Chapter 11

________ 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

Social power

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

Surrogate consumer

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

opinion seekers

) In advertising terms, a(n) ________ refers to a view or exposure to an advertising message. A) node B) impression C) connection D) reference

impression

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

Social Power

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

Social cue

________ 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

Social identity theory

________ 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

Social loafing

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

generalized

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

word-of-mouth communication

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

homophily

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

Norms

________ 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

viral marketing

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

All of the above

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

Anti-brand communities

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

Aspirational

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

Avoidance groups

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

Expert power

________ 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

Fear of deviance

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

Flows

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

Legitimate

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

Reference group

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

Reference group

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

Referent

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

Referent power

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

blogs

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

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

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

network

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

opinion leaders

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

reinforces our existing product preferences; tries to create new product preferences

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

All of the above

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

Aspirational group

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

Bandwagon

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

Bigger

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

Bridging function

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

Committed to staying in the relationship

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

Consumer tribe

Home shopping parties may activate the risky shift or ________, in which the individual at the party may get so caught up in the party spirit that he orders products that he would normally not purchase. A) deindividuation B) homophily C) surrogate shift D) principle of least interest

Deindividuation

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

Group unanimity

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

Membership

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

Market maven

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

Opinion leaders

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

Referent power

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

Referent power

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

Referent power

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

Sociometric

________ 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

Two-step flow model of influences

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

serial reproduction

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

surrogate consumer