MKG 310 CH 7

Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer? A) continuous innovation B) dynamically continuous innovation C) discontinuous innovation D) technological innovation E) nontechnological innovation

A) continuous innovation

Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as _____. A) opinion leaders B) market mavens C) interpreters D) screeners E) market leaders

A) opinion leaders

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) _____. A) opinion leader B) market maven C) shopping expert D) market leader E) influencer

B) market maven

Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction? A) informational B) normative C) identification D) transient E) permanent

B) normative

Which type of group includes organizations such as professional associations and neighborhood associations that involve relatively weak ties and less frequent interaction among its members? A) primary group B) secondary group C) tertiary group D) cohort group E) work group

B) secondary group

Which type of communication involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet? A) mass advertising B) word-of-mouth C) impersonal D) two-step E) multistep

B) word-of-mouth

Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as a(n) _____. A) family B) organization C) group D) cohort E) generation

C) group

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)_____. A) enduring purchase situation B) marketing dilemma C) high-involvement purchase situation D) consumer dilemma E) Asch phenomenon

C) high-involvement purchase situation

Amanda is in junior high and begged her mother to buy her a certain brand of athletic shoe that all the "cool" kids in school were wearing. She thought that if she had those shoes, she would be accepted as one of them. To Amanda, these other students in school that she wants to be associated with represent a(n) _____. A) primary reference group B) secondary reference group C) dissociative reference group D) aspiration reference group E) attractive reference group

D) aspiration reference group

The manner in which innovations spread throughout a market is referred to as the _____. A) adoption process B)consumer decision making process C) innovation process D) diffusion process E) dissemination process

D) diffusion process

Which of the following is NOT an adopter category? A) innovators B) early adopters C) early majority D) late majority E) procrastinators

E) procrastinators

normative influence

aka utilitarian influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction

identification influence

aka value expressive occurs when individuals have internalized the group's values and norms

community

characterized by consciousness of kind, shared rituals and traditions, and a sense of moral responsibility

consumption subculture

distinctive subgroup of society that self-selects on the basis of shared commitment to a particular product class, brand, or consumption activity these groups have 1) an identifiable, hierarchal social structure 2) set of shared beliefs or values 3) unique jargon, rituals, and modes of symbolic expression

buzz

exponential expansion of WOM when words spread like wildfire

reference group

group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior

adoption process

indiv consumers presumably go through a series of distinct steps or stages known as adoption process when purchasing an innovation

opinion leader

individuals actively filter, interpret, or provide product-and brand relevant information to their family, friends, and colleagues

multistep flow of communication

involves opinion leaders for a particular product area who actively seek relevant info from the mass media as well as other sources

laggards

locally oriented and engage in limited social interactions

diffusion process

manner in which innovations spread throughout a market

brand community

non 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

aspiration reference groups

nonmembership groups

international influence

occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information

blogs

personalized journals where people and organizations can keep a running dialogue can be used in several ways by marketers

late majority

skeptical about innovations often adopt more in response to social pressures or a decreased availability of the previous product than social status

primary groups

such as family, friends, involve strong ties and frequent interaction wield considerable influence

secondary groups

such as professional and neighborhood associations, involve weaker ties and less frequent interaction

early adopters

tend to be opinion leaders in local reference groups successful, well-educated, somewhat younger than their peers

Group

two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent

innovators

venturesome risk takers capable of absorbing financial and social costs of adopting an unsuccessful product

online social network

web-based service that allows individuals to 1) construct public or semipublic profile within a bounded system (2) articulate a list of other users with whom they share a connection 3) view and traverse their list of connections and those made by others within the system

Which type of group includes family and friends and involves strong ties and frequent interaction? A) primary group B) secondary group C) consumer group D) reference group E) intimate group

A) primary group

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? A) informational B) exemplary C) identification D) utilitarian E) affective

C) identification

The process of one person receiving information from the mass media or other sources and passing it on to others is known as the _____. A) direct flow of communication B) one-step flow of communication C) two-step flow of communication D) multistep flow of communication E) impersonal/personal flow of communication

C) two-step flow of communication

Which of the following is a factor affecting the spread of innovations? A) type of group B) type of decision C) compatibility D) observability E) all of the above

E) all of the above

online community

community that interacts over time around a topic of interest on the internet

early majority

consumers tend to be cautious about innovations adopt sooner than most of their social group but also after the innovation has proved successful with others

dissociative reference groups

groups w negative desirability

innovation

idea, practice, product perceived to be new by the relevant individual or group

word of mouth communications (WOM )

individuals sharing info with the other indivs in a verbal form, including face to face, on the phone, and over the internet

market mavens

indivs have info about many diff kinds of products, places to shop, and other aspects of markets initiate discussions with others about products and shopping, and respond to requests for market information special type of opinion leaders provide significant amounts of info to others across a wide array of products, including durables and nondurables, services and store types

adopter categories

innovators - first 2.5% to adopt early adopters - next 13.5% to adopt early majority - next 34% to adopt late majority - next 34% to adopt laggards - final 16% to adopt

two-step flow of communication

process of one person receiving info from the mass media or other sources and passing it on to others explains some aspects of communication with groups, but too simplistic to account for most communication flows

enduring involvement

the most salient customers of opinion leaders is greater long-term involvement with the product category than the non-opinion leaders in the group leads to enhanced knowledge about and experience with the product category or activity

informational influence

when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information