MKT 3411 - Chapter 11
d
The opinion leader referred to as a(n) ________ is actively involved in transmitting marketplace information of all types. A) surrogate consumer B) innovator C) monomorphic leader D) market maven
b
The pressure to conform that escalates as more and more group members "cave in" is called the ________ effect. A) polarization B) bandwagon C) loafing D) homophily
d
A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys. A) market maven B) opinion leader C) power user D) surrogate consumer
b
Political candidates who get the most media exposure are more likely to win an election because of the effect of ________ in determining one's set of referents. A) propinquity B) mere exposure C) group cohesiveness D) reference bias
d
Product information that is transmitted by individuals to individuals is called ________. A) independent analysis B) product shuffle C) reactance formation D) word-of-mouth
c
A group composed of people that the consumer actually knows is called a(n) ________ reference group. A) aspirational B) tribal C) membership D) networked
a
According to the principle of least interest, the person who is least ________ has the most power in a relationship. A) committed to staying in the relationship B) susceptible to interpersonal influence C) susceptible to cultural pressures D) concerned about sanctions against nonconforming behavior
b
Amanda thought she had been cheated by a local car dealership. She was so upset that she created a Web site to share her story with the world. What is the most likely result of Amanda's action? A) Most readers will think that Amanda is a little nutty and ignore her Web site. B) Amanda's Web site will decrease the credibility of the dealership's ads and will influence potential buyers to stay away from the dealership. C) Even if it is read extensively, Amanda's Web site will have little effect on how people see the dealership or Amanda. D) The Web site will actually increase sales at the dealership by giving the company free publicity.
a
Angela belongs to a film club that selects and views classic movies once a month. Angela wouldn't watch a vampire movie on her own, but is happy to watch the classic vampire film with the group that almost all of the other group members voted to see. This example demonstrates which factor of conformity? A) group unanimity B) cultural pressure C) fear of deviance D) principle of least of interest
b
Consumers who are confident in themselves and do not seek peer approval for their behaviors are said to be ________. A) normative B) role-relaxed C) deindividuated D) insulated
b
Consumers who participate in social networking are more likely to consider themselves as ________ than are those who do not use online social networks. A) media recipients B) media broadcasters C) members of an aspirational group D) members of a reference group
a
Home shopping parties may activate the risky shift or ________, in which the individual at the party may get so caught up in the party spirit that he orders products that he would normally not purchase. A) deindividuation B) homophily C) surrogate shift D) principle of least interest
a
If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied is said to have ________ power. A) referent B) informational C) legitimate D) coercive
b
If a fireman told you to leave your apartment, you would comply because the fireman has ________ power. A) referent B) legitimate C) coercive D) reward
b
In advertising terms, a(n) ________ refers to a view or exposure to an advertising message. A) node B) impression C) connection D) reference
a
Jeff had collected a nice wardrobe before graduating from college. All of his friends considered him "well dressed." After the first day at his new job, however, Jeff immediately went out and replaced most of his clothes with what was considered to be professional dress clothing. Jeff had just experienced the power of a new ________. A) reference group B) information cascade C) avoidance group D) brand community
a
Propinquity is a factor that is related to the power of a reference group. How will it influence the relative power between a membership group and an avoidance group? A) Propinquity should make membership groups much stronger than avoidance groups. B) Propinquity should make membership groups and avoidance groups equal in potential power. C) Propinquity should make membership groups weaker than avoidance groups because the motivation to distance oneself is increased with closeness. D) Propinquity will have no influence on either membership groups or avoidance groups.
b
Recent research on opinion leadership has called into question the traditional view that there is such a thing as a ________ opinion leader. A) heterophilous B) generalized C) polymorphic D) monomorphic
d
Reference groups influence us in three ways. These influences include informational, utilitarian, and ________ dimensions. A) reputational B) descriptive C) knowledge D) value-expressive
c
The ________ a group is, the more likely members are to engage in social loafing. A) more homogeneous B) smaller C) bigger D) less homogeneous
b
The ________ influence is the reference group influence that helps the consumer make decisions about specific brands or activities. A) normative B) comparative C) selective D) coercive
d
What do social loafing and decision polarization have in common? A) Group decisions become more extreme, so that individuals who are naturally lazy become even more so. B) Some people do not pay their "fair share," which causes groups to polarize into smaller groups. C) Both effects show how individualism is maintained even within groups that exert considerable peer pressure. D) Both are examples of how individuals and groups of people behave differently within larger groups than they would behave as individuals.
a
Which of the following statements most accurately defines homophily? A) Homophily is the degree to which a pair of individuals is similar in terms of education, social status, and beliefs. B) Homophily is the degree to which a pair of individuals is similar in terms of monetary wealth and lifestyle. C) Homophily is the degree to which a pair of individuals is similar in terms of ethnicity. D) Homophily is the degree to which a pair of individuals is similar in terms of sexual orientation.
c
Within groups, informal rules of behavior are called ________. A) beliefs B) values C) norms D) interpersonal dynamics
d
Young teenagers who conform to group pressure because they believe they will be punished by the group for nonconforming behaviors are motivated by ________. A) social loafing B) the principle of least interest C) group unanimity D) fear of deviance
c
________ refers to the strategy of getting visitors to a Web site to forward information on the site to their friends in order to make still more consumers aware of a product. A) Foot-in-door marketing B) Guerrilla marketing C) Viral marketing D) Demand-based marketing
b
A marketing manager who wants to identify opinion leaders for her product category should do which of the following? A) She should find government officials who use the product. B) She should find socially active persons who are intensely interested in the product category and who are similar to other customers. C) She should find intellectuals who can write and speak well so that communication will be facilitated. D) She should look for people who stand out in a crowd.
c
A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior. A) opinion group B) demographic group C) reference group D) focus group
b
In general, advertising is more effective when it ________ than when it ________. A) tries to create new product preferences; reinforces our existing product preferences B) reinforces our existing product preferences; tries to create new product preferences C) relies upon word-of-mouth tactics; relies upon viral marketing tactics D) relies upon viral marketing tactics; relies upon word-of-mouth tactics
d
Kimberly has been contacted eight times in the last week by a pushy telemarketer. She made the mistake of showing some interest in the product being sold and has not had much luck in getting rid of the caller. Which of the following forms of power is being exercised by the telemarketer? A) expert power B) referent power C) reward power D) coercive power
b
Meagan is planning her wedding and wants everything to be just right, from the invitations and table settings to the ceremony and music selections. Because she feels overwhelmed by all of the information to sort through and the choices to make, she hires a wedding planner to make many of the decisions and purchases for her. Meagan's wedding planner is best described as a(n) ________. A) innovative communicator B) consumer surrogate C) opinion seeker D) key informant
d
Mindi heard that rubbing olive oil on her feet would help her to avoid the painful cracks that sometimes appear on her heels. Mindi is no foot expert, but she is willing to try this remedy on the off-chance that it might work. Which of the following would best explain Mindi's response to word-of-mouth information? A) She is coerced into action. B) She is totally dependent on word-of-mouth information. C) She is being influenced by social persuasion theory. D) She is unfamiliar with the product and is therefore likely to be persuaded by word-of-mouth information.
d
One of the chief causes of the phenomenon of the risky shift effect is ________. A) decision polarization B) degeneration hypothesis C) regeneration hypothesis D) diffusion of responsibility
b
The capacity to alter the actions of others is referred to as ________ power. A) publicity B) social C) second-order D) behavioral
b
When members of a group come together with a certain attitude, that attitude becomes more extreme after the group discusses it. This effect is called ________. A) social loafing B) decision polarization C) responsibility diffusion D) the principle of least interest
b
Which form of reference group influence is most associated with the following situation? Carl knows that Bert has had experience with various types of motor oils because Bert is a mechanic for a large Cadillac dealership. Carl asks Bert to compare his brand against Quaker State. Bert tells Carl that Quaker State can't be beat for performance and durability. A) coercive influence B) information influence C) utilitarian influence D) value-expressive influence
d
Which of the following is an example of a new kind of avoidance group that has grown in popularity through the Web? A) virtual communities of consumption B) virtual worlds C) consumer tribes D) antibrand communities
b
Which of the following is an example of utilitarian influence? A) An individual seeks information about various brands from a professional. B) An individual's decision to purchase a particular brand is influenced by the preferences of family members. C) An individual feels that the purchase of a particular brand will enhance the image others have of her. D) An individual seeks brand-related knowledge and experience from friends, neighbors, colleagues, and relatives who have reliable information about the brand.
