

Learning Objective 9.5: To understand the diffusion of innovations process, and adopter categories as
distinct market segments.
Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

102) The traditional five adopter categories present in diffusion literature include all potential consumers
present in the marketplace.

Answer:  FALSE

Diff: 3   

Skill:  Concept

Learning Objective 9.5: To understand the diffusion of innovations process, and adopter categories as
distinct market segments.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

103) Consumer innovators are not as interested as late adopters or nonadopters in the product categories
that they are among the first to purchase.

Answer:  FALSE

Diff: 1   

Skill:  Concept

Learning Objective 9.5: To understand the diffusion of innovations process, and adopter categories as
distinct market segments.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

104) Innovators seem to find new products threatening to the point where they prefer to delay purchase
until the product’s success has been clearly established.

Answer:  FALSE

Diff: 2   

Skill:  Application
Learning Objective 9.5: To understand the diffusion of innovations process, and adopter categories as
distinct market segments.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

105) Differentiate between normative influence and comparative influence.  In your response, please
select an example of each type of influence.

Answer:

Normative influence consists of learning an adopting a group’s norms, values, and behaviors. The most
pertinent normative influence comes from groups to which people naturally belong, such as family, peers,
and other members of one’s community. Generally, normative influence occurs among members of the
same socioeconomic group. For example, families have a large normative influence on children because
they mold young children’s initial consumption-related values (such as which foods to select for good
nutrition, appropriate ways to dress for specific occasions, how and where to shop, or what constitutes
“good value”). Comparative influence takes place when people compare themselves to others, whom they
respect and admire, and then adopt some of their values or imitate their behaviors. For example, when a
person who holds a “start of the ladder” position in a corporation admires his boss and aspires to live her
lifestyle and have similar possessions, the boss exerts comparative influence on the lower-level employee.

Diff: 2

Skill: Application

Learning Objective 9.1: To understand the credibility of reference groups and their influence on consumer
behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

106) What are four things a reference group must do to influence group members?

In order to influence its members, a reference group must:

Inform or make members aware that the brand or product exists.

Provide the individual with the opportunity to compare his or her own thinking with the attitudes and
behavior of the group.

Influence the individual to adopt attitudes and behavior that are consistent with the group’s norms.

Legitimize the member’s decision to use the same products as other members.
Learning Objective 9.1: To understand the credibility of reference groups and their influence on consumer
behavior.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

107) 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   

Skill:  Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

108) 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   
Skill:  Concept

Learning Objective 9.2: To understand the persuasive power and credibility of spokespersons, endorsers,
celebrities, salespersons, vendors and media.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

109)  What does a Klout score measure? 

Answer: The Klout score measures people’s influence online based on their abilities to generate
engagement and feedback to what they post. Klout measures influence on a scale of 1-100 (the average
Klout Score is 40) and the greater one’s ability to drive conversations and inspire social actions such as
likes, shares, and re-tweets, the higher her score will be. The Klout score focuses on the amount of
conversation and interactions that people generate, rather than the volume of their posts; that is, the score
is designed to determine one’s degree of influence and not merely activity.

Diff: 2

Skill: Concept

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word of
word-of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Information technology

110) Identify and discuss some of the defining characteristics of opinion leaders.

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   

Skill:  Concept

Learning Objective 9.3: To understand the dynamics and measurement of opinion leadership and word of
word-of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication
AACSB:  Reflective Thinking

111) Identify the three dimensions underlying consumers’ engagement in e-wom.

Answer:  (1) tie strength—the degree of intimacy and frequency of contacts between the information
seeker and the source; (2) similarity among the group’s members in terms of demographics and lifestyles;
and (3) source credibility—the information seeker’s perceptions of the source’s expertise.

Diff: 2
Skill: Concept

Learning Objective 9.4: To understand the strategic applications, advantages and potential perils of word-
of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

112)  Explain what viral marketing is and provide an example of how it is used.

Answer:  Viral marketing includes marketing techniques that utilize pre-existing social networks and
other technologies to produce increases in brand awareness or to achieve other marketing objectives by
encouraging individuals to pass along email messages or other messages.  Examples may vary.  One
example from the text noted a hair gel company that posted humorous a/v clips on the web and
encouraged viewers to pass along the clips’ location to others.

Diff: 2

Skill: Application

Learning Objective 9.4: To understand the strategic applications, advantages and potential perils of word-
of-mouth.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Application of knowledge

113)  Identify and describe each of the five adopter categories.

Answer: 

Innovators (2.5%): very eager to try new ideas; acceptable if risk is daring; more cosmopolite social
relationships; communicate with other innovators
Early Adopters (13.5%): more integrated into the local social system; the persons to check with before
adopting a new idea; category contains greatest number of opinion leaders; are role models

Early Majority (34%): adopt new ideas just prior to the average time; seldom hold leadership positions;
deliberate for some time before adopting

Late Majority (34%): adopt new ideas just after the average time; adopting may be both an economic
necessity and a reaction to peer pressures; innovations approached cautiously

Laggards (16%): the last people to adopt an innovation; most “localite” in outlook; oriented to the past;
suspicious of the new

Diff: 2   

Skill:  Concept

Learning Objective 9.5: To understand the diffusion of innovations process, and adopter categories as
distinct market segments.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking

114)  What are the activities which characterize fashion innovators?

Answer: 

They are the first in their circles of friends to know who the latest “hot” designers are and the emerging
fashion trends

They shop much more for new fashions than their friends

They are among the first in their circles to buy new outfits and fashions

The know about fashions more than most people

If they find out that new clothing is available in department or local stores, they go and check them out

They like to touch clothing and even other products in stores and think it is fun, but also touch clothing
even if they do not intend to buy it

They are reluctant to buy clothes that they cannot touch

They feel more confident about buying clothing and other products after touching them and examining
them physically

Diff: 2

Skill: Concept
Learning Objective 9.5: To understand the diffusion of innovations process, and adopter categories as
distinct market segments.

Learning Outcome 11 Discuss the influence of groups and word-of-mouth (WOM) communication

AACSB:  Reflective Thinking