Question 1

A consumer's purchases are often influenced by the views, opinions, or behaviors of others. Two aspects of personal influence that are important to marketing are __________ and word-of-mouth activity.
A)parental guidance
B)peer pressure
C)opinion leadership
D)government regulation
E)psychographics

Accepted Answer

The answer of A consumer's purchases are often influenced by...

Question 2

Consumers' purchases are often influenced by the views, opinions, or behaviors of others. Two aspects of personal influence that are important to marketers are opinion leadership and __________.
A)consumer socialization
B)word-of-mouth activity
C)peer pressure
D)government regulation
E)sales promotion

Accepted Answer

Word-of-mouth activity is the second aspect of personal influence that is important to marketers. While opinion leadership refers to individuals who are knowledgeable and influential in certain product categories, word-of-mouth activity refers to the spread of information and recommendations about products or brands from one person to another.

Question 3

-VALS creates profiles of people based on their primary motivation and resources. In the VALS framework above, C refers to
A)Ideals.
B)Achievement.
C)Self-Expression.
D)Survivors.
E)Innovators.

Accepted Answer

The answer of 
-VALS creates profiles of people based on...

Question 4

Your company is introducing a new line of activewear for teenagers and invites the members of the high school track team to a private display of the line. This group consists of __________ for activewear clothing.
A)lifestyle makers
B)aspirational people
C)autonomous leaders
D)opinion leaders
E)joint decision makers

Accepted Answer

Opinion leaders are people who have a significant influence on the purchasing decisions of others. In this case, the high school track team members are likely to be considered opinion leaders among their peers when it comes to activewear clothing, as they are active and presumably concerned with performance and style. Inviting them to a private display of the new line of activewear is a smart marketing move as they are likely to spread the word about the new line to their peers.

Question 5

What percentage of adults is considered to be opinion leaders?
A)1 percent
B)5 percent
C)10 percent
D)25 percent
E)It depends upon the type of product.

Accepted Answer

About 10 percent of U.S.adults are opinion leaders.Identifying,reaching,and influencing opinion leaders is a major challenge for companies.

Question 6

Individuals who exert direct or indirect social influence over others are referred to as
A)decision makers.
B)achievers.
C)innovators.
D)buzz managers.
E)opinion leaders.

Accepted Answer

The term "opinion leader" refers to individuals who have a significant influence on the attitudes and behaviors of others, either directly or indirectly. These people may be well-informed, highly engaged, and well-connected in their social networks, making them effective at spreading information and shaping opinions. The other answer choices do not accurately describe this concept.

Question 7

About __________ of all consumer conversations about brands happen over the phone.
A)5 percent
B)10 percent
C)15 percent
D)25 percent
E)40 percent

Accepted Answer

The answer of About __________ of all consumer conversations about...

Question 8

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment is most likely to view outdoor advertising?
A)Strivers
B)Experiencers
C)Believers
D)Survivors
E)Makers

Accepted Answer

The answer of In the VALS framework, each consumer segment...

Question 9

What percentage of all consumer conversations about brands happens face-to-face?
A)25 percent
B)33 percent
C)50 percent
D)75 percent
E)90 percent

Accepted Answer

75 percent of all consumer conversations about brands happen face-to-face, indicating the importance of in-person interactions in brand discussions.

Question 10

A consumer's purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are
A)lifestyle and motivation.
B)personality and lifestyle.
C)opinion leadership and word-of-mouth activity.
D)word-of-mouth activity and psychographics.
E)psychographics and demographics.

Accepted Answer

Opinion leadership refers to individuals who are influential in their social networks and can sway the opinions and behavior of others. Word-of-mouth activity refers to the spread of information or recommendations from one person to another. Both of these aspects of personal influence can have a significant impact on consumer purchasing decisions and are important for marketers to understand and leverage.

Question 11

Two VALS segments stand apart; one represents the group with the highest resources and innovation and the other represents the lowest resources and innovation. These two groups are the __________ and the __________.
A)Thinkers; Believers
B)Strivers; Survivors
C)Achievers; Strivers
D)Innovators; Survivors
E)Experiencers; Makers

Accepted Answer

The VALS segment with the highest resources and innovation is the Innovators, while the segment with the lowest resources and innovation is the Survivors. Therefore, option D is the correct answer.

Question 12

-VALS creates profiles of people based on their primary motivation and resources. In the VALS framework above, A refers to
A)Ideals.
B)Achievement.
C)Self-Expression.
D)Survivors.
E)Innovators.

Accepted Answer

The answer of 
-VALS creates profiles of people based on...

Question 13

-VALS creates profiles of people based on their primary motivation and resources. In the VALS framework above, B refers to
A)Ideals.
B)Achievement.
C)Self-Expression.
D)Survivors.
E)Innovators.

Accepted Answer

The answer of 
-VALS creates profiles of people based on...

Question 14

Word of mouth refers to
A)advertising or public service announcements that rely solely on auditory or voice messages to reach an organization's target market.
B)subjective, often negative, misconceptions that are passed from one person to another as the result of selective perception.
C)the influencing of people during conversations.
D)the individuals who exert direct or indirect social influence over others.
E)casual or unconstrained conversation or reports about other people or offerings involving details that are not confirmed as being true

Accepted Answer

Word of mouth refers to the influencing of people during conversations. It is the act of getting people to talk about your product or service in a positive way, which in turn can lead to increased sales or awareness.

Question 15

-VALS creates profiles of people based on their primary motivation and resources. In the VALS framework above, D refers to
A)Ideals.
B)Achievement.
C)Self-Expression.
D)Survivors.
E)Innovators.

Accepted Answer

The answer of 
-VALS creates profiles of people based on...

Question 16

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment would be the most likely to visit Facebook?
A)Experiencers
B)Believers
C)Thinkers
D)Survivors
E)Makers

Accepted Answer

Experiencers are young, enthusiastic, and impulsive consumers who are heavy users of social media, including Facebook. They seek social connections and personal gratification and are likely to share their experiences on social media platforms.

Question 17

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment would be the most likely to read national newspapers?
A)Experiencers
B)Thinkers
C)Believers
D)Strivers
E)Makers

Accepted Answer

Thinkers are the most likely to read national newspapers as they value information and education. They also tend to be older, more educated, and wealthier, which aligns with the demographics of national newspaper readers.

Question 18

An opinion leader is an individual
A)within an organization who influences decision-making.
B)who is able to use moral suasion to get others to comply with the latest trends.
C)in an organization who encourages other paid individuals to forward marketer-initiated messages to others via e-mail, social networking websites, and blogs.
D)who exerts direct or indirect social influence over others.
E)who is able and willing to cut red tape and move an organization's marketing program forward.

Accepted Answer

An opinion leader is someone who has the ability to influence others through direct or indirect social influence. They may not necessarily be within an organization or have the power to make decisions, but they have the power to sway others' opinions and behaviors.

Question 19

-VALS creates profiles of people based on their primary motivation and resources. In the VALS framework above, E refers to
A)Ideals.
B)Achievement.
C)Self-Expression.
D)Survivors.
E)Innovators.

Accepted Answer

The answer of 
-VALS creates profiles of people based on...

Question 20

The influencing of people during conversations is referred to as
A)opinion formations.
B)peer persuasion.
C)interpersonal gossip.
D)word of mouth.
E)consumer socialization.

Accepted Answer

The answer of The influencing of people during conversations is...

Quiz 4: Understanding Consumer Behavior

A consumer's purchases are often influenced by the views, opinions, or behaviors of others. Two aspects of personal influence that are important to marketing are __________ and word-of-mouth activity.

Consumers' purchases are often influenced by the views, opinions, or behaviors of others. Two aspects of personal influence that are important to marketers are opinion leadership and __________.

-VALS creates profiles of people based on their primary motivation and resources. In the VALS framework above, C refers to

Your company is introducing a new line of activewear for teenagers and invites the members of the high school track team to a private display of the line. This group consists of __________ for activewear clothing.

What percentage of adults is considered to be opinion leaders?

Individuals who exert direct or indirect social influence over others are referred to as

About __________ of all consumer conversations about brands happen over the phone.

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment is most likely to view outdoor advertising?

What percentage of all consumer conversations about brands happens face-to-face?

A consumer's purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are

Two VALS segments stand apart; one represents the group with the highest resources and innovation and the other represents the lowest resources and innovation. These two groups are the and the .

-VALS creates profiles of people based on their primary motivation and resources. In the VALS framework above, A refers to

-VALS creates profiles of people based on their primary motivation and resources. In the VALS framework above, B refers to

Word of mouth refers to

-VALS creates profiles of people based on their primary motivation and resources. In the VALS framework above, D refers to

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment would be the most likely to visit Facebook?

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment would be the most likely to read national newspapers?

An opinion leader is an individual

-VALS creates profiles of people based on their primary motivation and resources. In the VALS framework above, E refers to

The influencing of people during conversations is referred to as