Consumer Behavior quiz 11

________ are generally more involved in a product category and actively search for information. a. Innovators b. Market mavens c. Reference groups d. Opinion seekers

d. Opinion seekers

________ influence helps the consumer make decisions about specific brands or activities. a. Normative b. Selective c. Coercive d. Social cue

d. Social cue

________ argue(s) that each of us has several "selves that relate to groups." a. Membership groups b. Social loafing c. Cultural pressures d. Social identity theory

d. Social identity theory

A group composed of people that the consumer actually knows is called a(n) ________ reference group. a. aspirational b. networked c. tribal d. membership

d. membership

A type of reference group is ________. a. aspirational b. All of these c. membership d. avoidance

b. All of these

________ occurs when an individual may have reason to believe that the group will apply sanctions to punish nonconforming behavior. a. Interpersonal influence b. Fear of deviance c. Fear of commitment d. The principle of least interest

b. Fear of deviance

________ happens when we do not devote as much time and effort to a task as we could because our contribution is part of a larger group effect. a. Brand feats b. Social loafing c. Brand community d. Principle of least interest

b. Social loafing

________ is the degree to which a person is able to make other people do something. a. Referent power b. Social power c. Identity power d. Group power

b. Social power

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

b. surrogate consumer

A reason why consumers conform is ________. a. fear of deviance b. commitment c. All of these d. cultural pressures

c. All of these

________ derives from the knowledge that a consumer possesses about a content area. a. Reward power b. Coercive power c. Expert power d. Referent power

c. Expert power

________ refers to the strategy of getting visitors to a website to forward information on the site of their friends in order to make more consumers aware of a product. a. Demand-based marketing b. Guerrilla marketing c. Viral marketing d. Foot-in-door marketing

c. Viral marketing

A set of socially relevant nodes connected by one or more relations is called a social ________. a. graph b. message c. network d. group

c. network

________ are frequently able to influence others' attitudes on behavior. a. Opinion leaders b. Environmental cues c. Norms d. Anti-brand communities

a. Opinion leaders

________ describes the capacity to alter the actions of others. a. Social power b. Social pressure c. Social involvement d. Social interaction

a. Social power

________ is a frenzied, guilt-ridden compromise between conflicting cultural ideals of motherhood and professionalism. a. The juggling lifestyle b. Home shopping c. Dad advertising d. The kin-network system

a. The juggling lifestyle

________ proposes that a small group of influences disseminates information because they can modify the opinion of a large group. a. Two-step flow model of influence b. Influence cascades c. Opinion leaders d. Influence network

a. Two-step flow model of influence

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

a. blogs

A marketing manager who wants to identify opinion leaders for her product category should ________. a. find socially active persons who are intensely interested in the product category and who are similar to the other customers b. find government officials who use the product c. find intellectuals who can write and speak well so that product communication will be facilitated d. look for people who stand out in a crowd

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

A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior. a. reference group b. demographic group c. focus group d. opinion group

a. reference group