MKT201 - Chap 10

b

If a fireman told you to leave your apartment, you would comply because the fireman has ________ power. information legitimate expert reward

b

QN=3 Which of the following is an example of utilitarian influence? a. An individual seeks information about various brands from a professional. b. An individual's decision to purchase a particular brand is influenced by the preferences of family members. c. An individual feels that the purchase of a particular brand will enhance the image others have of her. d. An individual seeks brand-related knowledge and experience from friends, neighbors, colleagues, and relatives who have reliable information about the brand.

a

QN=30 Word-of-mouth has a more powerful effect on consumers than paid advertising does. a. True b. False

a

QN=4 Reference group effects are stronger for purchases that are ________. a. socially conspicuous b. mostly unseen by others c. necessities d. made frequently

a

QN=5 If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied is said to have ________ power. a. referent b. informational c. legitimate d. coercive

b

QN=7 The ________ influence is the reference group influence that helps the consumer make decisions about specific brands or activities. a. normative b. comparative c. selective d. coercive

c

QN=8 A group composed of people that the consumer actually knows is called a(n) ________ reference group. a. aspirational b. tribal c. membership d. group

b

QN=9 Political candidates who get the most media exposure are more likely to win an election because of the effect of ________ in determining one's set of referents. a. propinquity b. mere exposure c. group cohesiveness d. reference bias

a

QN=16 Jeff had collected a nice wardrobe before graduating from college. All of his friends considered him "well dressed." After the first day at his new job, however, Jeff immediately went out and replaced most of his clothes with what was considered to be professional dress clothing. Jeff had just experienced the power of a new ________. a. reference group b. private luxury c. avoidance group d. brand community

b

QN=17 Which of the following reference group influence forms is most associated with the following situation? Carl knows that Bert has had experience with various types of motor oils because Bert is a mechanic for a large Cadillac dealership. Carl asks Bert to compare his brand against Quaker State. Bert tells Carl that Quaker State can't be beat for performance and durability. a. coercive influence b. information influence c. utilitarian influence d. value-expressive influence

d

QN=18 Kimberly has been contacted eight times in the last week by a pushy telemarketer. She made the mistake of showing some interest in the product being sold and has not had much luck in getting rid of the caller. Which of the following forms of power is being exercised by the telemarketer? a. expert power b. referent power c. reward power d. coercive power

a

QN=19 Phillipe is a member of a small Harley-Davidson motorcycle club. They meet once a week to ride and talk about their bikes. This club might exert a ________ influence on Phillipe as he decides which model of bike to buy for his girlfriend. a. comparative b. normative c. selective d. legitimate power

d

QN=2 Reference groups influence us in three ways. These ways include informational, utilitarian, and ________ dimensions. a. reputational b. descriptive c. knowledge d. value-expressive

b

QN=20 A primary group is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior. a. True b. False

a

QN=21 A person with social power has the ability to alter the actions of others. a. True b. False

b

QN=25 Because of cultural pressure, almost all cultures in the world require the same amount of conformity. a. True b. False

a

QN= 11 Many factors contribute to conformity. The Japanese are noted for valuing collective well-being and group loyalty over individual needs. Which of the following conformity factors best explains this behavior? a. cultural pressures b. commitment c. group size d. susceptibility to interpersonal influence

d

QN= 13 A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys. a. market maven b. opinion leader c. mass media specialist d. surrogate consumer

d

QN= 14 ocial networking is an integral part of what many call ________, which is like the Internet on steroids. The key change is the interactivity among producers and users. a. the Jobber Station b. the mega Web c. the inner Web d. Web 2.0

b

QN= 15 According to the ________ perspective, under the right circumstances a group of people is smarter than the smartest people within the group. a. mere exposure phenomenon b. wisdom of crowds c. deindividuation d. normative influence

a

QN=1 A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior. a. opinion group b. demographic group c. reference group d. focus group

c

QN=10 Within groups, informal rules of behavior are called ________. a. beliefs b. values c. norms d. interpersonal dynamics

a

QN=12 According to the principle of least interest, the person who is least ________ has the most power in a relationship. a. committed to staying in the relationship b. susceptible to interpersonal influence c. susceptible to cultural pressures d. afraid of sanctions against nonconforming behavior

b

QN=22 A membership reference group is made up of idealized figures such as successful business people, athletes, or performers. a. True b. False

b

QN=23 An individual's motivation to distance himself from a negative reference group can not be as powerful as his motivation to please a positive group. a. True b. False

a

QN=24 When shopping with others, some people are more likely to choose risky alternatives than they would be if shopping alone. This behavior occurs due to the risky shift effect. a. True b. False

a

QN=26 Opinion leaders often absorb much of the risk in buying new products because they generally buy them first. a. True b. False

a

QN=27 Opinion leaders also are likely to be opinion seekers a. True b. False

b

QN=28 Most opinion leaders are celebrities rather than everyday consumers. a. True b. False

b

QN=29 The most common method of identifying opinion leaders is to use the social registry document kept by most city newspapers. a. True b. False