chapter 7 questions

48. Stephen

A. Creator

25. Todd

A. consciousness of kind

9. Angie

A. primary group

the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the _____.

B. Asch phenomenon

35. Amie

B. normative

11. As a marketing major, Stan

B. secondary group

50. Howard

C. Joiners

52. Vicki

C. Spectators

characterizes opinion leaders?

C. enduring involvement in the product or activity

39. Valerie

C. identification

15. Amanda

D. aspiration reference group

23. Harley-Davidson

D. consumption subcultures

4. Which type of group's presumed perspectives or values are being used by an individual as the basis for his or her current behavior?

D. reference group

characteristic of a consumption subculture?

E. a, b, and c

24. A nongeographically bound community, based on a structured set of social relationships

A. brand community

28. Jeep Jamboree, Jeep 101, and Camp Jeep,

A. consumption gathering

74. Adoption of which type of innovation requires relatively minor changes in behavior or

A. continuous innovation

3. Tara

A. group

the likelihood of an individual seeking an opinion leader high?

A. high product/purchase involvement and low product knowledge

16. Which group of teens sees themselves and others as cool and at the center of the action?

A. influencers

17. Lisa

A. influencers

81. Which adopter group represents the first 2.5 percent to adopt an innovation?

A. innovators

54. Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as _____.

A. opinion leaders

8. Which type of group includes family and friends and involves strong ties and frequent interaction?

A. primary group

With respect to advertising, _____ opinion leadership can involve presenting the results of surveys showing that a high percentage of either knowledgeable individuals or typical users recommend the brand.

A. simulating

36. Normative influence is sometimes referred to as _____ influence.

A. utilitarian

consumption situations will a reference group's influence be strongest?

A. when the use of the product or brand is visible to the group

70. _____ is defined as the exponential expansion of word-of-mouth.

B. Buzz

true leaders of conversation and opinion in Web 2.0?

B. Creators and Critics

49. Which category of Web 2.0 participants are bloggers and post ratings and reviews, and tend to be in their late teens to mid-twenties?

B. Critics

18. Which group of teens has a high need for acceptance and adapts their behaviors

B. conformers

19. Carol

B. conformers

72. Angie's List is an example of a _____.

B. consumer review site

75. Leigh

B. dynamically continuous

32. Which type of influence occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information?

B. informational

65. Rayna

B. market maven

reference group influence occurs when an individuals fulfills group expectations to gain a direct reward or to avoid a sanction?

B. normative

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

B. online community

30. Jill

B. online community

55. John

B. opinion leader

63. Mitch

B. opinion leader

10. Which type of group includes organizations such as professional associations and

B. secondary group

68. With respect to advertising

B. stimulating

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

B. strength of social tie

57. The _____ flow of communication involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources.

B. two-step

communication involves individuals sharing information with other individuals in a verbal form

B. word-of-mouth

represent about 10 percent of the adult online community, but their influence is extensive as they communicate, news,

C. E-fluentials

true regarding brand communities?

C. One condition for a strong brand community appears to be a degree of uniqueness to the brand itself.

76. When purchasing an innovation, individual consumers presumably go through a series of distinct steps or stages known as the _____.

C. adoption process

73. Several girls in the 9th grade class at a small private school maintained an online journal.

C. blogs

13. Bob

C. dissociative reference group

12. Groups with negative desirability are referred to as _____.

C. dissociative reference groups

2. Two or more individuals who share a group of norms,values...

C. group

reference group influence occurs when individuals have internalized the group's values and norms?

C. identification

33. Jamarcus

C. informational

58. Several consumers rely on information they obtain from others and info from marketing

C. multistep

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

C. number of members

NOT a guiding principle for marketing to online communities and social networks?

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

product category would a reference group's influence be strongest?

C. running shoes

one person receiving information from the mass media or other sources and passing it on to others is known as the _____.

C. two-step flow of communication

38. Identification influence is also called _____ influence.

C. value-expressive

1. Many Jeep owners

D. Community

14. Individuals frequently purchase products thought to be used by a desired group

D. aspiration reference group

60. Jamie

D. consumer dilemma

20. A distinctive subgroup of society that self-selects on the basis of a shared commitment

D. consumption subculture

77. The manner in which innovations spread throughout a market

D. diffusion process

64. 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 _____.

D. market mavens

online "pass-it-along" strategy?

D. viral marketing

46. Clara

D. word-of-mouth

FALSE regarding word-of-mouth (WOM) communications?

E. Consumers generally trust advertising as much as they do WOM.

FALSE regarding consumption subcultures

E. Consumption must be shared physically to be a shared ritual that creates and sustains a group.

participants in social media tend to be older, are online but don't participate

E. Inactives

59. The exchange of advice and information between group members can occur _____.

E. a, b, and c

reference group influence do marketers use when developing advertisements?

E. a, b, and c

40. Which of the following is a factor determining a reference group's influence on a consumer?

E. all of the above

5. Which criterion is used to classify groups?

E. all of the above

78. Which of the following is a factor affecting the spread of innovations?

E. all of the above

27. A _____ is a gathering of owners and others for the purpose of learning about the brand

E. brandfest

66. According to Roper Starch

E. influentials

80. Which of the following is NOT an adopter category?

E. procrastinators