Deck 8: Reference Groups and Social Influences

Question 1

Three key characteristics of a social group are regular interaction, common goals, and shared ideology.

Answer 1

True

Question 2

Social aggregates are groups of people who share a common status demographically, socioeconomically, psychologically, and/or behaviorally. .

Answer 2

False

Question 3

Luxuries or non-necessities are expensive products that are not affordable for many people and therefore connote status.

Answer 3

True

Question 4

Symbolic reference groups are membership groups that an individual admires but does not expect to qualify to join.

Question 5

A sociologist studies how social groups function and how their members influence one another

Question 6

A contactual group is a membership group that people are proud to be a part of.

Question 7

Consumption constellations are groups of related products used to fulfill a particular role.

Question 8

A book on CD or MP3 download is an example of a timesaving good.

Question 9

Direct role models include celebrities, experts such as doctors and professors, and referent individuals.

Question 10

If you take your friend's advice to use Organix Mandarin Orange shampoo conditioner, you are referencing an expert power.

Question 11

The degree to which social group participants are bonded through a shared ideology is __________.

A) Conformity
B) Cohesiveness
C) Community
D) Category
E) Contactual

Question 12

Joseph purchases a new white Mustang convertible with leather interior and satellite radio. What product characteristic is Joseph's purchase an example of?

A) Conspicuous products
B) Private luxuries
C) Public necessities
D) Private necessities
E) Credence goods

Question 13

Jenna travels to Europe for her company every other week. She rents her vehicles from National Car Rental. Because she is a frequent renter, she is part of their Emerald Club program. This allows her to choose her vehicle from a specific selection without checking in at the counter. She also receives frequent traveler free days. What type of group is Jenna part of?

A) Brand community
B) Nonmembership group
C) Primary group
D) Membership group
E) Indirect reference group

Question 14

What is a wiki?

A) A company sponsored brand community
B) A consumer driven brand community
C) A Web site that allows visitors to make changes, contributions, or corrections
D) A social media outlet
E) A social media sweepstakes

Question 15

Chase's mom insisted that he join the Boy Scouts of America. Chase met his troop every Thursday after school. When his best friend, George, asked if he wanted to play pick-up basketball after school one Thursday, Chase lied to George and explained that he had plans to go to the movies with other friends. What type of group is the Boy Scouts of America for Chase?

A) Aspirational group
B) Nonmembership group
C) Disclaimant group
D) Dissociative group
E) Contactual group

Question 16

Which type of reference group influence works best when products are highly visible or can be associated with social and ego risk?

A) Value-expressive Influence
B) Conspicuous Influence
C) Informational Influence
D) Utilitarian Influence
E) Instrumental Influence

Question 17

Informal rules or standards regarding socially acceptable boundaries of proper behavior in a social group are __________.

A) Corporate culture
B) Social group norms
C) Social group values
D) Social group roles
E) Social group status

Question 18

Lisa just graduated from her graduate program at Boston College. She is about to accept a position with her dream job in marketing for global financial services firm Morgan Stanley. What is Lisa an example of here?

A) A vicarious role model
B) Role acquisition
C) Role overload
D) Role switch
E) Role reversal

Question 19

Which two social powers use the utilitarian influence process and seek to gain compliance?

A) Formal legitimate power and informal legitimate power
B) Referent power and expert power
C) Reward power and expert power
D) Reward power and coercive power
E) Expert power and coercive power

Question 20

Lucky Magazine is a magazine about shopping and style. In every issue, there is a section called what I want now! There are usually between twelve and fifteen magazine picks including dresses, shoes, bags, accessories, and blouses all made by different brands and from different price points. A Calvin Klein dress featured in this section is an example of which application of expert power?

A) Celebrities
B) Professional experts
C) Expert third-party endorsements
D) Advertisements in expert media
E) Spokesmodels

Question 21

Describe the difference between a social group and a social category.

Question 22

Cite three ways that reference groups can influence a consumer's behavior. Provide an example of each.

Question 23

Cite and define the two different types of brand communities.

Question 24

Describe the difference between a dissociative group and a disclaimant group. How can marketers use dissociative and disclaimant groups advantageously?

Question 25

What follows is a portion of a key summarizing diagram from Exercise 8.2 on key characteristics of reference group influence. Parts have been filled in for you. Fill in the six remaining parts with key words.
$\begin{array}{|l|l|l|l|l|}\hline {\begin{array}{c}\text { Nature of } \\\text { Influence }\end{array}} & {\begin{array}{c}\text { Consumer } \\\text { Objectives }\end{array}} & \begin{array}{l}\text { Perceived Source } \\\text { Characteristics }\end{array} &{\text { Behavior }} & \begin{array}{l}\text { Related Social } \\\text { Power }\end{array} \\\hline \text { Informational } & \text { Knowledge } & & \text { Acceptance } & \\\hline & \begin{array}{l}\text { Gain rewards, } \\\text { avoid } \\\text { punishment }\end{array} & \text { Power } & & \begin{array}{l}\text { Reward, } \\\text { coercive, or } \\\text { legitimate }\end{array} \\\hline & \begin{array}{l}\text { Self-image } \\\text { maintenance and } \\\text { enrichment }\end{array} & \text { Similarity } & \begin{array}{l}\text { Identification } \\\text { and } \\\text { internalization }\end{array} & \\\hline\end{array}$

Question 26

Name your role set and a particular situation in which you have experienced a role conflict.

Question 27

Define the following two terms:
a. Social Group Socialization
b. Consumer socialization

Question 28

Cite four marketing applications of expert power.

Question 29

What is the relationship between formal legitimate power and expert power?

Question 30

Describe two bases for referent power and the forms that ads using each take.