schiffman15tif 中山大学吴柏林教授 广告心理学清华大学出版社绝密资料.docx
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schiffman15tif中山大学吴柏林教授广告心理学清华大学出版社绝密资料
Chapter15:
ConsumerInfluenceandtheDiffusionofInnovations
MultipleChoiceQuestions:
1._____istheprocessbywhichonepersoninformallyinfluencestheactionsorattitudesofothers.
a.Advertisement
b.Promotion
c.Opinionleadership
d.Sales
(c;Difficulty1,p.500)
2.Opinionleadershipisclosesttowhichofthefollowingconcepts?
a.advertising
b.wordofmouth
c.e-mailnewsletters
d.adoptionprocess
(b;Difficulty1,p.500)
3.Whichofthefollowingisnotoneoftheelementsofopinionleadership?
a.takesplacebetweentwoormorepeople
b.itisinformal
c.mustbeafacetofaceinteraction
d.itisinterpersonal
(c;Difficulty2,p.500)
4.Whichofthefollowingdoesnotfallintothecategoryofopinionleadership?
a.aclassmaterecommendingamovieshesawlastnight
b.afriendjustreturningfromvacationwithpicturesrecommendsyouuseapolarizingfilterwhentakingphotosforoutdoorscenery
c.afamilydecidestoasktheneighborswhoalreadyhaveaswimmingpoolwhichcompanytheyshouldcalltobuildone
d.thelocalcellularphonestoreassociatetellsyouaboutthelatestmodelofNokiaphonestheyjustshippedin
(d;Difficulty1,p.500)
5.Individualswhoactivelyseekinformationandadviceaboutproductsarecalled_____.
a.opinionleaders
b.opinionreceivers
c.wordofmouthcommunicators
d.opinionseekers
(d;Difficulty1,p.500)
6.
Whenanopinionseekerhasnopriorknowledgeofthesubjectarea(productorservice),thenheismorelikelytoseekinformationfrom:
a.afamilymember.
b.astranger.
c.asalesperson.
d.companybrochures.
(a;Difficulty3,p.500)
7.WhichofthefollowingisnotoneofthetopthreecountriesintheworldinInternetusage?
a.Japan
b.theUnitedKingdom
c.theUnitedStates
d.Germany
(b;Difficulty3,p.501,table15-1)
8.WhichofthefollowingcountriesisthelastintermsofInternetusage?
a.Japan
b.China
c.Russia
d.Spain
(d;Difficulty3,p.501,table15-1)
9.ThemajorityofyoungJapanesereceivetheire-mail:
a.attheoffice.
b.athome.
c.throughtheircellphones.
d.throughtheirPDAs.
(c;Difficulty2,p.501)
10.Whichofthefollowingisnotanothertermusedforviralmarketing?
a.buzzmarketing
b.wildfiremarketing
c.Webmarketing
d.avalanchemarketing
(c;Difficulty2,p.501)
11._____isthemarriageofe-mailandwordofmouth.
a.Viralmarketing
b.Webmarketing
c.Internetmarketing
d.Modernmarketing
(a;Difficulty1,p.501)
12._____describesthestrategythatencouragesindividualstopassonamarketingmessagetoothers,creatingthepotentialforexponentialgrowthinthemessage’sexposureandinfluence.
a.Internetmarketing
b.Buzzmarketing
c.Strategicmarketing
d.Globalmarketing
(b;Difficulty2,p.501)
13.Whichofthefollowingcompanieswasaleaderinusageofviralmarketing?
a.hotmail
b.
c.Nike
d.P
(a;Difficulty3,p.501)
14.Opinionleadersarehighlycrediblesourcesbecause:
a.theyareusuallyhighlyeducated.
b.theydispenseinformationthatispositive.
c.theyareperceivedasobjectiveconcerningtheadvicetheydispense.
d.alloftheabove
(c;Difficulty2,p.503)
15.Negativeexperiencesaresharedupto_____timesmorethanpositiveexperienceswithaproductorservice.
a.3
b.7
c.10
d.20
(c;Difficulty3,p.503)
16.Themostaggressiveopinionleaderwill:
a.tellyouwheretoshop.
b.tellyouhowbesttouseaproduct.
c.tellyouwhoprovidesthebestservice.
d.adviseyoutobuyoravoidaspecificproduct.
(d;Difficulty2,p.503)
17.Whichofthefollowingisthemostcommoncategorywithopinionleaders?
a.travel
b.restaurants
c.computerhardware/software
d.automotive
(b;Difficulty3,p.504,table15-2)
18.Whendoesanopinionseekermostlikelyturnintoanopinionleaderinaspecificproductcategory?
a.whentheyhavestartedseekinginformationfromcompanysources
b.whentheyhaveboughttheproductandareexperiencingpostpurchasedissonance
c.never
d.whentheybegintoaskopinionleadersforinformationandfeedback
(b;Difficulty3,p.505)
19.Whichofthefollowingisnotoneofthemotivationsofopinionleaders?
a.self-involvement
b.postpurchasedissonance
c.socialinvolvement
d.directfinancialbenefit
(d;Difficulty1,p.505)
20.Whichofthefollowingisamotivatorofopinionreceivers?
a.reducepostpurchaseuncertainty
b.gainattentionorstatus
c.reducesearchtime
d.feellikeanadventurer
(c;Difficulty3,p.506,table15-3)
21.Malepurchasepalsareusedmostlyassourcesofallthefollowingexcept:
a.productcategoryexpertise
b.productinformation
c.priceinformation
d.moralsupport
(d;Difficulty2,p.507)
22.Femalepurchasepalsareusedmainlyfor:
a.priceinformation
b.retailstoreinformation
c.moralsupport
d.alloftheabove
(c;Difficulty2,p.507)
23.Whichofthefollowingisnotacharacteristicofasurrogatebuyer?
a.hasahighlevelofaccountability
b.searchandscreeningofalternativesisveryrigorous
c.secondopiniontakenonrareoccasions
d.likelytohaveusedtheproductpersonally
(d;Difficulty3,p.507,table15-4)
24.Whichofthefollowingismostlikelynotanexampleofsurrogatebuyer?
a.adoctor’smedicalprescription
b.youtakeyourcartoadealershipforanoilchange
c.awardrobeconsultantforhelpinpurchasinganewbusinesswardrobe
d.aclassmatetellingyouaboutamovieshesawlastnight
(d;Difficulty2,p.507)
25.Whichmethodofopinionleadershipmeasurementismostcommonlyused?
a.theselfdesignatingmethod
b.thesociometricmethod
c.thekeyinformantmethod
d.theobjectivemethod
(a;Difficulty2,p.508)
26.Whichofthefollowingmethodsofopinionleadershipmeasurementmeasurestheperson-to-personinformalcommunicationofconsumersconcerningproductsorproductcategories?
a.theselfdesignatingmethod
b.thesociometricmethod
c.thekeyinformantmethod
d.theobjectivemethod
(b;Difficulty2,p.508)
27.Whichofthefollowingmethodsofopinionleadershipmeasurementismeasuredbycarefullyselectingpeoplewhoarekeenlyawareoforknowledgeableaboutthenatureofsocialcommunicationsamongmembersofaspecificgroup?
a.theselfdesignatingmethod
b.thesociometricmethod
c.thekeyinformantmethod
d.theobjectivemethod
(c;Difficulty2,p.508)
28.Whichofthefollowingisnotakeycharacteristicofopinionleaders?
a.Theyhaveakeensenseofknowledgeandinterestinaparticulararea.
b.Theyarelikelytobemoreinnovativethantherestofthepopulation.
c.Theyaremoregregariousthanthegeneralpopulation.
d.Theyareusuallyhighlyeducated.
(d;Difficulty2,p.511)
29.Approximately_____percentofthepeoplestudiedinaconsumerresearchprojectareclassifiedasopinionleaderswithrespecttosomeproductcategory.
a.10
b.18
c.33
d.42
(c;Difficulty2,p.511)
30._____possesawiderangeofinformationaboutmanydifferenttypesofproducts,retailoutlets,andotherdimensionsofmarkets.
a.Opinionleaders
b.Marketmavens
c.Innovators
d.Opinionseekers
(b;Difficulty1,p.512)
31.Whichofthefollowingisnotlikelytobeacharacteristicofamarketmaven?
a.Theyclipmorecouponsthanthegeneralpopulation.
b.Theyhaveamorefavorableattitudetowarddirectmail.
c.Theyhavegreatermarketexpertise.
d.Theirinfluenceismostlylimitedtohighinvolvementproducts.
(d;Difficulty3,p.512)
32.The_____portraysopinionleadersasdirectreceiversofinformationfromimpersonalmass-mediasources,whointurntransmitthisinformationtothemasses.
a.two-stepflowofcommunicationtheory
b.multi-stepflowofcommunicationtheory
c.adoptionprocesstheory
d.three-stepflowofcommunicationtheory
(a;Difficulty2,p.513)
33.Whichofthefollowingisastrategyusedbymarketerstostimulateopinionleadership?
a.Acompanyhiredpeopletogotodepartmentstoresand“talkup”certainproductstolingeringcustomers.
b.Acompanyhiredpeopletogotobarsandorderdrinksmadeusingtheirproduct,makingthebartenderthinkitwasafaddrink.
c.Acompanysentatalkshowhostaproducttogivetoherstudioaudience.
d.alloftheabovearemethodsusedbycompanies
(d;Difficulty2,p.514)
34.AccordingtotheWhiteHouseOfficeofConsumerAffairs,_____percentofunhappycustomerswillnotdobusinessagainwiththecompanythatisthesourceoftheirdissatisfaction.
a.40
b.50
c.75
d.90
(d;Difficulty3,p.515)
35.Adissatisfiedcustomerwillsharehisorhergrievancewithatleast_____otherpeople.
a.3
b.6
c.9
d.13
(c;Difficulty2,p.515)
36.Whichofthefollowingrumorsisleastlikelytocausenegativewordofmouth?
a.Theproductwasproducedunderunsanitaryconditions.
b.Theproductcontainedaculturallyunacceptableingredient.
c.Thefirmisownedorinfluencedbyanunfriendlyforeigncountry.
d.Thefirmisrunbyaninexperiencedexecutive.
(d;Difficulty1,p.515)
37.Themostdangerousnegativewordofmouthisspreadfastest:
a.atcommunityevents.
b.throughtheInternet.
c.viatalkshows.
d.inaneditorialofalocalnewspaper.
(b;Difficulty3,p.516)
38._____istheprocessofexploringconsumeracceptanceofnewproductsandservices.
a.Innovativeness
b.Thediffusionofinnovations
c.Viralmarketing
d.Opinionleadership
(b;Difficulty1,p.517)
39._____arethosewhoarefirsttopurchaseanewproductorservice.
a.Opinionleaders
b.Innovators
c.Earlyadopters
d.Marketmavens
(b;Difficulty2,p.517)
40.Whichofthefollowingisnotoneofthebasicelementsofthe