Exam 11: Groups and Social Media

Social networking is an integral part of what many call ________, which is characterized by interactive platforms that foster the creation of communities.

The importance of weak ties in a social system is demonstrated by their ________.

Companies tend to use guerrilla marketing to reach consumers in their 40s and 50s who often do not have the time to consume traditional media.

Consumers are swayed more by negative word of mouth than by positive comments.

The ________ influence is the reference group influence that helps the consumer make decisions about specific brands or activities.

Chet meets each Wednesday night at his local bookstore with a small group of computer enthusiasts. The group calls itself X-Hackers because at one time all of these select members were hackers. Today, members of the group have similar values and have pledged to stop computer hacking. Which of the following membership group factors best describes what brings this group together?

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. This is an example of which of the following communication strategies?

The ________ a group is, the more likely members are to engage in social loafing.

Describe the meaning of social power. What are the six bases of social power within reference groups? Give an example of how each one might be used.

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

According to the ________ perspective, under the right circumstances a group of people is smarter than the smartest people within the group.

A group composed of people that the consumer actually knows is called a(n) ________ reference group.

The pressure to conform that escalates as more and more group members "cave in" is called the ________ effect.

Kimberly has been contacted eight times in the last week by a pushy telemarketer. She made the mistake of showing some interest in the product being sold and has not had much luck in getting rid of the caller. Which of the following forms of power is being exercised by the telemarketer?

Define the term reference group and explain the difference between a membership reference group and an aspirational reference group.

The concepts of deindividuation and the wisdom of crowds can be used to explain why groups of people often come up with more creative solutions to problems than individuals do.

Political candidates who get the most media exposure are more likely to win an election because of the effect of ________ in determining one's set of referents.

What do social loafing and decision polarization have in common?

A membership reference group is made up of idealized figures such as successful business people, athletes, or performers.

A marketing manager who wants to identify opinion leaders for her product category should do which of the following?