Dr. Mountain Consumer Behavior Exam 3
________ occurs when an individual may have reason to believe that the group will apply sanctions to punish nonconforming behavior.
fear of deviance
A marketing manager who wants to identify opinion leaders for her product category should ________.
find socially active persons who are intensely interested in the product category and who are similar to the other customers
________ describes the capacity to alter the actions of others.
social power
________ is the degree to which a person is able to make other people do something.
social power
________ proposes that a small group of influences disseminates information because they can modify the opinion of a large group.
2 step flow model of influence
A type of reference group is ________.
avoidance. aspirational. membership.
A type of virtual community of consumption based on sharing online journals is called ________.
blogs
________ are frequently able to influence others' attitudes on behavior.
opinion leaders
________ are generally more involved in a product category and actively search for information.
opinion seekers
A reason why consumers conform is ________.
commitment, social pressures, and fear of deviance
________ derives from the knowledge that a consumer possesses about a content area.
expert power
A group composed of people that the consumer actually knows is called a(n) ________ reference group.
membership
A set of socially relevant nodes connected by one or more relations is called a social ________.
network
A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.
reference group
A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys.
surrogate consumer
________ refers to the strategy of getting visitors to a website to forward information on the site of their friends in order to make more consumers aware of a product.
viral marketing
________ influence helps the consumer make decisions about specific brands or activities.
social cue
________ argue(s) that each of us has several "selves that relate to 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.
social loafing
________ is a frenzied, guilt-ridden compromise between conflicting cultural ideals of motherhood and professionalism.
the juggling lifestyle