Chapter 06 – Source, Message, and Channel Factors
1. (p. 179) The _____ is a planning tool that can be used by marketers to consider how
controllable elements of the communications process interact with the consumers’ response
process.
Chapter 06 – Source, Message, and Channel Factors
2. (p. 179) According to the persuasion matrix, which of the following is a dependable variable
of the communications model?
3. (p. 179) The independent variable in the persuasion matrix that takes into account the passage
of information from one person to another is:
Chapter 06 – Source, Message, and Channel Factors
4. (p. 179) According to the persuasion matrix, which of the following is an independent variable
or stage in the response process?
5. (p. 180) What combination of independent and dependent variables of the persuasion matrix
did The Golf Channel consider when it hired Canadian golfing pro Steve Allen to be its
spokesperson in a Canadian advertising campaign and assumed he would be noticed by
Canadians who golf and are interested in golf?
Chapter 06 – Source, Message, and Channel Factors
6. (p. 180) When FX cable network promotes its television show The Shield, it shows bloody and
provocative excerpts from upcoming episodes. Which combination of independent and
dependent variables does the advertiser using the persuasion matrix consider for this
commercial?
7. (p. 180) A mobile phone company uses Catherine Zeta-Jones in all of its print and broadcast
advertising. The extremely attractive and talented English-born actress is used because she is
more likely to attract the potential consumers of mobile phones. In terms of the response
stages of the persuasion matrix, the mobile phone company is trying to influence:
Chapter 06 – Source, Message, and Channel Factors
8. (p. 180) A spokesperson who delivers an advertising message and/or demonstrates a product
or service is known as a(n):
9. (p. 180) A(n) _____ doesn’t actually deliver a message but draws attention to and/or enhances
the appearance of the ad.
Chapter 06 – Source, Message, and Channel Factors
10. (p. 181) Marketers try to select spokespeople whose traits will maximize their message
influence. According to Herbert Kelman, the three categories of source attributes that should
be considered during the selection process are:
11. (p. 181) _____ is the extent to which the recipient sees the source as having relevant
knowledge, skill, or experience and trusts the source to give unbiased, objective information.
Chapter 06 – Source, Message, and Channel Factors
12. (p. 181) Marketers who try to select spokespeople whose traits will maximize their message
influence are concerned about their credibility. The two important dimensions associated with
credibility are:
13. (p. 181) _____ is the process where the receiver adopts the opinion of the credible
communicator since he or she believes information from this source is accurate.
Chapter 06 – Source, Message, and Channel Factors
14. (p. 181) Expertise and trustworthiness are very important when focusing on source ____, one
of the categories of source attributes.
15. (p. 181; 182) A study conducted by Roobina Ohanian about consumers’ perceptions of
celebrity endorsers found that the characteristic which influenced consumers’ intentions to
purchase a product endorsed by a celebrity is his/her perceived:
Chapter 06 – Source, Message, and Channel Factors
16. (p. 181) A marketer of supercomputers would recruit individuals with backgrounds in
computer science and engineering to work as salespeople in order to ensure its sales force has
high levels of:
17. (p. 183) One way a supermarket can make its ads seem more trustworthy is by:
Chapter 06 – Source, Message, and Channel Factors
18. (p. 184) The owner of Shane Corporation, a jewelry retail chain, is the voiceover on all of his
stores’ commercials. He explains how his company differs from other chain stores and gives
advice on buying jewelry. Because he is recognized as a professional jewelry expert, his
appearance in his company’s ads can enhance the ads’ source:
19. (p. 185) Which of the following statements is true about the use of corporate leaders as
advertising spokespersons?
Chapter 06 – Source, Message, and Channel Factors
20. (p. 185) Which of the following statements is true about source credibility?
21. (p. 185) When can a high credibility source be less effective than a moderately credible
source?
Chapter 06 – Source, Message, and Channel Factors
22. (p. 185) The notion that a low credibility source may be just as effective as a high credibility
source with the passing of time is known as the:
23. (p. 185) According to the sleeper effect phenomenon,
Chapter 06 – Source, Message, and Channel Factors
24. (p. 185) The source characteristic of attractiveness encompasses:
25. (p. 185) _____ is defined as an attraction for a source based on a resemblance between the
source and receiver.
Chapter 06 – Source, Message, and Channel Factors
26. (p. 185) _____ is defined as affection for a source as a result of the source’s physical
appearance, behavior, or other physical characteristics.
27. (p. 186) Source attractiveness leads to persuasion through a process of:
Chapter 06 – Source, Message, and Channel Factors
28. (p. 186) The use of celebrities in commercials is generally based on the source characteristics
of _____ and represents an attempt to induce persuasion through the ______ process.
29. (p. 186) Marketers can try to capitalize on source similarity by hiring:
Chapter 06 – Source, Message, and Channel Factors
30. (p. 186) A commercial for a floor-cleaner shows a young mother having to clean her kitchen
floor after feeding her toddler. This _____ commercial is effective in part because it utilizes
high source similarity.
31. (p. 186) A slice-of-life commercial that shows an average head of household having great
difficulty filing his federal income tax is designed to utilize which source characteristic?
Chapter 06 – Source, Message, and Channel Factors
32. (p. 187) Which source characteristic is likely to suffer when a celebrity endorses too many
products and is seen too often by consumers?
33. (p. 188) Which of the following statements is true about celebrity endorsers?
Chapter 06 – Source, Message, and Channel Factors
34. (p. 190) According to the _____ model, marketers may experience negative publicity if their
product endorser is accused of immoral behavior.
35. (p. 190) Sachin Tendulkar, India’s top cricketer, was paid $4.14 million over three years to
promote motorbikes made by TVS, an Indian manufacturer. TVS hoped to use _____ to build
brand credibility for its motorbikes.
Chapter 06 – Source, Message, and Channel Factors
36. (p. 190) Using the meaning transfer model of the celebrity endorsement process, celebrities
draw their meanings from:
37. (p. 191) Which of the following statements describes a good reason for using celebrities in
ads and having them endorse a company’s product or service?
Chapter 06 – Source, Message, and Channel Factors
38. (p. 191) Which of the following is the best example of a celebrity endorser enhancing
consumers’ perceptions of the performance capabilities of a product?
39. (p. 191) McCracken developed a model relating to the use of celebrity endorsers. Which of
the following statements represents a major implication of that model?