Chapter 7 Consumer Behavior

is defined as the exponential expansion of word-of-mouth.

Buzz

Which of the following is NOT a criterion used to classify groups?

number of members

Identification influence is also called __________ influence.

value-expressive

Which of the following statements is true regarding brand communities?

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

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

False

Buzz is generally supported by large advertising budgets.

False

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

False

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.

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

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

The manner in which innovations spread throughout a market is referred to as the

diffusion process.

Which of the following characterizes opinion leaders?

enduring involvement in the product or activity

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)

high-involvement purchase situation.

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

Which type of community interacts over time around a topic of interest on the Internet?

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.

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

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

running shoes

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

In which of the following consumption situations will a reference group's influence be strongest?

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