Exam 9: Reference Groups and Word-of-Mouth

Identify and discuss some of the defining characteristics of opinion leaders.

Marketers of new brands or brands that are not market leaders may argue against __________________, trying to convince consumers not to follow the crowd.

The degree of reference group influence on purchase decisions varies according to product _________________, or how much it stands out and is noticed by others.

Celebrity credibility includes the audience's perception of both the celebrity's expertise and attractiveness.

The members of the ________ category of adopters take a relatively long time to evaluate whether or not they would benefit from owning a product and, most likely, perceive more risk in all consumption situations than members of the preceding adopter groups.

________ reference groups serve as benchmarks for specific or narrowly defined attitudes or behavior.

A(n)________ group is one in which an individual is not likely to receive membership, despite acting like a member by adopting the group's values, attitudes, and behavior.

Standing in a crowd waiting for a retail shopping experience, shoppers see themselves as making the right buying decision - a concept known as _______________________.

Innovators seem to find new products threatening to the point where they prefer to delay purchase until the product's success has been clearly established.

A __________________ score increases as the Twitter starts conversations and inspires social actions.

Individuals may be influenced to conform to a group based on the group's __________________, but they are unlikely to change their attitudes or internalize their choices if they conform for this reason.

Consumers with low ____________________ are more likely to seek the advice or example of others.

Which of the following is a characteristic of a conformist?

___________________, or the source's persuasive impact, stems from its perceived expertise, trustworthiness, and believability.

A group of irate parents who join together to protest the opening of an adult, X-rated book store across from the elementary school is an example of a(n)___________________________.

Sheila admires her boss, Jerry, so she aspires to live her lifestyle and have similar possessions. Jerry exerts _________________ influence on Sheila.

Which of the following statements is true about spokespeople?

Explain what viral marketing is and provide an example of how it is used.

The key basis for message credibility is ________.

What are four things a reference group must do to influence group members?