Exam 9: Reference Groups and Word-of-Mouth

The reputation of the retailer who sells the product has a major influence on message credibility.

The three dimensions underlying consumers' engagement in ________ are tie strength, similarity among group members, and source credibility.

Opinion leaders are never opinion receivers.

In which product category would the role of the opinion leader during the decision making process likely be most important to the marketer?

________ are groups that serve as frames of reference for individuals in their consumption decisions because they are perceived as credible sources.

The ________________________ method measures opinion leadership by tracking person-to-person communications about a product or brand among members of a community where most people know each other by name.

_________________ sources generally have more credibility than _______________ sources.

Need for affiliation, need to be liked by others and other directedness are examples of ________________________ variables that increase the likelihood an individual is receptive to group influences.

A(n)______________________ provides offers expertise regarding a particular product category, reduces uncertainty related to making an incorrect purchase, or increases consumer confidence because it provides a collective decision.

$\text{BZZAGENT MINI CASE:}$ BzzAgent is a word-of-mouth marketing agency that runs brand advocate programs for global brands. It recently partnered with a company to pair its social media and word-of-mouth insights with shopper loyalty data. The results indicated that consumers who were making repeat purchases were also more engaged and created a higher volume of advocacy. The information from this study is important to marketers, who are trying to find ways to engage advocates and influencers, especially via social media. Marketers are trying to figure out the characteristics of individuals who are most likely to influence others. -In the BZZAGENT MINI CASE, marketers are interested in finding individuals who influence others. The process by which one influential person informally influences the actions or attitudes of others is known as ________.

Consumers perceive celebrities that appear in commercials often as more credible than celebrities with lesser commercial exposure.

When Kaley Cuoco (the actress who plays Penny in the television show Big Bang Theory)plays the role of a genie who grants wishes in a Toyota commercial, or the role of "The Negotiator's" daughter in Priceline commercials, she is characterized as a celebrity actor.

The key characteristic of the influence associated with opinion leadership is that ________.

Referral programs, which offer rewards to current members who convince others to join, are an important element of ______________________.

The theory of ________ suggests that the memory of a negative cue, such as a low-credibility source, simply decays faster than the memory of the message itself, leaving behind the primary message content.

The ________________ method of measuring opinion leadership employs a self-administered questionnaire that requires respondents to evaluate the extent to which they have provided others with information about a product category or brand.

Which of the following is NOT one of the motivations of opinion leaders?

A group of foodies that Nora has never met and only interacts with through online websites and a Facebook group, where group members share recipes and recommendations, is an example of a _______________________.

Before e-readers, many women avoided reading printed erotica books in public because they felt the titles and covers of the books would reflect badly on them. The use of e-readers made the consumption of erotica books in public less __________________.

The degree of reference group influence on purchase decisions is higher for shaving cream than it is for an expensive watch.