CB Chapter 11 Groups and Social Media

D

"An individual's decision to purchase a particular brand is influenced by the preferences of family members." This is an example of the ___________ influence of reference groups. A. legitimate B. value-expressive C. informative D. utilitarian

C

A group of people who share a lifestyle and who can identify with each other because of a shared allegiance to an activity or a product is known as a(n) __________________. A. consumer group B. brandfest C. brand community D. aspirational group

D

A product manager needed to find opinion leaders for her new air freshener line. What should she look for? A. She should find intellectuals who can write about their experience with the product. B. She should find representatives of regulatory agencies that are familiar with the brand. C. She should look for people who stand out in a crowd. D. She should find socially active persons who are intensely interested in the product category and who have similar characteristics to her target market.

D

A recent reexamination of the traditional perspective on opinion leadership reveals that the process isn't as clear-cut as some researchers thought. The original framework is called the two-step flow model of influence. It proposes that __________________. A. influence is driven less by influentials who communicate the information vigorously to one another and participate in a two-way dialogue with the opinion leader as part of an influence network B. market mavens are actively involved in transmitting marketplace information of all types C. influence is driven less by influentials and more by the interaction among those who are easily influenced D. a small group of influencers are responsible for dissemination of information, since they can modify the opinions of a large number of other people

D

As more people are involved in a decision, each individual is less accountable for the outcome, resulting in _______________. A. avoidance behaviour B. deindividuation C. decision polarization D. diffusion of responsibility

B

As the official release date of an upcoming new album nears, street teams of kids will start slapping up posters around the inner city. They plaster telephone poles, sides of buildings, and car windshields with promotions announcing the release of the new album. What is this an example of? A. Viral marketing B. Guerilla marketing C. Word-of-mouth marketing D. Brand ambassadors

C

Christine meets with her mystery writers club at the Kirkland library every second Monday of the month. The small group who call themselves "Mystery Makers" take pride in their ability to inspire and create work that has been published in well-known short-story anthologies. One of Christine's friends keeps asking her if she couldn't come along one Monday night, but the group members have formed a certain ________________ that works for them and that they do not want to alter. They share the same values and enjoy a certain prestige as members of this particular club. A. social loafing B. organizational culture C. group cohesiveness D. propinquity

D

Companies like Skittles are working to adapt their strategies to new communications platforms as varied as a social networking site like Facebook, a social shopping site like Groupon, or a virtual world like MTV's Virtual Laguna Beach. Nonetheless, they share some basic characteristics. Which of the following is NOT one of these? A. The sites rely on users to sort the contents. B. They improve as the number of users increase. C. Payment is linked to the number of people who see the ads associated with the sites. D. They are free to the extent that the user can update them. Otherwise there is a usage charge.

C

Cynthia and Sarah are two of Kay's friends whom she grew up, with who have been quilting longer than she has. Although Kay belongs to a quilting ring, she will often call Cynthia when she runs into a problem with her stitching. This is because Kay and Cynthia share homophily. Which of the following statements most accurately describes homophily? A. Homophily is the degree to which a pair of individuals is similar in terms of creative skills. B. Homophily is the degree to which a pair of individuals is similar in terms of monetary wealth. C. Homophily is the degree to which a pair of individuals is similar in terms of education, social status, and beliefs. D. Homophily is the degree to which a pair of individuals is similar in terms of ethnicity.

D

Even shopping behaviour changes when people do it in groups. For example, people who shop with at least one other person tend to buy ______, make _______unplanned purchases, and cover ________ areas of a store than those who go alone. A. less, less, less B. less, less, more C. more, less, more D. more, more, more

A

Everyone knows people who are knowledgeable about products and whose advice others seek out and take seriously. These people are known as __________________. A. opinion leaders B. market mavens C. group leaders D. surrogate consumers

B

Interior decorators, stockbrokers, professional shoppers, or college consultants can all be thought of as _______________. A. influence networks B. surrogate consumers C. gatekeepers D. connectors

A

John is a wellness coach who runs a local yoga/fitness studio. Six months ago he set up a refreshments counter where he offers power bars, different teas, juice drinks, and herbs and supplements. He is in constant contact with his friends and colleagues in the field, and pays attention to word of mouth and referrals regarding new products, trends, customer preferences, and needs. Last week John agreed to partake in a research study aimed at learning more about the communication patterns among group members. The researcher explained that they would use _______ to map out interactions that took place between John and his network. A. sociometry B. key informants C. opinion leaders D. influence patterning

A

Normative social influence operates heavily in home shopping parties. A. True B. False

D

Of the factors that influence conformity, __________________ refers to an individual's need to identify with or to enhance his or her image in the opinion of significant others. A. fear of deviance B. group unanimity C. commitment D. susceptibility to interpersonal influence

A

One way marketers create buzz is through _________, the strategy of getting customers to sell a product on behalf of the company that creates it. A. Viral marketing B. Word-of-mouth communication C. Buzz marketing D. Guerilla marketing

A

Our parents may play a pivotal role in forming our values related to many important issues, such as attitudes about marriage or where to go to university. This is an example of normative influence. A. True B. False

D

People sometimes behave more wildly at concerts or costume parties—remember those Halloween costume parties? This phenomenon is known as ____________________________, in which individual identities get submerged within a group. A. reactance B. homophily C. anticonformity D. deindividuation

A

People tend to choose a ______________ (a person of equal standing) when performing social comparisons. A. co-oriented peer B. conformity relation C. social peer D. mirror personality

A

Steven admires the qualities of the pro golfers at his golf club. Because he has decided to try and turn pro, he begins to emulate their behaviours on and off the golf course. He watches them practise, he purchases the same brands of clothing they wear, he notes the type of clubs they use, and even what they purchase from the lunch menu. What type of power of influence do the pro golfers seem to have for Steven? A. Referent power B. Reward power C. Legitimate power D. Expert power

D

The likelihood that people will become part of a consumer's identified reference group is affected by several factors. For instance, as physical distance between people decreases and opportunities for interaction increase, relationships are more likely to form. What is this known as? A. Opportunity interaction B. Mere exposure C. Group cohesiveness D. Propinquity

B

The process by which groups break up is referred to as deindividuation. A. True B. False

B

There are two dimensions that influence the degree to which reference groups are important when making a purchase decision. The first is whether the purchase is to be consumed publicly or privately and the second is ____________. A. whether items are imitation products B. whether it is a luxury or a necessity C. whether items are free of charge D. whether items are low in perceived risk

C

Two or three times per month, Kathy's mother receives a phone call from a financial planner trying to schedule some time to meet with her to review her portfolio. The caller usually indicates that with the changing tax laws, Kathy's mother could be in danger of losing a large portion of her hard-earned savings or be missing out on ways to have her money work for her. Kathy's mother is not interested in meeting with the financial planner, but she is always polite and listens to what he has to say. In response, he continues to push to meet with Kathy's mother, who has been unsuccessful in discouraging any further calls. Which of the following forms of power is being exercised by the financial planner? A. Expert power B. Legitimate power C. Coercive power D. Information power

C

Vera heard from a friend that rubbing lemon on her skin would help to fade age spots. Vera does not have a background in dermatology but she is willing to try the lemon remedy as she would love to reduce the number of brown spots on her hands. Which of the following best describes Vera's would be reaction to word-of-mouth communication she received? A. Vera's friend twisted her arm. She absolutely must try this remedy. B. Vera is only going to try the remedy after she has tried many other different methods. C. Vera is unfamiliar with the remedy. But she trusts her friend and is therefore more inclined to try the remedy. D. Vera is going to wait to see if there is a clinically approved method that can reduce the age spots.

C

When collective buying decisions are made, such as when a family purchases a television or an organization purchases a photocopier, the group must select an option that serves everyone's needs. Different group members play important roles in what can be a complicated decision making process. Which of the following would NOT be one of those roles? A. Gatekeeper B. User C. Lurker D. Initiator

D

Which of the following best depicts the degree of power that informal and/or formal groups have in influencing individual consumer behaviour? A. Informal groups, regardless of size, tend to be more influential in developing anti-brand practices and encourage competitive choices amongst materialistic products. B. Marketers tend to be more successful at influencing informal groups than formal groups because informal groups are more easily identifiable and accessible. C. Larger, formal groups tend to exert a more powerful influence on individual consumers because they tend to be more involved in individuals' day-to-day lives and to be more important to them. D. Larger, formal groups tend to be more product- or activity-specific and thus are high in comparative influence.

D

Which of the following is NOT true for "flows" in a social network? A. Flows of communication may extend to other domains such as emails and even face-to-face meetups, in which members of an online network make plans to actually get together. B. Flows might be sent toward a group within a network, or several individuals independently. C. Flows of communication also occur outside the community platform. D. Flows are typically forms of two-way communication.

C

Which of the following is NOT true for virtual communities of consumption? A. Virtual communities of consumption often start organically as consumers create forums for people who share a similar passion. B. Marketers often create their own communities to encourage positive word of mouth and locate loyal customers. C. Virtual communities of consumption are more likely to occur if common economic backgrounds are present D. Virtual communities of consumption are a collection of people who interact online and share their knowledge for a specific product or hobby.

B

___________ refers to the capacity to alter the actions of others. A. Word of mouth B. Social power C. Conformity D. Expert power

B

_____________ refers to the tendency of people not to devote as much energy to a task when their contribution is part of a group. A. Deindividuation B. Social loafing C. Risky shift D. Normative influence