Exam 9: Reference Groups and Word-of-Mouth

A group to which a person either belongs or would qualify to belong to is called a(n)________ group.

When the source is well respected and highly thought of by the intended audience, the message is much more likely to be believed.

What are the activities which characterize fashion innovators?

$\text{STUMBLEUPON MINI CASE:}$ StumbleUpon calls itself a "discovery engine" because, at one time, 50.27% of all traffic from a top 10 list of social sites came from StumbleUpon. Their relatively small group of users (15 million) often out-refers the larger user base from Facebook (over 1.15 billion). In fact, the influential users of StumbleUpon generate 1 billion page referrals per month. Their users, called "Stumblers", introduce other Stumblers and non-users to web content, providing a "map to an adventure you wouldn't otherwise have found out about." The influence of these Stumblers was deemed valuable by film marketers, who worked with StumbleUpon to promote films like Jurassic Park 3D and Evil Dead. Stumblers are young and highly engaged, so studios see the personalized search engine, which "learns" the preferences of its Stumblers, as a way to reach early influencers. -In the STUMBLEUPON MINI CASE, if the Stumblers are the first people to go see a new movie, they are considered ________.

Which of the following is not one of the dimensions in measuring the credibility of a person or organization?

Which of the following is NOT one of the factors that affects the relationship between the effectiveness of messages and the spokespersons or endorsers they feature?

Opinion leadership tends to be ________.

The degree of _____________________ that a reference group exerts on an individual's behavior depends on the individual, product and social factors.

________ are specialized, non-geographically bound communities formed on the basis of attachment to a product or brand.

The first set of people who purchase a new product are called early adopters.

Differentiate between normative influence and comparative influence. In your response, please select an example of each type of influence.

When a product is first introduced, the ________ consider purchasing it to be risky because it is new. After a relatively small but not insignificant number of consumers purchased the product (and probably after the price has gone down), they conclude that purchasing the product is wise.

The phenomenon known as the ________ suggests that both positive and negative credibility effects external to the message itself tend to disappear after six weeks or so.

When celebrity/pro golfer Phil Mickelson appears in a commercial to talk about his experience with a prescription medication for arthritis, he is serving as a _____________________.

The theory of differential decay suggests that one will dissociated the message from its source over time, remembering only the message content but not its source.

A child's immediate family is a ________ group that plays an important role in molding the child's general consumer values and behavior.

Talk about the sleeper effect in advertising.

The key factor underlying the persuasive impact of a personal or interpersonal message received from either a formal or informal source is ________.

What does a Klout score measure?

Endorsers whose demographic characteristics are similar to the target audiences' are viewed as more credible and persuasive than those who do not.