Chapter 7 Consumer Behavior MKT 3323

Consumer-generated content helps brands do which of the following?

-engage with consumers -increase the brand's sales - increase the brand's awareness >>all of these choices are correct

Positive experiences are more powerful motivators of WOM than are negative experiences.

False

Some individuals have information about many different kinds of products, places to shop, and other aspects of markets. They can be considered a special type of opinion leader and are known as

Market Mavens

Adoption of a discontinuous innovation requires major changes in behavior of significant importance to the individual or group.

True Examples of discontinuous innovation are becoming vegetarian or purchasing a Honda FCX

In experiments, the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the

asch phenomenon

a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity is known as a

consumption subculture

Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer?

continuous innovation

Which of the following characterizes opinion leaders?

enduring involvement in the product or activity

Tara is a marketing professor and is a member of the American Marketing Association. The members of this organization are associated with the discipline of marketing, either as academicians or as practitioners. The purpose of this organization is to disseminate research about marketing, to share best practices, and to foster the professional development of marketers. The American Marketing Associate is an example of a

group

Nonconventional marketing activities that use a limited budget and can increase buzz are known as

guerilla marketing

Jamarcus was his collegiate chapter's delegate at a national conference of a professional business fraternity, Phi Chi Theta, in which he is a member. When the business meeting was conducted, parliamentary procedure was used, and Jamarcus was not familiar with this. Thus, he looked to the others to learn how he should behave in this situation. What type of influence does this reference group exhibit?

informational

Which of the following is NOT a criterion used to classify groups?

number of members

Which type of community interacts over time around a topic of interest on the Internet?

online community

Which of the following is not a guiding principle for marketing to online communities and social networks?

post marketing content so it does not stand out and appears as just another participant in the community, such as a flog

Angie is a teenager, living at home with her parents and two brothers. Even though she wants to venture out more on her own, her parents will not allow it, and she obeys their wishes. Her family represents a(n) __________ group.

primary

Samantha and Greg have owned an MG for several years and enjoy taking road trips through the Rockies with other MG owners every year. Which characteristic of brand communities does this illustrate?

rituals and traditions

As a marketing major, Stan is a collegiate member of the American Marketing Association. This association holds a collegiate conference every year, and he did attend it one year. While this is a group he belongs to, his ties to other members are relatively weak, and his interaction is infrequent. Which type of group is this?

secondary group

Brand communities can deliver value-creating activities by

social networkingcommunity engagementbrand useimpression management all of these are correct

Which group classification variable refers to the closeness and intimacy of the group linkages?

strength of social tie

Whether or not a new idea, practice, or product is an innovation is determined by

the perception of the potential market