55) Opinion leadership tends to be ________.
A) brand specific
B) price-point specific
C) universal
D) category specific
E) culturally specific
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
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
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B) They are withdrawn in social situations.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.
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-designating
D) sociometric
E) challenge
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
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
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
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
64) ________ are considered expert informal sources of information.
A) Salespeople
B) Consumer Reports
C) Opinion leaders
D) Spokespeople
E) Buzz agents
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
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
67) The first people to purchase a new product are considered ________.
A) consumer innovators
B) nonadopters
C) laggards
D) trial drivers
E) test consumers
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
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
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
71) Fred’s faith in Asics, his favorite brand of running shoes, makes him consider other offerings
introduced by Asics. Fred is not a risk-taker, and he tends to evaluate each new product carefully
before adopting it. Fred is an opinion leader in his social networking community and best
described as a(n) ________.
A) lagging adopter
B) innovator
C) early adopter
D) early mainstream adopter
E) late mainstream adopter
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
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
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.
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
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
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
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
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
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
81) Social norm messages are more persuasive when they are never credible and believable.
82) Consumers view promotions initiated by marketers as more credible than feedback from
reference groups.
83) A symbolic group is a reference group to which an individual is unlikely to belong, but
whose values and behaviors that person adopts.
84) MADD (Mothers Against Drunk Drivers) is an example of a shopping group.
85) Conformists often pick up slang expressions from others and start using them.
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.
87) The degree of reference group influence on purchase decisions is higher for an expensive
watch than it is for shaving cream.
88) People who are compliant, have a tendency to conform, and have a high need for affiliation
are other-directed and less likely to look for guidance from reference groups.
89) When the source is well respected and highly thought of by the intended audience, the
message is less likely to be believed.
90) For-profit sources generally have more credibility than not-for-profit sources.
91) A clear perceived fit between a message‘s sponsor and the entity being sponsored can
strongly enhance the sponsor’s credibility.
92) Endorsers whose demographic characteristics are similar to the target audiences’ are viewed
as more credible and persuasive than those who do not.
93) A person’s ethnic identification is the degree to which she identifies herself as a member of
her ethnic group.
94) Consumers perceive celebrities that appear in commercials often as more credible than
celebrities with lesser commercial exposure.
95) Celebrity credibility includes the audience’s perception of both the celebrity’s expertise and
attractiveness.
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.
97) The reputation of the retailer who sells the product has a major influence on message
credibility.
98) Source credibility is the believability of the endorser, spokesperson, or individual in an
advertisement.
99) Opinion leaders are knowledgeable and can give advice about all product categories.
100) Opinion leaders are never opinion receivers.
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.
102) Adopter categories is a classification depicting where consumers stand in relation to other
consumers in terms of the first time they purchase an innovation (e.g., a new product or model).
103) Consumer innovators are not as interested as late adopters or nonadopters in the product
categories that they are among the first to purchase.
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.
105) Differentiate between normative influence and comparative influence. In your response,
please select an example of each type of influence.
106) What are four things a reference group must do to influence group members?
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.
108) What does a Klout score measure?
109) Identify and discuss some of the defining characteristics of opinion leaders.
110) Identify the three dimensions underlying consumers’ engagement in e-WOM.
111) Explain what viral marketing is and provide an example of how it is used.
112) Identify and describe each of the five adopter categories.
113) What are the activities which characterize fashion innovators?