Exam 9: Reference Groups and Word-Of-Mouth

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.

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

A(n) ________ assists consumers in making consumption decisions and supports consumers' rights.

Opinion leadership tends to be ________.

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, the desirable brand advocates are engaged in ________ when they advocate on behalf of products in social networks, brand communities, and blogs.

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

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.

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

Professional tennis players may constitute a(n) ________ group for an amateur tennis player who identifies with certain players by imitating their behavior whenever possible despite the fact that the amateur tennis player does not qualify for membership as a professional tennis player because he/she has neither the skills nor the opportunity to compete professionally.

A celebrity's credibility is reduced when he or she endorses a variety of products because ________.

________ are considered expert informal sources of information.

John is a member of a small Harley-Davidson motorcycle club. Members meet once a week to ride and talk about their bikes. This club might exert a ________ influence on John as he decides which model of bike he buys for his girlfriend.

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