Consumer Behavior, 12e (Schiffman/Wisenblit)
Chapter 7 Persuading Customers
1) 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
2) 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
3) ________ is the first element in the traditional communications model.
A) Sender (Source)
B) Media
C) Receiver
D) Noise
E) Channel of communication
4) In order to be persuasive, the receivers ________.
A) must decode the messages the way the senders intended
B) must like humor appeals
C) must like sexual appeals
D) must like violent images
E) all of the above
5) ________ are messages that companies transmit through their marketing departments,
advertising or public relations agencies and spokespersons.
A) Interpersonal communications
B) Impersonal communications
C) Receiver communications
D) Noise communications
E) Informal communications
6) Which of the following is an example of a formal communications source?
A) a parent
B) a friend
C) a salesperson
D) a work colleague
E) a doctor
7) When Christopher sees an ad in a newspaper about a particular product, goes to the store,
reviews the actual product offer in the store, rejects the product, and tells the salesperson why he
did not buy the product, he is providing ________ in the communications model established by
the store.
A) noise
B) a message
C) media forms
D) feedback
E) none of the above
8) The sources of ________ are organizations that develop and transmit appropriate messages
through their marketing departments, advertising or public relations agencies, and
spokespersons.
A) informal communication
B) word-of-mouth communication
C) interpersonal communication
D) impersonal communication
E) intrapersonal communication
9) The ________ of formal, interpersonal marketing communications is likely to be a targeted
prospect or a customer.
A) sender
B) feedback
C) marketer
D) receiver
E) medium
10) 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
11) 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
12) The ________ affects the persuasive impact of the message.
A) credibility of the level
B) credibility of the noise
C) credibility of the source
D) credibility of the receiver
E) credibility of the feedback
13) ________ are the channels for transmitting communications.
A) Receivers
B) Senders
C) Noise
D) Media
E) Frames of reference
14) ________ media are the original communications channels that advertisers have used, and
include print and broadcast.
A) Comparative
B) Traditional
C) Social
D) Informal
E) Symbolic
15) ________ media are online channels, social networks, and mobile electronic devices.
A) Comparative
B) New
C) Traditional
D) Informal
E) Symbolic
16) ________ is consumers’ selectivity in paying attention to advertising messages.
A) Selective exposure
B) Perceptual noise
C) Psychological noise
D) Informal exposure
E) Symbolic exposure
17) ________ in the form of competing advertising messages or distracting thoughts can impact
the reception of a promotional message.
A) Selective exposure
B) Symbolic noise
C) Psychological noise
D) Informal exposure
E) Symbolic exposure
18) Big Jim’s Furniture Store frequently advertises on the local radio station. The type of media
Big Jim’s is using is broadly categorized as ________.
A) comparative media
B) traditional media
C) social media
D) informal media
E) symbolic media
19) Geoff is responsible for online marketing for the local automotive dealership. He manages
the website, Facebook page, and Twitter account. The type of media he is responsible for is
broadly categorized as ________.
A) comparative media
B) traditional media
C) new media
D) informal media
E) symbolic media
20) While Julia is watching television, she is faced with the clutter of nine successive
commercial messages during a program break. The marketer who is running the second ad in the
series is unlikely to communicate effectively with Julia because the other eight ads are
________.
A) selective exposure
B) symbolic noise
C) psychological noise
D) informal noise
E) figurative noise
21) Which of the following is NOT a way to overcome psychological noise?
A) Repeat the ad several times.
B) Use contrast in communications.
C) Customize messages to customers with digital technologies.
D) Use effective positioning and offer a unique value proposition.
E) All of the above are ways to overcome psychological noise.
22) What is the most effective way to make sure a promotional message stands out and is
received and decoded appropriately by the target audience?
A) Repeat the ad several times.
B) Use contrast in communications.
C) Customize messages to customers with digital technologies.
D) Use effective positioning and offer a unique value proposition.
E) Use a sexual appeal.
23) Channels of ________ permit marketers to send addressable, customized messages based on
data gathered from tracing consumers’ surfing and clicks online to individual consumers or small
groups.
A) narrowcasting
B) broadcasting
C) traditional media
D) informal media
E) symbolic media
24) Customized messages that are sent to particular consumers based mostly on the consumers’
prior shopping behavior, which marketers have observed and analyzed, are also called ________.
A) traditional media
B) broadcasting
C) addressable advertising
D) informal interpersonal media
E) symbolic media
25) Addressable advertising consists of ads sent to specific persons or small audiences rather
than groups of consumers. Unlike broadcasted promotional messages, addressable ads have
which of the following characteristics?
A) customized
B) interactive
C) response-measurable
D) all of the above
E) none of the above
26) The sponsor’s first step in developing a communication for a consumer is ________.
A) select an appropriate medium to send the message
B) design the message in an appropriate manner
C) decode the message
D) establish objectives of the message
E) measure exposure
27) An advertisement is ________ when it contains dense perceptual features and/or elaborate
creative designs.
A) visually complex
B) psychologically noisy
C) overdesigned
D) incomprehensible
E) positively framed
28) When a marketer stresses the benefits to be lost by not using the product, the company is
using ________.
A) visual complexity
B) psychologically noise
C) positive message framing
D) negative message framing
E) a two-sided appeal
29) Negative message framing is likely to appeal to which two groups?
A) consumers with high need for cognition and consumers with an independent self-view
B) consumers with low need for cognition and consumers with an independent self-view
C) consumers with low need for cognition and consumers with an interdependent self-view
D) consumers with high need for cognition and consumers with an interdependent self-view
E) consumers with high need for cognition and consumers who have ample opportunity to
process the ad’s content
30) A marketer uses a ________ when it acknowledges competing products in its marketing
communications.
A) one-sided message
B) two-sided message
C) positive frame
D) negative frame
E) vocal cue
31) Josie directs her advertising agency to focus on the benefits of her company’s product
without mentioning the competition. She is asking for a ________.
A) one-sided message
B) two-sided message
C) positive frame
D) negative frame
E) vocal cue
32) Which of the following factors does NOT make a one-sided message more effective than a
two-sided message.
A) The audience uses the advertiser’s products.
B) The audience is critical.
C) The audience initially favors the communicator’s position.
D) The audience is not likely to hear an opposing argument.
E) All of the above make a one-sided message more effective than a two-sided message.
33) A marketer is better off using a one-sided message than a two-sided message when
________.
A) the audience is well educated
B) the audience is likely to hear opposing claims
C) the audience does not initially favor the marketer’s message
D) the audience favors a competitor
E) the audience is friendly/uses the product
34) Jonas noticed that he got better results from his direct marketing television campaign when
his ad appeared first in the series of advertisements. He is likely experiencing the impact of the
________.
A) primacy effect
B) recency effect
C) positive frame
D) negative frame
E) symbolic effect
35) ________ 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
36) If the audience is friendly to the advertiser’s products, initially favors the communicator’s
position, or if it is not likely to hear an opposing argument, then a ________ is most effective. If
the audience is critical or unfriendly and well educated, then a ________ is likely to be more
effective.
A) positive message frame; negative message frame
B) two-sided message; one-sided message
C) peripheral route to persuasion; central route to persuasion
D) negative message frame; positive message frame
E) one-sided message; two-sided message
37) When 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
38) Consumers with ________ are less likely to consider peripheral cues, such as endorser’s
likeability, in processing the ad.
A) high need for cognition
B) low need for cognition
C) low involvement
D) low need for stimulation
E) high need for stimulation
39) A marketer uses a ________ when it claims product superiority for its brand over one or
more explicitly named or implicitly identified competitors.
A) comparative appeal
B) fear appeal
C) humor appeal
D) negative frame
E) timeliness appeal
40) When Aleve notes that you can take two Aleve caplets all day instead of more Tylenol
caplets, it is using a ________.
A) comparative appeal
B) fear appeal
C) humor appeal
D) negative frame
E) timeliness appeal
41) Emphasizing the negative consequences that may occur unless a consumer changes behavior
is called ________.
A) a fear appeal
B) a rational appeal
C) social marketing
D) comparative marketing
E) none of the above
42) Fear appeals are unlikely to be effective among persons to score high on the personality
variable termed ________.
A) dogmatism
B) promotion-focused
C) disgust aversion
D) need for cognition
E) sensation seeking
43) Which of the following is NOT one of the guidelines marketers should follow when using
fear appeals?
A) understand the target audience’s reaction to a fear appeal and its previous experiences
B) the boomerang effect
C) changing behavior is a long and complex process
D) try to achieve high levels of anxiety
E) repeat advertising using fear appeals in moderation over the long term
44) A marketer uses ________ to increase the acceptance and persuasiveness of their advertising
communications, resulting in their use in an estimated 80% of all ads.
A) comparative appeals
B) fear appeals
C) humor appeals
D) negative frames
E) timeliness appeals
45) Which is the most studied advertising appeal?
A) comparative
B) fear
C) humor
D) negative frame
E) timeliness
46) Which of the following is NOT true regarding humorous appeal?
A) Using humor is more appropriate for low-involvement than high-involvement products.
B) Humor is more effective in targeting consumers that already have a positive attitude for the
product.
C) Lower sensation seekers are more receptive to humor appeals than higher sensation seekers.
D) Humor that is relevant to the product is more effective than humor unrelated to the product.
E) Humor attracts attention and enhances one‘s liking of the product advertised.
47) The personality trait named ________ is focused on a person’s tendency to enjoy, engage or
seek out amusement.
A) need for cognition
B) sensation seeking
C) dogmatism
D) innovativeness
E) need for humor
48) A marketing study found that respondents believed that a dark-haired celebrity model would
be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired
celebrity was not perceived to be ethnic. What two ideas of using celebrities as communication
sources are most likely to be at work here?
A) Celebrities should be attractive, but not too attractive.
B) The celebrity’s image should match that of the product, and blond-haired models are too
common for the exclusive image of gold.
C) The celebrity’s image should match that of the product and should embody cultural meaning.
D) The celebrity’s image should embody cultural meanings that contrast with the product’s
cultural stereotypic image.
E) none of the above
49) The two psychological constructs that impact consumers’ responses to ads that depict nudity
include ________ and sensation seeking.
A) need for cognition
B) need for humor
C) sexual self-schema
D) innovativeness
E) need for drama
50) During the economic downturn, companies like Chase and Bank of America used advertising
appeals to help restore confidence in banks and make people feel good during the down
economic times. These were examples of ________.
A) fear appeals
B) timeliness appeals
C) humor appeals
D) sexual appeals
E) wordplay
51) 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