Consumer Behavior Chapter 7

brandfest

A _____ is a gathering of owners and others for the purposes of interacting with one another in the context of learning about and using the brand. A) consumption gathering B) convention C) consortium D) brand community E) brandfest

consumption subculture

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 _____. A) cohort group B) clone group C) dissociative reference group D) consumption subculture E) purchase consortium

brand community

A nongeographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm is known as a _____. A) brand community B) cohort group C) purchase consortium D) clone group E) census track

influentials

According to Roper Starch (a market research company), the 10 percent of the population that have broad social networks that allow them to influence the attitudes and behaviors of the other 90 percent of the population are called _____. A) market mavens B) opinion leaders C) shopping experts D) market leaders E) influentials

primary group

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. A) primary group B) secondary group C) consumer group D) restrictive group E) intimate group

secondary group

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? A) primary group B) secondary group C) tertiary group D) cohort group E) work group

membership in a group

Consumers who purchase a Harley-Davidson motorcycle can receive which of the following in addition to the purchase of the product? A) membership in a group B) a 20 year warrantee C) free maintenance for five years D) invitations to Harley Jamborees, Harley 101 safety courses, and Camp Harley E) greater attention from the police

running shoes

For which product category would a reference group's influence be strongest? A) vitamins B) toilet tissue C) running shoes D) insurance E) clothes washer

dissociative reference groups

Groups with negative desirability are referred to as _____. A) primary reference groups B) secondary reference groups C) dissociative reference groups D) aspiration reference groups E) unattractive reference groups

consumption subcultures

Harley-Davidson motorcycle owners that join a Harley group, Jeep owners that attend events sponsored by Jeep, and Star Trek "Trekkies" are all examples of _____. A) cohort groups B) clone groups C) dissociative reference groups D) consumption subcultures E) purchase consortiums

participant

Howard is a participant in a virtual community, but he and others do not see him as a leader. Which type of virtual group member is Howard? A) conformer B) participant C) lurker D) member E) influencer

value-expressive

Identification influence is also called _____ influence. A) informational B) normative C) value-expressive D) affective E) utilitarian

asch phenomenon

In experiments, the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the _____. A) group effect B) Asch phenomenon C) Skinner effect D) Pavlov phenomenon E) follower effect

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

In which of the following consumption situations will a reference group's influence be strongest? A) when the use of the product or brand is visible to the group B) when the product is a necessity C) when the consumer is confident in the purchase situation D) when the individual's commitment to the group is low E) when the reference group is large

high product/purchase involvement and low product knowledge

In which situation is the likelihood of an individual seeking an opinion leader high? A) high product/purchase involvement and low product knowledge B) high product/purchase involvement and high product knowledge C) low product/purchase involvement and low product knowledge D) low product/purchase involvement and high product knowledge E) low product/purchase involvement and either high or low product knowledge

aspiration reference group

Individuals frequently purchase products thought to be used by a desired group in order to achieve actual or symbolic membership in the group. This type of group is referred to as a(n) _____. A) primary reference group B) secondary reference group C) dissociative reference group D) aspiration reference group E) attractive reference group

brandfest

Jeep Jamboree, Jeep 101, and Camp Jeep, in which owners of Jeeps gather for the purposes of interacting with one another in the context of learning about and using their Jeeps, are examples of a _____. A) consumption gathering B) convention C) consortium D) brand event E) brandfest

influencers

Lisa and her friends see themselves as cool and at the center of the action in their high school. Which group of teens best describes Lisa and her friends? A) influencers B) conformers C) market leaders D) trend setters E) market mavens

utilitarian

Normative influence is sometimes referred to as _____ influence. A) utilitarian B) coercive C) functional D) value-expressive E) conformist

online guides

Online opinion leaders are known as _____. A) market mavens B) online guides C) innovators D) online go-toos E) online search engineers

multistep

Several consumers rely on information they obtain from others they see as knowledgeable about a specific product they are interested in purchasing (i.e., opinion leaders) as well as information they learn from marketing communications (i.e., advertisements) and other people that are not experts in the product category. Which type of communication flow does this represent? A) direct B) two-step C) multistep D) rapid E) efficient

market mavens

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 _____. A) product experts B) shopping experts C) personal shoppers D) market mavens E) market leaders

multistep

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. These opinion leaders process this information and transmit their interpretations of it to some members of their groups, and these group members also receive information from the mass media and other members who are not opinion leaders as well. A) direct B) two-step C) multistep D) dispersion E) inoculation

a, b , and c

The exchange of advice and information between group members can occur _____. A) directly in the form of WOM when one individual seeks information from another B) directly in the form of WOM when one individual volunteers information C) indirectly through observation as a by-product of normal group interaction D) a and b E) a, b, and c

lurkers

The largest group of virtual group members that only passively peruse the group discussions without being active participants is known as _____. A) conformers B) participants C) leaders D) lurkers E) passives

diffusion process

The manner in which innovations spread throughout a market is referred to as the _____. A) adoption process B) consumer decision making process C) innovation process D) diffusion process E) dissemination process

two-step flow of communication

The process of one person receiving information from the mass media or other sources and passing it on to others is known as the _____. A) direct flow of communication B) one-step flow of communication C) two-step flow of communication D) multistep flow of communication E) impersonal/personal flow of communication

group

Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as a(n) _____. A) family B) organization C) group D) cohort E) generation

adoption process

When purchasing an innovation, individual consumers presumably go through a series of distinct steps or stages known as the _____. A) product life cycle B) consumer life cycle C) adoption process D) consumption process E) diffusion of innovations

all of the above

Which criterion is used to classify groups? A) membership B) strength of social tie C) type of contact D) attraction E) all of the above

strength of social tie

Which group classification variable refers to the closeness and intimacy of the group linkages? A) membership B) strength of social tie C) number of members D) type of contact E) attraction

influencers

Which group of teens sees themselves and others as cool and at the center of the action? A) influencers B) conformers C) market leaders D) trend setters E) market mavens

leaders, participants, and lurkers

Which of the following are the three types of virtual group members? A) influencers, conformers, seekers B) dissociative, aspiration, and participants C) leaders, participants, and lurkers D) informational, influencers, and lurkers E) primary, secondary, and tertiary

enduring involvement in the product or activity

Which of the following characterizes opinion leaders? A) younger B) older C) enduring involvement in the product or activity D) highly educated E) high income

number of members

Which of the following is NOT a criterion used to classify groups? A) membership B) strength of social tie C) number of members D) type of contact E) attraction

a, b, c

Which of the following is a characteristic of a consumption subculture? A) an identifiable, hierarchical social structure B) a set of shared beliefs or values C) unique jargon, rituals, and modes of symbolic expression D) a and b E) a, b, and c

all of the above

Which of the following is a factor determining a reference group's influence on a consumer? A) whether or not the product is a necessity B) whether the use of the product or brand is visible to the group C) the degree of commitment the individual feels to a group D) the individual's confidence in the purchase situation E) all of the above

viral marketing

Which of the following is an online "pass-it-along" strategy? A) online guides B) dispersion C) blogs D) viral marketing E) e-gossip

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

Which of the following statements is FALSE regarding consumption subcultures? A) These groups have an identifiable, hierarchical social structure. B) These groups have a set of shared beliefs or values. C) These groups have a unique jargon, rituals, and modes of symbolic expression. D) They are reference groups for their members as well as those who aspire to join or avoid them. E) Consumption must be shared physically to be a shared ritual that creates and sustains a group.

consumers generally trust advertising as much as they do WOM

Which of the following statements is FALSE regarding word-of-mouth (WOM) communications? A) It is estimated that two-thirds of all consumer product decisions are influenced by WOM. B) Negative experiences are powerful motivators of WOM. C) Going beyond satisfaction to deliver more than was expected appears to have the potential to generate substantial WOM. D) Not all personal sources are equal in value. E) Consumers generally trust advertising as much as they do WOM.

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

Which of the following statements is true regarding brand communities? A) Brand communities seem most relevant for low-involvement, routinely-purchased products. B) Once a consumer becomes a member of a brand community, he or she is always a member. C) One condition for a strong brand community appears to be a degree of uniqueness to the brand itself. D) Brand communities can add value to the ownership of the product, but they do not build loyalty. E) Fostering a community requires the owners of the brand to come together on their own to establish relationships.

word of mouth

Which type of communication involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet? A) mass advertising B) word-of-mouth C) impersonal D) two-step E) multistep

virtual community

Which type of community interacts over time around a topic of interest on the Internet? A) brand community B) virtual community C) cyber community D) techie community E) geek squad

primary group

Which type of group includes family and friends and involves strong ties and frequent interaction? A) primary group B) secondary group C) consumer group D) reference group E) intimate group

secondary group

Which type of group includes organizations such as professional associations and neighborhood associations that involve relatively weak ties and less frequent interaction among its members? A) primary group B) secondary group C) tertiary group D) cohort group E) work group

reference group

Which type of group's presumed perspectives or values are being used by an individual as the basis for his or her current behavior? A) cohort group B) generation group C) community group D) reference group E) modeling group

informational

Which type of influence occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information? A) transient B) informational C) normative D) identification E) substantive

a, b, and c

Which type of reference group influence do marketers use when developing advertisements? A) informational B) normative C) identification D) a and b E) a, b, and c

normative

Which type of reference group influence occurs when an individuals fulfills group expectations to gain a direct reward or to avoid a sanction? A) informational B) normative C) identification D) transient E) permanent

identification

Which type of reference group influence occurs when individuals have internalized the group's values and norms? A) informational B) normative C) identification D) utilitarian E) affective

participants

Which type of virtual group member is active but not deemed a leader? A) conformers B) participants C) lurkers D) members E) influencers

leaders

Which type of virtual group members are a relatively small group who are highly influential and take on the most responsibility for community maintenance, and they are active members in that they both post and respond to messages? A) influencers B) leaders C) coordinators D) actives E) Internet mavens

stimulating

With respect to advertising, _____ can involve themes designed to encourage current owners to talk about the brand or prospective owners to ask current owners for their impressions. A) simulating B) stimulating C) parroting D) modeling E) slice of life

stimulating

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 B) stimulating C) parroting D) modeling E) faking

buzz

_____ is defined as the exponential expansion of word-of-mouth. A) Dispersion B) Buzz C) Infection D) Gossip E) Dissemination

e-fluentials

_____ represent about 10 percent of the adult online community, but their influence is extensive as they communicate, news, information, and experiences to a vast array of people both online and offline. A) Market mavens B) Internet mavens C) E-fluentials D) Opinion leaders E) Cyber leaders

opinion leaders

ndividuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as _____. A) opinion leaders B) market mavens C) interpreters D) screeners E) market leaders