Exam 9: Reference Groups and Word-Of-Mouth

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

Conformists often pick up slang expressions from others and start using them.

A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.

Which of the following is true of the characteristics of risk-averse consumers?

For-profit sources generally have more credibility than not-for-profit sources.

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

Bill is an avid coin collector and belongs to a coin collectors' club, receiving a monthly magazine and invitations to exclusive events. This coin collectors' club is an example of a(n) ________ group.

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

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

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.

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

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

What does a Klout score measure?

MADD (Mothers Against Drunk Drivers) is an example of a shopping group.

Adopter categories is a classification depicting where consumers stand in relation to other consumers in terms of the first time they purchase an innovation (e.g., a new product or model).

Chris tells his father about a great new restaurant. Chris is practicing ________.

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

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, which of the following is a likely motivation for the individuals who influence others?

People who are compliant, have a tendency to conform, and have a high need for affiliation are other-directed and less likely to look for guidance from reference groups.

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 ________.