Question 1

Consumers are less likely to spread word-of-mouth when a product is particularly relevant to their own self-concept and when they are highly involved with the product category.

Accepted Answer

Consumers are actually more likely to spread word-of-mouth when a product is particularly relevant to their own self-concept and when they are highly involved with the product category. This is because they have a greater emotional connection to the product and are more motivated to share their positive experiences with others.

Question 2

The informational influence of a group is particularly strong if the group is seen as being credible.

Accepted Answer

When a group is perceived as credible, individuals are more likely to be influenced by the information they provide. Credibility could be established through expertise, experience, or reputation of the group members.

Question 3

_____ uses online technologies to facilitate word-of-mouth by having consumers spread marketing messages through their online connections.
A) Niche marketing
B) Stealth marketing
C) Viral marketing
D) Dissociative marketing

Accepted Answer

The given description matches the concept of viral marketing, which aims to promote a brand or product through the spread of marketing messages from person to person via social media, email, or other online platforms. The term "viral" refers to the idea of content spreading like a virus, reaching a large audience quickly and without much effort or cost on the part of the marketer.

Question 4

Utilitarian influence of groups is limited to the younger age group or demographic profile.

Accepted Answer

The utilitarian influence of groups is not limited to a specific age group or demographic profile. Utilitarian influence can be present among any group of individuals, regardless of age or demographic factors.

Question 5

In the context of adopter categories, late majority consumers and laggards tend to be more cautious about buying new products than members of other groups, and they wait to buy the latest innovations.

Accepted Answer

Late majority consumers and laggards tend to be more risk-averse and tend to wait to buy new products until they are established in the market and deemed reliable.

Question 6

Ruth keeps account of her family's expenses. She keeps track of the entire family's needs and discusses with other family members about what products need to be bought. She realizes that the family requires a bigger refrigerator and discusses this with her parents. She collects information about refrigerators from various brands so that her parents can make an informed decision. In the given scenario, Ruth plays the role of the _____ in the household purchase process.
A) innovator
B) influencer
C) gatekeeper
D) purchaser

Accepted Answer

Ruth is influencing the purchasing decision by keeping track of the family's needs, collecting information about refrigerators, and discussing it with her parents. Therefore, she is playing the role of an influencer in the household purchase process.

Question 7

In collectivist cultures, more focus is placed on the nuclear family.

Accepted Answer

In collectivist cultures, there is a greater emphasis on extended family and the community, rather than just the nuclear family.

Question 8

Consumer socialization is the process through which young consumers develop attitudes and learn skills that help them function in the marketplace.

Accepted Answer

Consumer socialization is defined as the process of learning how to become a competent and knowledgeable consumer by developing attitudes, values, and skills that enable individuals to function effectively in the marketplace.

Question 9

Peer pressure experiences are restricted to the childhood and adolescent phases of a consumer's life.

Accepted Answer

Peer pressure can occur at any age and stage of life. It is not limited to childhood and adolescence. Adults can also experience peer pressure in various social contexts.

Question 10

When applying for admission to various colleges, Meg considers Corter State University her first choice. She does this because her parents hold this institution in high regard. The given scenario illustrates the influence of a(n) _____.
A) informal group
B) secondary group
C) dissociative group
D) primary group

Accepted Answer

The scenario describes Meg's decision to prioritize Corter State University as her first choice due to the influence of her parents, indicating a strong emotional connection and closeness to her family. Such close-knit relationships are characteristics of primary groups.

Question 11

Legitimate power is associated with credibility.

Accepted Answer

Legitimate power is based on a person's position or role within an organization, not necessarily on their credibility.

Question 12

With peer pressure, there is usually some type of sanction that is threatened if the consumer does not go along with the group.

Accepted Answer

Peer pressure often involves a threat of some kind of sanction, such as rejection or ridicule, if the individual does not conform to the group's expectations.

Question 13

Beth has been searching for the right sunscreen lotion for her skin type. She tries a few brands, but none of them suit her sensitive skin. When Beth finally finds the right sunscreen, she makes it a point to tell all her close friends about how good the product is. The given scenario is an example of _____.
A) dissociated self-schema
B) amplified word-of-mouth
C) organic word-of-mouth
D) separated self-schema

Accepted Answer

This scenario is an example of organic word-of-mouth because it is a natural, unpaid recommendation from Beth to her close friends based on her personal experience with the product.

Question 14

Andy aspires to play for his college football team. He attends the team's trials and works hard to maintain his fitness and stamina. In this case, being a part of the team appeals to Andy's _____.
A) separated self-schema
B) self-esteem
C) ideal self
D) actual self

Accepted Answer

Andy's desire to play for the college football team reflects his ideal self, which refers to the person he wants to be or the goals he wants to achieve. It is likely that being a part of the team is part of his desired identity and self-concept. The other options (separated self-schema, self-esteem, and actual self) do not directly reflect Andy's motivation to play for the football team.

Question 15

Early adopter consumers tend to be somewhat older than members of other groups and have lower levels of education and spending power.

Accepted Answer

Early adopter consumers tend to be younger and have higher levels of education and spending power compared to other groups.

Question 16

Families that have a traditional sex role orientation (SRO) believe that it is the responsibility of the women of the household to make large purchase decisions.

Accepted Answer

Traditional sex role orientation (SRO) typically involves the belief that men are primarily responsible for financial decisions and income generation, while women are expected to handle domestic tasks, which may not necessarily include making large purchase decisions.

Question 17

Advertising themes in a collectivist culture tend to emphasize separate themes.

Accepted Answer

Advertising themes in a collectivist culture tend to emphasize collective values such as community, family, and group dynamics rather than individualism, so the statement is false.

Question 18

Rex always wears clothes from luxury brands to work, but he is not concerned about the brands of clothes he wears at home. Rex is most likely to have a low score on the susceptibility to interpersonal influence scale.

Accepted Answer

Rex's behavior of wearing luxury brands to work suggests he is influenced by the perceptions of others in a social or work setting, indicating a higher susceptibility to interpersonal influence in those contexts, even if he does not care about brands at home.

Question 19

In the context of household purchase roles, the decision maker is the person who makes the final decision regarding product purchase or nonpurchase.

Accepted Answer

The decision maker is the person who has the final say in whether or not to make a purchase. Other household members may provide input or influence the decision, but the decision maker ultimately has the power to make the final call.

Question 20

Social networking has primarily become a desktop computer activity.

Accepted Answer

Social networking is no longer primarily limited to desktop computers. With the advent of smartphones and mobile devices, social networking has become a popular mobile activity as well.

Quiz 8: Group and Interpersonal Influence