Question1. Personal influence carries especially

1. Personal influence carries especially great weight with consumers in two situations. The first is with products that are expensive, risky, or purchased infrequently. The second is where the product ________.

a. suggests something about the user’s ethnic background

b. suggests something about the user’s education

c. suggests something about the user’s family

d. suggests something about the user’s financial wealth

e. suggests something about the user’s status or taste

2. Nonpersonal channels are communications directed to more than one person and include media, sales promotions, events and experiences, and ________.

a. Internet access

b. coupons

c. direct exposure

d. guerilla tactics

e. public relations

3. Most of the recent growth of nonpersonal channels has taken place through ________.

a. display media

b. events and experiences

c. network media

d. public relations

e. sales promotions

4. Mass communications affect personal attitudes and behavior through a two-step process. Ideas often flow from radio, television, and print to opinion leaders, and from these to the less ________-involved population groups.

a. media

b. advertising

c. informed

d. involved

e. none of the above

5. The two-step flow of information challenges the notion that consumption styles ________ a “trickle-down” or “trickle-up” effect from mass media.

a. are secondarily influenced by

b. are affected by

c. start with

d. are primarily influenced by

e. originate with

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