MKTG 371 Actually ch.11

Which of the following is 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) Anti-brand communities

D

Which term refers to exchanges of resources, information, or influence among members of networks? A) Media multiplexity B) Flaming C) Lurkers D) Flows

D

According to the principle of least interest, a person will gain power in a group as she decreases her commitment to the group.

TRUE

Buzz is created by word-of-mouth advertising.

TRUE

Consumers are swayed more by negative word of mouth than by positive comments.

TRUE

If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied has ________ power. A) referent B) informational C) legitimate D) coercive

A

When companies use celebrities in their ads they are using the principle of ________ reference groups. A) membership B) aspirational C) coercive D) normative

B

________ are generally more involved in a product category and actively search for information. A) Market mavens B) Opinion seekers C) Innovators D) Reference groups

B

________ 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 community B) Social loafing C) Principle of least interest D) Brand feats

B

________ argue(s) that each of us has several "selves that relate to groups." A) Cultural pressures B) Social loafing C) Social identity theory D) Membership groups

C

________ refers to the strategy of getting visitors to a Web site to forward information on the site of their friends in order to make more consumers aware of a product. A) Foot-in-door marketing B) Guerrilla marketing C) Viral marketing D) Demand-based marketing

C

_______ is the degree to which a person is able to make other people do something. A) Referent power B) Identity power C) Group power D) Social power

D

________ proposes that a small group of influences disseminates information because they can modify the opinion of a large group. A) Influence network B) Influence cascades C) Opinion leaders D) Two-step flow model of influences

D

Groups maintain standards of conduct through normative influence.

TRUE

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

TRUE

Opinion leaders are likely to also be opinion seekers.

TRUE

Referent power involves one person admiring the qualities of another person and trying to copy that person's behaviors.

TRUE

The influence of others' opinions is at times more powerful than one's own perceptions.

TRUE

A type of virtual community of consumption based on sharing online journals is called ________. A) blogs B) boards C) rings D) globs

A

According to the principle of least interest, the person who is least ________ has the most power in the 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

A

Angela belongs to a film club that selects and views classic movies once a month. Angela won't watch scary movies on her own, but agrees to watch the classic vampire film with the club because almost all of the other club members voted to see it. This example demonstrates which factor of conformity? A) Group unanimity B) Cultural pressure C) Fear of deviance D) Principle of least interest

A

Meagan is planning her wedding and wants everything to be just right. 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) surrogate consumer C) opinion seeker D) key informant

B

A membership reference group comprises idealized figures such as successful business people, athletes, or performers.

FALSE

A normative community is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.

FALSE

A person or group with the means to provide positive reinforcement is said to have expert power.

FALSE

A surrogate consumer, by definition, makes a purchase on behalf of another consumer.

FALSE

An individual's motivation to distance himself from a negative reference group cannot be as powerful as his motivation to please a positive group.

FALSE

For an average citizen, a Supreme Court Justice is more likely to possess coercive power than legitimate power.

FALSE

Janet was very orderly around her apartment. Everything in her apartment was always very neat and clean. At a public park, Janet took some trash out of her car and threw it toward a trash container. Some of it fell on the ground. Janet just shrugged and said, "The trash guys will get it," and drove off. This is an example of deindividuation.

FALSE

Most cultures in the world encourage the same degree of conformity.

FALSE

Most opinion leaders are celebrities rather than everyday consumers.

FALSE

People we admire influence us because they hold reward power.

FALSE

Product information that individuals transmit to other individuals is called push promotion.

FALSE

Special military groups like Navy Seals require conformity to an extreme level. This is created by establishing an extreme fear of deviance.

FALSE

The most common method of identifying opinion leaders is to use the social registry document kept by most city newspapers.

FALSE

The original opinion leadership framework of an influence network has been largely displaced by the two-step flow model of influence.

FALSE

Earlier purchasers tend to be innovators, who like to take risks.

TRUE

Phillipe 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 Phillipe as he decides which model of bike he buys for his girlfriend. A) referent power B) normative C) coercive power D) legitimate power

A

Power that is granted by virtue or a social agreement, such as the authority we give to police officers, is called ________. A) referent power B) information power C) legitimate power D) expert power

A

Sophie tells Nick about a great new restaurant. Sophie is practicing ________. A) word-of-mouth communication B) social advertising C) group advertising D) viral advertising

A

The importance of weak ties in a social system is demonstrated by their ________. A) bridging function B) social contagion C) momentum effect D) diffusion responsibility

A

________ are frequently able to influence others' attitudes on behavior. A) Opinion leaders B) Anti-brand communities C) Norms D) Environmental cues

A

________ derives from the knowledge that a consumer possesses about a content area. A) Expert power B) Coercive power C) Reward power D) Referent power

A

________ describes the capacity to alter the actions of others. A) Social power B) Social pressure C) Social interaction D) Social involvement

A

________ occurs when an individual may have reason to believe that the group will apply sanctions to punish nonconforming behavior. A) Fear of deviance B) Fear of commitment C) The principle of least interest D) Interpersonal influence

A

A set of socially relevant nodes connected by one or more relations is called a social ________. A) graph B) network C) message D) group

B

Every summer, thousands of motorcycle enthusiasts converge at Sturgis, South Dakota, for a motorcycle rally. They fill up every campground, motel, and hotel, in the vicinity. This annual illustrates a(n) ________. A) normative clan B) consumer tribe C) maven network D) aspirational group

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

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 strategies

B

James' friend, whom he admires and respects, just purchased a new car. James decides to buy the same model. This situation illustrates the influence of ________. A) information power B) referent power C) social power D) legitimate power

B

Phillip admires the qualities of the Sigma Chis on his college campus. Since 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) Referent power C) Expert power D) Reward power

B

Recent research on opinion leadership has called into question the traditional view that there are ________ opinion leaders, whose recommendations people see for all purchases. A) heterophilous B) generalized C) polymorphic D) monomorphic

B

The pressure to conform that escalates as more and more group members "cave in" is called ________. A) polarization B) bandwagon C) loafing D) homophily

B

A group composed of people that the consumer actually knows is called a(n) ________ reference group. A) aspirational B) tribal C) membership D) networked

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

C

Individuals with the ability to influence others' attributes or behaviors are considered ________. A) reference groups B) experts C) opinion leaders D) avoidance leaders

C

James Otis wants to be "just like Mike" (basketball star Michael Jordan) and has for many years. James has purchased Jordan-gear, follows Jordan's career, and he has often thought about how to give back to his community the way MJ has. Which of the following reference group terms would apply to James Otis and his relationship with Michael Jordan? A) Membership group B) Avoidance group C) Aspirational group D) Tribal group

C

Margaret stayed on top of what was happening in the marketplace, but she was not necessarily the first to purchase items when they first came out. Margaret would be classified as a(n) ________. A) opinion leader B) innovator C) market maven D) market analyst

C

Several research methods are used to study reference groups and opinion leadership. ________ methods 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) momentum B) behavioral C) sociometric D) geodemographic

C

The ________ a group is, the more likely members are to engage in social loafing. A) more homogeneous B) smaller C) bigger D) less homogenous

C

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 shambles, and his personal hygiene could certainly be improved. For most people, Ralph would be in which of the following groups? A) Aspirational group B) Cohesive group C) Avoidance groups D) Deindividualization groups

C

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

A reason why consumers conform is ________. A) cultural pressures B) fear of deviance C) commitment D) all of the above

D

A type of reference group is ________. A) membership B) aspirational C) avoidance D) all of the above

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

D

Anna and David both have the same college degree, belong to the same social class, and attend the same church. This situation illustrates ________. A) influence network B) positive reinforcement C) referent power D) homophily

D

A marketing manager who wants to identify opinion leaders for her product category should ________. A) find government officials who use the product B) find socially active persons who are intensely interested in the product category and who are similar to the other customers 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

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 ad 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

British psychologist Frederic Bartlett used ________ to examine how information mutates. A) transmission B) serial reproduction C) negative information D) core information

B

________ influence helps the consumer make decisions about specific brands or activities. A) Normative B) Social cue C) Selective D) Coercive

B

Within groups, informal rules of behavior are called ________. A) beliefs B) values C) norms D) interpersonal dynamics

C

Vincente is conducting research to test the hypothesis that the social contagion effect is weak in adults. His finding that adults who have a close friend or relative that abstains from drinking alcohol are more likely to abstain themselves will support this hypothesis.

FALSE

Duane and Kenneth are both active members of Linkedin, a professional networking Web site. They follow and post to discussion boards, connect with colleagues, and frequently update their profiles. In networking terms, Duane and Kenneth are both nodes.

TRUE

If a person has social power, he or she has the ability to alter the actions of others.

TRUE

Nate searches famous people and tries to buy products that they endorse. For Nate, these celebrities serve as an aspirational reference group.

TRUE