Consumer Behavior Test 2 Chapter 7

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.

The Mini Getaway Tour, in which owners of Mini Coopers gather for the purposes of interacting with one another in the context of learning about and using their Mini Coopers, are examples of a

Brand fest

Signing up to receive an email on a brand's website is an example of

conversion

Which of the following is not an adopter category?

procrastinators

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

Brand community

True/False A brand community is a geographically 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

False

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

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

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

adoption processes

Market mavens are more likely than the rest of the population to engage in which of the following behaviors?

compare prices

Stephanie is 19 years old and is a participant in social media in that she creates content of her own about her favorite brands of makeup—Web pages, blogs, video and video uploads to places like YouTube. The information created by Stephanie can be classified as?

consumer generated content

Jamie wants to purchase a notebook computer, but she has limited product knowledge about computers other than how to turn one on and use it. She expects to pay over $1,000 for this computer, so this is an important decision for her and she wants to make the right choice. For Jamie, this represents a(n)

high-involvement purchase situation.

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

Jill is a breast cancer survivor. She posts a blog, which is her online journal, on a site that is specifically for others to share their experiences and support one another. She and others discuss products that help them deal with the side effects of their treatments as well as products that can help them maintain their self-esteem (e.g., wigs). Jill is participating in a(n)

online community

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

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/traditions

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

type of group type of decision compatibility observability (all)

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

whether or not the product is a necessity whether the use of the product or brand is visible to the group the degree of commitment the individual feels to a group the individual's confidence in the purchase situation (all)

Clara had an unpleasant experience at a local restaurant at lunch one day. She went back to work and told all her coworkers about this experience, and many of them said they would never go back to that restaurant. Which type of communication is this an example of?

word of mouth