Exam 8: Group and Interpersonal Influence

Fred has an analog television without cable or satellite.He will not switch to a digital TV until the old one breaks down.Which of the following adopter categories best describes Fred?

WEDDING SCENARIO Janice is excited because her boyfriend just asked her to marry him. Though planning the wedding may be a big hassle for most people, Janice had it easy as her sister, a wedding planner, has taken over the task of planning the entire wedding. Janice should have been the one taking all the decisions, but her sister chose to be the sole decision-maker on account of her professional competence. Since Janice's parents are paying for the wedding, she needs to abide by their wishes even though she might like to have a more extravagant reception than they are willing to pay for. She will be getting married in a church, and the priest said she and her fiancé would have to attend pre-marriage counseling sessions over six weeks. They are not really thrilled about doing that, but they know they can't get married in their church if they don't attend the sessions. Her parents are very frugal, and her mother even suggested that she wear her old prom dress instead of buying a new wedding gown. Janice was mortified when her mother suggested this, saying, "But mom, the dress is pink! What would people think if I wore a pink wedding dress? Wedding gowns are supposed to be white!" So they settled on letting her pick her own gown, but her father had the last say on which one he would allow her to purchase. The wedding day came and went without a hitch, and Janice is now a busy homemaker setting up her new household. -Refer to Wedding Scenario.Which of the following roles did Janice's father assume with regard to the purchase of Janice's wedding dress?

The informational influence of a group is particularly strong if the group is seen as being credible.

Members of The Harley Owners Group come together for members-only rides and other events.This is an example of a(n)_____ community.

Traffic Followers,a group promoting road safety,has a strict code of sanctioning members found flouting traffic rules.In some cases,nonconformity can result in expulsion from the group.This is an example of a group exercising _____ power over its members.

A reference group is a group of individuals who have an impact on the consumer's evaluations,aspirations,and behavior.

A group to which a consumer does not want to belong is called a(n)_____ group.

Harold is the president of a local tennis club.Under Harold's insistence,the club members have to devote a requisite amount of time to practice as well as stick to a strict uniform code.Any form of nonconformity with rules is met with punishment.Which of the following types of social power does Harold exercise over the members of the club?

Social networks are networks of consumers that are formed based on common interests,associations,or goals.

GIRLS' DAY OUT SCENARIO Janice and her girlfriends generally reserve the last Saturday of every month for a girls-only day out. Most of the girls in the group are her friends from school who like to hang out together and they all share a passion for shopping. When Janice shops with the group, she restrains herself from her bargaining-prone habit and ends up buying expensive luxury brands as the group is very conscious of purchasing only high-end brands. Janice's best friend Maeve is considered the most informational among the group. She knows everything about handbags and has an enviable collection of her own. Everyone seeks her opinion before buying one. Once, a friend hired her to put together an entire collection of handbags to go with an ensemble. Some designers were even prompted to use Maeve's expertise on handbags to promote their new handbag collections in her social circle. They gave her a few handbags to carry around at parties and other social events. Mauve also used a few social networking sites to write about the brand and thus created excitement about the brand among her friends. -Refer to Girls' Day Out Scenario.Some designers used Maeve's expertise on handbags to promote their new handbag collections in her social circle.They gave her a few handbags to carry around at parties and other social events.Mauve also used a few social networking sites to write about the brand and thus created excitement about the brand among her friends.This is an example of _____ marketing.

Gaining acceptance into a group provides value for a consumer directly by satisfying his or her needs for belonging.

The marketing technique that involves compensating consumers to talk about,or promote,products without disclosing that they are working for the company is called _____.

Mom & Baby Inc.,a firm specializing in mother and child care products,gives away free samples of their latest products to new mothers.They also encourage mothers to provide feedback on their product samples in a blog for new mothers.The company's goal is to stimulate positive word-of-mouth communications about their products.This is an example of _____ word-of-mouth.

Discuss some social networking websites of which you are a member.Give an example of how membership to these social networking websites influences your consumption behavior.

Stacy had signed up her daughters for Brownie Girl Scouts few months back.Since then,she had noticed a positive attitudinal change in them.They are now much more disciplined and responsible.According to Stacy,this change has been brought about by the Girl Scouts group.The change in Stacy's daughters can be attributed to _____.

GIRLS' DAY OUT SCENARIO Janice and her girlfriends generally reserve the last Saturday of every month for a girls-only day out. Most of the girls in the group are her friends from school who like to hang out together and they all share a passion for shopping. When Janice shops with the group, she restrains herself from her bargaining-prone habit and ends up buying expensive luxury brands as the group is very conscious of purchasing only high-end brands. Janice's best friend Maeve is considered the most informational among the group. She knows everything about handbags and has an enviable collection of her own. Everyone seeks her opinion before buying one. Once, a friend hired her to put together an entire collection of handbags to go with an ensemble. Some designers were even prompted to use Maeve's expertise on handbags to promote their new handbag collections in her social circle. They gave her a few handbags to carry around at parties and other social events. Mauve also used a few social networking sites to write about the brand and thus created excitement about the brand among her friends. -Refer to Girls' Day Out Scenario.When Janice shops with the group,she restrains herself from her bargaining-prone habit and ends up buying expensive luxury brands.Janice is most likely to score high on the _____ variable.

A(n)_____ group refers to a group that has no membership or application requirements,and codes of conduct may be nonexistent.

Consumers who spread information about all types of products and services that are available in the marketplace are called _____.

_____ word-of-mouth (WOM)occurs when marketers attempt to accelerate WOM in existing customer circles,or when they develop entirely new WOM forums.

Which of the following types of social power gives an individual authority to sanction members or revoke membership of those who do not conform to group rules?