MKG 310 Ch 7 Quiz

Which of the following is a factor affecting the spread of innovations? a) Type of group b) Type of decision c) Compatibility d) Observability e) All of the above

All of the above

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) _____. a) Primary reference group b) Secondary reference group c) Dissociative reference group d) Aspiration reference group e) Attractive reference group

Aspiration reference group

Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer? a) Continuous innovation b) Dynamically continuous innovation c) Discontinuous innovation d) Technological innovation e) Non-technological innovation

Continuous innovation

The manner in which innovations spread throughout a market is referred to as the _____. a) Adoption process b) Consumer decision making process c) Innovation process d) Diffusion process e) Dissemination process

Diffusion process

Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as a(n): a) Family b) Organization c) Group d) Cohort e) Generation

Group

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) _____. a) Enduring purchase situation b) Marketing dilemma c) High-involvement purchase situation d) Consumer dilemma e) Asch phenomenon

High-involvement purchase situation

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? a) Informational b) Exemplary c) Identification d) Utilitarian e) Affective

Identification

Rayna provides a significant amount of information to others across a wide array of products, including durables and nondurables, services, and store type. She can provide information on product quality, sales, usual prices, product availability, store personnel characteristics, and other features of relevance to consumers. Rayna is best described as a(n) _____. a) Opinion leader b) Market maven c) Shopping expert d) Market leader e) Influencer

Market maven

Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction? a) Informational b) Normative c) Identification d) Transient e) Permanent

Normative

Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as _____. a) Opinion leaders b) Market mavens c) Interpreters d) Screeners e) Market leaders

Opinion leaders

Which type of group includes family and friends and involves strong ties and frequent interaction? a) Primary group b) Secondary group c) Consumer group d) Reference group e) Intimate group

Primary group

Which of the following is NOT an adopter category? a) Innovators b) Early adopters c) Early majority d) Late majority e) Procrastinators

Procrastinators

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? a) Primary group b) Secondary group c) Tertiary group d) Cohort group e) Work group

Secondary group

The process of one person receiving information from the mass media or other sources and passing it on to others is known as the _____. a) Direct flow of communication b) One-step flow of communication c) Two-step flow of communication d) Multistep flow of communication e) Impersonal/personal flow of communication

Two-step flow of communication

Which type of communication involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the internet? a) Mass advertising b) Word-of-mouth c) Impersonal d) Two-step e) Multistep

Word-of-mouth