Exam 11: Group Influence and Social Media

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. This technique is known as:

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(Multiple Choice)

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Question 1

Correct Answer:

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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?

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Question 2

Correct Answer:

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What is the self-designating method used for? How does it function and what are its advantages?

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Question 3

Correct Answer:

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The self-designating technique is the most commonly used technique to identify opinion leaders. It is simply to ask individual consumers whether they consider themselves to be opinion leaders.
Although respondents who report a greater degree of interest in a product category are more likely to be opinion leaders, the results of surveys intended to identify self-designated opinion leaders must be viewed with some skepticism. Some people have a tendency to inflate their own importance and influence, while others who really are influential might not admit to this quality. Just because we transmit advice about products does not mean other people take that advice. For someone to be considered a bona fide opinion leader, his or her advice must actually be heard and heeded by opinion seekers. Although the self-designating method is not as reliable as a more systematic analysis (where individual claims of influence can be verified by asking others whether the person is really influential), it does have the advantage of being easy to administer to a large group of potential opinion leaders.

When Carol, an avid golfer, purchased a set of expensive Callaway golf clubs, the relative reference group influence for her purchase was:

(Multiple Choice)

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Question 4

________ refers to activities undertaken by marketers to encourage consumers to spread word of mouth about the brand.

(Multiple Choice)

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Question 5

What are reference groups? Why might it be important for marketers to know consumers' reference groups? Is there value for marketers to create one if none exists for their product(s)?

(Essay)

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Question 6

Opinion leaders are extremely valuable information sources because they possess social power.

(True/False)

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Question 7

Two of Joe's friends knew more than he would ever know about automobiles, but Joe always went to Alberto when he had a question because he and Alberto shared something called homophily. Which of the following statements best describes their relationship?

(Multiple Choice)

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Question 8

In group decision-making contexts, the person who conducts the information search and controls the flow of information available to the group is called the influencer.

(True/False)

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Question 9

Margaret stayed on top of what was happening in the marketplace, but she was not necessarily the first to purchase items when they first came out. Margaret would be classified as a(n):

(Multiple Choice)

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Question 10

Propinquity is a factor that is related to the power of a reference group. How will it influence the relative power between a membership group and a dissociative group?

(Multiple Choice)

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Question 11

What do social loafing and decision polarization have in common?

(Multiple Choice)

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Question 12

Colin is part of a brand community for Jeep. He is about to travel to a popular event involving other Jeep enthusiasts who come from all over North America. The event, which is sponsored by Jeep, is known as a:

(Multiple Choice)

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Question 13

The capacity to alter the actions of others is referred to as:

(Multiple Choice)

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Question 14

Although WOM is a powerful method of marketing communication, it still accounts for only about one-third of all consumer goods sales.

(True/False)

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Question 15

Compare and contrast formal and informal reference groups. Which do marketers tend to prefer to target?

(Essay)

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Question 16

Kim was hired as a new reporter for the local TV news station. She soon learned that what she wore on the air was a very public matter, and that the she wore became more important than .

(Multiple Choice)

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Question 17

An individual feels that the people who purchase a particular brand are admired or respected by others. This is an example of what type of influence reference group?

(Multiple Choice)

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Question 18

Cherrie buys her lingerie from Frederick's of Hollywood because her favourite entertainer recommends it. Therefore, Cherrie is acting on the basis of reward power.

(True/False)

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Question 19

________ are exchanges of resources, information, or influence among members of a social network.

(Multiple Choice)

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Question 20

Showing 1 - 20 of 128

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 is the self-designating method used for? How does it function and what are its advantages?

When Carol, an avid golfer, purchased a set of expensive Callaway golf clubs, the relative reference group influence for her purchase was:

________ refers to activities undertaken by marketers to encourage consumers to spread word of mouth about the brand.

What are reference groups? Why might it be important for marketers to know consumers' reference groups? Is there value for marketers to create one if none exists for their product(s)?

Opinion leaders are extremely valuable information sources because they possess social power.

Two of Joe's friends knew more than he would ever know about automobiles, but Joe always went to Alberto when he had a question because he and Alberto shared something called homophily. Which of the following statements best describes their relationship?

In group decision-making contexts, the person who conducts the information search and controls the flow of information available to the group is called the influencer.

Margaret stayed on top of what was happening in the marketplace, but she was not necessarily the first to purchase items when they first came out. Margaret would be classified as a(n):

Propinquity is a factor that is related to the power of a reference group. How will it influence the relative power between a membership group and a dissociative group?

What do social loafing and decision polarization have in common?

Colin is part of a brand community for Jeep. He is about to travel to a popular event involving other Jeep enthusiasts who come from all over North America. The event, which is sponsored by Jeep, is known as a:

The capacity to alter the actions of others is referred to as:

Although WOM is a powerful method of marketing communication, it still accounts for only about one-third of all consumer goods sales.

Compare and contrast formal and informal reference groups. Which do marketers tend to prefer to target?

Kim was hired as a new reporter for the local TV news station. She soon learned that what she wore on the air was a very public matter, and that the she wore became more important than .

An individual feels that the people who purchase a particular brand are admired or respected by others. This is an example of what type of influence reference group?

Cherrie buys her lingerie from Frederick's of Hollywood because her favourite entertainer recommends it. Therefore, Cherrie is acting on the basis of reward power.

________ are exchanges of resources, information, or influence among members of a social network.

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Exam 11: Group Influence and Social Media

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 is the self-designating method used for? How does it function and what are its advantages?

When Carol, an avid golfer, purchased a set of expensive Callaway golf clubs, the relative reference group influence for her purchase was:

________ refers to activities undertaken by marketers to encourage consumers to spread word of mouth about the brand.

What are reference groups? Why might it be important for marketers to know consumers' reference groups? Is there value for marketers to create one if none exists for their product(s)?

Opinion leaders are extremely valuable information sources because they possess social power.

Two of Joe's friends knew more than he would ever know about automobiles, but Joe always went to Alberto when he had a question because he and Alberto shared something called homophily. Which of the following statements best describes their relationship?

In group decision-making contexts, the person who conducts the information search and controls the flow of information available to the group is called the influencer.

Margaret stayed on top of what was happening in the marketplace, but she was not necessarily the first to purchase items when they first came out. Margaret would be classified as a(n):

Propinquity is a factor that is related to the power of a reference group. How will it influence the relative power between a membership group and a dissociative group?

What do social loafing and decision polarization have in common?

Colin is part of a brand community for Jeep. He is about to travel to a popular event involving other Jeep enthusiasts who come from all over North America. The event, which is sponsored by Jeep, is known as a:

The capacity to alter the actions of others is referred to as:

Although WOM is a powerful method of marketing communication, it still accounts for only about one-third of all consumer goods sales.

Compare and contrast formal and informal reference groups. Which do marketers tend to prefer to target?

Kim was hired as a new reporter for the local TV news station. She soon learned that what she wore on the air was a very public matter, and that the ________ she wore became more important than ________.

An individual feels that the people who purchase a particular brand are admired or respected by others. This is an example of what type of influence reference group?

Cherrie buys her lingerie from Frederick's of Hollywood because her favourite entertainer recommends it. Therefore, Cherrie is acting on the basis of reward power.

________ are exchanges of resources, information, or influence among members of a social network.

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Kim was hired as a new reporter for the local TV news station. She soon learned that what she wore on the air was a very public matter, and that the she wore became more important than .