Chapter 7: Group Influences on Consumer Behavior

b) Online community.

A community that interacts over time around a topic of interest on the Internet is known as a(n) a) Generational subculture. b) Online community. c) Geographic community. d) Regional subculture.

c) Consumption subculture.

A distinctive subgroup of society that self-selects on the basis of a shared commitment to a specific product class, brand, or consumption activity is known as a(n) a) Consumption function. b) Generational subculture. c) Consumption subculture. d) Ascribed social group.

a) Crucial amounts of information to members of his or her group across an extensive range of products.

A market maven is a type of opinion leader who provides a) Crucial amounts of information to members of his or her group across an extensive range of products. b) Confidential secrets to the retail stores about consumer preferences of a particular area. c) No information but collects all of the information related to a single product.

Brand community

A nongeographically bound community that is 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(n) ____________________________

b) Innovation.

A product, idea, or practice that is perceived to be new by a relevant individual or group is known as a(n) a) Brand. b) Innovation. c) Maven. d) Community.

a) Online social network site

A web-based service that allows individuals to construct a public or semipublic profile within a bounded system, articulate a list of other individuals with whom they share a connection, and view and traverse their list of connections and those made by others within the system is known as a(n) a) Online social network site b) Electronic commerce website c) Crowdfunding site. d) Online retailing website.

a) Dynamically continuous innovation

Adoption of this type of innovation requires a moderate change in an important behavior or a major change in a behavior of low or moderate importance to the individual. a) Dynamically continuous innovation b) Discontinuous innovation. c) Continuous innovation. d) Radical innovation.

d) Discontinuous innovation

Adoption of this type of innovation requires major changes in behavior of significant importance of the individual. a) Dynamically continuous innovation. b) Radical innovation c) Continuous innovation. d) Discontinuous innovation

b) Continuous innovation.

Adoption of this type of innovation requires relatively minor changes in consumer behavior. a) Discontinuous innovation. b) Continuous innovation. c) Radical innovation. d) Dynamically continuous innovation.

b) Diffusion inhibitors.

An analysis of an innovation from the perspective of a target market indicates potential obstacles called a) Spread enhancers. b) Diffusion inhibitors. c) Product buzz. d) Market mavens.

d) Opinion leader.

An individual who actively interprets, filters, or provides product and brand-relevant information to that person's friends, family, and colleagues is known as a(n) a) Salesperson. b) Personal seller. c) Direct marketer. d) Opinion leader.

d) Viral marketing.

An online strategy that uses electronic communications to trigger brand messages throughout a widespread network of buyers is known as a) Personal selling. b) Product sampling. c) Mass media advertising. d) Viral marketing.

a) Word-of-mouth communication.

Clarissa just wrote a glowing review on Yelp about her visit to a new restaurant in town. She also posted pictures of the meals she and her friends ate on her Instagram page with the hashtag #yummy. This best exemplifies a) Word-of-mouth communication. b) Intrapersonal communication. c) Offline social networking. d) Brand community building

c) Reference groups

Consumption subcultures have a set of shared values or beliefs; an identifiable, hierarchical social structure; and unique rituals, jargon, and modes of symbolic expression. Therefore, they act as ________________ for their members. a) Generational subcultures b) Geographic subcultures c) Reference groups d) Dissociative groups

Buzz or Buzz marketing

Creating _____________________ refers to the exponential expansion of word-of-mouth that occurs when "words spreads like wildfire" with limited mass media support.

a) Opinion leader

Dylan knows all things "technology-related." He is constantly up on the latest products and researches product information all the time. Because of this, his family and friends go to him when they seek advice on technology products. Dylan would be considered a(n) a) Opinion leader b) Personal seller. c) Direct marketer. d) Salesperson.

a) Online social network sites.

Facebook, Twitter, and LinkedIn are all forms of a) Online social network sites. b) Electronic commerce website. c) Brand ambassadors. d) Crowdfunding sites.

a) Twice as likely to tell people about their negative experience.

Generally speaking, from a marketing standpoint, dissatisfied consumers are a) Twice as likely to tell people about their negative experience. b) More likely to keep the negative experience to themselves. c) Not really dissatisfied with a brand, they just complain to get attention.

c) Online community.

Goodreads is a website devoted to book lovers. Members can converse with each other, offering book reviews and book recommendations. For its members, Goodreads is an example of a(n) a) Geographic community b) Generational subculture. c) Online community. d) Dissociative reference group.

b) Word-of-mouth communication.

In advertising, simulation is primarily used to stimulate opinion leadership, whereas stimulation is primarily used to stimulate a) Market fragmentation. b) Word-of-mouth communication. c) Direct mailing. d) Consumer skepticism toward advertising.

c) Influence an individual's behavior more

In the context of characteristics of groups, primary groups __________ the secondary groups. a) Exist in formal settings more b) Involve less frequent interaction c) Influence an individual's behavior more d) Have weaker social ties

d) Guerrilla marketing

In the context of marketing strategies, one of the key aspects of ___________ is creating buzz. a) Mass media advertising b) Product retailing c) Personal selling d) Guerrilla marketing

c) Spread.

In the diffusion process, purchase behavior that involves a product being purchased with some degree of regularity is referred to by the term a) Word-of-mouth (WOM). b) E-fluence. c) Spread. d) Buzz.

a) Word-of-mouth communications.

Individuals sharing information with each other in a verbal form, including face-to-face, phone, and the Internet is referred to as a) Word-of-mouth communications. b) Brand community building. c) Intrapersonal communications. d) Offline social networking.

Primary groups

Match the group (Primary or Secondary group) to the description that best depicts its relationship to social ties: They involve strong social ties and frequent interaction and includes friends and family.

Secondary groups

Match the group (Primary or Secondary group) to the description that best depicts its relationship to social ties: They involve weak social ties and infrequent interaction and include professional and neighborhood associations.

b) Brand community

People who own Harley-Davidson motorcycles are passionate about the brand. To them it represents a way of life. Owners connect with other riders from around the country, wear certain types of clothing, and participate in group rides. Thus, Harley Davidson can be thought of as a a) Geographic subculture b) Brand community c) Laggard group. d) Generation.

c) An item is not a necessary purchase.

Reference group influence is strong when a) An individual feels very little commitment to a particular group. b) The use of a product is not very visible to a particular group. c) An item is not a necessary purchase.

b) The use of a product is highly visible to a group.

Reference group influence is strongest when a) An individual places high confidence in his or her ability to make a purchase decision. b) The use of a product is highly visible to a group. c) A particular activity is highly irrelevant to a given group's functioning.

d) Seeding

Sampling, or _______________, refers to marketers giving free samples of a product to potential consumers. a) Selling b) Stimulating c) Simulating d) Seeding

b) Innovator; laggard.

The first person to adopt an innovation is a(n) _____________, while the last person to adopt an innovation is a(n) ________________. a) Early majority; late majority. b) Innovator; laggard. c) Laggard; late majority. d) Early adopter; laggard.

adoption

The process individual consumers go through when purchasing an innovation is known as the ________________ process.

TRUE Reason: Negative experiences are powerful motivators of word-of-mouth communications.

True or False: A consumer's negative experience with a brand can motivate that person to engage in word-of-mouth communications.

FALSE Reason: This is false. E-fluentials actively use the Internet to gather and disseminate information through numerous online avenues, including social media.

True or False: E-fluentials never actively use the Internet to gather and disseminate information through numerous online avenues, including social media.

FALSE Reason: This is false. Most people belong to a number of different groups and perhaps would like to belong to several others

True or False: Most people only belong to one group at a time.

FALSE Reason: This is false. Whether or not a given product is an innovation is determined by the perceptions of the potential market, not by an objective measure of technological change.

True or false: A product is known as an innovation after it has passed an objective measure of technological change.

a) Enduring involvement

Unlike non-opinion leaders, opinion leaders in a group are known for their _____ with a product. a) Enduring involvement b) Onetime experience c) Limited interaction d) Lack of expertise

b) Social media.

Viral marketing often involves a) Print media. b) Social media. c) Advertisements. d) Samples.

d) The changes required in the behavior of a consumer.

What determines the degree of innovation of a product? a) The technical changes in the product. b) The organizational changes a manufacturer is required to make c) The functional changes in the product. d) The changes required in the behavior of a consumer.

c) They are effective in generating positive word-of-mouth.

What effect do referral reward programs, used by retailers, have on consumers? a) They keep the loyal customer coming back do not increase the potential of new customers. b) They neither increase or decrease word-of-mouth. c) They are effective in generating positive word-of-mouth. d) Most loyal customers do not utilize referral reward programs.

a) A person becomes most likely to agree with the judgment of others due to social pressure.

What happens in the Asch phenomenon? a) A person becomes most likely to agree with the judgment of others due to social pressure. b) A person who holds a different opinion from other group members is forced out of the group. c) A person is highly likely to voice opinions that counter his or her larger group's opinions. d) A person with no opinions of his or her own is forced to form opinions that differ from his or her group.

b) An innovation's earlier purchasers differ from its later purchasers

What is the main reason for firms employing a moving target market approach to marketing innovations? a) An innovation is most likely to be first adopted by laggards in society. b) An innovation's earlier purchasers differ from its later purchasers. c) An innovation is usually marketed in one geographic region at a time.

d) Over 80 percent

What percentage of consumer purchases are estimated to be influenced by word-of-mouth communications? a) Less than 10 percent b) About 25 percent c) Just over 50 percent d) Over 80 percent

d) Membership

What variable used to classify groups is dichotomous: Either one is a member of a particular group or one is not a member of that group? a) Strength of social tie b) Type of contact c) Attraction d) Membership

a) Strength of social tie

What variable used to classify groups refers to the closeness and intimacy of the group linkages? a) Strength of social tie b) Type of contact c) Attraction d) Membership

c) Attraction

What variable used to classify groups refers to the desirability that membership in a given group has for the individual? a) Strength of social tie b) Type of contact c) Attraction d) Membership

b) Type of contact

What variable used to classify groups refers to whether the interaction is direct or indirect? a) Strength of social tie b) Type of contact c) Attraction d) Membership

c) When it involves known opinion leaders

When can product sampling become a potent WOM (word-of-mouth) tool? a) When it results in misuse of the product. b) When it opposes the Asch phenomenon c) When it involves known opinion leaders d) When it receives a negative reactions.

b) Early adopters and innovators

Which adopter groups should a moving target market approach focus on first? a) Early and late majority b) Early adopters and innovators c) Innovators and laggards d) Laggards and late majority

Two-step flow of communication

Which communication flow is the process by which one person receives information from the mass media or other sources and passes it on to other members of a group?

b) Normative influence

Which form of reference group influence occurs when a person fulfills group expectations in order to either obtain a direct reward or to avoid from a sanction, and is also called utilitarian influence? a) Informational influence b) Normative influence c) Identification influence

c) Identification influence

Which form of reference group influence occurs when a person incorporates a group's values and norms. and it is also known as value-expressive influence? a) Informational influence b) Normative influence c) Identification influence

a) Informational influence

Which form of reference group influence occurs when a person utilizes the opinions and behaviors of a reference group as the most profitable pieces of information? a) Informational influence b) Normative influence c) Identification influence

c) A household cleaning product is now offered in a lemon scent.

Which is an example of continuous innovation? a) A new window cleaner does not require customers to wipe the cleaner dry once applied. b) An auto manufacturer has chosen to make all of its SUVs into electric vehicles. c) A household cleaning product is now offered in a lemon scent.

b) An auto manufacturer has chosen to make all of its SUVs into electric vehicles.

Which is an example of discontinuous innovation? a) A new type of chief knife now comes with its own sharpener. b) An auto manufacturer has chosen to make all of its SUVs into electric vehicles. c) A household cleaning product is now offered in a lemon scent.

a) A new window cleaner does not require customers to wipe the cleaner dry once applied.

Which is an example of dynamically continuous innovation? a) A new window cleaner does not require customers to wipe the cleaner dry once applied. b) A snack cake for children comes in a Santa shape for the holiday season. c) A new lawn mower not only cuts grass, it aerates lawns and can act as a speed spreader.

d) The innovation being risky to try and difficult to understand and use.

Which of the following slows down the process of diffusion for an innovation? a) The innovation being perceived to meet a need better than existing methods. b) The innovation's use being consistent with an individual's values. c) The innovation having fewer individuals involved in the purchase decision. d) The innovation being risky to try and difficult to understand and use.

a) A health club offers its loyal customers a month of free personal training for bringing new members into the club.

Which retailer is capitalizing on word-of-mouth and opinion leadership? a) A health club offers its loyal customers a month of free personal training for bringing new members into the club. b) A restaurant offers all of its customers a "kids eat free" promotion every Monday. c) A nursery offers an "Earth Day" sales on all of its trees and shrubs.

d) Normative influence

Which type of reference group influence usage, while creating advertisements, has raised the most ethical concerns since it plats on people's insecurities and fears? a) Informational influence b) Identification influence c) Value-expressive influence d) Normative influence

b) Generalized market influencers

Who are market mavens? a) Non-opinion leaders b) Generalized market influencers c) Direct Marketers d) Manufacturers and producers.

a) To use reference group influence to target consumers

Why do marketers often position products as appropriate for group activities? a) To use reference group influence to target consumers b) To ethically play on people's insecurities and fears. c) To give their products an expensive and snobbish image.

c) To ensure maximum positive responses from potential customers.

Why would a salesperson use the Asch phenomenon in personal selling? a) To obtain honest responses about a product from a group of customers. b) To persuade consumers to voice differing, personal opinions. c) To ensure maximum positive responses from potential customers. d) To gauge evaluations by customers on products.

a) Consumers are more likely to trust the opinions of people.

Word-of-mouth marketing is important to marketers because a) Consumers are more likely to trust the opinions of people. b) Consumers place a lot of trust in marketing communications. c) Marketers always use it for marketing communications.

d) Enduring involvement

_____________ is the most salient characteristic of opinion leaders as it leads to enhanced experience with knowledge about a product category or activity. a) Being reclusive b) Introversion c) Non-opinion leadership d) Enduring involvement

d) Influentials.

_________________ are generalized market influencers that are well-versed in technology and electronics, use multiple media devices at the same time, seek out and write online reviews and have influence in areas other than technology. a) Non-opinion leaders b) Salespeople c) Marketers d) Influentials.