Chapter 11 CB
13) 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
35) 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
2) 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
23) 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
6) 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
21) 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 Customer
65) Buzz is created by word-of-mouth advertising.
T
3) A type of reference group is ________. A) membership B) aspirational C) avoidance D) all of the above
all of the above
9) A reason why consumers conform is ________. A) cultural pressures B) fear of deviance C) commitment D) all of the above
all of the above
33) ________ 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) two-step flow model of influences
44) A membership reference group comprises idealized figures such as successful business people, athletes, or performers.
F
46) For an average citizen, a Supreme Court Justice is more likely to possess coercive power than legitimate power.
F
91) Which term refers to exchanges of resources, information, or influence among members of networks? A) Media multiplexity B) Flaming C) Lurkers D) Flows
flows
70) 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
32) 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
71) In advertising terms, a(n) ________ refers to a view or exposure to an advertising message. A) node B) impression C) connection D) reference
impression
28) 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
82) Earlier purchasers tend to be innovators, who like to take risks.
T
27) ________ 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
14) 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
58) 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
88) A type of virtual community of consumption based on sharing online journals is called ________. A) blogs B) boards C) rings D) globs
blogs
24) 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
18) 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
30) 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
90) 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
26) Within groups, informal rules of behavior are called ________. A) beliefs B) values C) norms D) interpersonal dynamics
norms
60) 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
40) Groups maintain standards of conduct through normative influence.
T
37) People we admire influence us because they hold reward power.
F
57) Explain the three different reference groups.
Answer: The three different types of reference groups are: • Membership reference group—consists of people we actually know • Aspirational reference group—are people that consumers admire • Avoidance reference group—are people that consumers deliberately do the opposite to distance themselves from these individuals.
86) Explain the two-step flow model of influence.
Answer: The two-step flow model of influence proposes that a small group of influencers disseminates information because they can modify the opinions of a large number of other people.
16) 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
69) 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) find socially active ppl who are intensely interested
20) ________ 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
38) A person or group with the means to provide positive reinforcement is said to have expert power.
F
41) An individual's motivation to distance himself from a negative reference group cannot be as powerful as his motivation to please a positive group.
F
74) 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
25) When companies use celebrities in their ads they are using the principle of ________ reference groups. A) membership B) aspirational C) coercive D) normative
aspirational
19) 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
1) ________ describes the capacity to alter the actions of others. A) Social power B) Social pressure C) Social interaction D) Social involvement
Social Power
7) ________ influence helps the consumer make decisions about specific brands or activities. A) Normative B) Social cue C) Selective D) Coercive
Social cue
5) ________ 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
17) ________ 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
22) 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
36) Referent power involves one person admiring the qualities of another person and trying to copy that person's behaviors.
T
39) If a person has social power, he or she has the ability to alter the actions of others.
T
42) The influence of others' opinions is at times more powerful than one's own perceptions.
T
43) Nate searches famous people and tries to buy products that they endorse. For Nate, these celebrities serve as an aspirational reference group.
T
47) According to the principle of least interest, a person will gain power in a group as she decreases her commitment to the group.
T
64) Consumers are swayed more by negative word of mouth than by positive comments.
T
66) 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.
T
77) Opinion leaders are likely to also be opinion seekers.
T
81) Homophily refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs.
T
10) 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
12) 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
29) 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
56) What type of power does a class have as a whole to control the behavior of a professor? As you consider the answer, list each of the six types of powers outlined in the text and discuss each type of power as it might be related to this question.
Answer: • Referent power—is the influence that a group (or class) has over an individual (the professor) because he or she admires the qualities of the group. This influence would probably be minor, except in social interactions. The professor might feel motivated to act positively toward the class because he or she admires the students' manners and so on. • Information power—is the influence a group can have because it holds valuable information. The only information the class may hold that would interest a professor would be in terms of feedback. Where is the class in terms of an understanding of the topic being taught? Do the students understand the material? • Legitimate power—is the influence a group may hold because of their position of authority. A class is not likely to hold any legitimate authority over a professor. • Expert power—is the influence a group may hold because of their expertise. It is unlikely that a class as a whole would hold any expert power over a professor. • Reward power—is the influence a group may hold because it can grant rewards. A class can reward a professor in many ways. The class could show interest in what is being taught, or it could show interest in the professor as an individual. The class could participate in discussions or laugh at jokes. If students evaluate the instructor or class, that could be seen as a reward or punishment. • Coercive power—is the influence maintained by a group by a force or intimidation. It would be hoped that no class could exert such power.
68) What are norms? Why are they important?
Answer: A norm is an informal rule that governs behavior within a group. Without these rules, we would have chaos. Imagine the confusion if a simple norm such as "always stop for a red traffic light" did not exist.
53) What is a reference group? What is the difference between a membership reference group and an aspirational reference group?
Answer: A reference group is an actual or imaginary individual or group that significantly influences an individual's evaluations, aspirations, or behavior. A membership reference group consists of people we actually know. In contrast, although we don't know those in an aspirational reference group, we admire them anyway. These people are likely to be successful businesspeople, athletes, performers, or anyone else who rocks our world.
84) What characteristics of opinion leaders make them valuable sources for product information?
Answer: All of the following reasons are cited in the chapter: • Opinion leaders have technical competence leading to expert power. • They have prior familiarity with product information and evaluation from a non-biased perspective. This gives them knowledge power. They pre-screen information. • They have high social standing and broad-based community contacts and support. They are socially active and have legitimate power. • They are similar to the consumer in other respects, leading to referent power. • They tend to be slightly higher in terms of status and educational attainment but not so high as to be in a different social class. • They are usually among the first to buy and use new products so that much product evaluation is based upon personal experience, further enhancing their credibility as opinion leaders.
Discuss the concept of conformity. Then describe the five types of social influence that affect the likelihood of conformity.
Answer: Conformity refers to a change in the beliefs or actions as a reaction to real or imagined group pressure. In order for a society to function well, a system of rules for expected behaviors is developed, more or less informally as norms or formally through laws. Over time, there is general agreement within society about obeying these rules and conforming to the group's norms. Among the factors that affect the likelihood of conformity are: • Cultural pressures can exert enormous influence on individuals to "do the right thing." • Fear of deviance pressures individuals because most societies and groups punish or disapprove of behaviors different from those of the group. • Commitment or the degree to which the individual is dedicated to continued membership in a group influences behavior. Generally speaking, the greater the desire to remain in a group, the more conformity an individual will exhibit. • Group size, unanimity, and expertise all combine to increase a group's power to elicit great conformity. • Susceptibility to interpersonal influence refers to an individual's need to identify or enhance his or her image in the opinion of significant others. This enhancement process is often accomplished by the acquisition of products the person believes will impress his or her audience.
55) In America in the 1960s, the slogan "Do your own thing" reflected a movement away from conformity. Discuss the type of cultural pressures that could have caused this movement.
Answer: Different cultures encourage conformity to a greater or lesser degree. The slogan demonstrates American feelings in the 1960s. There was a move towards individualism. Students can generate a creative response to this question. Common areas cited are rules, racism, free speech, unpopular wars, cult behavior, drug cultures, and rebellion toward authority. Some students will recall other such movements in history, such as when women sought the right to vote and the Roaring 20s.
92) Explain the concept of guerrilla marketing and give an illustration of how this promotion/communication technique might be applied. Be specific in your comments.
Answer: Guerrilla marketing is the concept of using unconventional locations and methods, including word-of-mouth campaigns to push products. Examples may include using street teams to pass out promotions and bombard neighborhoods with literature on an event, giving free products to opinion leaders to introduce at social events, or encouraging young people to deliver product endorsements to their network of friends.
85) Explain homophily as it relates to opinion leaders.
Answer: Homophily refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs. Effective opinion leaders tend to be slightly higher in terms of status and education than their influence.
93) Explain the term "lurkers" as it relates to social media.
Answer: Lurkers absorb content that others post rather than contribute their own.
52) Explain the difference between referent power, information power, and legitimate power.
Answer: Referent power—is when a person admires the qualities of a person or a group, and copies their behavior. Information power—is when someone knows something others would like to know. Legitimate power—is power that is granted to an individual by virtue of a social agreement.
50) Briefly describe the characteristics of someone who is role-relaxed.
Answer: Some individuals need to have others think highly of them. For the role-relaxed person, the opposite is true. These individuals tend to be older, affluent, and have high self-confidence. The role-relaxed person does not purchase for social approval. They are much less susceptible to interpersonal influence to conform.
54) Explain how the fear of deviance affects individual behavior or conformity.
Answer: The fear of deviance affects individuals because they may have a reason to believe that a group will apply sanctions to punish nonconforming behavior.
83) Explain the red sneaker effect.
Answer: The red sneaker effect describes a brave person who sports a pair of red sneakers in a professional setting (nonconforming).
51) Explain the social identity theory.
Answer: The social identity theory argues that each consumer has several "selves" that relate to groups. These linkages are so important that we think of ourselves not just as "I," but also as "we." In addition, we favor others that we feel share the same identity—even if that identity is superficial and virtually meaningless.
89) 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
45) 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.
F
48) Special military groups like Navy Seals require conformity to an extreme level. This is created by establishing an extreme fear of deviance.
F
62) Most cultures in the world encourage the same degree of conformity.
F
63) Product information that individuals transmit to other individuals is called push promotion.
F
67) 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.
F
76) The original opinion leadership framework of an influence network has been largely displaced by the two-step flow model of influence.
F
78) A surrogate consumer, by definition, makes a purchase on behalf of another consumer.
F
79) Most opinion leaders are celebrities rather than everyday consumers.
F
80) The most common method of identifying opinion leaders is to use the social registry document kept by most city newspapers.
F
11) ________ are frequently able to influence others' attitudes on behavior. A) Opinion leaders B) Anti-brand communities C) Norms D) Environmental cues
Opinion leaders
72) 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
75) ________ 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
87) ________ 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
15) 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
34) 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
8) 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
4) 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
59) 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
61) British psychologist Frederic Bartlett used ________ to examine how information mutates. A) transmission B) serial reproduction C) negative information D) core information
serial reproduction
31) ________ 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
73) 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