Consumer Behavior Chapter 7 Quiz
Reference Group
A group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior.
Brand Community
A non-geographically bound community, 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.
Innovation
An idea, practice, or product perceived to be new by the relevant individual or group
What are the stages in the adoption process (in order)?
Awareness Interest Evaluation Trial Adoption
Which of the following is the best example of a discontinuous innovation? A. Wheaties Energy crunch cereal B. mobile apps C. becoming a vegan D. digital cameras
C. becoming a vegan
Online Community
Community that interacts over time around a topic of interest on the Internet
Consumer-Generated Content
Consumers create and distribute original content about brands and companies
Consumption Subculture
Distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity.
Word-of-Mouth Communications
Individuals sharing information with other individuals in a verbal form, including face-to-face, phone, and the internet.
Opinion Leaders
Individuals who actively filter, interpret, or provide product- and brand-relevant information to their family, friends, and colleagues
Market Maven
Individuals who provide information about many different kinds of products, places to shop, and other aspects of markets
Which group is the first to adopt an innovation?
Innovators
Aspiration Reference Group
Nonmembership groups with a positive attraction
Dissociative Reference Group
Nonmembership groups with negative desirability
Normative Influence
Occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction. Also called utilitarian influence.
Informational Influence
Occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information.
Identification Influence
Occurs when individuals have internalized the group's values and norms. Also called value-expressive influence.
Buzz
The exponential expansion of WOM
Diffusion Process
The manner in which innovations spread throughout a market.
Online Social Network
Web-based service that allows individuals to (1) construct a public or semipublic profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system
Identification Influence (example)
Which group influence is this: Sue wants to be healthy like her friends that eat right and exercise. She starts a regimen of eating better and working out regularly.
Normative Influence (example)
Which group influence is this: An ad shows how using Scope mouthwash leads to kissing on a blind date, while using the other brand leads to a handshake.
Informational Influence (example)
Which group influence is this: Joe is watching TV at his friends' house and notices what a great picture and sound it has. The next weekend, he goes to Best Buy and purchases that brand.
