CH 7

Stephanie is 19 years old and is a participant in social media in that she creates content of her own about her favorite brands of makeup—Web pages, blogs, video and video uploads to places like YouTube. The information created by Stephanie can be classified as? A. consumer-generated content B. online communities C. brand-created content D. consumer review sites E. blogging

A. consumer-generated content

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

Tara is a marketing professor and is a member of the American Marketing Association. The members of this organization are associated with the discipline of marketing, either as academicians or as practitioners. The purpose of this organization is to disseminate research about marketing, to share best practices, and to foster the professional development of marketers. The American Marketing Associate is an example of a A. group. B. cohort. C. generation. D. primary group. E. consumer group.

A. group.

In which situation is the likelihood of an individual seeking an opinion leader high? A. high product/purchase involvement and low product knowledge B. high product/purchase involvement and high product knowledge C. low product/purchase involvement and low product knowledge D. low product/purchase involvement and high product knowledge E. low product/purchase involvement and either high or low product knowledge

A. high product/purchase involvement and low product knowledge

Which adopter group represents the first 2.5 percent to adopt an innovation? A. innovators B. early adopters C. early majority D. late majority E. laggards

A. innovators

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.

Angie is a teenager, living at home with her parents and two brothers. Even though she wants to venture out more on her own, her parents will not allow it, and she obeys their wishes. Her family represents a(n) __________ group. A. primary group B. secondary group C. consumer group D. restrictive group E. intimate group

A. primary group

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

With respect to advertising, __________ opinion leadership can involve presenting the results of surveys showing that a high percentage of either knowledgeable individuals or typical users recommend the brand. A. simulating B. stimulating C. parroting D. modeling E. faking

A. simulating

Normative influence is sometimes referred to as __________ influence. A. utilitarian B. coercive C. functional D. value-expressive E. conformist

A. utilitarian

In which of the following consumption situations will a reference group's influence be strongest? A. when the use of the product or brand is visible to the group B. when the product is a necessity C. when the consumer is confident in the purchase situation D. when the individual's commitment to the group is low E. when the reference group is large

A. when the use of the product or brand is visible to the group

In experiments, the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the A. group effect. B. Asch phenomenon. C. Skinner effect. D. Pavlov phenomenon. E. follower effect.

B. Asch phenomenon.

Leigh received a digital camera for her birthday. She was able to figure this product out pretty easily because it only required a moderate change in how she used to take pictures. One thing she had to get used to was printing the pictures instead of taking a roll of film to a processor. This is an example of a __________ innovation. A. continuous B. dynamically continuous C. discontinuous D. technological E. nontechnological

B. dynamically continuous

Nonconventional marketing activities that use a limited budget and can increase buzz are known as A. gorilla tactics. B. guerilla marketing. C. undercover marketing. D. online guides. E. e-gossip.

B. guerilla marketing.

Which type of influence occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information? A. transient B. informational C. normative D. identification E. substantive

B. informational

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.

Twitter is an example of a A. retailing online ordering service. B. micro-blogging tool. C. hyperlink to online car auctions. D. buzz agent. E. a brand community.

B. micro-blogging tool.

Amie usually wears a uniform to her Catholic school, but on the first Friday of every month, students can wear other clothes as long as they bring in something for the church's food bank. Amie loves to shop and has plenty of fashionable clothes, but on these free dress days, she usually wears blue jeans, a T-shirt, and athletic shoes. Her mother asked her why she doesn't wear her nice clothes, and Amie told her that she would be made fun of at school. Which type of influence do the other students have on Amie? A. informational B. normative C. identification D. conformist E. punitive

B. normative

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 community interacts over time around a topic of interest on the Internet? A. brand community B. online community C. cyber community D. techie community E. geek squad

B. online community

John doesn't know very much about electronic equipment, but he wanted to get his girlfriend wireless headphones for her birthday. His roommate, Hank, knows all about these types of products and made a recommendation to John. For this product category, Hank is known as a(n) A. market maven. B. opinion leader. C. interpreter. D. screener. E. market leader.

B. opinion leader.

Mitch seems to know everything about cars—at least that's what his friends and family think. He has been involved with cars since he was a child and even took an engine apart and put it back together again by the time he was 16 years old. He reads several publications related to cars, visits websites, and hangs out with others who are interested in cars as well. Due to his enduring involvement with this product category, Mitch would be considered a(n) A. product maven. B. opinion leader. C. product fanatic. D. product endorser. E. market leader.

B. opinion leader.

Which of the following is not a guiding principle for marketing to online communities and social networks? A. become part of the community B. post marketing content so it does not stand out and appears as just another participant in the community, such as a flog C. take advantage of the unique capabilities of each venue D. transparency E. become part of the community and transparency

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

As a marketing major, Stan is a collegiate member of the American Marketing Association. This association holds a collegiate conference every year, and he did attend it one year. While this is a group he belongs to, his ties to other members are relatively weak, and his interaction is infrequent. Which type of group is this? A. primary group B. secondary group C. tertiary group D. cohort group E. work group

B. secondary group

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

What percentage of consumers believe consumer-generated content (CGC) is the most authentic form of all content? A. 20 percent B. 40 percent C. 60 percent D. 80 percent E. 90 percent

C. 60 percent

Which of the following statements is true regarding brand communities? A. Brand communities seem most relevant for low-involvement, routinely-purchased products. B. Once a consumer becomes a member of a brand community, he or she is always a member. C. Brand communities create value through a set of activities that create brand engagement. D. Brand communities can add value to the ownership of the product, but they do not build loyalty. E. Fostering a community requires the owners of the brand to come together on their own to establish relationships.

C. Brand communities create value through a set of activities that create brand engagement.

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.

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

Which type of reference group influence occurs when individuals have internalized the group's values and norms? A. informational B. normative C. identification D. utilitarian E. affective

C. identification

Jamarcus was his collegiate chapter's delegate at a national conference of a professional business fraternity, Phi Chi Theta, in which he is a member. When the business meeting was conducted, parliamentary procedure was used, and Jamarcus was not familiar with this. Thus, he looked to the others to learn how he should behave in this situation. What type of influence does this reference group exhibit? A. transient B. substantive C. informational D. legal E. procedural

C. informational

Several consumers rely on information they obtain from others they see as knowledgeable about a specific product they are interested in purchasing (i.e., opinion leaders) as well as information they learn from marketing communications (i.e., advertisements) and other people that are not experts in the product category. Which type of communication flow does this represent? A. direct B. two-step C. multistep D. rapid E. efficient

C. multistep

The __________ flow of communication involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources. These opinion leaders process this information and transmit their interpretations of it to some members of their groups, and these group members also receive information from the mass media and other members who are not opinion leaders as well. A. direct B. two-step C. multistep D. dispersion E. inoculation

C. multistep

Which of the following is NOT a criterion used to classify groups? A. membership B. strength of social tie C. number of members D. type of contact E. attraction

C. number of members

For which product category would a reference group's influence be strongest? A. vitamins B. toilet tissue C. running shoes D. insurance E. washing machine

C. running shoes

Whether or not a new idea, practice, or product is an innovation is determined by A. statements made by a celebrity spokesperson. B. product demonstration in an infomercial. C. the perception of the potential market. D. an objective measure of technological change. E. packaging that states "new and improved".

C. the perception of the potential market.

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.

Identification influence is also called __________ influence. A. informational B. normative C. value-expressive D. affective E. utilitarian

C. value-expressive

Consumer-generated content helps brands do which of the following? A. engage with consumers B. increase the brand's sales C. increase the brand's awareness D. All of these choices are correct. E. increase the brand's sales and increase the brand's awareness

D. All of these choices are correct.

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.

Individuals frequently purchase products thought to be used by a desired group in order to achieve actual or symbolic membership in the group. This type of group is referred to as 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.

Yoga instructors and elite athletes are recruited by lululemon to teach classes in exchange for free lululemon clothing. These __________ promote the lululemon brand and encourage others to purchase lululemon merchandise. A. cohort groups B. brand subcultures C. consumption subcultures D. brand ambassadors E. cohort groups and brand subcultures

D. brand ambassadors

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 type of group's presumed perspectives or values are being used by an individual as the basis for his or her current behavior? A. cohort group B. generation group C. community group D. reference group E. modeling group

D. reference group

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 these choices are correct.

E. All of these choices are correct

Brand communities can deliver value-creating activities by A. social networking. B. community engagement. C. brand use. D. impression management. E. All of these choices are correct.

E. All of these choices are correct.

A __________ is a gathering of owners and others for the purposes of interacting with one another in the context of learning about and using the brand. A. consumption gathering B. convention C. consortium D. brand community E. brand fest

E. brand fest

The Mini Getaway Tour, in which owners of Mini Coopers gather for the purposes of interacting with one another in the context of learning about and using their Mini Coopers, are examples of a A. consumption gathering. B. convention. C. consortium. D. brand event. E. brand fest.

E. brand fest.

Signing up to receive an email on a brand's website is an example of A. crowdsourcing. B. response generation. C. input request. D. data sourcing. E. conversion.

E. conversion.

The exchange of advice and information between group members can occur A. direct flow of communication. B. directly in the form of WOM when one individual volunteers information. C. indirectly through observation as a by-product of normal group interaction. D. directly in the form of WOM when one individual seeks information from another and directly in the form of WOM when one individual volunteers information. E. directly in the form of WOM when one individual seeks information from another, directly in the form of WOM when one individual volunteers information, and indirectly through observation as a by-product of normal group interaction.

E. directly in the form of WOM when one individual seeks information from another, directly in the form of WOM when one individual volunteers information, and indirectly through observation as a by-product of normal group interaction.

Recent research has shown that over 80 percent of this type of opinion leader follow trends in technology and electronics. These opinion leaders are called: A. brand mavens B. brand ambassadors C. shopping experts D. market leaders E. influentials

E. influentials

Which type of reference group influence do marketers use when developing advertisements? A. informational B. normative C. identification D. informational and normative E. informational, normative, and identification

E. informational, normative, and identification

Charles was the last person on his block to purchase a color television set, and that was in the 1980s. He just couldn't see the reason to purchase a new color television if his old one was working just fine. He finally purchased one because his old TV stopped working. In terms of adopter categories, Charles would be classified as a(n) A. innovator. B. early adopter. C. early majority. D. late majority. E. laggard.

E. laggard.

Which of the following is a characteristic of a consumption subculture? a. an identifiable, hierarchical social structure b. a set of shared beliefs or values c. unique jargon, rituals, and modes of symbolic expression A. option a B. option b C. option c D. options a and b E. options a, b, and c

E. options a, b, and c

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

E. procrastinators

A brand community is a 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.

F

Advertising can stimulate and simulate word-of-mouth but not opinion leadership.

F

An e-community is a community that interacts over time around a topic of interest on the Internet.

F

Brand communities are relevant for basically any type of products.

F

Buzz is generally supported by large advertising budgets.

F

Consumers do not believe consumer-generated content is authentic.

F

Generalized market influencers are referred to as opinion leaders.

F

Positive experiences are more powerful motivators of WOM than are negative experiences.

F

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

T

Adoption of a discontinuous innovation requires major changes in behavior of significant importance to the individual or group.

T

A nongeographically 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 is known as a A. brand community. B. cohort group. C. purchase consortium. D. clone group. E. census track.

A. brand community.

__________ is defined as the exponential expansion of word-of-mouth. A. Dispersion B. Buzz C. Infection D. Gossip E. Dissemination

B. Buzz

Companies like Samsung can be fined for buying positive online reviews of themselves and negative reviews of their competitors. This practice of buying "fake" reviews is known as A. micro-blogging. B. astroturfing. C. viral marketing. D. tweeting. E. cyber chatting.

B. astroturfing.

Online information created by social media users about a brand to inform consumers is known as A. online communities. B. consumer-generated content. C. brand-created content. D. consumer review sites. E. blogging.

B. consumer-generated content.

Jill is a breast cancer survivor. She posts a blog, which is her online journal, on a site that is specifically for others to share their experiences and support one another. She and others discuss products that help them deal with the side effects of their treatments as well as products that can help them maintain their self-esteem (e.g., wigs). Jill is participating in a(n) A. online consortium. B. online community. C. consumption subculture. D. subversive community. E. electronic community.

B. online community.

With respect to advertising, __________ can involve themes designed to encourage current owners to talk about the brand or prospective owners to ask current owners for their impressions. A. simulating B. stimulating C. parroting D. modeling E. slice of life

B. stimulating

Which group classification variable refers to the closeness and intimacy of the group linkages? A. membership B. strength of social tie C. number of members D. type of contact E. attraction

B. strength of social tie

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

Some individuals have information about many different kinds of products, places to shop, and other aspects of markets. They can be considered a special type of opinion leader and are known as A. product experts. B. shopping experts. C. personal shoppers. D. market mavens. E. market leaders.

D. market mavens.

Howard is 30 years old and creates his own content related to his favorite brand of hardware. Consumers like Howard who generate content online can be considered a(n) A. creator. B. brand leader. C. interpreter. D. opinion leader. E. market leader.

D. opinion leader.

Which of the following is an online "pass-it-along" strategy? A. online guides B. dispersion C. blogs D. viral marketing E. e-gossip

D. viral marketing

Which criterion is used to classify groups? A. membership B. strength of social tie C. type of contact D. attraction E. All of these choices are correct.

E. All of these choices are correct.

Which of the following is a factor determining a reference group's influence on a consumer? A. whether or not the product is a necessity B. whether the use of the product or brand is visible to the group C. the degree of commitment the individual feels to a group D. the individual's confidence in the purchase situation E. All of these choices are correct.

E. All of these choices are correct.

Roughly half of online teens report using social networking sites.

F

Enduring involvement leads to enhanced knowledge about and experience with the product category or activity.

T

Group influence is strongest when the use of the product or brand is visible to the group.

T

Reference group influence can take three forms: informative, normative, and identification.

T

When purchasing an innovation, individual consumers presumably go through a series of distinct steps or stages known as the A. product life cycle. B. consumer life cycle. C. adoption process. D. consumption process. E. diffusion of innovations.

C. adoption process.

Which factor affecting the spread of innovations refers to the consistency with the individual's and group's values or beliefs? A. relative advantage B. complexity C. compatibility D. observability E. type of decision

C. compatibility

Clara had an unpleasant experience at a local restaurant at lunch one day. She went back to work and told all her coworkers about this experience, and many of them said they would never go back to that restaurant. Which type of communication is this an example of? A. negative B. two-step flow C. multistep flow D. word-of-mouth E. indirect

D. word-of-mouth

The top reason consumers want to interact with firms on social media is to be entertained.

F

The more the purchase and use of an innovation are consistent with the individual's and group's values or beliefs, the more rapid the diffusion.

T

Market mavens are more likely than the rest of the population to engage in which of the following behaviors? A. compare prices B. shop in stores C. switch brands D. All of these choices are correct. E. None of these choices are correct.

A. compare prices

Todd purchased a Harley-Davidson motorcycle because he identifies himself with what he feels is the typical owner of a Harley. Many other owners of this brand also feel this way, and they get upset when they see someone riding one who they think is not the "right" kind of person to own this brand. Which characteristic of brand communities does this illustrate? A. consciousness of kind B. rituals and traditions C. moral responsibility D. similarity E. brand fanaticism

A. consciousness of kind

Samantha and Greg have owned an MG for several years and enjoy taking road trips through the Rockies with other MG owners every year. Which characteristic of brand communities does this illustrate? A. rituals and traditions B. similarity C. brand traditions D. brand festing E. consumers of kind

A. rituals and traditions

Potential obstacles to rapid market acceptance of an innovation are known as A. diffusion delayers. B. laggards. C. diffusion inhibitors. D. diffusion detractors. E. minimizers.

C. diffusion inhibitors

Bob is somewhat of a loner in high school. He really despises the school "jocks" that seem to be involved in every sport. He doesn't want anything to do with them or be like them in any way. To Bob, the group of students who represent the school athletes is a(n) A. primary reference group. B. secondary reference group. C. dissociative reference group. D. aspiration reference group. E. unattractive reference group.

C. dissociative reference group.

Groups with negative desirability are referred to as A. primary reference groups. B. secondary reference groups. C. dissociative reference groups. D. aspiration reference groups. E. unattractive reference groups.

C. dissociative reference groups.

Which of the following characterizes opinion leaders? A. younger B. older C. enduring involvement in the product or activity D. highly educated E. high income

C. enduring involvement in the product or activity

A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity is known as a A. cohort group. B. clone group. C. dissociative reference group. D. consumption subculture. E. purchase consortium.

D. consumption subculture.

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 A. cohort groups. B. clone groups. C. dissociative reference groups. D. consumption subcultures. E. purchase consortiums.

D. consumption subcultures.

Which of the following statements is false regarding word-of-mouth (WOM) communications? A. It is estimated that over 80% of all consumer product decisions are influenced by WOM. B. Negative experiences are powerful motivators of WOM. C. Going beyond satisfaction to deliver more than was expected appears to have the potential to generate substantial WOM. D. Not all personal sources are equal in value. E. Consumers generally trust advertising as much as they do WOM.

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

Which of the following statements is false regarding consumption subcultures? A. These groups have an identifiable, hierarchical social structure. B. These groups have a set of shared beliefs or values. C. These groups have a unique jargon, rituals, and modes of symbolic expression. D. They are reference groups for their members as well as those who aspire to join or avoid them. E. Consumption must be shared physically to be a shared ritual that creates and sustains a group.

E. Consumption must be shared physically to be a shared ritual that creates and sustains a group.