Deck 11: Groups and Social Media

Question 1

________ is the degree to which a person is able to make other people do something.

A) Referent power
B) Identity power
C) Group power
D) Social power

Answer 1

D

Question 2

________ describes the capacity to alter the actions of others.

A) Social power
B) Social pressure
C) Social interaction
D) Social involvement

Answer 2

A

Question 3

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

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

Answer 3

B

Question 4

A type of reference group is ________.

A) membership
B) aspirational
C) avoidance
D) all of the above

Question 5

The plain and simple fact is that Ralph has body odor. Worse than that, Ralph does not seem to care. Ralph's clothes are in shambles, and his personal hygiene could certainly be improved. For most people, Ralph would be in which of the following groups?

A) Aspirational group
B) Cohesive group
C) Avoidance groups
D) Deindividualization groups

Question 6

A reason why consumers conform is ________.

A) cultural pressures
B) fear of deviance
C) commitment
D) all of the above

Question 7

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

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

Question 8

James' friend, whom he admires and respects, just purchased a new car. James decides to buy the same model. This situation illustrates the influence of ________.

A) information power
B) referent power
C) social power
D) legitimate power

Question 9

________ derives from the knowledge that a consumer possesses about a content area.

A) Expert power
B) Coercive power
C) Reward power
D) Referent power

Question 10

________ argue(s) that each of us has several "selves that relate to groups."

A) Cultural pressures
B) Social loafing
C) Social identity theory
D) Membership groups

Question 11

________ are frequently able to influence others' attitudes on behavior.

A) Opinion leaders
B) Anti-brand communities
C) Norms
D) Environmental cues

Question 12

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.

A) deindividuation
B) homophily
C) surrogate shift
D) principle of least interest

Question 13

Phillip admires the qualities of the Sigma Chis on his college campus. Since he has decided to try and pledge this group, he begins to imitate the qualities that he perceives the group has. What type of power does the fraternity seem to be displaying with respect to Phillip and his behavior?

A) Legitimate power
B) Referent power
C) Expert power
D) Reward power

Question 14

Power that is granted by virtue or a social agreement, such as the authority we give to police officers, is called ________.

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

Question 15

James Otis wants to be "just like Mike" (basketball star Michael Jordan) and has for many years. James has purchased Jordan-gear, follows Jordan's career, and he has often thought about how to give back to his community the way MJ has. Which of the following reference group terms would apply to James Otis and his relationship with Michael Jordan?

A) Membership group
B) Avoidance group
C) Aspirational group
D) Tribal group

Question 16

Which of the following is a new kind of avoidance group that has grown in popularity through the Web?

A) Virtual communities of consumption
B) Virtual worlds
C) Consumer tribes
D) Anti-brand communities

Question 17

________ influence helps the consumer make decisions about specific brands or activities.

A) Normative
B) Social cue
C) Selective
D) Coercive

Question 18

According to the principle of least interest, the person who is least ________ has the most power in the relationship.

A) committed to staying in the relationship
B) susceptible to interpersonal influence
C) susceptible to cultural pressures
D) concerned about sanctions against nonconforming behavior

Question 19

If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied has ________ power.

A) referent
B) informational
C) legitimate
D) coercive

Question 20

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

A) aspirational
B) tribal
C) membership
D) networked

Question 21

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

Question 22

________ happens when we do not devote as much time and effort to a task as we could because our contribution is part of a larger group effect.

A) Brand community
B) Social loafing
C) Principle of least interest
D) Brand feats

Question 23

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) momentum
B) behavioral
C) sociometric
D) geodemographic

Question 24

When companies use celebrities in their ads they are using the principle of ________ reference groups.

A) membership
B) aspirational
C) coercive
D) normative

Question 25

Angela belongs to a film club that selects and views classic movies once a month. Angela won't watch scary movies on her own, but agrees to watch the classic vampire film with the club because almost all of the other club members voted to see it. This example demonstrates which factor of conformity?

A) Group unanimity
B) Cultural pressure
C) Fear of deviance
D) Principle of least interest

Question 26

Anna asks people in her social group their opinion about a movie before she watches it. Her social group is an example of a(n) ________.

A) group norm
B) leaderboard
C) core group
D) reference group

Question 27

Groups maintain standards of conduct through normative influence.

Question 28

If a fireman told you to leave your apartment, you would comply because the fireman has ________ power.

A) referent
B) legitimate
C) coercive
D) reward

Question 29

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) opinion leader
B) innovator
C) market maven
D) market analyst

Question 30

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

A) market maven
B) opinion leader
C) power user
D) surrogate consumer

Question 31

Within groups, informal rules of behavior are called ________.

A) beliefs
B) values
C) norms
D) interpersonal dynamics

Question 32

A person or group with the means to provide positive reinforcement is said to have expert power.

Question 33

________ occurs when an individual may have reason to believe that the group will apply sanctions to punish nonconforming behavior.

A) Fear of deviance
B) Fear of commitment
C) The principle of least interest
D) Interpersonal influence

Question 34

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

A) bridging function
B) social contagion
C) momentum effect
D) diffusion responsibility

Question 35

Every summer, thousands of motorcycle enthusiasts converge at Sturgis, South Dakota, for a motorcycle rally. They fill up every campground, motel, and hotel, in the vicinity. This annual illustrates a(n) ________.

A) normative clan
B) consumer tribe
C) maven network
D) aspirational group

Question 36

If a person has social power, he or she has the ability to alter the actions of others.

Question 37

People we admire influence us because they hold reward power.

Question 38

Referent power involves one person admiring the qualities of another person and trying to copy that person's behaviors.

Question 39

Phillipe is a member of a small Harley-Davidson motorcycle club. Members 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 he buys for his girlfriend.

A) referent power
B) normative
C) coercive power
D) legitimate power

Question 40

________ proposes that a small group of influences disseminates information because they can modify the opinion of a large group.

A) Influence network
B) Influence cascades
C) Opinion leaders
D) Two-step flow model of influences

Question 41

A membership reference group comprises idealized figures such as successful business people, athletes, or performers.

Question 42

Explain the social identity theory.

Question 43

Explain how the fear of deviance affects individual behavior or conformity.

Question 44

Janet was very orderly around her apartment. Everything in her apartment was always very neat and clean. At a public park, Janet took some trash out of her car and threw it toward a trash container. Some of it fell on the ground. Janet just shrugged and said, "The trash guys will get it," and drove off. This is an example of deindividuation.

Question 45

Explain the difference between referent power, information power, and legitimate power.

Question 46

What type of power does a class have as a whole to control the behavior of a professor? As you consider the answer, list each of the six types of powers outlined in the text and discuss each type of power as it might be related to this question.

Question 47

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

Question 48

In America in the 1960s, the slogan "Do your own thing" reflected a movement away from conformity. Discuss the type of cultural pressures that could have caused this movement.

Question 49

Nate searches famous people and tries to buy products that they endorse. For Nate, these celebrities serve as an aspirational reference group.

Question 50

Discuss the concept of conformity. Then describe the five types of social influence that affect the likelihood of conformity.

Question 51

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

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 strategies

Question 52

For an average citizen, a Supreme Court Justice is more likely to possess coercive power than legitimate power.

Question 53

What is a reference group? What is the difference between a membership reference group and an aspirational reference group?

Question 54

Explain the three different reference groups.

Question 55

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

A) more homogeneous
B) smaller
C) bigger
D) less homogenous

Question 56

An individual's motivation to distance himself from a negative reference group cannot be as powerful as his motivation to please a positive group.

Question 57

The influence of others' opinions is at times more powerful than one's own perceptions.

Question 58

Sophie tells Nick about a great new restaurant. Sophie is practicing ________.

A) word-of-mouth communication
B) social advertising
C) group advertising
D) viral advertising

Question 59

Special military groups like Navy Seals require conformity to an extreme level. This is created by establishing an extreme fear of deviance.

Question 60

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

Question 61

Meagan is planning her wedding and wants everything to be just right. 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) ________.

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

Question 62

A marketing manager who wants to identify opinion leaders for her product category should ________.

A) find government officials who use the product
B) find socially active persons who are intensely interested in the product category and who are similar to the other customers
C) find intellectuals who can write and speak well so that product communication will be facilitated
D) look for people who stand out in a crowd

Question 63

Individuals with the ability to influence others' attributes or behaviors are considered ________.

A) reference groups
B) experts
C) opinion leaders
D) avoidance leaders

Question 64

Duane and Kenneth are both active members of Linkedin, a professional networking Web site. They follow and post to discussion boards, connect with colleagues, and frequently update their profiles. In networking terms, Duane and Kenneth are both nodes.

Question 65

What are norms? Why are they important?

Question 66

British psychologist Frederic Bartlett used ________ to examine how information mutates.

A) transmission
B) serial reproduction
C) negative information
D) core information

Question 67

Product information that individuals transmit to other individuals is called push promotion.

Question 68

Vincente 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 that abstains from drinking alcohol are more likely to abstain themselves will support this hypothesis.

Question 69

The original opinion leadership framework of an influence network has been largely displaced by the two-step flow model of influence.

Question 70

________ are generally more involved in a product category and actively search for information.

A) Market mavens
B) Opinion seekers
C) Innovators
D) Reference groups

Question 71

Recent research on opinion leadership has called into question the traditional view that there are ________ opinion leaders, whose recommendations people see for all purchases.

A) heterophilous
B) generalized
C) polymorphic
D) monomorphic

Question 72

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

A) node
B) impression
C) connection
D) reference

Question 73

Most opinion leaders are celebrities rather than everyday consumers.

Question 74

Anna and David both have the same college degree, belong to the same social class, and attend the same church. This situation illustrates ________.

A) influence network
B) positive reinforcement
C) referent power
D) homophily

Question 75

The most common method of identifying opinion leaders is to use the social registry document kept by most city newspapers.

Question 76

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

Question 77

Opinion leaders are likely to also be opinion seekers.

Question 78

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

Question 79

Most cultures in the world encourage the same degree of conformity.

Question 80

Buzz is created by word-of-mouth advertising.