Chapter 7 Quiz Review

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

All choices are correct

Consumer-generated content helps brands do which of the following?

All of these choices are correct

In experiments, the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the

Asch Phenomenon

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)

Aspiration reference group

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

Astroturfing

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.

Brand Ambassadors

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

Brand community

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.

Brand fest

_______ is defined as the exponential of word-of-mouth

Buzz

Which factor affecting the spread of innovations refers to the consistency with the individual's and group's values or beliefs?

Compatibility

Online information created by social media users about a brand to inform consumers is known as

Consumer-generated content

Which of the following statements is false regarding word-of-mouth (WOM) communications?

Consumers generally trust advertising as much as they do WOM.

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

Consumption Subculture

Which of the following statements is false regarding consumption subcultures?

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

Signing up to receive an email on a brand's website is an example of?

Conversion

Potential obstacles to rapid market acceptance of an innovation are known as

Diffusion Inhibitors

Advertising can stimulate word-of-mouth but not opinion leadership

False

Brand communities are relevant for basically any type of products.

False

Consumers do not believe consumer-generated content is authentic.

False

Generalized market influencers are referred to as opinion leaders.

False

Roughly half of online teens report using social networking sites.

False

Nonconventional marketing activities that use a limited budget and can increase buzz are known as

Guerilla marketing

In which situation is the likelihood of an individual seeking an opinion leader high?

High product/purchase involvement and low product knowledge

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?

Market mavens

Twitter is an example of

Micro-blogging tool

Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as

Opinion leaders

Which type of group includes family and friends and involves strong ties and frequent interaction?

Primary group

Groups with negative desirability are referred to as

dissociative reference groups.

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

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

The process of one person receiving information from the mass media or other sources and passing it on to others is known as the

two-step flow of communication

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

All of the choices are correct

Which of the following is a factor affecting the spread of innovations?

All of these choices are correct

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?

Identification

Which type of reference group influence occurs when individuals have internalized the group's values and norms?

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?

Informational

Which type of reference group influence do marketers use when developing advertisements?

Informational, normative, identification

Which adopter group represents the first 2.5 percent to adopt an innovation?

Innovators

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.

Multistep flow

Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction?

Normative

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)

Online community

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)

Opinion leader

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.

Primary group

Which of the following is not an adopter category?

Procrastinators

Which type of group's presumed perspectives or values are being used by an individual as the basis for his or her current behavior?

Reference group

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?

Rituals and traditions

For which product category would a reference group's influence be strongest?

Running shoes

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?

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?

Secondary 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.

Simulating

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.

Stimulating

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

True

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.

True

Normative influence is sometimes referred to as __________ influence.

Utilitarian

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

Viral Marketing

Which of the following characterizes opinion leaders?

enduring involvement in the product or activity

Whether or not a new idea, practice, or product is an innovation is determined by

the perception of the potential market.