Exam 9: Reference Groups and Word-of-Mouth

A clear perceived fit between a message's sponsor and the entity being sponsored can strongly enhance the sponsor's credibility.

A(n)______________________ provides companionship, security, and opportunities to discuss problems that an individual might be reluctant to discuss with family members.

The first people to purchase a new product are considered ________.

_________________ is an unpaid form of promotion, oral or written, in which satisfied customers tell other people how much they like a business, product, service or event.

A celebrity's credibility is reduced when s/he endorses a variety of products because __________________.

Opinion leaders are knowledgeable and can give advice about all product categories.

A person's ethnic identification is the degree to which she identifies herself as a member of her ethnic group.

A ___________________ involves a celebrity who attests to the product's quality based on his/her own personal usage of the product.

________ reference groups influence broadly defined values or behavior.

The consumer's earliest and often most influential reference group is __________________.

MADD is an example of a shopping group.

Chuck Norris appears in social media for Era detergent, because he is tough on bad guys and the detergent is tough on stains. If he does not mention his own personal experience with the product, it is an example of a _________________________.

The ________ constitutes the first half of the "mass market" of consumers who would purchase a somewhat-established product.

____________________, or the reputation of the retailer who sells the product, has a major influence on message credibility.

A lawyer wears conservative clothing at work but wears trendy clothing when she goes out with her friends, which illustrates different reference groups may influence the beliefs, attitudes and behaviors of individuals under different circumstances.