MAR3503 Exam 3

What is opinion leadership?

Opinion leadership is leadership by an active media user who interprets the meaning of media messages or content for lower-end media users.

According to the research discussed in "Lipstick Tips", trust in influencer reviews is critical, with most respondents indicating that they only follow influencers who openly disclose their endorsement deals. TRUE/FALSE

TRUE

Approximately 40% of women would purchase a beauty product that a company paid an influencer to promote but another 40% were unsure. TRUE/FALSE

TRUE

Consumers are drawn to micro-influencers because they feel like friends, and micro-influencers tend to have higher rates of engagement than influencers with higher numbers of followers. TRUE/FALSE

TRUE

What makes for a good trigger?

Trigger must be balanced with strength and uniquness

How can companies increase consumer engagement with the brands and products?

- Based on the beats by Dr.Dre slides companies can make their product available in stores so consumer are able to touch the product and see how it really works - Use photos, meaningful endorsements, engage biggest fans

What factors make us more likely to conform?

- Cultural pressures - Fear of shunning/deviance - Susceptibility to interpersonal influence - Commitment - Group size / experience - Environmental cues

What are influencers?

- Have dedicated social following - Are viewed as experts (within their niche) - Specialists at generating content that consumers interact with on social media - Post to any social media platform in exchange or compensation - Bloggers, vloggers, creating short stories - Provide followers insight to their lives

What is the Influence model (PMO)? What types of purchases are most affected by P, M or O?

- P: PRIOR preferences, belief and experiences - M: info from MARKETERS - O: info from OTHERs

How does power affect consumer behavior?

- Take more risks/gambles - Have greater confidence in their own thoughts - Engage in selfish behaviors such as lying, cheating on tasks, and in video games - Engage in more hit and runs in driving simulations, and commit more traffic violations - Are more willing to pay for high-status items - Spend more money on themselves - Are more likely to voice dissatisfaction

How can you enhance social currency?

-share content that is remarkable -make people feel like insiders

Why do people write reviews?

1. Altruistic reasons 2. Share enthusiasm/ positive feelings 3. Enjoy writing about their own experience 4. Self-related

What types of reference groups did we discuss?

1. Membership groups 2. Avoidance groups 3. Aspirational groups

Which types of influencers are millennials less trustful of?

Celebrity and mega-influencers accounts give off a lack of trust and authenticity

What is the red sneakers effect? What did the research on non-conformity show?

Describing a brave person who wears a bright red sneaker in a professional setting

Ariely and Levav's research (the beer study) showed that consumers in the independent condition sought more variety and experienced less choice regret. TRUE/FALSE

FALSE

What does Eileen Fisher's research demonstrate about the power of avid fans and brand Communities?

Fisher researched the America's Next Top Model fan community and learned that Avid brand fans- especially those who remain active participants in its community-can play a role in undermining the very brand they love.

What are the implications of an emotional bond between an SMI and a follower?

Followers become more attached to the SMI, feeling a stronger bond which then leads them to accept product / brand recommendations from the Influencer Ex: Chrissy Teigen and her 20M followers

How do grassroots marketing motivate WOM? What's an example?

Grassroots marketing, sometimes known as guerilla marketing, starts from the ground up. Instead of launching a message you hope will appeal to many people, you target your efforts to a small group and hope the group will spread your message to a much larger audience. Ex: Altoids advertising with subway posters of retro imagery and other low tech media to avoid the product seeming mainstream

What is personality?

Individual differences in characteristic patterns of thinking, feeling and behaving

Why do micro-influencers matter?

More trustworthy than super popular accounts

What's the impact of a "Like" on social media?

Not as impactful as we believe

How can we manipulate perceived power?

Physically: - Clothing Structurally - have people imagine themselves or role play in higher/lower power roles Cognitively

What are trait theories of personality?

Sum of a set of traits or qualities about a person, used to predict or explain consumption behavior

When is it more powerful than advertising?

When evaluating and adopting new products

What is the Abercrombie & Fitch effect?

When male customers encounter a physically dominant male employee, their preference for high-status products increases

Influencers potentially meet followers' needs for ideality, i.e. achieving an ideal self, through all of the following EXCEPT: a. New ideas b. Broadening followers' horizons c. Being a role model d.Being physically attractive

d.Being physically attractive

You can manipulate perceived power _________ by imagining going up or down an escalator. a. Structurally b. Physically c. Emotionally d.Cognitively

d.Cognitively

Expert reviews are most influential when the purchase is _________ involvement and _________ in monetary or psychological risk. a. High, Low b. Low, High c. Low, Low d.High, High

d.High, High

Influencers potentially meet followers' needs for relatedness, i.e. the desire to feel socially connected to others, through each of the following EXCEPT: a. Enjoyability b. Similarity in demographics c. Great personality d. Relatability e. Creating visually attractive content

e. Creating visually attractive content

A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys. b. market maven c. opinion leader d. power user e.surrogate consumer

e.surrogate consumer

Milgram studies?

electric shock studies

Habits often originate in ________ but then become well-practiced responses, devoid of conscious decision making.

goal pursuit

When things go crazy around us and normal cues disappear, such as during a job loss or a move, we experience ______________.

habit discontinuity

How do we find opinion leaders?

imply asking an individual if they consider themselves to be an opinion leader

What is enclothed cognition?

internal influence of wearing clothes (symbolic meaning of clothes & physical experience)

Many consumers look for influencers who are willing to give products negative reviews, since it's considered a sign of _________.

legitimacy

Asch's studies?

line size experiment

How did the impact of a male greeter affect the buying behavior of men?

spent more and purchased more expensive items

What is social impact theory?

the idea that conforming to social influence depends on the group's importance, immediacy, and the number of people in the group

Sherif's studies?

the white dot experiment

What are the 5 types of social power we discussed?

- Referent: people tend to copy the qualities of a person that they admire. They are powerful because we follow them voluntarily - Reward: when the individual can offer rewards for completing tasks/behaviors - Coercive: influence someone because of social or physical intimidation; the threat to punishment - Legitimate: the individual has authority because of that individual's position (authority) - Expert: followers believe that the individual has expert knowledge relevant to them or to the job/task at hand

What type of social power do they possess? What is homophily?

- expert power - knowledge power - socially active - legitimate power - referent power Homophily refers to the degree to which a pair of individuals are similar in terms of education, social status, and beliefs.

What are the 2 types of conformity we discussed? How do they differ?

1. Normative conformity: conforming to social norms and the expectations of others i.e. social, group, cultural norms in others. 2. Informational conformity: occurs when people are in an ambiguous situation and rely on others to learn

What types of opinion leaders are discussed in the text?

1. The market maven - Transmits marketplace info of all types. Not necessarily interested in the product but knowing they are on top of it. meaning that he or she is well-versed in the current state of the market and privy to information that the general public may not have access to. 2. The surrogate consumer - Third-party; often get compensated for their advice Ex. interior decorators, stockbrokers, professional shoppers

How can companies increase consumer engagement with the brands and products?

1. User- generated contact 2. Meaningful endorsements 3. Engage your true fans (gain intelligence)

Wood, Quinn & Kashy (2002): conducted diary studies with college students and discovered that _________ of behaviors are repeated in the same location almost every day.

43%

What is the fundamental attribution error?

An inflated belief about the importance of personality traits, together with a failure to recognize the importance of situational factors affecting behavior

What is some research showing differences in consumer behavior linked to personality dimensions?

Ask people how likely they are to stick to doctor's medicine RESULTS: - High neuroticism: less likely to stick to the prescription - High in conscientious: very careful with methodical following of prescription Recommendation: use different communication and education depending on personality

Which three (3) needs do social media influencers (SMIs) fulfill? And how do they fulfill each of these 3 needs?

Ideality - Ideal self, focus more on persona than physical looks Relatedness - Feel social connection, similarity Competency - desire to feel capable or effective

What is the Good Samaritan study? What were the levels of the IV? What did it demonstrate?

It demonstrates the power of the situation: we are not always predictable across situations Some situations are very powerful - bring out certain personality traits

What is the Big 5 Model of personality? What are its dimensions?

It's the most scientific way of classifying personality differences, the most used by research psychologists, and is widely applied in social psychology and consumer research. OCEAN dimensions - Openness to experience: open to new things - Conscientiousness: level of structure needed - Extroversion: tendency to be social & tolerate stimulation from other people - Agreeableness: degree to which we defer to other people - Neuroticism: emotionally; how well do you cope with stress

What cautionary tale did we discuss with respect to stories?

Not everything good story passes along (need a network to share it thru)

Why is storytelling important?

People are more likely to share a memorable story than a list of technical facts and features about a product/s

What makes an influencer attractive to consumers?

Persona-driven attributes - Inspiration - Enjoyability - Similarity Content-driven attributes - Informativeness - Visual aesthetics - Expertise

What does it mean that personality is best thought of as a moderator?

Personality may temper or accentuate effects of a given situation

What is digital psychometrics?

The assessment of psychological characteristics using our digital footprints

What is conformity?

The tendency to align our attitudes, beliefs. and/or behaviors with those around us as a reaction to real or imagined social pressure

Why does Free People add user-generated content to its website?

User generated content includes pictures and videos, posted by users, flaunting the brands products. This has the same effect as customer reviews which we've seen to be very effective because they are viewed as unbiased.

What are the two dimensions of emotion?

Valence: positive/negative Psychological Arousal: high/low

What is WOM? Is it powerful? Why or why not?

WOM- word of mouth: informal, interpersonal communication-positive or negative-about a brand, product, organization or service. It is powerful because senders often "enhance their messages through richness= a message's depth, intensity and vividness.

What does the power of the situation have to say about personality dimensions?

We are not always predictable across situations, some situational influences are very powerful-bring out/exhibit certain personality traits.

Explain the social comparison theory

We mostly compare to others similar to us, but we also have a drive to move constantly upwards

When do groups influence consumption and the brand and/or category level?

When ordering out loud at a restaurant/brewery-> alters our choices-> less satisfaction for anyone not ordering first

In class, we discussed the 'Triggers' principle to explain why _________ got more word of mouth than _________. a. Cheerios, Disney b. Disney, Cheerios c. Apple, Samsung d.Samsung, Apple

a. Cheerios, Disney

The presence of ___ compared with nonsocial controls has been found to increase removal of litter, increase voter turnout, and reduce bicycle theft. a. Eyes b. Noses c. Mouths d.Hands

a. Eyes

During the onset of Coronavirus, people bought toilet paper just because they saw a lot of other people buying toilet paper. This would be an example of _________. a. Informational conformity b. Normative conformity c. Groupthink d.Nonconformity

a. Informational conformity

People who live with others will have _________ habitual behavior than people working long hours. a. Less b. More c.The Same

a. Less

Match.com and eharmony.com measure identifiable personal characteristics called ________. a. personality traits b. personality image c. personality matches d.ego matches

a. personality traits

Jake is a member of a small Harley-Davidson motorcycle club. Members meet once a week to ride and talk about their bikes. This club might exert a ________ influence on Jake as he decides which model of bike he buys for his girlfriend. a. referent power b. normative c. coercive power d. legitimate power

a. referent power

Sophia tells Nick about a great new restaurant. Sophia is practicing ________. a. word-of-mouth communication b. social advertising c. group advertising d.viral advertising

a. word-of-mouth communication

Trust and the number of followers an influencer has are _________-related, with nano- and micro-influencers being the _________ -trusted a. Directly, Most b. Inversely, Most c. Directly, Least d. Inversely, Least

b. Inversely, Most

_________ conformity occurs in order to meet the expectations of others, e.g. to be liked, to not be rejected, to not look foolish. a. Informational b. Normative c. Social Proof d. Nonconformity

b. Normative

_________ are regarded as the best information source when consumers want to make the best decision and avoid risk. a. Marketers b. Other People c. Prior Preferences d. Salespeople

b. Other People

Halle was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she is really quite introverted and shy. Her friends observed that Halle does not appear shy when she is out on a weekend evening. Which of the following statements is most applicable in understanding Halle's personality? a. Personality is a set of consistent traits that do not change from one environment to the next. Either Halle or her friends are wrong in their observations. b. Personality is a person's unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments. c. Personality is a hypothetical construct that grows stronger with age. Halle will likely be extroverted for the rest of her life. d.Halle's behavior on a weekend night is due to Freudian problems with her superego.

b. Personality is a person's unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments.

Adidas shoes are an example of a _________. a. Private Necessity b. Public Necessity c. Private Luxury d. Public Luxury

b. Public Necessity

When companies use celebrities in their ads they are using the principle of ________ reference groups. a. membership b. aspirational c. coercive d. normative

b. aspirational

No matter how randomized the researcher made the participant groups, the participants continually had favorable biases to other people placed in their group, regardless of the number of times their group changed. This is an example of a/the __________. a. Cultural Bias b. Fundamental Attribution Error c. Minimal Group Paradigm d. Confirmation Bias

c. Minimal Group Paradigm

Simonson et al. found that if you see someone disliking a product for reasons that do not apply to you, you will often evaluate the product _________ favorably than if you had not seen that review. a. Equally as b. Less c. More

c. More

Individuals low in_________ and high in conscientiousness are correlated to the utilitarian shopping value. a. Extroversion b. Agreeableness c. Neuroticism d.Openness

c. Neuroticism

Bellezza, Gino, and Keinan (2013) studied nonconformity, i.e. the red sneakers effect, in Milan. Which of the following results is correct? a. Pedestrians and shopkeepers both attributed a higher level of status to the customer shopping at a luxury shop when she was wearing gym clothes versus a dress and elegant coat. b. Pedestrians but not shopkeepers attributed a higher level of status to the customer shopping at a luxury shop when she was wearing gym clothes versus a dress and elegant coat. c. Shopkeepers but not pedestrians attributed a higher level of status to the customer shopping at a luxury shop when she was wearing gym clothes versus a dress and elegant coat. d. None of the above is correct.

c. Shopkeepers but not pedestrians attributed a higher level of status to the customer shopping at a luxury shop when she was wearing gym clothes versus a dress and elegant coat.

British psychologist Frederic Bartlett investigated message transmission through serial reproduction, a process that he called assimilation in which people engage in ___________, when they omit details to simplify the structure, and __________, when they exaggerate prominent details. a. dulling, sharpening b. sharpening, dulling c. leveling, sharpening d. sharpening, leveling

c. leveling, sharpening

You are trying to be healthier so you decide you want to make eating an apple everyday a habit. You decide to eat the apple right after you go on your daily run. This type of habit change is an example of __________. a. Identifying Rewards b. Reducing Friction c. Adjusting Cues d.Piggybacking

d.Piggybacking

Anna asks people in her social group their opinion about a movie before she watches it. Her social group is an example of a(n) ________. a. group norm b. leaderboard c. core group d.reference group

d.reference group