Exam 10: Groups and Social Connections

Which form of reference group influence is most associated with the following situation? Carl knows that Bert has had experience with various types of motor oils because Bert is a mechanic for a large Audi dealership.Carl asks Bert to compare his brand against ACME Brand.Bert tells Carl that ACME brand can't be beat for performance and durability.

Home shopping parties may activate the risky shift or ________,in which the individual at the party may get so caught up in the party spirit that he orders products that he would normally not purchase.

What do social loafing and decision polarisation have in common?

Vincent is conducting research to test the hypothesis that the social contagion effect is weak in adults.His finding that adults who have a close friend or relative who abstains from drinking alcohol are more likely to abstain themselves will support his hypothesis.

A normative community is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations,aspirations,or behaviour.

Explain the concept of a virtual world and then explain how the popularity of such virtual worlds may influence marketers' strategies.

Phillipe is a member of a small Harley-Davidson motorcycle club.They meet once a week to ride and talk about their bikes.This club might exert a ________ influence on Phillipe as he decides which model of bike to buy for his girlfriend.

Within groups,informal rules of behaviour are called ________.

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

Explain the concept of guerrilla marketing and give an illustration of how this promotion/communication technique might be applied.Be specific in your comments.

Reference groups influence us in three ways.These influences include informational,utilitarian and ________ dimensions.

The likelihood that people will become part of a consumer's membership reference group is affected by three factors.Name and briefly discuss each of these factors.

In advertising terms,a(n)________ refers to a view or exposure to an advertising message.

Jeff had collected a nice wardrobe before graduating from university.All of his friends considered him 'well dressed.' After the first day at his new job,however,Jeff immediately went out and replaced most of his clothes with what was considered to be professional dress clothing.Jeff had just experienced the power of a new ________.

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

Reference groups influence consumers in three ways.Name these three ways and describe the nature of the influence upon the consumer.

________ refers to the strategy of getting visitors to a Web site to forward information on the site to their friends in order to make still more consumers aware of a product.

A(n)________ is a marketing intermediary retained by a consumer to guide what that consumer buys.

Which of the following is NOT one of three basic themes of complaint Web sites recently identified in a study of such Web sites?

Product-related conversations (word-of-mouth)result because people enjoy talking about things that interest them,people have a genuine desire to help others,and people gain an ego boost from spreading knowledge.However,customers will talk much more about negative product and service experiences than positive ones.Why?