Deck 10: Groups and Social Connections

Question 1

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.

A) propinquity
B) mere exposure
C) group cohesiveness
D) reference bias

Answer 1

B

Question 2

If a consumer admires the qualities of another person and copies his or her behaviours,the person that is copied is said to have ________ power.

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

Answer 2

A

Question 3

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

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

Answer 3

B

Question 4

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

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

Question 5

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

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

Question 6

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 7

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 8

Which of the following is an example of utilitarian influence?

A) An individual seeks information about various brands from a professional.
B) An individual's decision to purchase a particular brand is influenced by the preferences of family members.
C) An individual feels that the purchase of a particular brand will enhance the image others have of her.
D) An individual seeks brand-related knowledge and experience from friends, neighbours, colleagues and relatives who have reliable information about the brand.

Question 9

Young teenagers who conform to group pressure because they believe they will be punished by the group for nonconforming behaviours are motivated by ________.

A) social loafing
B) the principle of least interest
C) group unanimity
D) fear of deviance

Question 10

Which of the following statements most accurately defines homophily?

A) Homophily is the degree to which a pair of individuals is similar in terms of education, social status and beliefs.
B) Homophily is the degree to which a pair of individuals is similar in terms of monetary wealth and lifestyle.
C) Homophily is the degree to which a pair of individuals is similar in terms of ethnicity.
D) Homophily is the degree to which a pair of individuals is similar in terms of sexual orientation.

Question 11

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

A) reputational
B) descriptive
C) knowledge
D) value-expressive

Question 12

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

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

Question 13

Within groups,informal rules of behaviour are called ________.

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

Question 14

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

A) normative
B) role-relaxed
C) deindividuated
D) insulated

Question 15

Which of the following is an example of 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 16

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

A) publicity
B) social
C) second-order
D) behavioural

Question 17

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

A) normative
B) comparative
C) selective
D) coercive

Question 18

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

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

Question 19

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

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

Question 20

When members of a group come together with a certain attitude,that attitude becomes more extreme after the group discusses it.This effect is called ________.

A) social loafing
B) decision polarisation
C) responsibility diffusion
D) the principle of least interest

Question 21

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?

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

Question 22

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 tactics

Question 23

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

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

Question 24

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

A) mere exposure phenomenon
B) wisdom of crowds
C) deindividuation
D) normative influence

Question 25

________ 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) Foot-in-door marketing
B) Guerrilla marketing
C) Viral marketing
D) Demand-based marketing

Question 26

A sociometric network analysis is likely to study all of the following EXCEPT which one?

A) Referral behaviour
B) The use of surrogate consumers
C) The tie strength between members of a network
D) Communication in social systems

Question 27

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.

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

Question 28

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 ________.

A) reference group
B) information cascade
C) avoidance group
D) brand community

Question 29

Recent research on opinion leadership has called into question the traditional view that there is such a thing as a ________ opinion leader.

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

Question 30

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 31

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

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

Question 32

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 33

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

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

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 of responsibility

Question 35

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

A) Injustice
B) Identity
C) Legitimacy
D) Agency

Question 36

Every January,thousands of country music fans converge on Tamworth,NSW,filling up every campground,motel and hotel within a few kilometres of the city.This annual meeting is an example of a gathering of a(n)________.

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

Question 37

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.

A) Coercive influence
B) Information influence
C) Utilitarian influence
D) Value-expressive influence

Question 38

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

A) the virtual world
B) the mega Web
C) the inner Web
D) Web 2.0

Question 39

What is guerrilla marketing?

A) The use of large, attention-getting displays such as balloons and searchlights at the retail site.
B) The use of hidden attacks on the competition by creating false news releases, negative WOM and industrial sabotage.
C) The use of promotions that rely on unconventional locations and strategies to build buzz.
D) The use of a monster attack on all sources of media so that a promotion is seen and heard simultaneously, no matter where a customer turns.

Question 40

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) Behavioural
C) Sociometric
D) Geodemographic

Question 41

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

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

Question 42

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)________.

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

Question 43

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 44

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

Question 45

When shopping with others,some people are more likely to choose risky alternatives than they would if shopping alone.This behaviour occurs due to the risky shift effect.

Question 46

Consumers who participate in social networking are more likely to consider themselves as ________ than are those who do not use online social networks.

A) media recipients
B) media broadcasters
C) members of an aspirational group
D) members of a reference group

Question 47

The likelihood that someone will belong to your reference group is enhanced if you and the person have propinquity.

Question 48

Jeremy liked to gamble.He and his friends would travel several times a month to a local casino.If Jeremy could not find someone to travel with,he would go by himself.He noticed after a few months that he wagered more when he was with his friends than when he was alone.Jeremy's behaviour is an example of ________.

A) risky shift
B) decision polarisation
C) social loafing
D) capitalisation

Question 49

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

Question 50

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) 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 51

Mindi heard that rubbing olive oil on her feet would help her to avoid the painful cracks that sometimes appear on her heels.Mindi is no foot expert,but she is willing to try this remedy on the off-chance that it might work.Which of the following would best explain Mindi's response to word-of-mouth information?

A) She is coerced into action.
B) She is totally dependent on word-of-mouth information.
C) She is being influenced by social persuasion theory.
D) She is unfamiliar with the product and is therefore likely to be persuaded by word-of-mouth information.

Question 52

People we admire influence us because they hold reward power.

Question 53

What do social loafing and decision polarisation have in common?

A) Group decisions become more extreme, so that individuals who are naturally lazy become even more so.
B) Some people do not pay their 'fair share,' which causes groups to polarise into smaller groups.
C) Both effects show how individualism is maintained even within groups that exert considerable peer pressure.
D) Both are examples of how individuals and groups of people behave differently within larger groups than they would behave as individuals.

Question 54

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

Question 55

Groups maintain fundamental standards of conduct through normative influence.

Question 56

Sam and Jackson have just returned from a Sydney Swans game at the SCG.The ground really impressed them.What really caught their attention,however,was the unique way 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 and free tickets to next week's game.Sam and Jackson will always remember how great their day at the ground was and will certainly choose Coca-Cola when given the opportunity.This is an example of which of the following communication strategies?

A) Foot-in-the-door marketing
B) Viral marketing
C) Guerrilla marketing
D) Demand-based marketing

Question 57

A person with social power has the ability to alter the actions of others.

Question 58

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?

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

Question 59

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

Question 60

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 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 61

Most opinion leaders are celebrities rather than everyday consumers.

Question 62

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

Question 63

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

Question 64

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

Question 65

Dayane and Kenneth are both active members of LinkedIn,a professional networking Web site.They follow and post to discussion boards,add links to colleagues and frequently update their profiles.In networking terms,Dayane and Kenneth are both nodes.

Question 66

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

Question 67

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

Question 68

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

Question 69

Word-of-mouth has a more powerful effect on consumers than paid advertising.

Question 70

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

Question 71

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

Question 72

Describe the concepts of normative influence and comparative influence among reference groups.

Question 73

Opinion leaders are also likely to be opinion seekers.

Question 74

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.

Question 75

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

Question 76

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.

Question 77

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.

Question 78

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

Question 79

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.

Question 80

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