Dr. Mountain Consumer Behavior Exam 3

________ occurs when an individual may have reason to believe that the group will apply sanctions to punish nonconforming behavior.

fear of deviance

A marketing manager who wants to identify opinion leaders for her product category should ________.

find socially active persons who are intensely interested in the product category and who are similar to the other customers

________ describes the capacity to alter the actions of others.

social power

________ is the degree to which a person is able to make other people do something.

social power

________ proposes that a small group of influences disseminates information because they can modify the opinion of a large group.

2 step flow model of influence

A type of reference group is ________.

avoidance. aspirational. membership.

A type of virtual community of consumption based on sharing online journals is called ________.

blogs

________ are frequently able to influence others' attitudes on behavior.

opinion leaders

________ are generally more involved in a product category and actively search for information.

opinion seekers

A reason why consumers conform is ________.

commitment, social pressures, and fear of deviance

________ derives from the knowledge that a consumer possesses about a content area.

expert power

A group composed of people that the consumer actually knows is called a(n) ________ reference group.

membership

A set of socially relevant nodes connected by one or more relations is called a social ________.

network

A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.

reference group

A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys.

surrogate consumer

________ refers to the strategy of getting visitors to a website to forward information on the site of their friends in order to make more consumers aware of a product.

viral marketing

________ influence helps the consumer make decisions about specific brands or activities.

social cue

________ argue(s) that each of us has several "selves that relate to groups."

social identity theory

________ happens when we do not devote as much time and effort to a task as we could because our contribution is part of a larger group effect.

social loafing

________ is a frenzied, guilt-ridden compromise between conflicting cultural ideals of motherhood and professionalism.

the juggling lifestyle