Ch 7

19. Identify the five adopter categories of innovations and the percentage of the population for each category.

- Innovators 2.5% - Early Adopters 13.5% - Early Majority 34% - Late Majority 34% - Laggards 16%

5. Research has shown that the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the _____.

Asch phenomenon

15. Which of the following is NOT a guiding principle for marketing to online communities and social networks?

B. post marketing content so it does not stand out and appears as just another participant in the community, such as a flog

12. _____ is defined as the exponential expansion of word-of-mouth.

Buzz

9. Which of the following statements is FALSE regarding word-of-mouth (WOM) communications?

E. Consumers generally trust advertising as much as they do WOM.

18. You are a marketing manager and want to use the power of reference groups to influence consumers. Reference group influence can take three forms. Name each group.

Informational influence occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information. Normative influence (AKA Utilitarian Influence) occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction. Identification influence (Value-expressive Influence) occurs when individuals have internalized the group's value and norms.

13. Which of the following is a characteristic of a consumption subculture?

a,b, and c A. an identifiable, hierarchical social structure B. a set of shared beliefs or values C. unique jargon, rituals, and modes of symbolic expression

2. Which of the following is a factor determining a reference group's influence on a consumer?

all of the above (whether or not the product is a necessity, whether the use of the product or brand is visible to the group, the degree of commitment the individual feels to a group, the individual's confidence in the purchase situation)

3. Many Jeep owners elect to become members of a Jeep _____ and attend brand fests such as Jeep Jamboree, Jeep 101, and Camp Jeep.

community

16. Which of the following is not a factor affecting the spread of innovations?

compatibility

7. Harley-Davidson motorcycle owners that join a Harley group, Jeep owners that attend events sponsored by Jeep, and Star Trek "Trekkies" are all examples of _____.

consumption subcultures

14. When consumer input is requested by firms online it is called:

crowdsourcing

17. Which adopter group represents the critical, second category (13.5 percent) to adopt an innovation?

early adopters

4. 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) _____.

group

11. Thao claims to know everything about Vietnam. She reads about the country, watches Vietnamese news shows online and even taught a class at a local high school (nobody signed up). She constantly updates herself by visiting Vietnamese websites, and hangs out with others who are interested in Vietnam as well (not many). Due to her enduring involvement and expertise in this area, Thao would be considered a(n) _____.

opinion leader

10. Which of the following is an online "pass-it-along" strategy?

viral marketing

1. Which type of communication involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet?

word of mouth

8. Melissa had an unpleasant experience at the Kiku restaurant one day. She went back to work and told all her coworkers and friends about the experience, and many of them said they would never go back to that restaurant. Which type of communication is this an example of?

word-of-mouth

6. Andrew L purchased a Harley-Davidson motorcycle because he identifies himself with what he feels is the typical owner of a Harley (a rough, tough manly-man). Many other owners of this brand also feel this way, and they get upset when they see someone like Andrew L riding one because they think is not the "right" kind of person to own this brand (that is, definitely not a rough, tough manly-man). Which characteristic of brand communities does this illustrate?

consciousness of kind