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Exam 7: Group Influence on Consumer Behavior

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Question 1

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Brand communities are relevant for basically any type of products.

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Question 2

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Bob is somewhat of a loner in high school. He really despises the school "jocks" who seem to be involved in every sport. He doesn't want anything to do with them or be like them in any way. To Bob, the group of students who represent the school athletes is a(n) _____.

A) primary reference group
B) secondary reference group
C) dissociative reference group
D) aspiration reference group
E) unattractive reference group

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Question 3

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Which categories of participants are the true leaders of conversation and opinion in Web 2.0?

_____ is defined as the exponential expansion of word-of-mouth.

Spectators consume other people's content by reading blogs and watching videos.

Which type of reference group influence do marketers use when developing advertisements?

For which product category would a reference group's influence be strongest?

According to Roper Starch (a market research company) , the 10 percent of the population that have broad social networks that allow them to influence the attitudes and behaviors of the other 90 percent of the population are called _____.

Stephen is 19 years old and is a participant in social media in that he creates content of his own-Web pages, blogs, videos, and video uploads to places like YouTube. Which category of social media is Stephen?

In which of the following consumption situations will a reference group's influence be strongest?

Which of the following statements is TRUE regarding brand communities?

Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction?

Which of the following is an online "pass-it-along" strategy?

Leigh received a digital camera for her birthday. She was able to figure this product out pretty easily because it only required a moderate change in how she used to take pictures. One thing she had to get used to was printing the pictures instead of taking a roll of film to a processor. This is an example of a _______ innovation.

Which of the following is NOT a criterion used to classify groups?

With respect to advertising, _____ can involve themes designed to encourage current owners to talk about the brand or prospective owners to ask current owners for their impressions.

Enduring involvement leads to enhanced knowledge about and experience with the product category or activity.

Samantha and Greg have owned an MG for several years and enjoy taking road trips through the Rockies with other MG owners every year. Which characteristic of brand communities does this illustrate?

Mitch seems to know everything about cars-at least that's what his friends and family think. He has been involved with cars since he was a child and even took an engine apart and put it back together again by the time he was 16 years old. He reads several publications related to cars, visits websites, and hangs out with others who are interested in cars as well. Due to his enduring involvement with this product category, Mitch would be considered a(n) _____.

You are a marketing manager and want to use the power of reference groups to influence consumers. Reference group influence can take three forms. Name and describe each, and explain how you could use each type of influence in an advertisement.