MKT201_Chap 11

18. An unhappy customer is likely to tell at least ________ other people about negative experiences. a. three b. nine c. forty d. more than a hundred

b. nine

17. Product information that is transmitted by individuals to individuals is called ________. a. independent analysis b. product shuffle c. reactance formation d. word-of-mouth

d. word-of-mouth

8. Political candidates who get the most media exposure are more likely to win an election because of ________. a. propinquity b. mere exposure c. group cohesiveness d. reference bias

b. mere exposure

37. 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. Amada'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 them free advertisements.

b. Amada's Web site will decrease the credibility of the dealership's ads and will influence potential buyers to stay away from the dealership.

15. Consumers who are confident in themselves and do not need peer approval for their behaviors is said to be ________. a. snobbish b. role-relaxed c. symmetrical in decision making skills d. insulated

b. role-relaxed

3. The capacity to alter the actions of others is referred to as ________. a. publicity power b. social power c. 2nd order power d. behavioral power

b. social power

50. What is guerrilla marketing? a. the use of hidden attacks on the competition by creating false news releases, negative WOM, and industrial sabotage b. the use of promotions that use unconventional locations and extensive word-of-mouth campaigns c. the use of a monster attack on all sources of media so that a promotion is seen and heard simultaneously, no matter where a customers turns d. when large displays are used at the retail site such as balloons and searchlights

b. the use of promotions that use unconventional locations and extensive word-of-mouth campaigns

23. Several research methods are used to study reference groups and opinion leadership. The ________ trace communication patterns among members of a group. These techniques allow researchers to systematically map out the interactions that take place among group members. a. reputational methods b. behavioral methods c. sociometric methods d. geodemographic methods

c. sociometric methods

42. Two of Joe's friends knew more than he would ever know about automobiles, but Joe always went to Alberto when he had a question. Why—because he and Alberto shared something called homophily. Which of the following statements most accurately describes 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. 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.

a. Homophily is the degree to which a pair of individuals is similar in terms of education, social status, and beliefs.

47. 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.

a. Propinquity should make membership groups much stronger than avoidance groups.

19. A type of virtual community of consumption based on sharing online journals is called ________. a. blogs b. bozz boards c. rings d. globos

a. blogs

28. Phillipe is a member of a small Harley-Davidson motorcycle club. They meet once a week to ride and talk about their bikes. This club might exert a ________ influence on Phillipe as he decides which model of bike to buy for his girlfriend. a. comparative b. normative c. selective d. dyad

a. comparative

4. If one consumer copies another with respect to behaviors, the consumer that is copied is said to have ________ power. a. referent b. informational c. legitimate d. coercive

a. referent

46. Many people, before buying an automobile, will look at car ratings and other information found in buying guides and online sites. These sources have what type of influence over purchasers? a. utilitarian b. informational c. value-expressive d. behavioral

b. informational

25. Which of the following reference group influence forms is most associated with the following situation? Carl knows that Bert has had experience with various types of motor oils because he 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. demand influence b. informational influence c. utilitarian influence d. value-expressive influence

b. informational influence

5. If a fireman told you to leave your apartment, you would comply because the fireman has ________ power. a. information b. legitimate c. expert d. reward

b. legitimate

20. A person who lacks strong social ties to a virtual community and visits the sites only occasionally is called a ________. a. mingler b. tourist c. devotee d. insider

b. tourist

30. Chet meets each Wednesday night at Borders Bookstore with a small group of computer enthusiasts. The group calls itself X-Hackers because at one time all of these select members were hackers. Today, the group has similar values and has pledged to stop computer hacking. Which of the following membership group factors best describes the uniqueness of the group? a. propinquity b. mere exposure c. group cohesiveness d. organizational culture

c. group cohesiveness

39. Sam and Jackson have just returned from a Houston Astros game at the new Astros ballpark. The ballpark really impressed them. What really caught their attention, however, was the unique way that Coca-Cola sold its products. There were roving teams of "Cola Buddies" moving throughout the crowd during the game. These teams were passing out "free coupons" for Cokes, souvenir cups, dugout passes, and "free tickets" to next week's game. Sam and Jackson will always remember how great their day at the ballpark was and will certainly choose Coca-Cola when given the opportunity. This is an example of which of the following communication strategies? a. foot-in-the-door marketing b. viral marketing c. guerrilla marketing d. demand-based marketing

c. guerrilla marketing

7. The group that is composed of people that the consumer actually knows is called the ________ reference group. a. aspirational b. tribal c. membership d. group

c. membership

36. According to a study the White House Office of Consumer Affairs did, ________ of unhappy customers will not do business with a company again. a. 25 percent b. 50 percent c. 75 percent d. 90 percent

d. 90 percent

34. Many factors contribute to conformity. Japan is noted for its adherence to valuing collective well-being and group loyalty over individual needs. Which of the following conformity factors best explains this behavior? a. cultural pressures b. commitment c. group size d. susceptibility to interpersonal influence

a. cultural pressures

11. Home shopping parties may activate a risky shift or ________ where the individual at the party may get so caught up in the party spirit that he or she orders products that would normally not be ordered. a. deindividualization b. the didactic shift c. polarity d. the inner-self

a. deindividualization

24. 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. private luxury c. avoidance group d. brand community

a. reference group

32. Jeremy liked to gamble. He and his friends would travel several times a month to a local casino. If Jeremy could not find someone to travel with, he would go by himself. He noticed after a few months that he wagered more when he was with his friends than when he was alone. In his consumer behavior class, Jeremy learned that his behavior was an example of ________. a. risky shift b. decision polarization c. social loafing d. capitalization

a. risky shift

45. Jose is a buyer for a large company that sells herbs. He is constantly on the lookout for new sources of herbs and needs to be up on any change in the growing conditions and health of any given crop. He is dependent on word-of-mouth and referrals. Jose has volunteered to be a subject in a large university study attempting to trace communication patterns among members of a group. Such studies use ________ to understand the communication process. a. sociometry b. self-designated responses c. monomorphic referencing d. influence patterning

a. sociometry

41. A marketing manager wanted to identify opinion leaders for her product category. What should she look for? 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.

b. She should find socially active persons who are intensely interested in the product category and who are similar to other customers.

33. Jane would hold home shopping parties. She always gave two of her friends some money before the party began and asked them to buy something rather expensive from her at the beginning of the party. Jane believed that this increased the probability that other partygoers would then begin buying her products. Jane was relying on the _______ to increase sales. a. mini-max pressure effect b. bandwagon effect c. Rostoff effect d. polarization effect

b. bandwagon effect

6. 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. dyad

b. comparative

29. Every summer, thousands of bikers converge on Sturgis, South Dakota, filling up every campground, motel, and hotel within miles of the city. This annual meeting is an example of a gathering of a ________. a. normative clan b. consumer tribe c. maven network d. virtual storefront

b. consumer tribe

10. 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. capitalization

b. decision polarization

38. The intensity of identification with a virtual community depends on two factors. The first is that the more central the activity to a person's self-concept, the more likely he or she will pursue an active membership in a community. The second is that ________. a. membership is more likely to occur if common economic backgrounds are present b. the intensity of the social relationships the person forms with other members of the virtual community helps to determine his or her extent of involvement c. the intensity of the membership in the community is dependent on knowledge of the language used in the community—the secret code d. the subject matter discussed in the community is a determinant (i.e., technical chat rooms are the most popular)

b. the intensity of the social relationships the person forms with other members of the virtual community helps to determine his or her extent of involvement

16. It is estimated that ________ of all consumer goods sales are influenced by word of mouth communication. a. 40 percent b. 50 percent c. 66 percent d. 75 percent

c. 66 percent

14. Which of the following cultures emphasizes collective well-being and group loyalty over an individual's needs? a. American b. English c. Japanese d. Spanish

c. Japanese

43. Margaret stayed on top of what was happening in the marketplace. She classified herself as a shopaholic that liked to transmit market information of all types to her friends. Margaret would best be classified as a(n) ________. a. opinion leader b. innovator c. market maven d. market analyst

c. market maven

49. Within virtual communities, we would describe a person that has strong ties to the community and low self-centrality of consumption activity as being a(n) ________. a. devotee b. insider c. mingler d. tourist

c. mingler

12. Within groups, informal rules of behavior are called ________. a. beliefs b. values c. norms d. interpersonal dynamics

c. norms

1. 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

c. reference group

26. Phillip admires the qualities of the Sigma Chi members on his college campus. Because he has decided to try and pledge this group, he begins to imitate the qualities that he perceives the group has. What type of power does the fraternity seem to be displaying with respect to Phillip and his behavior? a. legitimate power b. expert power c. referent power d. reward power

c. referent power

48. 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" and this 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.

d. Both are examples of how individuals and groups of people behave differently within larger groups than they would behave as individuals.

40. Social networking is an integral part of what many call _______, which is like the Internet on steroids. The key change is the interactivity among producers and users. a. the Jobber Station b. the mega Web c. the inner Web d. Web 2.0

d. Web 2.0

31. The plain and simple fact is that Ralph has body odor. Worse than that, Ralph does not seem to care. Ralph's clothes are in a shambles and his personal hygiene could certainly be improved. For most people, Ralph would be in which of the following groups? a. aspirational groups b. cohesive groups c. deindividualization groups d. avoidance groups

d. avoidance groups

27. 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

d. coercive power

9. Groups often experience what is known as a risky shift (group members are willing to consider riskier alternatives than they would as individuals). One of the chief reasons for this phenomenon is ________. a. decision polarization b. degeneration hypothesis c. regeneration hypothesis d. diffusion responsibility

d. diffusion responsibility

13. The reason why young teenagers are most likely to conform to group pressure is ________. a. cultural pressure b. commitment c. group size d. fear of deviance

d. fear of deviance

21. ________ 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

d. market maven

22. A consumer category has been proposed in which the consumer is called a(n) ________. This category describes people who are actively involved in transmitting marketplace information of all types. a. opinion leader b. innovator c. market analyst d. market maven

d. market maven

35. Mindi heard that rubbing olive oil on her feet would help her to avoid those painful cracks that sometimes appear on her heal. 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, susceptible to word-of-mouth information

d. she is unfamiliar with the product and is, therefore, susceptible to word-of-mouth information

44. Mary is an interior designer who specializes in very expensive rugs for upscale homes. Sometimes the rugs will run close to a million dollars apiece. Mary is very careful about not making mistakes when she recommends a carpet, otherwise she could lose her position as a ________. a. market maven b. opinion leader c. mass media specialist d. surrogate consumer

d. surrogate consumer

2. Reference groups influence us in three ways. These ways include informational, utilitarian and ________ dimensions. a. reputational b. descriptive c. knowledge d. value-expressive

d. value-expressive