Exam 11: Group Influences and Social Media

Opinion leaders may or may not be purchasers of the products they recommend. But if they are early purchasers of such products, they are called "industrial communicators."

Sociometry offers a reliable, precise, and relatively inexpensive way of identifying opinion leadership in a community.

Fear that a group will punish behaviour that differs from a group' s is not a factor that increases conformity.

When we stop for a red light, we are embracing a norm of society.

Sam and Jackson have just returned from a Houston Astros game at the new Astros ballpark. The ballpark really impressed them. What really caught their attention, however, was the unique way that Coca- Cola sold its products. There were roving teams of "Cola Buddies" moving throughout the crowd during the game. These teams were passing out "free coupons" for Cokes, souvenir cups, dugout passes, and "free tickets" to next week's game. Sam and Jackson will always remember how great their day at the ballpark was and will certainly choose Coca- Cola when given the opportunity. Coca- Cola was effectively using a technique known as guerilla marketing.

Perhaps ironically, opinion leaders who are sought out for their product opinions and expertise also:

What are group effects on individual behaviour? Any ideas on why people act differently when in a group than when alone?

It is often harder to resist the demands of a large number of people than those of just a few.

Martin decides to go to the beach party-even though he hates sand-because his friends expect him to join them there. Martin is affected by what kind of influence .

Many people, before buying an automobile, will look at car ratings and other information found in buying guides and online sites. These sources have what type of power over purchasers?

What characteristics of opinion leaders make them valuable sources for product information?

When we come to like persons or things simply as a result of seeing them more often, we explain the relationship by what is called:

When Dale experienced a stomach upset after eating at a newly opened restaurant, she told all her friends. This is an example of negative WOM.

Because of social loafing, public property is not usually as well maintained by individual citizens as their own private property.

Efforts to censor books, television shows, or rock music because some people find the content to be objectionable may result in an increased demand for these products by the public.

A type of virtual community of consumption based on sharing online journals is called _.

Entertainer Madonna made a distinctive fashion statement when she wore lingerie as outer wear. Some consumers voluntarily imitated these outfits and began buying bustiers to identify with the Madonna image. What kind of power base did Madonna have:

Bill and James have been friends since grade school. Bill has since gone into accounting while James runs his own service station and auto repair shop. Before Bill decided which new car to buy, he asked Bill what he thought about the model he was considering. For cars, James was Bill's:

Jose is a buyer for a large company that sells herbs. He is constantly on the lookout for new sources of herbs and needs to be up on any change in the growing conditions and health of any given crop. Jose has volunteered to be a subject in a large university study that asks each individual whether they consider themselves to be opinion leaders. Such studies are based on:

Products low in perceived risk are less susceptible to personal influence.