Consumer Behavior Ch7
Which of the following is a characteristic of a consumption subculture?
1.an identifiable, hierarchical social structure 2.a set of shared beliefs or values 3.unique jargon, rituals, and modes of symbolic expression
Which of the following is a factor determining a reference group's influence on a consumer? A. whether or not the product is a necessity
1.whether or not the product is a necessity 2.whether the use of the product or brand is visible to the group 3.the degree of commitment the individual feels to a group 4.the individual's confidence in the purchase situation
_____ is defined as the exponential expansion of word-of-mouth.
Buzz
Which of the following statements is FALSE regarding word-of-mouth (WOM) communications?
Consumers generally trust advertising as much as they do WOM.
Identify the five adopter categories of innovations and the percentage of the population for each category.
Innovators 2.5 early adopters 13.5 early majority 34 late majority 34 laggards 16
Many Jeep owners elect to become members of a Jeep _____ and attend brand fests such as Jeep Jamboree, Jeep 101, and Camp Jeep.
community
Which of the following is not a factor affecting the spread of innovations?
compatibility
Cole purchased a Harley-Davidson motorcycle because he identifies himself with what he feels is the typical owner of a Harley (a rough, tough manly-man). Many other owners of this brand also feel this way, and they get upset when they see someone like Cole riding one because they think is not the "right" kind of person to own this brand (that is, definitely not a rough, tough manly-man). Which characteristic of brand communities
consciousness of kind
Harley-Davidson motorcycle owners that join a Harley group, Jeep owners that attend events sponsored by Jeep, and Star Trek "Trekkies" are all examples of _____.
consumption subcultures
When consumer input is requested by firms online it is called:
crowdsourcing
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) _____.
group
You are a marketing manager and want to use the power of reference groups to influence consumers. Reference group influence can take three forms. Name each group.
membership strength of social tie Type of contact attraction
Narumi claims to know everything about Japan. She reads about the country, watches Japanese shows online and even taught a class to high school students (nobody signed up). She constantly updates herself by visiting websites, and hangs out with others who are interested in Japan as well (not many). Due to her enduring involvement and expertise in this area, Narumi 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
Which of the following is an online "pass-it-along" strategy?
viral marketing
Which type of communication involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet?
word-of-mouth
Yoriko had an unpleasant experience at the Kiku restaurant one day. She went back to work and told all her coworkers and friends about the experience, and many of them said they would never go back to that restaurant. Which type of communication is this an example of?
word-of-mouth
