Deck 10: Group and Personal Influence

Question 1

Phishing refers to a marketing practice that dupes consumers into giving permission for junk e-mail and spam to be sent to them.

Answer 1

False

Question 2

Phishing refers to a scam that dupes consumers into disclosing financial information.

Answer 2

True

Question 3

A reference group is any person or group of people that significantly influences an individual's behavior.

Answer 3

True

Question 4

Primary reference groups usually exert the greatest influence.

Question 5

Unlike primary reference groups, secondary reference groups do not have face-to-face interaction.

Question 6

Informal reference groups have more structure but less influence than formal reference groups.

Question 7

Famous athletes may serve as an aspirational reference group for young consumers.

Question 8

Disassociative groups exist when an individual wishes to adopt the norms, values, and behavior of the group.

Question 9

The Internet has given birth to a new type of reference group.

Question 10

Membership refers to when individuals have achieved formal acceptance status in the group.

Question 11

Secondary groups have far less structure and are likely to be based on friendship or interests.

Question 12

Normative influence occurs when individuals refuse to alter their behaviors or beliefs to meet the expectation of a particular group.

Question 13

Value-expressive influences occur when a need for psychological association with a group causes acceptance of its norms, values, attitudes, or behaviors.

Question 14

Informational influence occurs when consumers are skillful at assessing products based on their own observations.

Question 15

Reference groups affect consumers in essentially the same ways.

Question 16

We communicate meaning to others when we buy and use products.

Question 17

Social comparison depends on people, not advertising or television.

Question 18

Conformity is a change in beliefs or actions based on real or perceived group pressures.

Question 19

Compliance occurs when an individual conforms to the wishes of the group without accepting all its beliefs or behaviors.

Question 20

Acceptance occurs when an individual attunes her or his beliefs and values to those of the group's.

Question 21

Luxuries are less susceptible to social influence than necessities.

Question 22

Reference group influence is often greater for publicly consumed products than privately consumed products.

Question 23

If reference groups have a weak influence on consumers' product category choices, then these groups automatically have a weak influence on consumers' brand choices.

Question 24

"Public luxuries"
are products in which reference groups have a strong influence on consumers' product category and brand choices.

Question 25

"Public necessities"
are products in which reference groups have a strong influence on consumers' product category choice but a weak influence on consumers' brand choice.

Question 26

Anomie is a renewed appreciation for social norms.

Question 27

Celebrities are effective product endorsers only if they are perceived to be an expert.

Question 28

An expert endorser needs to possess some type of unique information or skill that can help consumers make better purchase decisions.

Question 29

The common-man appeal features testimonials from celebrities with whom most individuals can relate.

Question 30

The common-man appeal features testimonials from "regular" consumers with whom most individuals can relate.

Question 31

Dyadic exchanges are resource exchanges between two individuals that influences their behaviors or beliefs.

Question 32

Word-of-mouth communication is the informal transmission of ideas, opinions, and information between two people.

Question 33

In the word-of-mouth process, the receiver but not the sender benefits from the exchange.

Question 34

Opinion leaders lead by example but rarely engage in word-of-mouth communication.

Question 35

The most common characteristic of opinion leaders is that they are very involved with a particular product category.

Question 36

Market mavens are consumers in desperate need of information from others in order to make their purchase decisions.

Question 37

Another new source of personal influence is the surrogate shopper, an individual who actually shops for his or her clients.

Question 38

Service encounters exist when there is formal communication between a consumer and a marketer.

Question 39

Service encounters exist when there is a personal communication between a consumer and a marketer.

Question 40

According to the two-step flow of communication model, information is transmitted from manufacturers to retailers to consumers.

Question 41

Word-of-mouth communication should never serve as a substitute for advertising.

Question 42

In reality, the opinion leader rarely mediates the flow of mass media content as the two-step theory assumes.

Question 43

Advertising and other marketer-dominated sources have a more decisive role in influencing behavior than WOM and personal influence.

Question 44

More than a third of all word-of-mouth communication is negative.

Question 45

An innovation is any idea or product perceived by the potential adopter to be new.

Question 46

Continuous innovation is the continuous development of new products.

Question 47

A dynamically continuous innovation will normally alter purchase patterns.

Question 48

The most important factor to examine when evaluating the potential success of a new product is its relative advantage.

Question 49

Complexity is the degree to which a new product is inconsistent with an individual's existing practices, values, needs, and past experiences.

Question 50

Diffusion is the process manufacturers go through when developing innovations.

Question 51

Two ways of examining diffusion variables are the relational approach and the monadic approach.

Question 52

Vertical coordination reduces the rate of diffusion.

Question 53

The most widely adopted model for understanding the adoption process of innovations was developed by Everett Rogers.

Question 54

Innovators are the first consumer group to adopt products.

Question 55

The late majority is the last consumer group to adopt products.

Question 56

Cognitive innovators have a strong preference for new sensory experiences.

Question 57

Which of the following is capable of exerting reference group influence?

A) Sports teams
B) Families
C) Famous or admired individuals
D) A and C
E) A, B, and C

Question 58

Which of the following is not a type of reference group?

A) Primary
B) Aspirational
C) Transient
D) Formal
E) All of the above is a type of reference group.

Question 59

____ groups usually exert the greatest reference group influence.

A) Primary
B) Aspirational
C) Secondary
D) Formal
E) Informal

Question 60

____ groups are a social aggregation that is sufficiently intimate to permit and facilitate unrestricted direct interaction.

A) Primary
B) Aspirational
C) Secondary
D) Formal
E) Informal

Question 61

____ groups have face-to-face interaction, but it is more sporadic, less comprehensive, and less influential in shaping thought and behavior.

A) Primary
B) Aspirational
C) Secondary
D) Formal
E) Informal

Question 62

____ groups are those with which the individual tries to avoid association.

A) Primary
B) Formal
C) Informal
D) Disassociative
E) Aspirational

Question 63

____ groups are characterized by a defined structure and a known list of members and requirements for membership.

A) Primary
B) Formal
C) Informal
D) Membership
E) Aspirational

Question 64

What are the three primary types of influence that affect individuals' decisions, behaviors, purchases, and lifestyles?

A) Normative; Social image; Primary
B) Secondary; Informational; Aspirational
C) Membership; Social image; Formal
D) Informational; Normative; Value-expressive
E) None of the above.

Question 65

Which of the following is not a type of group influence discussed in Chapter 10?

A) Normative influence
B) Social image influence
C) Informational influence
D) Value-expressive influence
E) All of the above is a type of group influence discussed in Chapter 10.

Question 66

____ influence occurs when a need for psychological association with a group causes acceptance of its norms, values, attitudes, or behaviors.

A) Social Image
B) Value-Expressive
C) Informational
D) Normative
E) Formal

Question 67

____ influence occurs when individuals alter their behaviors or beliefs to meet the expectations of a particular group.

A) Social Image
B) Value-Expressive
C) Informational
D) Normative
E) Formal

Question 68

Reference groups:

A) help in the socialization process.
B) provide a useful basis for social comparison.
C) are important in obtaining compliance with societal norms.
D) A and C
E) A, B, and C

Question 69

A change in beliefs or actions based on real or perceived group pressures is called:

A) conformity
B) compliance
C) acceptance
D) observance
E) None of the above.

Question 70

____ occurs when an individual conforms to the wishes of the group without accepting all its beliefs or behaviors.

A) Conformity
B) Compliance
C) Acceptance
D) Observance
E) Conspicuousness

Question 71

____ occurs when an individual actually changes his or her beliefs and values to those of the group.

A) Conformity
B) Compliance
C) Acceptance
D) Observance
E) Conspicuousness

Question 72

The term ____ is used to refer to a weakened respect for social norms.

A) disregard
B) apathy
C) disassociative
D) anomie
E) disrespect

Question 73

People are more likely to conform to group norms when:

A) the rewards for conforming are high.
B) the costs of conforming are low.
C) the behavior is not publicly conspicuous.
D) A and B
E) A, B, and C

Question 74

Which of the following is not one of the ways celebrities are used in advertising?

A) Giving testimonials.
B) Giving endorsements.
C) Appearing as an actor or actress.
D) Serving as a company spokesperson.
E) Celebrities are used in all of these ways in advertising.

Question 75

Which of the following represent dyadic exchanges?

A) Word-of-mouth communication
B) Service encounters
C) Advertising
D) A and B
E) A, B, and C

Question 76

The informal transmission of ideas, comments, opinions, and information between two people is called:

A) opinion leadership
B) word-of-mouth communication
C) compliance
D) acceptance
E) None of the above.

Question 77

Personal influence in the form of opinion leadership is most likely to occur when:

A) the consumer has limited product knowledge.
B) the consumer lacks the ability to evaluate the product.
C) the product is not highly visible to others.
D) A and B
E) A, B, and C

Question 78

The characteristics of opinion leaders include:

A) being very involved with a product category.
B) being less socially compliant.
C) possessing greater self-confidence.
D) A and C
E) A, B, and C

Question 79

____ refers to individuals who are the first to try new products.

A) Product innovator
B) Surrogate consumer
C) Market maven
D) Diffuser
E) None of the above.

Question 80

A ____ is an individual who acts as an agent to guide, direct, and/or conduct activities in the marketplace.

A) product innovator
B) surrogate consumer
C) market maven
D) receiver
E) None of the above.