Deck 7: Social Group, Tribal and Household Buying Influences

Question 1

As per Cova and Cova (2002), tribes are different from market segments because, unlike market segments:

A) a tribe consists of teenager consumers who want to have a laugh together
B) a tribe consists of consumers who are seeking a meaning for their relationships
C) a tribe consists of different consumers who meet regularly at regular intervals and share their feelings together
D) a tribe consists of heterogeneous consumers with different demographic features who are capable of collective action and act as advocates for their causes

Answer 1

a tribe consists of heterogeneous consumers with different demographic features who are capable of collective action and act as advocates for their causes

Question 2

As per McWilliam (2000), which of the following is NOT a benefit for participating in online communities?

A) The online community acts as a platform or a forum for exchanging of common interests
B) Consumers get a sense of 'place', with codes of behaviour by using the online communities
C) Online communities promote dialogues and relationships among members through the use of discussion groups and other mechanisms
D) Online communities encourage participation by reminding customers of their needs

Answer 2

Online communities encourage participation by reminding customers of their needs

Question 3

Which of the following is not a buying role in the context of family decision making?

A) Reference group member who influences what is bought by the family
B) Influencer - who consciously or unconsciously affects the purchase in some way
C) Decider who makes any of the decisions or sub-decisions that determine the precise nature of the purchase
D) Purchaser who actually carries out the final purchase

Answer 3

Reference group member who influences what is bought by the family

Question 4

When purchasing children's toys, which is the following best describes family decision making?

A) Husband-dominant
B) Wife-dominant
C) Syncratic
D) Autonomic

Question 5

As per John (1999), by the age of 8 children can do what?

A) Focus on surface aspects of product and brand information
B) Start understanding the intent of advertising
C) Recognize whether the advertising is telling the truth and whether there is a bias in the message
D) Focus on deeper aspects of stimuli and behave very much like grown ups

Question 6

Marketers have recently started to target schools for their marketing efforts because of what?

A) Children of today are very clever and like the idea of marketing to them
B) Schools need some help to ease their financial hardship associated with their budgets
C) School have opened their gates to marketers because most parents think this is a good idea
D) Schools have no choice but to cooperate with marketers

Question 7

Which of the following correctly describes the conclusions made by Komarovsky (1961) concerning the husband-wife interaction in family decision making?

A) There is a tendency for wives to have more influence in decision-making in the lower socio-economic groups than in higher income groups
B) Husbands like to purchase products such as cars whereas wives tend to buy household grocery items
C) Husbands and wives negotiate to determine the basis of their power in decision making
D) Husbands and wives experience conflict when it comes to joint decision making

Question 8

Associative reference group includes:

A) Those people who more realistically represent our current equals or near equals such as our friends, neighbours and co-workers
B) Those against whom we would like to compare ourselves and aspire to belong to them such as popular sports personalities
C) Those who belong to extended families and live in tight neighbourhoods
D) Those who have performed extremely well in their lives and are admired for their achievements

Question 9

As per Escalas and Bettman (2003) consumers are very likely to have a more positive self-brand connection when:

A) The typical brand user imagery fits extremely well their own self images
B) They see an advertisement that triggers their self relevant images in their minds
C) They experience an emotional fit between their self concept and their associative reference group
D) They perceive that their associative group uses the brand and that the consumers feel a positive fit with their associative group

Question 10

Which of the following illustrates a form brand hijacking?

A) A group of brand fanatics suggest taking physical action against the brand by boycotting the brand
B) A serendipitous hijack in which brand fanatics seize control of a brand's ideology, use and persona
C) A group of brand fans launching a competitive brand to create rivalry in the market and a balance of power
D) Fans of brand abandoning the brand given their fears that the brand has grown too big

Question 11

Any individual or a group of individuals that significantly influence your financial resources is called a reference group.

Question 12

Wives are normally dominant when a joint family decision concerns the purchase of life insurance and children's toys.

Question 13

Utilitarian influence concerns a degree of conformity with the behaviour or norms of a group with which the consumer wants to identify.

Question 14

Beardon and Etzel (1982) found that in the case of publicly consumed luxury, there was a weak reference group influence on whether or not the product is owned but a strong reference group influence on the specific brand to be purchased.

Question 15

Conformity refers to the overall level of attraction and liking towards the group.

Question 16

One method of measuring group cohesiveness is asking group members which other persons they would prefer to share some activity with or to select those who would surely be unsuitable for that activity.

Question 17

Expert power, reward power, coercive power, legitimate power and information power are all examples of group cohesiveness.

Question 18

According to Childers and Rao (1992), the influence of family members on brand preference is stronger in nuclear families than in extended families.

Question 19

An ephermal and unstable grouping of consumers who are joined together by sharing emotions, feelings and passions on a relatively small scale is termed as a tribe.

Question 20

At the age of eight, children can also recognize whether the advertising is telling the truth and whether there is a bias in the message leading a to a general lack of trust and less liking of advertising in general.

Question 21

Aspiration reference group includes those people who more realistically represent our current equals such as our friends and family members.

Question 22

Consumers can vary in their susceptibility to interpersonal influences and some consumers can be more susceptible to social or interpersonal influences than others and vice versa.

Question 23

Sometimes the frequency of coming across people can increase the likelihood of joining as a social group; this is the exposure effect.

Question 24

Parents tend to accept requests from children when they think their children have gained some experience and consumer skills to act as better consumers in the marketplace.

Question 25

A teenagers' ability to influence family decisions goes up when they have greater financial resources and when they know the product very well.

Question 26

What is a reference group and why do consumers use them?

Question 27

What is meant by an Informational Influence?

Question 28

What is meant by a Utilitarian Influence?

Question 29

What is Value-Expressive Influence?

Question 30

What is negative reference group?

Question 31

Why do consumers conform to their reference groups?

Question 32

Why might consumers not conform to their reference groups?

Question 33

What is meant by group cohesiveness?

Question 34

Describe three important features of a post-modern society.

Question 35

What is meant by Pester Power?

Question 36

What is meant by Family Life Cycle?

Question 37

What is meant by a Family, a Household and a Non-Family Household?

Question 38

What is meant by intergenerational influences?

Question 39

Which factors can influence the husband-wife decision making?

Question 40

When is the reference group influence likely to be higher?

Question 41

Explain the effect of reference group influence on the purchase of a privately consumed luxury.

Question 42

Explain the effect of reference group influence on the purchase of a privately consumed necessity.

Question 43

What is meant by sociometry?

Question 44

What is the difference between autonomic and syncratic decisions?

Question 45

Name different types of social power of reference groups.

Question 46

What is meant by Susceptibility to Interpersonal Influences?

Question 47

Explain some of the important trends affecting Family Life Cycle stages in current times.

Question 48

Explain comparative resource allocation theory and some of the factors affecting joint family decision making.