schiffman10-tif-中山大學(xué)吳柏林教授-“廣告心理學(xué)(清華大學(xué)出版社2010)”絕密資料

Chapter10:ReferenceGroupsandFamilyInfluences

MultipleChoiceQuestions:

A_____maybedefinedastwoormorepeoplewhointeracttoaccomplisheitherindividualgoalsormutualgoals.

referencegroup

targetmarket

marketsegment

group

(d;Difficulty1,p.330)

Agroupmaybedefinedastwoormorepeoplewhointeracttoaccomplish:

individualgoals.

mutualgoals.

commongoals.

aandb

(d;Difficulty1,p.330)

Agrouptowhichapersoneitherbelongsorwouldqualifyformembershipiniscalleda_____group.

membership

reference

normative

symbolic

(a;Difficulty1,p.330)

Agroupinwhichanindividualisnotlikelytoreceivemembership,despiteactinglikeamemberbyadoptingthegroup’svalues,attitudes,andbehavioriscalleda_____group.

membership

reference

normative

symbolic

(d;Difficulty1,p.330)

A_____groupisanypersonorgroupthatservesasapointofcomparisonforanindividualinformingeithergeneralorspecificvalues,attitudes,oraspecificguideforbehavior.

membership

reference

normative

symbolic

(b;Difficulty1,p.330)

Areferencegroupischaracterizedbyallthefollowingexceptthatit:

servesasaframeofreferenceforindividualsandtheirpurchasedecisions.

placesrestrictionsongroupsizeandmembership.

doesnotrequirethatconsumersidentifywithatangiblegroup.

helpsindividualsinformingtheirattitudes,valuesandbehaviors.

(b;Difficulty3,p.330)

Anexampleofachild’s_____groupistheimmediatefamily,whichislikelytoplayanimportantroleinmoldingthechild’sgeneralconsumervaluesandbehavior.

symbolic

reference

normativereference

membership

(c;Difficulty2,p.330)

_____referencegroupsinfluencethedevelopmentofabasiccodeofbehavior,_____referencegroupsinfluencetheexpressionofspecificconsumerattitudesandbehavior.

Normative;comparative

Symbolic;normative

Comparative;normative

Direct;indirect

(a;Difficulty3,p.331)

_____groupsconsistofthoseindividualsorgroupswithwhomapersondoesnothavedirectface-to-facecontact,suchasmoviestars,sportsheroes,politicalleadersandTVpersonalities.

Directreference

Indirectreference

Comparative

Normative

(b;Difficulty2,p.331)

Whichofthefollowingisnotafactorthatstronglyaffectsreferencegroupinfluence?

one’sinformationandexperiencewithaproductorservice

credibilityofthereferencegroup

conspicuousnessoftheproduct

individual’ssocialclass

(d;Difficulty3,p.331)

Whichofthefollowinggroupsmayaffectbehaviorsbutnotattitudes?

directreferencegroups

symbolicgroups

powergroups

indirectgroups

(c;Difficulty3,p.333)

Conspicuousproductsareproductsthatare:

subtle.

luxurious.

visible.

technologicallyadvanced.

(c;Difficulty2,p.333)

Whichofthefollowingproductswillmostlikelybepurchasedwithareferencegroupinmind?

laundrydetergent

fruityogurt

homefurnishing

deodorant

(c;Difficulty1,p.333)

Inorderforreferencegroupstobeabletoencourageconformity,areferencegroupmustbeabletoaccomplishallthefollowingexcept:

informormaketheindividualawareofaspecificproductorbrand.

legitimizethedecisiontousethesameproductsasthegroup.

providetheindividualwiththeopportunitytocomparehisorherownthinkingwiththeattitudesandbehaviorsofotherswithinthegroup.

influencetheindividualtoadoptattitudesandbehaviorsthatareunique.

(d;Difficulty2,p.334)

Whichofthefollowinggroupsisthemostcompellingreferencegroupforconsumerbehavior?

friendshipgroups

shoppinggroups

family

consumeractiongroups

(c;Difficulty2,p.334)

Friendshipgroupsaretypicallyclassifiedas_____groupsbecausetheyareusuallyunstructuredandlackspecificauthoritylevels.

symbolic

indirect

normative

informal

(d;Difficulty2,p.334)

Twoormorepeoplewhoshoptogether,whetherforfood,clothing,orsimplytopasstimecanbecalleda_____group.

informal

indirect

membership

shopping

(d;Difficulty1,p.334)

Twoormorepeoplewhoshoptogether,whetherforfood,clothing,orsimplytopasstimecanbecalled_____.

aninformalgroup

friends

amembershipgroup

purchasepals

(d;Difficulty1,p.334)

Tupperwaregenerates90%ofits$1billioninannualsalesfrom_____.

sellingitsproductsatWal-Mart

wordofmouthsales

in-homeshoppingparties

catalogpurchases

(c;Difficulty2,p.335)

A/an_____consistsofindividualswhoworktogetheraspartofateamandthus,haveasustainedopportunitytoinfluenceeachother’sconsumptionattitudes.

informalgroup

formalworkgroup

shoppinggroup

informalfriendship-workgroup

(b;Difficulty2,p.335)

Whenitisfreezingoutside,mostpeopleturnto_____forsocializing.

theTV

virtualgroups

shoppinggroups

workgroups

(b;Difficulty1,p.336)

_____have(has)themostmassiveeffectonhelpingsomeproductssellfasterandotherproductsfailquickly.

Virtualcommunities

Word-of-mouth

Workgroups

Families

(a;Difficulty2,p.336)

_____allow(s)youthemostfreedomtoexpressyourselfwithoutrestraintorconsiderationofwhatothersmightthinkofyou.

Virtualcommunities

Word-of-mouth

Focusgroups

Families

(a;Difficulty2,p.336)

Researchersfoundthatthelargestnumberofpeoplewhotakepartin“genderswapping〞behaviorarelikelytoexpressthatbehaviorwithin_____.

virtualcommunities

informalgroups

friendshipgroups

symbolicgroups

(a;Difficulty2,p.336)

ThegroupofrunnerswhogettogetheratNiketowntostarttheirrun,ortheSaturnautomobilereunionsandtheHarley-Davidsonownergroups,areallexamplesof_____.

virtualcommunities

symbolicgroups

brandcommunities

workgroups

(c;Difficulty3,p.337)

_____aregroupsthatarededicatedtoprovidingconsumerswithassistanceintheirefforttomaketherightdecision,consumeproductsandservicesinahealthyandresponsiblemanner,andtoaddtotheoverallqualityoflifeofconsumers.

Virtualcommunities

Brandcommunities

Purchasepals

Consumer-actiongroups

(d;Difficulty2,p.337)

Neighborhoodwatchgroups,youthdevelopmentgroups,forestandwildlifegroups,childrenandadvertising,areallexamplesofwhattypeofgroup?

virtualcommunities

brandcommunities

purchasepals

consumer-actiongroups

(d;Difficulty2,p.337)

Consumeractiongroupsaredividedintotwocategories:temporaryandenduring.Whichofthefollowingisanexampleofanenduringconsumeractiongroup?

neighborsgettingtogethertoprotesttheopeningofanX-ratedmovietheatreintheneighborhood

citizensgettingtogethertodevelopideasforthereplacementoftherun-downfactoryintown

citizenswhoattendameetingofthelocaldepartmentoftransportationtoprotesthowpoorlythestreetsareinthearea

MothersAgainstDrunkDrivingwasestablishedtocombatdrunkdriving

(d;Difficulty1,p.338)

Therearefivemajortypesofreferencegroupappeals,whichofthefollowingisnotoneofthem?

celebrityappeals

common-manappeals

governmentactionappeals

tradeappeals

(c;Difficulty2,p.338)

IntheUnitedStates,_____percentofcommercialsincludecelebrityendorsers.

10

15

25

40

(c;Difficulty3,p.338)

Today,manybelievethat_____isthenumberonecelebrityendorser.

TigerWoods

MichaelJordan

BobDole

BritneySpears

(a;Difficulty3,p.338)

Whichofthefollowingtypesofappealsisitwhenafirmdecidestouseacelebritytopromoteitsproductsorservicesbyhavingthecelebritylendhisorhernameandappearonbehalfoftheproductorserviceevenifhe/sheisnotanexpert?

testimonial

endorsement

spokesperson

actor

(b;Difficulty3,p.339,table10-2)

Whenacelebrityrepresentsthebrandorthecompanyoveranextendedperiodoftime,thisisconsidereda/an_____appeal.

testimonial

endorsement

spokesperson

actor

(c;Difficulty3,p.339,table10-2)

Theaudience’sperceptionofthecelebrity’sexpertiseandtrustworthinessisknownascelebrity_____.

likeability

credibility

appeal

expertise

(b;Difficulty2,p.340)

Arecentstudyshowedthatendorsercredibilityhaditsstrongestimpactwithrespecttoinfluencingaconsumer’sattitudetowardthead,butthat_____hadastrongerimpactontheattitudetowardthebrand.

corporatecredibility

endorserlikeability

consumerattitude

endorserexpertise

(a;Difficulty3,p.340)

Whenanadvertisementforaqualityfryingpanfeaturesachefasanendorser,oranadforfishingtacklemaycontaintheendorsementofaprofessionalfishingguide,thisisknownasusinga/an_____appeal.

commonman

expert

celebrity

executive

(b;Difficulty2,p.341)

ManyTVcommercialsshowatypicalpersonorfamilysolvingaproblembyusingtheadvertisedproductorservice.Thistypeofcommercialisknownas_____becausetheyfocusonreal-lifesituationswithwhichtheviewercanidentify.

common-manappeal

slice-of-life

expertappeal

dramatization

(b;Difficulty2,p.342)

WhenpeoplesuchasBillGatesofMicrosoft,andDaveThomas,founderofWendy’s,appearonadvertisements,thistypeofappealisknownasthe_____appeal.

expert

executive

celebrity

commonman

(b;Difficulty2,p.342)

Whichofthefollowingisnotanexampleofatradeorspokes-character?

RonaldMcDonald

TheGreenGiant

TonytheTiger

alloftheabove

(d;Difficulty2,p.343)

TheAmericanDentalAssociationcouldserveasapositiveendorserthatencouragescustomerstoactfavorablytowardcertainproducts.TheADAwouldmostprobablybeusedasanendorserthroughits:

spokesperson.

executivedirector.

expertemployee.

sealofapproval.

(d;Difficulty2,p.344)

A_____isdefinedastwoormorepersonsrelatedbyblood,marriage,oradoptionwhoresidetogether.

group

community

symbolicgroup

family

(d;Difficulty1,p.345)

Inthewesternsocietythreetypesoffamiliesdominate;whichofthefollowingisnotoneofthethree?

themarriedcouple

thenuclearfamily

theextendedfamily

thesingleparentfamily

(d;Difficulty2,p.345)

Afamilythathasatleastoneofthegrandparentslivingwithinthehouseholdiscalleda/an_____family.

nuclear

in-lawhousehold

extended

expanded

(c;Difficulty1,p.345)

ThetypeoffamilythatismostcommoninCanadaisthe_____family.

nuclear

extended

singleparent

marriedcouple

(a;Difficulty3,p.345)

U.S.statisticsshowthat49percentoffemalecorporateexecutivesearning$100,000ormoreannuallylivein_____households.

extendedfamily

singleparent

childless

nuclearfamily

(c;Difficulty3,p.345)

The_____iscentraltofamilyfunction.Theprocessincludesimpartingtochildrenthebasicvaluesandmodesofbehaviorconsistentwiththeculture.

socializationoffamilymembers

consumersocializationprocess

technicallearning

rewardprocess

(a;Difficulty2,p.346)

_____isdefinedastheprocessbywhichchildrenacquiretheskills,knowledge,attitudesandexperiencesnecessarytofunctionasconsumers.

Socializationoffamilymembers

Consumersocialization

Consumerbehavior

Householdconsumption

(b;Difficulty2,p.348)

Childrendevelopconsumptionskillsindifferentways.Preadolescentchildrenacquiretheirconsumerbehaviornormsmainlythrough:

observationoftheirparentsandoldersiblings.

lookingtotheirfriendsformodelsofacceptableconsumptionbehavior.

seekingacelebrityspokesperson’sendorsementofaproduct.

trialanderror.

(a;Difficulty3,p.348)

Whichofthefollowingproductsisnotlikelytobeabrandthatistransferredintergenerationally?

mayonnaise

coffee

peanutbutter

runningshoes

(d;Difficulty2,p.350)

“Istillbuythebrandsthatmygrandmotherandmotherusedtobuy.Iamscaredtotryanythingelse,foritwillnotmeetthestandards.〞Thisshowstheimportanceof_____.

adultconsumersocialization

childconsumersocialization

intergenerationalsocialization

consumerbehavior

(c;Difficulty2,p.350)

Accordingtoourtext,whichofthefollowingisnotoneofthethreemainfunctionsofthefamily?

toprovideeconomicwell-being

toprovideavenueforconsumersocialization

toprovideemotionalsupport

toprovideasuitablelifestyle

(b;Difficulty1,p.352)

Whichofthefollowingisanindicationthattheeconomicroleofchildreninthefamilyhaschangedintoday’ssocietyincomparisontothepreviousgeneration?

Childrenareexpectedtotakepartinhouseholdchores.

Childrenareexpectedtohavejobsafterhighschool.

Childrenareexpectedtopayfortheirownentertainment,andtocontributetothecostoftheireducation.

Childrenareburdenedwithmakingbranddecisionsinalldifferentcategoriesofproducts.

(c;Difficulty3,p.352)

InaSanFranciscoChroniclestudy,youngerreaderswereasked:“Whatisthekeytohappiness?〞Manyresponsesdealtspecificallywith_____.

money

peace

family

school

(c;Difficulty3,p.353)

Afamily’supbringing,experience,importanceofeducation,TVviewing,learningofcomputerskills,andfrequencyandqualityofdiningout,areallaspectsof_____thatafamilyinstillsinitsmembers.

culture

values

lifestyle

norms

(c;Difficulty2,p.353)

TheCaymanIslandstellsitsaudiencethatyoucan“comebackfromafamilyvacationwithoutneedingone.〞Thisstatementemphasizestheimportanceof_____intoday’ssocietyandfamilypressures.

qualitytime

quantityoftime

economicpressures

intergenerationsocializing

(a;Difficulty2,p.353)

Marketersofmen’sunderwearbelieveitismoreimportantto:

seektheviewsoftheunderwearusers.

seektheviewsoftheunderwearbuyers.

seektheviewsofthedecisionmakers.

seektheviewsofbothuserandbuyer.

(d;Difficulty2,p.354)

Familymembershavedifferentrolesinthedecision-makingprocess.The_____isthefamilymemberwhocontrolstheflowofinformationaboutaproductofserviceintothefamily.

influencer

gatekeeper

decider

maintainer

(b;Difficulty3,p.355,table10-6)

Familymembershavedifferentrolesinthedecision-makingprocess.The_____isthefamilymemberwhotransformstheproductintoaformsuitableforconsumptionbyotherfamilymembers.

preparer

gatekeeper

decider

maintainer

(a;Difficulty3,p.355,table10-6)

Husband-wifedecisionmakingdependsonallthefollowingexcept:

culture.

theproductcategory.

ruralversusurbansetting.

theageofthewife.

(d;Difficulty2,p.356)

Thesteadyandpredictableseriesofstagesthroughwhichmostfamiliesprogressenablesmarketerstosegmentfamiliesintermsofaseriesofstagesspanningthelifecourseofafamilyunit.Thisprogressisknownas_____.

familylifestylechanges

familiarlifestages

familydecisionmakingprocess

familylifecycle

(d;Difficulty1,p.357)

TheFamilyLifeCycleisacompositevariablecreatedbysystematicallycombiningsuchcommonlyuseddemographicvariablessuchasallthefollowingexcept:

maritalstatus.

sizeoffamily.

ageoffamilymembers.

thepresence(orabsence)ofcertainhouseholditems.

(d;Difficulty2,p.357)

Thetraditionalfamilylifecyclegoesthroughseveralstages;whichofthefollowingisnotoneofthem?

postparenthood

honeymooners

dissolution

divorced

(d;Difficulty1,p.358)

WhichofthetraditionalfamilylifecyclestageswouldbestsuitcompaniestryingtotargetaparticularsegmentbyadvertisinginmagazinessuchasGQ,Allure,orCosmopolitan?

bachelorhood

honeymooners

parenthood

dissolution

(a;Difficulty1,p.358)

Howlongdoesthehoneymoonstageinthetraditionalfamilylifecyclelast?

oneyear

twoyears

aslongastheyperceiveittolast

untilthefirstchildisborn

(d;Difficulty2,p.359)

Whichofthetraditionalfamilylifecyclestagesusuallylaststhelongest?

bachelorhood

honeymooners

parenthood

dissolution

(c;Difficulty3,p.359)

Whichofthefamilylifecyclestagesisconsidereda“rebirth〞forsomecouplesinwhichtheyre-discoverthemselves?

honeymooners

postparenthood

divorcedwithchildren

dissolution

(b;Difficulty3,p.360)

Thenon-traditionalfamilylifecycleincludestheAsegment,singleparentsII.Thissegmentconsistsofa:

divorcedsingleparentwithatleastonechild.

singleparentwithatleastonechildoutofwedlock.

singlepersonwhoadoptsoneormorechildren.

singleparentleftwithoneormorechildrenafterdeathofspouse.

(b;Difficulty3,p.364,table10-9)

Whichofthefollowingisnotoneofthenon-traditionalfamilylifecyclestages?

notmarriedandlivingtogether

middle-agedwithoutchildren

emptynesters

divorcedwithoutchildren

(c;Difficulty2,p.363)

Ayoungsingle-adultchildreturninghometolivewithhisorherparentsispartofwhichfamilylifecycle?

traditionalfamilylifecycle

non-traditionalfamilylifecycle

non-familyhousehold

noneoftheabove

(b;Difficulty3,p.364,table10-9)

Traditionalfamilyhouseholdswithamarriedcoupleandatleastonechildundertheageof18livingathomeaccountfor_____percentofallU.S.households.

15

23

51

68

(c;Difficulty3,p.365,table10-10)

True/FalseQuestions:

Areferencegroupisdefinedastwoormorepeoplewhointeracttoaccomplisheitherindividualormutualgoals.

(False;Difficulty1,p.330)

Referencegroupsthatinfluencegeneralorbroadlydefinedvaluesorbehavior,suchasafamily,arecallednormativereferencegroups.

(True;Difficulty2,p.330)

Anindividualwhohasfirsthandexperiencewithaproductorserviceismorelikelytobeinfluencedbytheadviceorexampleofothers.

(False;Difficulty1,p.331)

Powergroupsarelikelytochangebehavior,butnotlikelytoaffectattitudes.

(True;Difficulty3,p.333)

Conspicuousproductsarelesslikelytobepurchasedwithreferencegroupsinmindincomparisontoinconspicuousproducts.

(False;Difficulty2,p.333)

Friendshipgroupsareclassifiedasformalgroupsinwhichthereislackofstructureandauthority.

(False;Difficulty1,p.334)

Shoppinggroupsarealsoknownaspurchasepals.

(True;Difficulty1,p.334)

Thenewesttypeofgroupthathasemergedlatelyisthevirtualgroup.

(True;Difficulty1,p.335)

Ivillage,andplanetall,areexamplesofinformalworkgroups.

(False;Difficulty2,p.336)

Consumeractiongroupsareusuallyformedfortemporarycausesandthendisband.

(False;Difficulty1,p.337)

Approximately25percentofU.S.TVcommercialsincludeacelebrityendorser.

(True;Difficulty3,p.338)

Acelebrityendorsementiswhenacelebrityrepresentsthebrandorcompanyoveranextendedperiodoftime.

(False;Difficulty3,p.339,table10-2)

Allcompaniesagreethatthebestwaytoadvertiseistouseacelebrityendorser.

(False;Difficulty3,p.340)

DeceasedDaveThomasfeaturinginhisWendy’scommercialswasanexampleofatradecharacterappeal.

(False;Difficulty3,p.343)

Sealsofapproval,suchastheAmericanDentalAssociationsealofapproval,canserveaspossibleendorsementstoencouragepeopletoactfavorablytowardsabrandorproduct.

(True;Difficulty2,p.344)

Althoughfamiliesaresometimesreferredtoashouseholds,notallhouseholdsarefamilies.

(True;Difficulty2,p.345)

Today,lessthan26percentofhouseholdsaremarriedwithchildren.

(True;Difficulty3,p.346)

Consumersocializationisdefinedastheprocessbywhichchildrenacquiretheskills,knowledge,attitudesandexperiencesnecessarytofunctionasconsumers.

(True;Difficulty2,p.348)

Consumersocializationinchildrenfunctionssimilarlyinallcultures.

(False;Difficulty3,p.350)

Thebasicfunctionoftoday’sfamilyistoprovideeconomicwell-beingforitsmembers.

(False;Difficulty2,p.352)

Itismoreimportantforthemarketertoappealtotheuseroftheproductthanthedecisionmaker.

(False;Difficulty3,p.354)

Thedecider’sroleinthefamilydecision-makingprocessistoprovideinformationtoothermembersaboutaproductorservice.

(False;Difficulty3,p.355,table10-6)

Cultureplaysanimportantroleinthehusband-wifedecisionmakingprocess.

(True;Difficulty1,p.356)

InChina,achildhasmoreinfluenceandinputinpurchasedecisionsthanintheU.S.

(True;Difficulty3,p.356)

TheFamilyLifeCycleisdividedintotwosegments,thetraditionalFLCandthenon-familyhouseholds.

(False;Difficulty3,p.357)

Acoupleremainsinthehoneymoonstageuntilthearrivaloftheirfirstchild.

(True;Difficulty2,p.359)

Thepostparentoodstageisalsoknownasemptynesters.

(True;Difficulty1,p.360)

Thenon-traditionalFLCincludesfamilyhouseholdsandnon-familyhouseholds.

(True;Difficulty1,p.364)

SingleparentsIIIisasegmentinwhichayoungmanorwomanhasoneormorechildrenoutofwedlock.

(False;Difficulty3,p.364,table10-90)

Over30percentofallU.S.householdsarenon-familyhouseholds.

(True;Difficulty3,p.365,table10-10)

EssayQuestions:

Howdoestheconspicuousnessofaproductaffectreferencegroupinfluence?

Thepotentialinfluenceofareferencegrouponpurchasedecisionvariesaccordingtohowvisuallyorverballyconspicuousaproductistoothers.Avisuallyconspicuousproductisonethatwillstandoutandbenoticed,suchasaluxuryornoveltyitem.Averballyconspicuousproductmaybehighlyinterestingtoothersoritmaybeeasilydescribedtoothers.Productsthatareespeciallyconspicuousandstatusrevealingaremostlikelytobepurchasedwithaneyetothereactionsoftherelevantothers.Privatelyconsumedproductssuchaslaundrysoapordeodorantarelesslikelytobepurchasedwithareferencegroupinmind.

(Difficulty2,p.333)

Marketersareinterestedinreferencegroupsthathavetheabilitytoencourageotherstoconform.Tobeabletoinfluenceothers,areferencegroupmustaccomplishfourthings;whatarethey?

inform,ormaketheindividualawareofthespecificproductorbrand

providetheindividualwiththeopportunitytocomparehisorherownthinkingwiththeattitudesandbehaviorofthegroup

influencetheindividualtoadoptattitudesandbehaviorthatareconsistentwiththenormsofthegroup

legitimizethedecisiontousethesameproductasthegroup

(Difficulty3,p.334)

Whatareshoppinggroups?

Twoormorepeoplewhoshoptogether,whetherforfoodorclothing,orsimplytopasstime,canbecalledashoppinggroup.Theyarealsoknownaspurchasepals.Theyrangeinmotives,frompurelysocial,tohelpingreducetheriskwhenmakinganimportantdecision.

(Difficulty1,p.334)

Talkaboutconsumer-actiongrouptypesandgiveexamples.

Therearetwotypesofconsumeractiongroups—thosethatorganizetocorrectaspecificconsumerabuseandthendisband,andthosethatorganizetoaddressbroader,morepervasiveproblemareasandoperateoveranextendedorindefiniteperiodoftime.Theygettogetherforavarietyorreasons,mainlytoprotectandenhanceconsumerr