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