Question 1

Most opinion leaders are celebrities rather than everyday consumers.

Accepted Answer

A) True 
 B)False

Question 2

A(n)________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations,aspirations or behaviour.

Accepted Answer

A)  opinion group 
B)  demographic group 
C)  reference group 
D)  focus group 
A)  opinion group 
B)  demographic group 
C)  reference group 
D)  focus group

Question 3

According to the principle of least interest,a person will gain power in a group as she decreases her commitment to the group.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

A surrogate consumer,by definition,makes a purchase on behalf of another consumer.

Accepted Answer

A) True 
 B)False

Question 6

Meagan is planning her wedding and wants everything to be just right,from the invitations and table settings to the ceremony and music selections.Because she feels overwhelmed by all of the information to sort through and the choices to make,she hires a wedding planner to make many of the decisions and purchases for her.Meagan's wedding planner is best described as a(n)________.

Accepted Answer

A)  innovative communicator 
B)  consumer surrogate 
C)  opinion seeker 
D)  key informant 
A)  innovative communicator 
B)  consumer surrogate 
C)  opinion seeker 
D)  key informant

Question 7

Amanda thought she had been cheated by a local car dealership.She was so upset that she created a Web site to share her story with the world.What is the most likely result of Amanda's action?

Accepted Answer

A)  Most readers will think that Amanda is a little nutty and ignore her Web site. 
B)  Amanda's Web site will decrease the credibility of the dealership's ads and will influence potential buyers to stay away from the dealership. 
C)  Even if it is read extensively, Amanda's Web site will have little effect on how people see the dealership or Amanda. 
D)  The Web site will actually increase sales at the dealership by giving the company free publicity. 
A)  Most readers will think that Amanda is a little nutty and ignore her Web site. 
B)  Amanda's Web site will decrease the credibility of the dealership's ads and will influence potential buyers to stay away from the dealership. 
C)  Even if it is read extensively, Amanda's Web site will have little effect on how people see the dealership or Amanda. 
D)  The Web site will actually increase sales at the dealership by giving the company free publicity.

Question 8

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

Accepted Answer

A)  tries to create new product preferences; reinforces our existing product preferences 
B)  reinforces our existing product preferences; tries to create new product preferences 
C)  relies upon word-of-mouth tactics; relies upon viral marketing tactics 
D)  relies upon viral marketing tactics; relies upon word-of-mouth tactics 
A)  tries to create new product preferences; reinforces our existing product preferences 
B)  reinforces our existing product preferences; tries to create new product preferences 
C)  relies upon word-of-mouth tactics; relies upon viral marketing tactics 
D)  relies upon viral marketing tactics; relies upon word-of-mouth tactics

Question 9

Product information which is transmitted by individuals to individuals is called ________.

Accepted Answer

A)  independent analysis 
B)  product shuffle 
C)  reactance formation 
D)  word-of-mouth 
A)  independent analysis 
B)  product shuffle 
C)  reactance formation 
D)  word-of-mouth

Question 10

The opinion leader referred to as a(n)________ is actively involved in transmitting marketplace information of all types.

Accepted Answer

A)  surrogate consumer 
B)  innovator 
C)  monomorphic leader 
D)  market maven 
A)  surrogate consumer 
B)  innovator 
C)  monomorphic leader 
D)  market maven

Question 11

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 an avoidance group?

Accepted Answer

A)  Propinquity should make membership groups much stronger than avoidance groups. 
B)  Propinquity should make membership groups and avoidance groups equal in potential power. 
C)  Propinquity should make membership groups weaker than avoidance groups because the motivation to distance oneself is increased with closeness. 
D)  Propinquity will have no influence on either membership groups or avoidance groups. 
A)  Propinquity should make membership groups much stronger than avoidance groups. 
B)  Propinquity should make membership groups and avoidance groups equal in potential power. 
C)  Propinquity should make membership groups weaker than avoidance groups because the motivation to distance oneself is increased with closeness. 
D)  Propinquity will have no influence on either membership groups or avoidance groups.

Question 12

Chad 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?

Accepted Answer

A)  Propinquity 
B)  Mere exposure 
C)  Group cohesiveness 
D)  Avoidance 
A)  Propinquity 
B)  Mere exposure 
C)  Group cohesiveness 
D)  Avoidance

Question 13

For an average citizen,an Australian senator is more likely to possess coercive power than legitimate power.

Accepted Answer

A) True 
 B)False

Question 14

With respect to opinion leadership,compare the self-designating model and the key informant method.

Accepted Answer

The most commonly used technique to iden

Question 15

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

Accepted Answer

A)  polarisation 
B)  bandwagon 
C)  loafing 
D)  homophily 
A)  polarisation 
B)  bandwagon 
C)  loafing 
D)  homophily

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Briefly describe the characteristics of someone who is role-relaxed.

Accepted Answer

Some individuals need to have others thi

Question 18

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

Accepted Answer

A reference group is an actual or imagin

Question 19

One of the chief causes of the phenomenon of the risky shift effect is ________.

Accepted Answer

A)  decision polarisation 
B)  the degeneration hypothesis 
C)  the regeneration hypothesis 
D)  diffusion of responsibility 
A)  decision polarisation 
B)  the degeneration hypothesis 
C)  the regeneration hypothesis 
D)  diffusion of responsibility

Question 20

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

Accepted Answer

A) True 
 B)False

Most opinion leaders are celebrities rather than everyday consumers.

A(n)________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations,aspirations or behaviour.

According to the principle of least interest,a person will gain power in a group as she decreases her commitment to the group.

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

A surrogate consumer,by definition,makes a purchase on behalf of another consumer.

Amanda thought she had been cheated by a local car dealership.She was so upset that she created a Web site to share her story with the world.What is the most likely result of Amanda's action?

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

Product information which is transmitted by individuals to individuals is called ________.

The opinion leader referred to as a(n)________ is actively involved in transmitting marketplace information of all types.

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 an avoidance group?

For an average citizen,an Australian senator is more likely to possess coercive power than legitimate power.

With respect to opinion leadership,compare the self-designating model and the key informant method.

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

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

Briefly describe the characteristics of someone who is role-relaxed.

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

One of the chief causes of the phenomenon of the risky shift effect is ________.

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

Buying,having and Being

Perception

Learning and Memory

Personality

Motivation and Values

The Self

Attitudes and Attitude Change

Individual Decision Making

Buying and Disposing

Australian Culture and Lifestyle

Income and Social Class

Age

The Culture of Consumption

Filters

Exam 10: Groups and Social Connections

Most opinion leaders are celebrities rather than everyday consumers.

A(n)________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations,aspirations or behaviour.

According to the principle of least interest,a person will gain power in a group as she decreases her commitment to the group.

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

A surrogate consumer,by definition,makes a purchase on behalf of another consumer.

Amanda thought she had been cheated by a local car dealership.She was so upset that she created a Web site to share her story with the world.What is the most likely result of Amanda's action?

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

Product information which is transmitted by individuals to individuals is called ________.

The opinion leader referred to as a(n)________ is actively involved in transmitting marketplace information of all types.

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 an avoidance group?

For an average citizen,an Australian senator is more likely to possess coercive power than legitimate power.

With respect to opinion leadership,compare the self-designating model and the key informant method.

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

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

Briefly describe the characteristics of someone who is role-relaxed.

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

One of the chief causes of the phenomenon of the risky shift effect is ________.

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

Buying,having and Being

Perception

Learning and Memory

Personality

Motivation and Values

The Self

Attitudes and Attitude Change

Individual Decision Making

Buying and Disposing

Australian Culture and Lifestyle

Income and Social Class

Age

The Culture of Consumption

Filters

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