Consumer Behavior - Chapter 7

Which of the following is a characteristic of a consumption subculture?

A, B, and C A: an identifiable, hierarchical social structure B: a set of shared beliefs or values C: unique jargon, rituals, and modes of symbolic expression

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

A, B, and C: 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

Which criterion is used to classify groups?

All of the above: 1. membership 2. strength of social tie 3. type of contact 4. attraction

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

Amanda is in junior high and begged her mother to buy her a certain brand of athletic shoe that all the "cool" kids in school were wearing. She thought that if she had those shoes, she would be accepted as one of them. To Amanda, these other students in school that she wants to be associated with represent a(n) _____.

Aspiration reference group

Several girls in the 9 th grade class at a small private school maintained an online journal. In this journal, some negative comments about the school were made, and the principal made them discontinue this online journal. The principal was concerned because anybody can read these comments as long as they know the address. Personalized online journals where people and organizations can keep a running dialogue such as the one illustrated here are known as _____.

Blogs

Many Jeep owners elect to become members of a Jeep _____ and attend brand fests such as Jeep Jamboree, Jeep 101, and Camp Jeep.

Community

Which factor affecting the spread of innovations refers to the consistency with the individual's and group's values or beliefs?

Compatibility

Carol is a little shy and has a high need for acceptance. She adapts her behavior and purchases to fit in with the group of teens that are seen as cool and at the center of the action? Which group of teens best describes Carol?

Conformers

Todd purchased a Harley-Davidson motorcycle because he identifies himself with what he feels is the typical owner of a Harley. Many other owners of this brand also feel this way, and they get upset when they see someone riding one who they think is not the "right" kind of person to own this brand. Which characteristic of brand communities does this illustrate?

Consciousness of kind

Which of the following statements is FALSE regarding word-of-mouth (WOM) communications?

Consumers generally trust advertising as much as they do WOM

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 _____.

Consumption subcultures

Which categories of participants are the true leaders of conversation and opinion in Web 2.0?

Creators and critics

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?

Critics

Potential obstacles to rapid market acceptance of an innovation are known as _____.

Diffusion Inhibitors

The manner in which innovations spread throughout a market is referred to as the _____.

Diffusion process

Bob is somewhat of a loner in high school. He really despises the school "jocks" that seem to be involved in every sport. He doesn't want anything to do with them or be like them in any way. To Bob, the group of students who represent the school athletes are a(n) _____.

Dissociative reference group

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.

(WRONG!) Convention

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

(WRONG!) Early adopters

Mitch seems to know everything about cars - at least that's what his friends and family think. He has been involved with cars since he was a child and even took an engine apart and put it back together again by the time he was 16 years old. He reads several publications related to cars, visits Web sites, and hangs out with others who are interested in cars as well. Due to his enduring involvement with this product category, Mitch would be considered a(n) _____.

(WRONG!) Product fanatic

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

(WRONG!) Spectators

Amie usually wears a uniform to her Catholic school, but on the first Friday of every month, students can wear other clothes as long as they bring in something for the church's food bank. Amie loves to shop and has plenty of fashionable clothes, but on these free dress days, she usually wears blue jeans, a T-shirt, and athletic shoes. Her mother asked her why she doesn't wear her nice clothes, and Amie told her that she would be made fun of at school. Which type of influence do the other students have on Amie?

(WRONG!): Conformist

_____ 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.

(WRONG!): Opinion Leaders

Leigh received a digital camera for her birthday. She was able to figure this product out pretty easily because it only required a moderate change in how she used to take pictures. One thing she had to get used to was printing the pictures instead of taking a role of film to a processor. This is an example of a _______ innovation.

Dynamically continuous

In which situation is the likelihood of an individual seeking an opinion leader high?

High product/purchase involvement and low product knowledge

Valerie and her family are members of the Baptist church. They have accepted the Baptist church's values as their own and behave in a manner consistent with the church's values because their values and the church's values are the same. Which type of influence does the church possess with respect to Valerie and her family?

Identification

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?

Influencers

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

Rayna provides a significant amount of information to others across a wide array of products, including durables and nondurables, services, and store type. She can provide information on product quality, sales, usual prices, product availability, store personnel characteristics, and other features of relevance to consumers. Rayna is best described as a(n) _____.

Market maven

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.

Multistep

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 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?

Secondary 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.

Simulating

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

Strength of social tie

Which of the following is an online "pass-it-along" strategy?

Viral marketing

In which of the following consumption situations will a reference group's influence be strongest?

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

Which type of communication involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet?

Word-of-mouth

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

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

identification

John doesn't know very much about electronic equipment, but he wanted to get his girlfriend an MP3 player for her birthday. His roommate, Hank, knows all about these types of products and made a recommendation to John. For this product category, Hank is known as a(n) _____.

opinion leader