Deck 11: Group Influences and Social Media

Question 1

Colin is part of a brand community for Jeep. He is about to travel to a popular event involving other Jeep enthusiasts who come from all over North America. The event, which is sponsored by Jeep, is known as a:

A) brandfest
B) brand grouping
C) brand get- together
D) brand experience
E) brand meeting

Answer 1

A

Question 2

A marketing manager wanted to identify opinion leaders for her product category. What should she look for?

A) She should find socially active persons who are intensely interested in the product category and who are similar to other customers.
B) She should find intellectuals who can write and speak well so that communication will be facilitated.
C) She should look for people who stand out in a crowd.
D) She should look for people that have enough knowledge about a product category to intimidate other people to become interested
E) She should find community leaders who use the product.

Answer 2

A

Question 3

When Carol purchased a set of expensive Calloway clubs, the relative reference group influence for her purchase was:

A) weak for product and weak for brand
B) neutral for product and strong for brand
C) strong for product and weak for brand
D) weak for product and strong for brand
E) strong for product and strong for brand

Answer 3

E

Question 4

Some reference groups are composed of idealized figures such as outstanding athletes, entertainers, or even successful business people. While the consumer may have no direct contact with such figures, their influence can be powerful because consumers may be guided to the types of products used by people they admire (for example: Nike and Michael Jordan). Such reference groups are called:

A) associative cluster reference groups
B) ideal reference groups
C) ideological compound reference groups
D) approach- avoidance reference groups
E) aspirational reference groups

Question 5

Margaret stayed on top of what was happening in the marketplace, but she was not necessarily the first to purchase items when they first came out. Margaret would be classified as a(n) _ _.

A) market analyst
B) market maven
C) innovator
D) lifestyle expert
E) opinion leader

Question 6

The concept of a brand community is similar to that of:

A) Opinion Leaders
B) Consumer Tribes
C) Segments based on generations
D) Brand Ambassadors
E) Early Adopters

Question 7

Many scientists, such as organic chemists, access interest- specific virtual communities, where active members read and post messages. This an example of which type of virtual community:

A) rings
B) lists
C) boards
D) MUD
E) IRC

Question 8

Jasmine goes to a very large party and notices that a few people she knows are acting wildly out of character. This is an example of:

A) identity transfer
B) situational conformity
C) transformation
D) deindividuation
E) social compliance

Question 9

There is a large network of people on the Web that like to talk negatively about Oprah Winfrey. This network of people is representative of:

A) realists
B) hate mongers
C) an anti- consumer tribe
D) aspirational reference groups
E) an antibrand community

Question 10

If you were to buy a new Saturn and join their "Saturn Owners Club", regularly attending club outings, they would be known as a/an:

A) applied affiliative group
B) mentor
C) reference group
D) associate
E) power group

Question 11

As members of a virtual community express strong interest in the activity, but have few social attachments to the group.

A) insiders
B) lurkers
C) tourists
D) devotees
E) minglers

Question 12

Kimm was hired as a new reporter for the local TV news station. She soon learned that what she wore on the air was a very public matter, and that _ became more important than _ .

A) brands; products
B) necessities; luxuries
C) luxuries; necessities
D) brands; necessities
E) products; brands

Question 13

Some people are hired to make recommendations or actual purchases for others, such as an interior designer who "re- does" a home, or a broker who is entrusted with buy/sell decisions on behalf of investors. In essence the ultimate user has relinquished decision- making control. The term for the designer or broker:

A) surrogate consumer
B) mystery shopper
C) gatekeeper
D) market maven
E) innovative communicator

Question 14

Members of a group are attracted to each other and value their group membership. Keeping membership exclusive tends to increase which of the following influences:

A) affiliation bonding
B) membership intensity
C) cohesiveness
D) neighbourliness
E) self- other congruence

Question 15

An individual feels that the people who purchase a particular brand are admired or respected by others. This is an example of what type of influence reference group:

A) pragmatic influence
B) referential influence
C) informational influence
D) value- expressive influence
E) utilitarian influence

Question 16

Reactance is more related to than to _.

A) anticonformity; independence
B) deviance; commitment
C) commitment; deviance
D) anticonformity; commitment
E) independence; anticonformity

Question 17

We may not wish to be identified with a particular group (e.g., "nerds," "druggies"), so we take great care not to dress nor act like members of that group. The group which a consumer actively tries to distance himself from so as not to be mistakenly identified as a member is called a/an:

A) negative group
B) reverse aspirational group
C) paradox group
D) avoidance group
E) rejection group

Question 18

Social loafing refers to:

A) compared with doing a task alone, people do not devote as much time or effort to a task when their contribution is part of a larger group undertaking
B) people in groups lingering at restaurant tables too long
C) our preference for doing things socially with others similar to ourselves
D) failing to take into account the feelings of others in a group project who are not given much to do
E) feeling like an outsider and staying that way

Question 19

Marjorie is an expert in gardening, bird watching and opera. As an opinion leader she can be described as:

A) polymorphic
B) multimorphic
C) exomorphic
D) innomorphic
E) monomorphic

Question 20

Lynda is a business student at a popular Canadian university. She really aspires to a be the CEO of a large multinational corporation. Therefore, she would be most interested in products associated with her:

A) Ideal Self
B) Need for Uniqueness
C) Real Self
D) Parents
E) Fellow Business Students

Question 21

Japanese businesses tend to value group consensus over individual decision making. This is an example of conformity based on:

A) susceptibility to interpersonal influence
B) fear of deviance
C) cultural pressures
D) gender differences
E) group unanimity, size and expertise

Question 22

When we come to like persons or things simply as a result of seeing them more often, we explain the relationship by what is called:

A) semantic differential
B) mere exposure phenomenon
C) proximity hypothesis
D) frequency paradox theory
E) similarity- difference comparison model

Question 23

In a much- discussed marketing failure, Coca- Cola launched "new Coke" on the basis of successful taste tests, only to encounter massive resistance when consumers discovered that their familiar Coke (now being called Classic Coke) would no longer be available. Even though many consumers probably would have bought the new flavor on their own, they felt that the company had taken the right to choose away from them. This hostile public outcry is an example of:

A) door- in- the- face
B) decision polarization
C) norms
D) reactance
E) private response

Question 24

We compare ourselves to others to help stabilize our self- evaluations and to feel comfortable with how well our choices "fit in" with the choices and preferences that others have. This theory is termed:

A) comparative behaviour
B) input- output
C) external orientation
D) social comparison
E) stimulus- social response

Question 25

Claude, a stock analyst, has a reputation for good picks. He appears on ROBTV on a weekly basis. Many people make sure they take note of his every word. This is an example of which type of power base:

A) expert
B) legitimate
C) referent
D) reward
E) information

Question 26

Allison carefully avoids doing what everyone else does. She goes out of her way to make sure that she does not dress the same way as others of her age. She spends a lot of time and effort to ensure that she will not be caught "in style." Her behaviour would be called:

A) decision polarization
B) independence
C) purchase paradox
D) anticonformity
E) bandwagon effect

Question 27

Rodney wants to know which brand of insecticide to buy, so he asks for brand evaluations from various professionals, experts, people who work with insecticides, even independent testing agencies which have seals of approval. Which kind of reference group influence would result:

A) informational influence
B) value- expressive influence
C) aspirational influence
D) social influence
E) utilitarian influence

Question 28

Consumers who are confident in themselves and do not need peer approval for their behaviours is said to be .

A) insulated
B) snobbish
C) role- relaxed
D) symmetrical in decision making skills
E) extroverted

Question 29

All of the following factors affect conformity, EXCEPT:

A) maleness and femaleness
B) fear of deviance
C) susceptibility to interpersonal influence
D) level of commitment
E) group unanimity, size and expertise

Question 30

Entertainer Madonna made a distinctive fashion statement when she wore lingerie as outer wear. Some consumers voluntarily imitated these outfits and began buying bustiers to identify with the Madonna image. What kind of power base did Madonna have:

A) legitimate power
B) referent power
C) expert power
D) information power
E) personal influence

Question 31

Dee's parents, although fairly well- off, always taught her the value of money, so Dee makes sure she puts money in a retirement account each month and pays her credit card bill on time. This type of influence is termed:

A) informational
B) value- expressive
C) normative
D) utilitarian
E) comparative

Question 32

A type of virtual community of consumption based on sharing online journals is called _.

A) electronic papering
B) boards
C) globos
D) blogs
E) rings

Question 33

An unhappy customer is likely to tell at least other people about her negative experience.

A) nine
B) three
C) forty
D) fifteen
E) twenty

Question 34

Jane would hold home shopping parties. She always gave two of her friends some money before the party began and asked them to buy something rather expensive from her at the beginning of the party. Jane believed that this increased the probability that other party goers would then begin buying her products. Jane was relying on the to increase sales.

A) deindividuation effect
B) polarization effect
C) Rostoff effect
D) bandwagon effect
E) cultural pressure effect

Question 35

What do social loafing and decision polarization have in common?

A) Both are examples of how individuals and groups of people behave differently within larger groups than they would behave as individuals.
B) Both effects show how individualism will lead people to not make an effort in large groups.
C) Both effects show how individualism is maintained even within groups that exert considerable peer pressure.
D) Group decisions become more extreme, so that individuals who are naturally lazy become even more so.
E) Some people do not pay their "fair share" and this causes groups to polarize into smaller groups.

Question 36

Your employer represents a power base that can provide positive reinforcement in the form of promotions or salary increases. Your employer has what kind of power:

A) legitimate
B) reward
C) information
D) referent
E) expert

Question 37

Opinion leaders who are also among the first purchasers of new products they recommend are called:

A) innovative communicators
B) market influencers
C) thought- provokers
D) response leaders
E) ground- breakers

Question 38

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?

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

Question 39

Shopping in groups, even in small groups of two or three people, results in purchase patterns which differ from that of the lone shopper. Which of these statements about group shopping is NOT true:

A) more purchases are made overall in group shopping
B) more unplanned purchases are made in group shopping
C) groups tend to decrease decision polarization
D) groups are exposed to more products by pooling information with the group
E) groups do more browsing and cover more areas of the store than lone shoppers

Question 40

The tendency for groups to take larger risks in decision making than the same individuals would take when acting alone is known as:

A) the daredevil theory
B) socialization
C) an intuitive leap
D) Jekyll- Hyde decision making
E) the risky shift

Question 41

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?

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

Question 42

Under what conditions of social comparison might we compare the rightness of our judgments or actions with those of people who are obviously dissimilar to ourselves:

A) when we are reasonably certain of our own judgments or actions
B) when the people are new to the community
C) when the item or behaviour being judged is popular
D) when we have little time to think through how we feel
E) when we have little information to go on

Question 43

Two of Joe's friends knew more than he would ever know about automobiles, but Joe always went to Alberto when he had a question because he and Alberto shared something called homophyly. Which of the following statements most accurately describes their relationship?

A) Joe and Alberto are similar in terms of monetary wealth.
B) Joe and Alberto are similar in terms of ethnicity.
C) Joe and Alberto are similar in terms of education, social status, and beliefs.
D) Joe and Alberto are similar in terms of sexual orientation.
E) Joe and Alberto are in the same age cohort

Question 44

Amy purchases certain brands of clothes because she is influenced by fellow members of her women's rugby team. This is an example of what type of influence reference group:

A) value- expressive influence
B) utilitarian influence
C) informational influence
D) pragmatic influence
E) referential influence

Question 45

Product information often gets passed around among consumers by word- of- mouth. Consumers who initiate product- related conversations may be motivated by which of the following factors, EXCEPT:

A) the initiator may share information out of genuine concern that a friend should buy what is good for him and not waste his money
B) talking about a purchase may reduce uncertainty about it, giving the consumer an opportunity to hear arguments supporting the purchase
C) consumers like to convey product information via formal channels
D) the initiator might be highly involved with the product and gets pleasure in talking about it
E) the initiator may be showing off his or her knowledge as part of an exercise to enhance his or her ego and impress others with his or her expertise

Question 46

As members of a virtual community exhibit both strong social ties and strong interest in the activity.

A) devotees
B) tourists
C) insiders
D) lurkers
E) minglers

Question 47

As members of a virtual community lack strong social ties to the group, and maintain only a passing interest in the activity.

A) devotees
B) tourists
C) lurkers
D) minglers
E) insiders

Question 48

The capacity to alter the actions of others is referred to as _ .

A) consumer power
B) second- order power
C) social power
D) third- order power
E) coercive power

Question 49

The "Wisdom of Crowds" perspective suggests that:

A) One person cannot change the world, but many people can.
B) Under the right circumstances, groups are smarter than the smartest people in them.
C) Word of Mouth is only effective when a group backs it.
D) Groups have more power because they are louder than one person.
E) It's smarter to be part of something than stand alone.

Question 50

When a person is asked for a small favour and then is informed, after agreeing to it, that it will be very costly, they have been subjected to:

A) the low- ball technique
B) the foot- in- the- door technique
C) the high- involvement technique
D) the door- in- the- face technique
E) the low- involvement technique

Question 51

John, a research scientist, is incredibly interested in how information becomes distorted when communicated across groups of people. He would most likely use which research method to study this topic?

A) tonality
B) sociometry
C) correlational studies
D) semiotics
E) serial reproduction

Question 52

Advice given by a Saturn Owner's Club member to another about Saturn's new SUV would be an example of:

A) normative
B) associative
C) comparative
D) conscious
E) peripheral

Question 53

Many people, before buying an automobile, will look at car ratings and other information found in buying guides and online sites. These sources have what type of power over purchasers?

A) legitimate
B) referent
C) information
D) expert
E) reward

Question 54

Which type of reference group is most likely to influence us in our day- to- day lives as consumers:

A) our employer
B) the supermarket chain
C) TV stations
D) our labor union
E) our friends in the dorms

Question 55

Within groups, informal rules of behaviour are called .

A) beliefs
B) social agreements
C) values
D) interpersonal dynamics
E) norms

Question 56

Promotional strategies that use unconventional locations and intensive word- of- mouth campaigns to push products is termed marketing.

A) viral
B) guerrilla
C) seditious
D) maven
E) affinity

Question 57

Jose is a buyer for a large company that sells herbs. He is constantly on the lookout for new sources of herbs and needs to be up on any change in the growing conditions and health of any given crop. Jose has volunteered to be a subject in a large university study that asks each individual whether they consider themselves to be opinion leaders. Such studies are based on:

A) the self- designated method
B) sociometry
C) introspective referencing
D) influence patterning
E) monomorphic analysis

Question 58

Several research methods are used to study reference groups and opinion leadership. The 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) reputational methods
B) geodemographic methods
C) sociometric methods
D) behavioural methods
E) experimental methods

Question 59

Bill and James have been friends since grade school. Bill has since gone into accounting while James runs his own service station and auto repair shop. Before Bill decided which new car to buy, he asked Bill what he thought about the model he was considering. For cars, James was Bill's:

A) product category representative
B) consumer advocate
C) opinion leader
D) head of the group
E) co- consumer

Question 60

Head and Shoulders, a dandruff shampoo, portrays the negative consequences that might occur if consumers do not use their product. They are most likely using power:

A) legitimate
B) social appeal
C) information
D) coercive
E) media

Question 61

Carlo's biker group is an important part of his identity. He admires the RUBs so much that he has voluntarily spent thousands of dollars buying a customized "Low Rider," bike parts and accessories, and clothing like the others wear so he will "fit in." His biker group has significant power over him.

Question 62

Web sites that provide resources for group members are termed .

Question 63

Perhaps ironically, opinion leaders who are sought out for their product opinions and expertise also:

A) mix little socially with others
B) are opinion- seekers themselves, actively involved in pursuing new information about their favourite product category
C) are those least likely to be opinion- seekers themselves; they feel they already know all they need to know
D) usually do not buy such products themselves
E) are usually involved in keeping secrets about product failures to themselves to avoid potential embarrassment to their "expert" status

Question 64

In its advertising, Mastercard (MC) shifted the emphasis from glamorous affluent professionals to "ordinary" people with everyday uses for the card, e.g., a young man's buying furniture for his first apartment. This strategy reflected:

A) people with less money resented their showing affluence
B) MC could not compete effectively against American Express with the affluent image
C) people are swayed by knowing how people who are similar to them conduct their lives
D) celebrities are not good as spokespersons for MC
E) MC's not wanting to be associated with the extravagant consumption patterns of the 1980s

Question 65

The kind of reference group influence, which Harley- Davidson has over affluent baby boomers, is to stir in them an urge to get on the road, be a little reckless, and to persuade them to join that subculture of Harley- Davidson bike owners. With licensed Harley symbols decorating casual wear and with the appearance of trendy Harley- Davidson cafes in several cities, Harley- Davidson has clearly called out come be with us, come join our adventures, be like us, be a Harley owner. What do we call the form of this reference group influence?

Question 66

One of the important features of a Web 2.0 platform is that, in order to improve, it does not require much growth in the number of users.

Question 67

Studies have shown that while information from impersonal sources is important for creating brand awareness, _ is relied upon in the later stages of evaluation and adoption.

Question 68

This week, Carlo finally got his Harley belt buckle. One of the other RUBs had pointed it out to him in Hog Tails magazine and suggested that Carlo should get one. Their informal conversation was a form of consumption communication called .

Question 69

Martin decides to go to the beach party-even though he hates sand-because his friends expect him to join them there. Martin is affected by what kind of influence .

Question 70

According to the _ _ the person or group that is least committed to staying in a relationship has the most power.

Question 71

There is a kind of power derived from simply knowing something that others would like to know. For example, because of their ability to compile facts and report on latest trends, thus influencing the fate of companies or individuals, editors of trade publications are an example of those with:

A) expert power
B) information power
C) marketing power
D) referent power
E) legitimate power

Question 72

A (an) _ _ is an example of a virtual community where players play fantasy games.

A) IRC
B) rings
C) lists
D) MUD
E) boards

Question 73

refers to the degree to which a pair of individuals is similar in terms of education, social status and beliefs.

Question 74

As members of a virtual community maintain strong social ties to the group, but are not very interested in the central consumption activity.

A) minglers
B) insiders
C) lurkers
D) tourists
E) devotees

Question 75

Groups often experience what is known as a risky shift (group members are willing to consider riskier alternatives than they would as individuals). One of the chief reasons for this phenomenon is
)

A) decision polarization
B) regeneration hypothesis
C) diffusion of responsibility
D) group in- fighting
E) degeneration hypothesis

Question 76

A major reason that marketers are concerned with what people say about a product is that word- of- mouth communication:

A) is not as effective as advertising
B) tends to be more powerful than information received on formal promotion channels
C) does not move very rapidly throughout the country
D) is easier to control by the marketer than other means of communication
E) can be purchased relatively inexpensively by the marketer

Question 77

Brenda is extremely interested in learning how to play baseball, but none of the people in her primary reference group know very much about that sport. One of her close friends, Dale, introduces her to some of his friends that play baseball regularly. Based on this information, it can be concluded that Brenda's tie strength with Dale will be less than that of her tie strength with Dale's baseball- playing friends.

Question 78

Consumers are constantly contributing to online conversations, including posting their own commentaries, videos, photos, and music. They are engaging in a process known as:

A) Social Networking
B) YouTubing
C) Network Effects
D) Facebooking
E) Twittering

Question 79

Older, affluent consumers, who have high self- confidence do not need to buy products to identify with, or enhance their image in the opinions of others. They are termed .

Question 80

When a person or group has the power to provide rewards, the rewards can be tangible, such as giving a raise, or intangible, such is giving social approval for making a particular purchase.