Question 1

_____ is defined as an affection for a source as a result of the source's physical appearance, behavior, or other physical characteristics.
A)Expertise
B)Power
C)Compliance
D)Familiarity
E)Likability

Accepted Answer

The correct term that defines affection for a source as a result of the source's physical appearance, behavior, or other physical characteristic is likability. This refers to the degree to which we like, admire, or have a positive attitude towards someone based on their characteristics, such as friendliness, similarity, and attractiveness.

Question 2

Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of a product's performance capabilities?
A)A professional golfer endorsing electronics home appliances
B)A boxer endorsing an automobile repair service
C)An actress endorsing a cellphone service
D)A model endorsing a brand of cosmetics
E)A race car driver endorsing lawn mowers

Accepted Answer

A model endorsing a brand of cosmetics is the best example because models are often associated with beauty and skincare, which aligns with the product's performance capabilities.

Question 3

Which of the following source characteristics is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?
A)Expertise
B)Trustworthiness
C)Physical attractiveness
D)Compliance
E)Internalization

Accepted Answer

Trustworthiness is likely to suffer when a celebrity endorses too many products and is seen too often by consumers. This is because consumers may start to question the authenticity of the celebrity's endorsement and perceive it as solely a paid advertisement rather than a genuine recommendation. Over-exposure and too many endorsements can lead to a decrease in the credibility and trustworthiness of the celebrity endorser.

Question 4

_____ is defined as an attraction for a source based on a resemblance between the source and receiver of a message.
A)Likability
B)Familiarity
C)Similarity
D)Expertise
E)Power

Accepted Answer

Similarity is defined as an attraction for a source based on a resemblance between the source and receiver of a message. This similarity can be in terms of personality, background, beliefs, or interests. People are more likely to be persuaded by someone who is similar to them because they believe that the person understands their perspective and can relate to their experiences.

Question 5

The _____ score indicates the percentage of people who have heard of an endorser or a performer.
A)familiarity
B)attractiveness
C)similarity
D)one of my favorites
E)Q rating

Accepted Answer

Familiarity score measures the percentage of people who are familiar with an endorser or performer.

Question 6

Marketers can try to capitalize on source similarity by hiring:
A)beautiful models to appear in television ads.
B)well-known athletes to endorse sporting goods in commercials.
C)salespeople who have characteristics that match those of their customers.
D)individuals with liberal arts backgrounds to work as sales representatives for technical products.
E)actors to portray themselves as ordinary consumers.

Accepted Answer

Hiring salespeople who have characteristics similar to those of their customers can help establish trust and rapport, leading to increased sales. Customers are more likely to trust and feel comfortable around someone who is similar to themselves. Therefore, marketers can capitalize on source similarity by hiring salespeople who share the same characteristics as their target audience.

Question 7

A commercial for a floor cleaner shows a young mother cleaning her kitchen floor after feeding her toddler. The commercial is considered to be effective because it utilizes high source similarity. This is an example of a _____ commercial.
A)comparative
B)reputational
C)slice-of-life
D)spokesperson-oriented
E)power-based

Accepted Answer

The commercial depicts the realistic situation of a young mother cleaning her kitchen floor after feeding her toddler, which is a common and relatable scenario for many viewers. This approach is known as a slice-of-life commercial, which aims to portray real-life situations and experiences to connect with the audience. The use of high source similarity, where the spokesperson resembles the target consumer, also enhances the effectiveness of this commercial.

Question 8

In the final stage of the meaning transfer model developed by Grant McCracken:
A)celebrities draw powerful meanings from the roles they assume in their careers.
B)celebrities bring their meanings and images into ads for the products they are endorsing.
C)the meanings that celebrities have given to products are transferred to consumers.
D)promotional campaigns are organized in the presence of the media.
E)the meanings created by celebrities are developed into advertisements.

Accepted Answer

In the final stage of the meaning transfer model, the meanings that celebrities have given to products are transferred to consumers. This occurs through the endorsement and promotion of the product by the celebrity, who has already created a meaning or association with the product. The consumer then associates those meanings with the product and may choose to purchase it based on that association.

Question 9

A television commercial for Elate perfume features a woman walking along a beach. The ad attempts to connect the woman's physical beauty to the attractiveness of the perfume. In the ad, the model serves as a(n):
A)source echo.
B)message shaper.
C)direct source.
D)passive model.
E)active communicator.

Accepted Answer

The answer of A television commercial for Elate perfume features...

Question 10

Which of the following is a difference between identification and internalization?
A)Unlike identification, internalization of a message does not occur when the source is a celebrity.
B)Unlike internalization, identification is synonymous with receiver comprehension.
C)Unlike identification, internalization is often considered to be a negative source characteristic.
D)Unlike internalization, identification does not usually integrate information from an attractive source into the receiver's belief system.
E)Unlike identification, internalization does not lead to counterarguments and source derogations by the receiver.

Accepted Answer

Identification involves adopting behaviors or attitudes from an attractive source without necessarily integrating them into one's belief system, whereas internalization involves integrating the information into one's belief system.

Question 11

Which of the following statements is true of celebrity endorsements?
A)Consumers who are very knowledgeable about a product or service tend to be most persuaded by celebrity endorsers.
B)When a celebrity endorses several products simultaneously, it leads to enhanced popularity of the celebrity and also results in increased sales of all the products the celebrity endorses.
C)Advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, yet not overshadow the company's brand.
D)Typically, the use of celebrity endorsers is highest among news and business publications.
E)Marketers do not have to worry about the personal image of celebrities while choosing one to endorse a product or a servicE.Advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, yet not overshadow the company's brand.

Accepted Answer

Advertisers must choose a celebrity spokesperson who will be attention-grabbing and boost the sales message while remaining consistent with the company's brand. Choosing a celebrity who overshadows the brand might actually work against the company in some situations.

Question 12

According to the meaning transfer model developed by Grant McCracken, which of the following statements is true of celebrity endorsers?
A)Credibility and attractiveness can effectively explain how and why celebrity endorsements work.
B)Celebrity endorsers bring their meanings and images to an ad and transfer them to the product they are endorsing.
C)The image that celebrities project to consumers is more important than their ability to attract attention.
D)Once the first two stages of the model have been implemented, the final stage is simple and easy to achieve.
E)Celebrities' overexposure to advertisements help marketers achieve the desired recognition.

Accepted Answer

According to McCracken's meaning transfer model, celebrity endorsers bring their meanings and images to an ad and transfer them to the product they are endorsing. Credibility and attractiveness may be factors that contribute to the transfer of meanings, but they are not the only factors. The final stage of the model may not necessarily be simple and easy to achieve, as it involves maintaining the association between the celebrity and the product over time. Overexposure to advertisements may actually have a negative impact on the effectiveness of celebrity endorsements, as consumers may become fatigued or skeptical of the celebrity's credibility.

Question 13

Which of the following is true of a Q-score?
A)It explains the popularity of a prime time television show.
B)It describes the size of television viewing audiences that prefer to buy a product based solely on the celebrity who endorsed it.
C)It answers the question, "How appealing is a celebrity endorser among people who do know him or her?"
D)It answers the question, "What percentage of people see celebrities as trendsetters?"
E)It identifies the emotional impact that advertisements have on the target audiencE.The well-known Q-score is calculated by taking the percentage of respondents who indicate that a person is "one of my favorites" and then dividing that number by the percentage of respondents who indicate they have heard of that person.This score thus answers the question, How appealing is the person among those who do know him or her?

Accepted Answer

The Q-score is a measure of a celebrity's appeal among those who know them. Specifically, it answers the question of how appealing a celebrity endorser is among people who know them. The score is calculated by taking the percentage of respondents who indicate that the celebrity is "one of my favorites" and dividing that by the percentage of respondents who have heard of that celebrity. It does not relate to the popularity of a television show or the size of a viewing audience, nor does it address the percentage of people who see celebrities as trendsetters or the emotional impact of advertisements.

Question 14

According to the sleeper effect phenomenon:
A)the impact of a persuasive message diminishes over time.
B)people subconsciously retain advertising messages that they see moments before sleeping and rehearse them in their sleep.
C)the impact of a persuasive message from a low-credibility source can increase over time, since the message content becomes disassociated from the source.
D)with the passage of time, the impact of a persuasive message from a low-credibility source can decrease, since people forget the content of the message.
E)people instinctively disassociate a low-credibility source from message when they are paying less than full attention to the messagE.A low-credibility source may be as effective as a high-credibility source because of the sleeper effect, whereby the persuasiveness of a message increases with the passage of time.With time, the association of the message with the source diminishes and the receiver's attention focuses more on favorable information in the message, resulting in more support.

Accepted Answer

The sleeper effect phenomenon refers to the increase in persuasive impact over time of messages from low-credibility sources. This is because in the long term, people tend to disassociate the message content from the source, and focus more on the message itself. As a result, a low-credibility source can actually be as effective as a high-credibility source.

Question 15

According to the meaning transfer model of the celebrity endorsement process, celebrities draw their meanings from:
A)their association with the companies whose products they endorse.
B)their popularity among consumers and their perceived level of attractiveness.
C)the image the media portrays about them through various channels such as television, magazines, and the Internet.
D)the roles they assume in their careers and the objects, persons, and contexts these roles bring them in contact with.
E)their family and cultural background that influence their decisions about the types of products they want to endorsE.According to meaning transfer model, a celebrity's effectiveness as an endorser depends on the culturally acquired meanings he or she brings to the endorsement process.Celebrities draw these powerful meanings from the roles they assume in their television, movie, military, athletic, and other careers.Each new dramatic role brings the celebrity into contact with a range of objects, persons, and contexts.

Accepted Answer

According to the meaning transfer model, celebrities draw their meanings from the roles they assume in their careers and the objects, persons, and contexts these roles bring them in contact with. Therefore, the option D is the correct choice. The other options mentioned in the question, such as association with the companies, popularity among consumers, media portrayal, family and cultural background, may contribute to a celebrity's overall image, but they are not the primary source of meaning transfer in the endorsement process.

Question 16

The source characteristic of attractiveness encompasses:
A)power, expertise, and aesthetics.
B)similarity, likability, and familiarity.
C)comfort, individuality, and beauty.
D)beauty, familiarity, and differentiability.
E)expertise, familiarity, and comfort.

Accepted Answer

The source characteristic of attractiveness includes three main factors: similarity (how much the source is like the audience), likability (how much the audience likes the source), and familiarity (how much the audience knows about the source). These three factors influence how attractive the source is perceived to be, and therefore determine how effective their message is likely to be. The other choices either miss important factors or include factors that are not generally considered part of source attractiveness.

Question 17

Advertisers can protect themselves against overexposure:
A)by hiring more than one celebrity for endorsing a particular brand.
B)with an exclusivity clause limiting the number of products a celebrity can endorse.
C)by attempting to match the characteristics of the target market with the personality of a celebrity.
D)by creating celebrity advertisements that generate counterarguments.
E)by hiring common consumers instead of celebrities to feature in their commercials.

Accepted Answer

An exclusivity clause in a celebrity endorsement contract can limit the number of products that the celebrity can endorse, thereby reducing the risk of overexposure. This ensures that the celebrity remains exclusive to the brand and does not dilute their impact by endorsing too many products.

Question 18

The marketers of Cirrus shoes received negative publicity when the company's brand ambassador was convicted of sexual assault. The company was forced to rescind their association with Adrian Richardson as they feared a conveyance of negative cultural perceptions to consumers. This scenario can be best explained using the _____ model.
A)celebrity expertise
B)meaning transfer
C)celebrity popularity
D)endorsement shift
E)consumer-celebrity merging

Accepted Answer

The scenario described in the question is an example of the meaning transfer model, which focuses on the transfer of meanings from the celebrity to the endorsed product or brand. In this case, the negative image associated with the brand ambassador (Richardson) was transferred to the Cirrus brand, which forced the company to sever ties with him.

Question 19

Which of the following source characteristics is utilized by a slice-of-life commercial that shows an average head of household facing difficulty in filing his federal income tax?
A)Power
B)Compliance
C)Expertise
D)Similarity
E)Attractiveness

Accepted Answer

The source characteristic utilized by the slice-of-life commercial is similarity as it shows an average head of household facing difficulty in filing his federal income tax, which is relatable to many viewers.

Question 20

Source attractiveness leads to persuasion through a process of _____, whereby a receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, or behavior.
A)internalization
B)identification
C)compliance
D)repositioning
E)comprehension

Accepted Answer

The process described matches the concept of identification, where the receiver feels drawn to the attractive source and adopts similar views or behaviors in order to feel a connection with them. Internalization refers to the receiver fully adopting the beliefs or behaviors presented by the source, compliance refers to following requests without necessarily changing attitudes, repositioning is not a term commonly used in persuasion research, and comprehension refers to understanding the message rather than being influenced by the source's attractiveness.

Quiz 6: Source, Message, and Channel Factors

_____ is defined as an affection for a source as a result of the source's physical appearance, behavior, or other physical characteristics.

Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of a product's performance capabilities?

Which of the following source characteristics is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?

_____ is defined as an attraction for a source based on a resemblance between the source and receiver of a message.

The _____ score indicates the percentage of people who have heard of an endorser or a performer.

Marketers can try to capitalize on source similarity by hiring:

A commercial for a floor cleaner shows a young mother cleaning her kitchen floor after feeding her toddler. The commercial is considered to be effective because it utilizes high source similarity. This is an example of a _____ commercial.

In the final stage of the meaning transfer model developed by Grant McCracken:

A television commercial for Elate perfume features a woman walking along a beach. The ad attempts to connect the woman's physical beauty to the attractiveness of the perfume. In the ad, the model serves as a(n) :

Which of the following is a difference between identification and internalization?

Which of the following statements is true of celebrity endorsements?

According to the meaning transfer model developed by Grant McCracken, which of the following statements is true of celebrity endorsers?

Which of the following is true of a Q-score?

According to the sleeper effect phenomenon:

According to the meaning transfer model of the celebrity endorsement process, celebrities draw their meanings from:

The source characteristic of attractiveness encompasses:

Advertisers can protect themselves against overexposure:

Which of the following source characteristics is utilized by a slice-of-life commercial that shows an average head of household facing difficulty in filing his federal income tax?

Source attractiveness leads to persuasion through a process of _____, whereby a receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, or behavior.