Deck 11: Group Influence and Social Media

Question 1

Bernard is a self-confessed computer geek,and he is proud to be good at computers,but not sports.He likely views ___________ as a dissociative reference group.

A) other guys
B) jocks
C) other computer geeks
D) MAC users
E) IT enthusiasts

Answer 1

B

Question 2

If you were to buy a new Saturn and join their "Saturn Owners Club," regularly attending club outings,the other club members would be known as a/an:

A) associate.
B) reference group.
C) power group.
D) applied affiliative group.

Answer 2

B

Question 3

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

A) coercive power
B) consumer power
C) social power
D) second-order power
E) third-order power

Answer 3

C

Question 4

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 dissociative groups.
B) Propinquity should make membership groups and dissociative groups equal in potential power.
C) Propinquity should make membership groups weaker than dissociative groups, because the motivation to distance oneself is increased with closeness.
D) Propinquity should make dissociative groups more powerful than membership groups because propinquity has no effect on membership groups.

Question 5

We may not wish to be identified with a particular group (e.g.,"nerds," "druggies"),so we take great care not to dress nor act like members of that group.The group from which a consumer actively tries to distance himself is called a/an:

A) rejection reference group.
B) negative externality.
C) paradox reference group.
D) dissociative reference group.

Question 6

Some reference groups are composed of idealized figures such as outstanding athletes,entertainers,or even successful business people.While the consumer may have no direct contact with such figures,their influence can be powerful because consumers may be guided to the types of products used by people they admire (e.g.,Nike and Michael Jordan).Such reference groups are called:

A) ideological compound reference groups.
B) aspirational reference groups.
C) associative cluster reference groups.
D) approach-avoidance reference groups.

Question 7

Entertainer Madonna made a distinctive fashion statement when she wore lingerie as outer wear.Some consumers voluntarily imitated these outfits and began buying bustiers to identify with the Madonna image.What kind of power base did Madonna have?

A) referent power
B) information power
C) legitimate power
D) expert power

Question 8

The "Rachael Ray Sucks" online community is best described as an example of:

A) a hate community.
B) a negative reference group.
C) a virtual marketplace
D) an antibrand community

Question 9

An individual feels that the people who purchase a particular brand are admired or respected by others.This is an example of what type of influence reference group?

A) referential influence
B) informational influence
C) utilitarian influence
D) value-expressive influence

Question 10

Rodney wants to know which brand of insecticide to buy,so he asks for brand evaluations from various professionals,experts,people who work with insecticides,even independent testing agencies which have seals of approval.Which kind of reference group influence would result?

A) informational influence
B) utilitarian influence
C) value-expressive influence
D) social influence

Question 11

Colin is part of a brand community for Jeep.He is about to travel to a popular event involving other Jeep enthusiasts who come from all over North America.The event,which is sponsored by Jeep,is known as a:

A) brand get-together.
B) brand experience.
C) brandfest.
D) brand grouping.

Question 12

Kim was hired as a new reporter for the local TV news station.She soon learned that what she wore on the air was a very public matter,and that ________ became more important than ________.

A) products; brands
B) necessities; luxuries
C) luxuries; necessities
D) brands; products

Question 13

Amy purchases certain brands of clothes because she is influenced by fellow members of her women's rugby team.This is an example of what type of influence reference group?

A) pragmatic influence
B) referential influence
C) informational influence
D) utilitarian influence

Question 14

Members of a group are attracted to each other and value their group membership.Keeping membership exclusive tends to increase which of the following influences?

A) cohesiveness
B) membership intensity
C) affiliation bonding
D) self-other congruence

Question 15

Which type of reference group is most likely to influence us in our day-to-day lives as consumers?

A) our employer
B) TV stations
C) our labour union
D) our friends

Question 16

When Carol purchased a set of expensive Calloway clubs,the relative reference group influence for her purchase was:

A) weak for product and strong for brand.
B) weak for product and weak for brand.
C) strong for product and strong for brand.
D) strong for product and weak for brand.

Question 17

In its advertising,MasterCard (MC)shifted the emphasis from glamorous affluent professionals to "ordinary" people with everyday uses for the card,

A) MC not wanting to be associated with the extravagant consumption patterns of the 1980s.
B) people with less money resented their showing affluence.
C) people are swayed by knowing how people who are similar to them conduct their lives.
D) MC could not compete effectively against American Express with the affluent image.
E)g., a young man buying furniture for his first apartment. This strategy reflected:

Question 18

Dee's parents,although fairly well-off,always taught her the value of money,so Dee makes sure she puts money in a retirement account each month and pays her credit card bill on time.This type of influence is termed:

A) normative.
B) informational.
C) utilitarian.
D) value-expressive.

Question 19

Advice given by a Saturn Owner's Club member to another about Saturn's new SUV would be an example of _________ influence.

A) normative
B) comparative
C) associative
D) peripheral

Question 20

When we come to like persons or things simply as a result of seeing them more often,we explain the relationship by what is called:

A) proximity hypothesis.
B) frequency paradox theory.
C) similarity-difference comparison model.
D) mere exposure effect.

Question 21

Japanese businesses tend to value group consensus over individual decision making.This is an example of conformity based on:

A) group unanimity, size, and expertise.
B) gender differences.
C) susceptibility to interpersonal influence.
D) cultural pressures.

Question 22

Your employer represents a power base that can provide positive reinforcement in the form of promotions or salary increases.Your employer has what kind of power?

A) information
B) legitimate
C) expert
D) reward

Question 23

Under what conditions of social comparison might we compare the rightness of our judgments or actions with those of people who are obviously dissimilar to ourselves?

A) when the people are new to the community
B) when the item or behaviour being judged is popular
C) when we have little time to think through how we feel
D) when we are reasonably certain of our own judgments or actions

Question 24

In group decision-making contexts,the person who actually makes the purchase is called the:

A) initiator.
B) user.
C) buyer.
D) influencer.

Question 25

Head and Shoulders,a dandruff shampoo,portrays the negative consequences that might occur if consumers do not use their product.They are most likely using ________ power.

A) coercive
B) information
C) legitimate
D) media

Question 26

As a result of social loafing behaviour,Margaret is likely to do what at her school bake sale?

A) organize a group muffin bake event
B) not worry too much about contributing her normal share
C) take turns with another person to do the baking
D) ensure she makes an impressive array of treats

Question 27

Claude,a stock analyst,has a reputation for good picks.He appears on ROBTV on a weekly basis.Many people make sure they take note of his every word.This is an example of which type of power base?

A) referent
B) information
C) legitimate
D) expert

Question 28

In group decision-making contexts,the person who actually consumes the product or service is called the:

A) initiator.
B) user.
C) buyer.
D) influencer.

Question 29

Shopping in groups,even in small groups of two or three people,results in purchase patterns that differ from that of the lone shopper.Which of these statements about group shopping is NOT true?

A) More unplanned purchases are made in group shopping.
B) More purchases are made overall in group shopping.
C) Groups are exposed to more products by pooling information with the group.
D) Groups tend to decrease decision polarization.

Question 30

All of the following factors affect conformity,EXCEPT:

A) group unanimity, size, and expertise.
B) level of commitment.
C) fear of deviance.
D) maleness and femaleness.

Question 31

Many people,before buying an automobile,will look at car ratings and other information found in buying guides and online sites.These sources have what type of power over purchasers?

A) referent
B) information
C) legitimate
D) expert

Question 32

There is a kind of power derived from simply knowing something that others would like to know.For example,because of their ability to compile facts and report on latest trends,thus influencing the fate of companies or individuals,editors of trade publications are an example of those with:

A) marketing power.
B) expert power.
C) information power.
D) referent power.

Question 33

Social loafing refers to:

A) people in groups lingering at restaurant tables too long.
B) the fact that, compared with doing a task alone, people do not devote as much time or effort to a task when their contribution is part of a larger group undertaking.
C) failing to take into account the feelings of others in a group project who are not given much to do.
D) our preference for doing things socially with others similar to ourselves.

Question 34

Jasmine goes to a very large party and notices that a few people she knows are acting wildly out of character.This is an example of:

A) deindividuation.
B) social compliance.
C) identity transfer.
D) situational conformity.

Question 35

We compare ourselves to others to help stabilize our self-evaluations and to feel comfortable with how well our choices "fit in" with the choices and preferences that others have.This theory is termed:

A) social comparison.
B) input-output.
C) external orientation.
D) comparative behaviour.

Question 36

What do social loafing and decision polarization 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" and this causes groups to polarize 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 37

When the family buys a new automobile,18-year-old Alison impacts the decision by demanding something that isn't too uncool.In this context she is a(n):

A) initiator.
B) user.
C) influencer.
D) gatekeeper.

Question 38

The tendency for groups to take larger risks in decision making than the same individuals would take when acting alone is known as:

A) an intuitive leap.
B) the daredevil theory.
C) the risky shift.
D) Jekyll-Hyde decision making.

Question 39

In group decision-making contexts,the person who conducts information searches and controls the flow of information is known as the:

A) initiator.
B) informer.
C) opinion leader..
D) gatekeeper.

Question 40

Within groups,informal rules of behaviour are called ________.

A) beliefs
B) values
C) norms
D) social agreements

Question 41

Product information often gets passed around among consumers by word of mouth.Consumers who initiate product-related conversations may be motivated by any the following factors,EXCEPT:

A) the initiator might be highly involved with the product and get pleasure in talking about it.
B) the initiator may be showing off his or her knowledge as part of an exercise to enhance his or her ego and impress others with his or her expertise.
C) the initiator may share information out of genuine concern that a friend should buy what is good for him and not waste his money.
D) consumers like to convey product information via formal channels.

Question 42

Two of Joe's friends knew more than he would ever know about automobiles,but Joe always went to Alberto when he had a question because he and Alberto shared something called homophily.Which of the following statements most accurately describes their relationship?

A) Joe and Alberto are similar in terms of education, social status, and beliefs.
B) Joe and Alberto are similar in terms of monetary wealth.
C) Joe and Alberto are similar in terms of ethnicity.
D) Joe and Alberto are similar in terms of sexual orientation.

Question 43

Procter and Gamble started a business unit called Tremor that they use to:

A) spread the word about its products among young people.
B) generate financial support for research and development.
C) create online content regarding P & G brands.
D) research the needs of different consumer segments.

Question 44

_____________ refers to activities undertaken by marketers to encourage consumers to spread word of mouth about the brand.

A) Crowd sourcing
B) Stealth marketing
C) Buzz marketing
D) Social marketing

Question 45

A website for Ten Tree Apparel allows consumers to predict which will be the most successful t-shirt design.This process is taking advantage of:

A) the wisdom of crowds.
B) viral marketing.
C) guerrilla marketing.
D) reference group influence.

Question 46

The __________ perspective argues that under the right circumstances groups are smarter than the smartest people in them.

A) wisdom of crowds
B) viral marketing
C) social network mentality
D) long-tail

Question 47

Promotional strategies that use unconventional locations and intensive word-of-mouth campaigns to push products is termed ________ marketing.

A) seditious
B) affinity
C) viral
D) guerrilla

Question 48

Reactance is more related to ________ than to ________.

A) independence; anticonformity
B) anticonformity; independence
C) commitment; deviance
D) anticonformity; commitment

Question 49

Allison carefully avoids doing what everyone else does.She goes out of her way to make sure that she does not dress the same way as others of her age.She spends a lot of time and effort to ensure that she will not be caught "in style." Her behaviour would be called:

A) bandwagon effect.
B) decision polarization.
C) independence.
D) anticonformity.

Question 50

Marjorie is an expert in gardening,bird watching,and opera.As an opinion leader,she can be described as:

A) monomorphic.
B) exomorphic.
C) multimorphic.
D) polymorphic.

Question 51

The strategy of getting customers to sell a product on behalf of the company that creates it is called:

A) permission marketing
B) viral marketing.
C) stealth marketing
D) relationship marketing

Question 52

Opinion leaders who are also among the first purchasers of new products they recommend are called:

A) ground-breakers.
B) innovative communicators.
C) thought-provokers.
D) response leaders.

Question 53

Jane would hold home shopping parties.She always gave two of her friends some money before the party began and asked them to buy something rather expensive from her at the beginning of the party.Jane believed that this increased the probability that other partygoers would then begin buying her products.Jane was relying on the ________ to increase sales.

A) cultural pressure effect
B) Rostoff effect
C) bandwagon effect
D) polarization effect

Question 54

A type of virtual community of consumption based on sharing online journals is called ________.

A) blogs
B) boards
C) rings
D) globos

Question 55

Offsetters,a Vancouver-based carbon offsetting company,employed a number of novel attention-getting techniques to raise awareness for their brand.For example,they stationed a lifeguard in the middle of an urban area of Vancouver to remind consumers about the dangers of global warming.This is an example of:

A) the wisdom of crowds.
B) stealth marketing
C) guerrilla marketing
D) reference group influence

Question 56

A marketing manager wanted to identify opinion leaders for her product category.What should she look for?

A) She should find community leaders who use the product.
B) She should find socially active persons who are intensely interested in the product category and who are similar to other customers.
C) She should look for people who stand out in a crowd.
D) She should look for people that have enough knowledge about a product category to intimidate other people to become interested

Question 57

A major reason that marketers are concerned with what people say about a product is that word-of-mouth communication:

A) tends to be more powerful than information received on formal promotion channels.
B) is easier to control by the marketer than other means of communication.
C) is not as effective as advertising.
D) can be purchased relatively inexpensively by the marketer.

Question 58

Bill and James have been friends since grade school.Bill has since gone into accounting while James runs his own service station and auto repair shop.Before Bill decided which new car to buy,he asked James what he thought about the model he was considering.For cars,James was Bill's:

A) co-consumer.
B) head of the group.
C) opinion leader.
D) consumer advocate.

Question 59

Amanda thought she had been cheated by a local car dealership.She was so upset that she created a website 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 website.
B) The website will actually increase sales at the dealership by giving them free advertisements.
C) Amanda will be perceived as a troublemaker by her friends and family and become alienated.
D) Amada's website will decrease the credibility of the dealership's ads and will influence potential buyers to stay away from the dealership.

Question 60

In a much-discussed marketing failure,Coca-Cola launched "new Coke" on the basis of successful taste tests,only to encounter massive resistance when consumers discovered that their familiar Coke (now called Classic Coke)would no longer be available.Even though many consumers probably would have bought the new flavour on their own,they felt that the company had taken the right to choose away from them.This hostile public outcry is an example of:

A) door-in-the-face.
B) norms.
C) reactance.
D) decision polarization.

Question 61

Consumers are constantly contributing to online conversations,including posting their own commentaries,videos,photos,and music.They are engaging in a process known as:

A) Twittering.
B) Facebooking.
C) network effects.
D) social networking.

Question 62

Online contexts exhibit all of the following characteristics,EXCEPT:

A) conversations.
B) presence.
C) democracy.
D) standards of comparison.

Question 63

Margaret stayed on top of what was happening in the marketplace,but she was not necessarily the first to purchase items when they first came out.Margaret would be classified as a(n)________.

A) opinion leader
B) innovator
C) market maven
D) market analyst

Question 64

Some people are hired to make recommendations or actual purchases for others,such as an interior designer who "re-does" a home,or a broker who is entrusted with buy/sell decisions on behalf of investors.In essence,the ultimate user has relinquished decision-making control.The term for the designer or broker is:

A) gatekeeper.
B) market maven.
C) surrogate consumer.
D) mystery shopper.

Question 65

In online contexts,when a post is typed in ALL CAPITALS TO EXPRESS SHOUTING OR ANGER this is called:

A) emoting.
B) fuming.
C) flaming.
D) venting.

Question 66

The likelihood that someone will join your reference group is enhanced if the person does not have propinquity to you.

Question 67

A _____________ is a collection of people who interact online to share their enthusiasm for and knowledge about a specific consumption activity.

A) consumer network
B) virtual community of consumption
C) consumption constellation
D) associative network
E) digital reference group

Question 68

_____________ refers to the extent to which an object can be shared in social media.

A) Media multiplexity
B) Object subjectivity
C) Connexivity
D) Object sociality

Question 69

Reference groups include only family members whom we have grown up with and trust.

Question 70

Jose is a buyer for a large company that sells herbs.He is constantly on the lookout for new sources of herbs and needs to be up on any change in the growing conditions and health of any given crop.Jose has volunteered to be a subject in a large university study that asks each individual whether they consider themselves to be opinion leaders.Such studies are based on:

A) sociometry.
B) the self-designated method.
C) monomorphic analysis.
D) influence patterning.

Question 71

When a person is asked for a small favour and then is informed,after agreeing to it,that it will be very costly,they have been subjected to:

A) the foot-in-the-door technique.
B) the high-involvement technique.
C) the low-involvement technique.
D) the low-ball technique.

Question 72

A membership reference group comprises idealized figures such as successful business people,athletes,or performers.

Question 73

Shawn enjoys looking at activity on a consumption community for soccer enthusiasts,but he only looks at the actions of others and does not actively participate.In other words,he is a(n):

A) soccer enthusiast.
B) lurker.
C) creep.
D) undercover agent.

Question 74

Groups often experience what is known as a risky shift (group members are willing to consider riskier alternatives than they would as individuals).One of the chief reasons for this phenomenon is ________.

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

Question 75

Reference groups influence people in three ways: unitarian,value-expressive,and informational.

Question 76

__________ are exchanges of resources,information,or influence among members of a social network.

A) Nodes
B) Connections
C) Conversations
D) Flows

Question 77

Consumers' desire to identify with desirable others is the primary motivator for many of our purchases.

Question 78

Small informal groups exert minimal influence on individual consumers.

Question 79

____________ refers to the notion that members of social communities,not traditional media publishers like magazines or newspaper companies,control the creation,
Delivery,and popularity of content.

A) Grassroots content
B) Consumer advocacy
C) Community contributions
D) Media democratization

Question 80

_____________ refers to the notion that social media flows of communication go in many directions at any point in time,often on multiple platforms.

A) Media multiplexity
B) Object subjectivity
C) Connexivity
D) Flow state