Exam 12: Networked Consumer Behavior: Word-Of-Mouth, Social Media, and Fashion

Which promotional strategy uses unconventional means, such as street theater, to encourage WOM about products?

As people transmit information to one another, they tend to change the message.

Organizing music using Spotify or another similar application enables users to listen to music virtually anywhere and across multiple devices. This is an example of the ________ determinant of diffusion.

Jenny just posted a tweet on Twitter about how much she loves a new movie. Jenny has potentially influenced others with ________.

Fallon was the son of a very wealthy banker from Connecticut. The first time Fallon saw an artist on MTV wearing a polished bicycle chain around his neck, he knew he had to get an item like that for himself. Fallon's behavior is best explained by the ________ theory of fashion.

Word-of-mouth communication in the form of brand-specific mentions in social media are called ________.

Several research methods are used to study reference groups and opinion leadership. ________ methods trace communication patterns among members of a group. These techniques allow researchers to systematically map out the interactions that take place among group members.

A fad has a relatively long acceptance cycle in today's marketplace because of the money necessary to develop the fad.

The diffusion of innovations is a process whereby a new product, service, or idea spreads through a population.

In general, advertising is more effective when it ________ than when it ________.

Dungeons and Dragons is a role-playing game.

Opinion leaders often absorb much of the risk in buying new products because they generally buy them first.

Tracy loves shopping with her personal shopper, Carrie, at Nordstrom's. Carrie is a ________.

Explain several of the basic characteristics of social networks. Provide an example.

When a consumer is deciding whether to adopt an innovation, through what stages does the consumer move? Provide an example.

Word-of-mouth communication about products is thought to be influential because it is perceived as ________.

What term refers to the hardware system upon which a social game is played?

Explain why opinion leaders are difficult to identify.

Recent research on opinion leadership has called into question the traditional view that there are ________ opinion leaders.

A clothier produced a line of clothing with insect repellant impregnated into the fabric for outdoor enthusiasts. This product has a good chance of being adopted because it has a relative advantage.