Psychology of Advertising- Chapter 11
Social Influences (pg.298) - correct answer-Information by and implicit or explicit pressures
from individuals, groups, and the mass media that affects how a person behaves.
~The information that individuals or groups provide, can have a big impact on consumers.
". . . information pressures . . . [that have] a strong influence on consumers because the
information source is very credible; . . . they have a strong influence simply because the
source can communicate information widely."
-Social influence is also powerful when individuals within groups are in frequent contact and
can communicate information in a way that builds buzz.
SOURCES OF INFLUENCE (pg.299-305): - correct answer-Many people learn about
products through advertising, Facebook, e-mail, publicity, samples and coupons, personal
experience, other people, and other sources.
~Building buzz can be effective because it uses the influence of third parties to amplify initial
marketing efforts.
Marketing and Nonmarketing Sources (pg.299-301): - correct answer-Influence can come
from marketing and non marketing sources and can be delivered via the mass media or
personally.
Marketing Sources Delivered via Mass Media (pg.299) - correct answer-Marketing
messages delivered via cell phones also fall under this category.
Ex.
Macy's includes QR (quick response) codes ads and store windows. Consumers simply scan
the code with a smartphone to view brief interviews with fashion designers or obtain more
product information.
-Marketing Source (pg.299) - correct answer-Influence delivered from a marketing agent, for
example, advertising, personal selling.
~Deliver influence through mass media include advertising, sales promotions, publicly,
special events, and social media posts.
Marketing Sources Delivered Personally (pg.299) - correct answer-Marketing sources can
also deliver information personally.
~Salespeople, service representatives and customer service agents are marketing sources
of influence who deliver information personally in retail outlets, at consumers' homes or
offices, over the phone, or via e-mail or online chat.
Nonmarketing sources Delivered via Mass Media (pg.299-300) - correct answer-Consumers
behavior may be affects by news items about new products, movies, and restaurants;
product contamination; accidents involving products; and incidences of product abuse or
misuse.
,Ex.
Many consumers, for instance, choose movies based on film critics' recommendations, make
dining decisions based on restaurant reviews, make buying decisions based on *Consumer
Reports* articles, and choose books based on readers' rating on Amazon.com.
Celebrities and other well known figures may also influence consumers' acquisition, usage,
and disposition decisions.
-Nonmarketing Source (pg.299) - correct answer-Influence delivered from an entity outside a
marketing organization, for example, friends, family, the media.
~Sources that are not working for marketing companies can also wield influence via mass
media---delivered messages.
Nonmarketing Sources Delivered Personally (pg.300) - correct answer-Finally, consumers
behavior is influenced by non marketing sources who deliver information personally.
~Our consumer behavior can be affected by observing how others behave or by *word of
mouth,* information about offerings communicated verbally by friends, family, neighbors,
casual acquaintances, and even strangers.
-Word of Mouth (pg.300) - correct answer-Influence delivered verbally form one person to
another person or group of people.
Marketing and Nonmarketing Sources Delivered via Social Media (pg.301) - correct
answer-Social media, such as Facebook and YouTube, are increasingly used by both
marketing and non marketing sources.
Social media have a mass reach but a more personal feel because consumers choose
when, where, and how to access and share content.
-Consumer-generated ads (non marketing sources encouraged or even rewarded by many
marketers) can stimulate a range of social media conversations, tromp positive and negative
comments, to debate over content and interest in knowing more about the ad and the brand.
~Reaction to marketing sources delivered via social media is likely to be positive when the
content is entertaining, informative, or is valued in some other way by the consumer
audience.
How Do These General Sources Differ? (pg.301-302): - correct answer-The influence
sources shown in Exhibit 11.2 differ in terms of their:
-Reach
-Capacity for Two-Way Communication
-Credibility
Reach (pg.301) - correct answer-Mass media sources are important to marketers because
they reach large consumer audiences.
, The Internet, cell phones, and other technologies ware spreading marketing messages,
product news, information about the behavior of public figures, and TV programs to an
increasingly large audience, thus expanding marketers' reach dramatically.
Capacity for Two-Way Communication (pg.302) - correct answer-Personally delivered
sources of influence are valuable because they allow for a two-way flow of information.
-Personal conversations are often more casual and less purposeful than mass
media---delivered information.
During a conversation, people are less likely to anticipate what will be said and hence are
less likely to take steps to avoid information inconsistent with their own frames of reference.
^Information from a personal source may also seem more vivid then information form the
mass media because the person speaking somehow makes it more real, a factor that may
make it more persuasive.
Credibility (pg.302) - correct answer-While personal and mass media sources differ in their
reach and capacity for two-way communication, marketing and nonmarketing sources differ
in their credibility.
-Consumers tend to percieve infomraiton delivered through marketing sources as being less
credible, more biased, and manipulative.
-In contrast, nonmarketing sources appear more credible because we do not believe they
they have a personal stake in our purchase, consumption, or disposition decisions.
Because nonmarketing sources are credible, they tend to have more influence on consumer
decisions than marketing sources do.
-Specific personal and mass media sources vary in their credibility.
~We tend to believe information that we hear from people with whom we have close
relationships, in part because their similarity to us (and out values and preferences) makes
their opinions credible.
~Certain people are also regarded as more credible than other because they are experts or
are generally recognized as having unbiased opinions.
Marketing Implications (pg.303): - correct answer-Marketers can build on these differences
in credibility, reach, and two-way communication capability to influence consumer behavior
in various ways.
-Use Nonmarketing Sources to Enhance Credibility
-Use Personal Sources to Enhance Two-Way Communication
-Use a Mix of Sources to Enhance Impact
Opinion Leaders (pg.303-304): - correct answer-Opinion leaders have some position,
expertise, or firsthand knowledge that makes them particularly important sources of relevant
and credible information, usually in a specific domain or product category.
Social Influences (pg.298) - correct answer-Information by and implicit or explicit pressures
from individuals, groups, and the mass media that affects how a person behaves.
~The information that individuals or groups provide, can have a big impact on consumers.
". . . information pressures . . . [that have] a strong influence on consumers because the
information source is very credible; . . . they have a strong influence simply because the
source can communicate information widely."
-Social influence is also powerful when individuals within groups are in frequent contact and
can communicate information in a way that builds buzz.
SOURCES OF INFLUENCE (pg.299-305): - correct answer-Many people learn about
products through advertising, Facebook, e-mail, publicity, samples and coupons, personal
experience, other people, and other sources.
~Building buzz can be effective because it uses the influence of third parties to amplify initial
marketing efforts.
Marketing and Nonmarketing Sources (pg.299-301): - correct answer-Influence can come
from marketing and non marketing sources and can be delivered via the mass media or
personally.
Marketing Sources Delivered via Mass Media (pg.299) - correct answer-Marketing
messages delivered via cell phones also fall under this category.
Ex.
Macy's includes QR (quick response) codes ads and store windows. Consumers simply scan
the code with a smartphone to view brief interviews with fashion designers or obtain more
product information.
-Marketing Source (pg.299) - correct answer-Influence delivered from a marketing agent, for
example, advertising, personal selling.
~Deliver influence through mass media include advertising, sales promotions, publicly,
special events, and social media posts.
Marketing Sources Delivered Personally (pg.299) - correct answer-Marketing sources can
also deliver information personally.
~Salespeople, service representatives and customer service agents are marketing sources
of influence who deliver information personally in retail outlets, at consumers' homes or
offices, over the phone, or via e-mail or online chat.
Nonmarketing sources Delivered via Mass Media (pg.299-300) - correct answer-Consumers
behavior may be affects by news items about new products, movies, and restaurants;
product contamination; accidents involving products; and incidences of product abuse or
misuse.
,Ex.
Many consumers, for instance, choose movies based on film critics' recommendations, make
dining decisions based on restaurant reviews, make buying decisions based on *Consumer
Reports* articles, and choose books based on readers' rating on Amazon.com.
Celebrities and other well known figures may also influence consumers' acquisition, usage,
and disposition decisions.
-Nonmarketing Source (pg.299) - correct answer-Influence delivered from an entity outside a
marketing organization, for example, friends, family, the media.
~Sources that are not working for marketing companies can also wield influence via mass
media---delivered messages.
Nonmarketing Sources Delivered Personally (pg.300) - correct answer-Finally, consumers
behavior is influenced by non marketing sources who deliver information personally.
~Our consumer behavior can be affected by observing how others behave or by *word of
mouth,* information about offerings communicated verbally by friends, family, neighbors,
casual acquaintances, and even strangers.
-Word of Mouth (pg.300) - correct answer-Influence delivered verbally form one person to
another person or group of people.
Marketing and Nonmarketing Sources Delivered via Social Media (pg.301) - correct
answer-Social media, such as Facebook and YouTube, are increasingly used by both
marketing and non marketing sources.
Social media have a mass reach but a more personal feel because consumers choose
when, where, and how to access and share content.
-Consumer-generated ads (non marketing sources encouraged or even rewarded by many
marketers) can stimulate a range of social media conversations, tromp positive and negative
comments, to debate over content and interest in knowing more about the ad and the brand.
~Reaction to marketing sources delivered via social media is likely to be positive when the
content is entertaining, informative, or is valued in some other way by the consumer
audience.
How Do These General Sources Differ? (pg.301-302): - correct answer-The influence
sources shown in Exhibit 11.2 differ in terms of their:
-Reach
-Capacity for Two-Way Communication
-Credibility
Reach (pg.301) - correct answer-Mass media sources are important to marketers because
they reach large consumer audiences.
, The Internet, cell phones, and other technologies ware spreading marketing messages,
product news, information about the behavior of public figures, and TV programs to an
increasingly large audience, thus expanding marketers' reach dramatically.
Capacity for Two-Way Communication (pg.302) - correct answer-Personally delivered
sources of influence are valuable because they allow for a two-way flow of information.
-Personal conversations are often more casual and less purposeful than mass
media---delivered information.
During a conversation, people are less likely to anticipate what will be said and hence are
less likely to take steps to avoid information inconsistent with their own frames of reference.
^Information from a personal source may also seem more vivid then information form the
mass media because the person speaking somehow makes it more real, a factor that may
make it more persuasive.
Credibility (pg.302) - correct answer-While personal and mass media sources differ in their
reach and capacity for two-way communication, marketing and nonmarketing sources differ
in their credibility.
-Consumers tend to percieve infomraiton delivered through marketing sources as being less
credible, more biased, and manipulative.
-In contrast, nonmarketing sources appear more credible because we do not believe they
they have a personal stake in our purchase, consumption, or disposition decisions.
Because nonmarketing sources are credible, they tend to have more influence on consumer
decisions than marketing sources do.
-Specific personal and mass media sources vary in their credibility.
~We tend to believe information that we hear from people with whom we have close
relationships, in part because their similarity to us (and out values and preferences) makes
their opinions credible.
~Certain people are also regarded as more credible than other because they are experts or
are generally recognized as having unbiased opinions.
Marketing Implications (pg.303): - correct answer-Marketers can build on these differences
in credibility, reach, and two-way communication capability to influence consumer behavior
in various ways.
-Use Nonmarketing Sources to Enhance Credibility
-Use Personal Sources to Enhance Two-Way Communication
-Use a Mix of Sources to Enhance Impact
Opinion Leaders (pg.303-304): - correct answer-Opinion leaders have some position,
expertise, or firsthand knowledge that makes them particularly important sources of relevant
and credible information, usually in a specific domain or product category.
