Deck 12: Networked Consumer Behavior: Word-Of-Mouth, Social Media, and Fashion

Question 1

People who supply online product reviews are called ________.

A) media recipients
B) media broadcasters
C) brand advocates
D) folksonomists

Answer 1

C

Question 2

Social networking is an integral part of what many call ________, which is characterized 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

Answer 2

D

Question 3

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.

Answer 3

A

Question 4

A ________ innovation is a new product that creates major changes in the way we live.

A) globally continuous
B) continuous
C) discontinuous
D) dynamically continuous

Question 5

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

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

Question 6

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

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

Question 7

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 very interested in the product category.
C) She should find intellectuals who can write academic papers about the product category.
D) She should look for people who rely on reward power to develop interest in a product.

Question 8

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

A) referral behavior
B) the use of surrogate consumers
C) the tie strength between members of a network
D) communication in social systems

Question 9

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 10

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) surrogate consumer
C) opinion seeker
D) key informant

Question 11

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 12

A ________ is a very short-lived fashion.

A) trend
B) fad
C) classic
D) style

Question 13

Recent research on opinion leadership has called into question the traditional view that there are ________ opinion leaders.

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

Question 14

Fashion refers to ________.

A) the process of social diffusion by which a new style is adopted by some consumer groups
B) a particular combination of attributes within a style, trend, or fad
C) being positively evaluated by some reference group
D) rejecting the norm and pushing for newness

Question 15

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 16

Fallon was the son of a very wealthy banker from Connecticut. The first time Fallon saw an artist on MTV wearing a polished bicycle chain around his neck, he knew he had to get an item like that for himself. Fallon's behavior is best explained by the ________ theory of fashion.

A) trickle-down
B) trickle-up
C) trickle-across
D) prestige-exclusivity

Question 17

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 18

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 19

In the diffusion of innovation process, which group is very slow to adopt new products and constitutes one-sixth of the population?

A) innovators
B) early adopters
C) late adopters
D) laggards

Question 20

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 21

Members of a social network are called ________.

A) followers
B) friends
C) nodes
D) modules

Question 22

On Flickr, shared photos represent the ________ which is the basis for the network.

A) tie strength
B) social object
C) node
D) graph

Question 23

Jenny just posted a tweet on Twitter about how much she loves a new movie. Jenny has potentially influenced others with ________.

A) word-of-mouth
B) C2C marketing
C) trickle-across promotion
D) viral marketing

Question 24

Which term refers to a piece of information triggering a sequence of interactions?

A) information cascade
B) media multiplexity
C) information networking
D) influence impression

Question 25

Shoppers on Amazon.com can search for products using words like "must read" and "girl power." These categorizations are based on a ________.

A) folksonomy
B) taxonomy
C) genre
D) milieu

Question 26

Social networks tend to be more successful if they create a sensation that participants are in a tangible place. This is known as ________.

A) presence
B) social object
C) atmospherics
D) framing

Question 27

80% of brand mentions online are made by just 6.2% of social media users. Forrester Research calls these influencers ________.

A) salespeople
B) power users
C) mass connectors
D) mass networker

Question 28

Experts who are knowledgeable in several fields are called ________.

A) market mavens
B) monomorphic
C) polymorphic
D) generalized

Question 29

Which job role best fits the definition of a surrogate consumer?

A) physician
B) interior decorator
C) physical trainer
D) psychologist

Question 30

On Big Bang Theory, Sheldon Cooper plays a ________ expert with knowledge in topics ranging from flag history to string theory.

A) market mavens
B) monomorphic
C) polymorphic
D) generalized

Question 31

Which term refers to a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players?

A) transactional advertising
B) viral marketing
C) social game
D) milieu

Question 32

Word-of-mouth communication about products is thought to be influential because it is perceived as ________.

A) being more reliable
B) coming from a trustworthy source
C) having more social pressure to conform associated with it
D) all of the above

Question 33

Jane is searching for the latest fashion in jeans at the Levi's Friends Store. She connects online using Facebook, and invites Kelsey to shop with her inside the online store. Jane is participating in a form of e-commerce known as ________.

A) groupon
B) social shopping
C) pure play
D) Facebook commerce

Question 34

Opinion leaders are more influential when they are ________.

A) much different than the people being influenced
B) quite similar to the people being influenced
C) older than the average consumer
D) wealthier than most consumers

Question 35

Word-of-mouth communication in the form of brand-specific mentions in social media are called ________.

A) influence cascades
B) influence impressions
C) social objects
D) generalized opinion leadership

Question 36

Opinion leaders who are also early purchasers of a product are called ________.

A) early adopters
B) innovative communicators
C) newbies
D) generalized opinion leaders

Question 37

James is known as a techie. He is the go-to source for his friends when it comes to recommendations on the best in the latest electronics. James is most likely a(n) ________.

A) fashionista
B) market maven
C) opinion leader
D) referent

Question 38

Tracy loves shopping with her personal shopper, Carrie, at Nordstrom's. Carrie is a ________.

A) market maven
B) opinion leader
C) surrogate consumer
D) fashionista

Question 39

When product information is transmitted from individual to individual it is best known as ________.

A) word-of-mouth
B) C2C
C) trickle-across
D) viral marketing

Question 40

Experts that are specialized in a limited number of topics are called ________.

A) market mavens
B) monomorphic
C) polymorphic
D) generalized

Question 41

Opinion leaders are likely to also be opinion seekers.

Question 42

The most radical of the innovation change forms is called a discontinuous innovation because it creates major changes in the way we live.

Question 43

Shift Corporation could not sell its premium running shoes at $59.99, but when they were priced at $159.99, the shoes sold out of the stores almost overnight. Shift had just experienced the snob effect characteristically explained by the sociological model of fashion.

Question 44

The trickle-down theory of fashion says that fashion moves from the upper classes to the lower classes.

Question 45

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

Question 46

Because Stephanie is an innovator with computer products, marketers should assume that she is also an innovator with clothing styles.

Question 47

The tipping point most likely occurs just towards the end of the adoption stage for the ________.

A) innovators
B) early adopters
C) early majority
D) mass connectors

Question 48

A hair cream remover meant to replace the razor was marketed to men but failed miserably. Which determinant of diffusion was most likely to blame?

A) compatibility
B) trialability
C) relative advantage
D) observability

Question 49

The diffusion of innovations is a process whereby a new product, service, or idea spreads through a population.

Question 50

Organizing music using Spotify or another similar application enables users to listen to music virtually anywhere and across multiple devices. This is an example of the ________ determinant of diffusion.

A) relative advantage
B) observability
C) compatibility
D) trialability

Question 51

M-PESA, a mobile-phone-based money transfer service, was initially designed to meet the needs of developing nations before being adapted elsewhere. M-PESA is an example of a ________ innovation.

A) complex
B) reverse
C) social
D) meme

Question 52

Which promotional strategy uses unconventional means, such as street theater, to encourage WOM about products?

A) influence networking
B) guerilla marketing
C) viral marketing
D) POP displays

Question 53

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

Question 54

Ashley, an upper-income consumer with an eye for fashion, loves getting a steal at the Dollar Store. She is engaging in ________.

A) social proof
B) social shopping
C) folksonomy
D) parody display

Question 55

A ________ is an idea or product that enters the consciousness of people over time.

A) meme
B) belief
C) norm
D) value

Question 56

When online ads go viral, they may influence adoption of the product being promoted due to the heightened ________.

A) complexity
B) observability
C) compatibility
D) trialability

Question 57

What term refers to the hardware system upon which a social game is played?

A) genre
B) platform
C) mode
D) milieu

Question 58

When marketers embed brand messages in social games, they are seeking to influence consumer behavior through the ________ determinant of diffusion.

A) social proof
B) observability
C) compatibility
D) trialability

Question 59

A fad has a relatively long acceptance cycle in today's marketplace because of the money necessary to develop the fad.

Question 60

A clothier produced a line of clothing with insect repellant impregnated into the fabric for outdoor enthusiasts. This product has a good chance of being adopted because it has a relative advantage.

Question 61

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

Question 62

Why do you think customers talk much more about negative product and service experiences than positive ones?

Question 63

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

Question 64

Billions of dollars in real money are exchanged for virtual goods used in social games.

Question 65

Vicente 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 who abstains from drinking alcohol are more likely to abstain themselves will support his hypothesis.

Question 66

Explain why opinion leaders are difficult to identify.

Question 67

Dungeons and Dragons is a role-playing game.

Question 68

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

Question 69

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

Question 70

Social shopping is a hybrid of social networking and online retailing.

Question 71

Compare and contrast the trickle-down, trickle-up, and trickle-across theories.

Question 72

The idea of the wisdom of crowds explains why groups of people often come up with more creative solutions to problems than individuals do.

Question 73

Fashion is the process of social diffusion by which some group adopts a new style.

Question 74

Innovations diffuse in the same way that new fashions diffuse in the market.

Question 75

What characteristics of opinion leaders make them valuable sources for product information?

Question 76

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

Question 77

Complaint Web sites tend to incorporate evidence of injustice, identity, and agency in the communications posted.

Question 78

Most opinion leaders are celebrities rather than everyday consumers.

Question 79

Most of the brand mentions made in social media are made by just 6.2% of social media users.

Question 80

With respect to opinion leadership, compare the self-designating model and the key informant method.