Deck 9: Social Commerce

Question 1

Which of the following actions is not considered to be social shopping?

A)Navigating product information online using social commerce tools.
B)Emailing product summaries.
C)Asking a sales associate for their opinion in the store.
D)Subscribing to RSS feeds of other users' favorite product lists.
E)Bookmarking your favorite products online.

Answer 1

C

Question 2

Consumers may also use ratings and reviews as a form of validation just prior to purchase.This is referred to as which of the following?

A)Verification.
B)Rating reviews.
C)Helpfulness.
D)Usefulness.
E)Validation theory.

Answer 2

A

Question 3

Which of the following emphasizes that consumers today may be influenced in several moments online prior to making a purchase decision?

A)ZMOT.
B)Verification.
C)FMOT.
D)SMOT.
E)GMOT.

Answer 3

A

Question 4

Which of the following is not an example of social commerce?

A)Online ratings and reviews.
B)Shopping related apps.
C)Deal sites and deal aggregators.
D)Social shopping malls and storefronts.
E)Consumer solicited media and microblogs.

Question 5

Assessments with detailed comments about the object in question to the general public are referred to as which of the following?

A)Ratings.
B)Reviews.
C)Recommendations.
D)Referrals.
E)Feeds.

Question 6

Which information,whether a Pinterest board of favorites at Macys.com or a review of pizza places on Yelp,influences consumers at multiple stages in the buying process?

A)ZMOT.
B)Verification.
C)FMOT.
D)SMOT.
E)GMOT.

Question 7

Which of the following is the practice of buying and selling products and services via the Internet?

A)Social commerce.
B)E-commerce.
C)Online communities.
D)Social publishing.
E)Social shopping.

Question 8

When a shopper recognizes similarities between themselves and a reviewer this tends to increase trust in product reviews This is referred to as which of the following?

A)Confirmation bias.
B)Verification.
C)Similar life experiences.
D)False equivalency.
E)Influence tactics.

Question 9

Scores that people,acting in the role of critics,assign to something as an indicator are referred to as which of the following?

A)Ratings.
B)Reviews.
C)Recommendations.
D)Referrals.
E)Feeds.

Question 10

The social commerce approach characteristic of advocacy is best defined by which of the following?

A)Acknowledge opinions that were invited,incentivized,or facilitated by the brand.
B)Enable consumers to rate the value of opinions offered on the site.
C)Make it easy for users to share reviews on blogs and social networking platforms.
D)Acknowledge the value of the opinions customers offer.
E)Encourage consumers to contribute posts.

Question 11

Which of the following is not a step in consumer decision making?

A)Problem recognition.
B)Information search.
C)Pre-purchase evaluation.
D)Purchase.
E)Post-purchase evaluation.

Question 12

The social commerce approach characteristic of transparency is best defined by which of the following?

A)Acknowledge opinions that were invited,incentivized,or facilitated by the brand.
B)Enable consumers to rate the value of opinions offered on the site.
C)Make it easy for users to share reviews on blogs and social networking platforms.
D)Acknowledge the value of the opinions customers offer.
E)Encourage consumers to contribute posts.

Question 13

The social commerce approach characteristic of infectiousness is best defined by which of the following?

A)Acknowledge opinions that were invited,incentivized,or facilitated by the brand.
B)Enable consumers to rate the value of opinions offered on the site.
C)Make it easy for users to share reviews on blogs and social networking platforms.
D)Acknowledge the value of the opinions customers offer.
E)Encourage consumers to contribute posts.

Question 14

Social commerce is a subset of which of the following?

A)Social entertainment.
B)E-commerce.
C)Online communities.
D)Social publishing.
E)Consumer-solicited media.

Question 15

If you want to choose a restaurant near the amphitheater where you are attending a concert this weekend,you might pull up all the restaurants in the area and then choose the one with the highest average rating.This mental shortcut used to help you make a decision is known as which of the following?

A)Rule of reciprocity.
B)Norm.
C)Heuristic.
D)Bounded rationality.
E)Referral.

Question 16

Which of the following refers to the moment a consumer uses the product and feels satisfaction or dissatisfaction?

A)ZMOT.
B)Verification.
C)FMOT.
D)SMOT.
E)GMOT.

Question 17

Which of the following refers to the moment a consumer chooses a product from the store shelf?

A)ZMOT.
B)Verification.
C)FMOT.
D)SMOT.
E)GMOT.

Question 18

To make the most of the opportunity,marketers should develop a social commerce approach with which of the following characteristics?

A)Authenticity.
B)Transparency.
C)Reciprocity.
D)Sustainability.
E)All of the above.

Question 19

Which of the following refers to situations where consumers interact with one other during a shopping event and opens the doors for others to influence our decisions?

A)Social commerce.
B)E-commerce.
C)Online communities.
D)Social publishing.
E)Social shopping.

Question 20

The social commerce approach characteristic of reciprocity is best defined by which of the following?

A)Acknowledge opinions that were invited,incentivized,or facilitated by the brand.
B)Enable consumers to rate the value of opinions offered on the site.
C)Make it easy for users to share reviews on blogs and social networking platforms.
D)Acknowledge the value of the opinions customers offer.
E)Encourage consumers to contribute posts.

Question 21

Which of the following best describes a pick list?

A)Enables the shopper to show products by most viewed,most favorite,or most commented.
B)Publishes customer testimonials.
C)Is dedicated to a group of people who meet online to communicate about products and help each other solve related problems.
D)Is a collection of special offers,sometimes maintained and updated by user submissions.
E)Helps shoppers share what they want onsite.

Question 22

Which of the following best describes what a user gallery is?

A)Enables the shopper to show products by most viewed,most favorite,or most commented.
B)Publishes customer testimonials.
C)Is dedicated to a group of people who meet online to communicate about products and help each other solve related problems.
D)Where users can share their creations,shopping lists,and wish lists.
E)Provides an opportunity for people to join together to qualify for volume discounts.

Question 23

Which of the following is not a key component to word-of-mouth marketing according to the Word of Mouth Marketing Association?

A)Educating people about your products and services.
B)Identifying people most likely to share their opinions.
C)Providing tools that make it easier to save information.
D)Studying how,where,and when opinions are being shared.
E)Listening and responding to supporters,detractors,and neutrals.

Question 24

Which of the following best describes what an 'Ask Your Network' tool does?

A)Enables one to post product information and ask friends for advice prior to purchase.
B)Enables one to see purchase pals' movement throughout the site,discussion,and sharing.
C)Enables one to share creations,shopping lists,and wish lists.
D)Enables shoppers to shop multiple stores (like a mall)using several social shopping tools.
E)Enables businesses to conduct transactions with customers from within social network sites.

Question 25

Two people can perceive the same event and interpret it quite differently based on their individual histories,gender,and cultural biases.This is an example of which of the following?

A)Rules of reciprocity.
B)Affinities.
C)Cognitive biases.
D)Bounded rationalities.
E)Referrals.

Question 26

Which of the following enables shoppers to show products by most popular,most viewed,most favorite,or most commented?

A)Recommendation indicators.
B)Share tools.
C)Testimonials.
D)Pick lists.
E)Popularity filters.

Question 27

Which influence tactic is being used when you see an ad for a pain reliever that says '9 out of 10 doctors recommend'?

A)Social proof.
B)Authority.
C)Affinity.
D)Scarcity.
E)Consistency.

Question 28

Wanelo enables users to share products they 'want,need,love',which are linked to the product's page on the retailer's website,enabling conversion from browsing to truly buying.This is an example of which of the following social commerce applications?

A)Social shopping portal.
B)Social media storefront.
C)'Shop Together' tool.
D)A group buy tool.
E)'Ask Your Network' tool.

Question 29

Which form of recommendation enables users to share a more personal story about their experience,possibly as a video endorsement?

A)Recommendation indicators.
B)Share tools.
C)Testimonials.
D)Pick lists.
E)Popularity filters.

Question 30

Which of the following are personalized product endorsements that originate from the recipient's social graph?

A)Ratings.
B)Reviews.
C)Recommendations.
D)Filters.
E)Feeds.

Question 31

Which of the following best describes a popularity filter?

A)Enables the shopper to show products by most viewed,most favorite,or most commented.
B)Publishes customer testimonials.
C)Is dedicated to a group of people who meet online to communicate about products and help each other solve related problems.
D)Is a collection of special offers,sometimes maintained and updated by user submissions.
E)Provides an opportunity for people to join together to qualify for volume discounts.

Question 32

Which of the following best defines the term 'thinslicing'?

A)To expend just enough effort to make a decision that's acceptable,but not necessarily the one that's 'best'.
B)To ignore most of the available information and instead notice a few salient cues to make a choice.
C)To change beliefs or actions as a reaction to real or imagined group pressure.
D)To repay debts and favors.
E)To jump on the bandwagon.

Question 33

Social software plug-ins that enable easy sharing of products sold on a retailer's website to social networks are referred to as which of the following?

A)Recommendation indicators.
B)Share tools.
C)Testimonials.
D)Pick lists.
E)Popularity filters.

Question 34

Which type of influence tactic is exemplified when Peyton Manning,a likable NFL football player,endorses Timex watches?

A)Social proof.
B)Authority.
C)Affinity.
D)Scarcity.
E)Consistency.

Question 35

Which of the following captures the quandary we face as humans when we have choices to make,but are limited by our own cognitive capacity?

A)The rule of reciprocity.
B)Social proof.
C)Cognitive bias.
D)Bounded rationality.
E)The principle of least interest.

Question 36

What type influence is being used when car dealerships advertise that they are the #1 dealer in the area?

A)Social proof.
B)Authority.
C)Affinity.
D)Scarcity.
E)Consistency.

Question 37

Which of the following is true of negative reviews and ratings on retail websites?

A)Gives consumers information needed to assess risk.
B)Minimizes perceived performance and financial risk associated with purchases.
C)Enhances credibility and removes the fear of 'too good to be true'
D)Gives retailers valuable information on products that should be improved or discontinued.
E)All of the above.

Question 38

The simple buttons that provide an onsite endorsement of a product,such as the Facebook 'like' button,are known as which of the following?

A)Recommendation indicators.
B)Share tools.
C)Testimonials.
D)Pick lists.
E)Popularity filters.

Question 39

Which of the following scenarios is not likely to make us conform?

A)Living in a culture that emphasizes individuality.
B)Believing that the group will apply sanctions to nonconforming behaviors.
C)Being strongly committed to the group.
D)Being in a powerful group.
E)Being highly susceptible to interpersonal influence.

Question 40

Which of the following best describes what a user forum is?

A)Enables the shopper to show products by most viewed,most favorite,or most commented.
B)Publishes customer testimonials.
C)Is dedicated to a group of people who meet online to communicate about products and help each other solve related problems.
D)Is a collection of special offers,sometimes maintained and updated by user submissions.
E)Provides an opportunity for people to join together to qualify for volume discounts.

Question 41

When we choose a product due to the attractiveness of the requester,which of the following influences are we acting under?

A)Social proof.
B)Authority.
C)Affinity.
D)Scarcity.
E)Consistency.

Question 42

Which of the five steps to consumer decision making 'may be triggered by discovering information about a product on social media,whether by user comments,influencer content,or advertising'?

A)Problem recognition.
B)Information search.
C)Alternative evaluation.
D)Purchase.
E)Post-purchase evaluation.

Question 43

The social shopping tool of shop together is associated most with which of the following tactics of influence?

A)Social proof.
B)Authority.
C)Scarcity.
D)Affinity.
E)Consistency.

Question 44

The social shopping tool of deal directories is associated most with which of the following tactics of influence?

A)Social proof.
B)Authority.
C)Scarcity.
D)Affinity.
E)Consistency.

Question 45

In which of the following social shopping tools is the influence tactic of authority not used?

A)Recommendations.
B)Reviews.
C)Testimonials.
D)User forums.
E)Geo-location programs.

Question 46

Which of the following refers to a shopping companion who may help a consumer think through alternatives,make decisions,and validate purchasing choices?

A)Personal shopper.
B)Brand representative.
C)Purchase pal.
D)Social shopper.
E)None of these.

Question 47

Which of the following refers to 'internet users who have browsed,researched or compared products digitally via any device whether or not they bought digitally'?

A)Digital shoppers.
B)Internet shoppers.
C)Social shoppers.
D)E-shoppers.
E)None of these.

Question 48

Which of the following represent(s)utilitarian motives for social shopping?

A)The convenience and ease of shopping with more choices and better information.
B)Access to opinions,recommendations,and referrals from others - potentially improving the ability for consumers to make the most rational and efficient decisions.
C)The opportunities to share common interests with like-minded others.
D)A & B only.
E)All of these.

Question 49

What type of influence tactic are you engaging in when you buy a particular brand of shoes because the majority of your peers have done the same?

A)Social proof.
B)Authority.
C)Affinity.
D)Scarcity.
E)Consistency.

Question 50

Which influence tactic is being used when marketers advertise a limited edition Xbox?

A)Social proof.
B)Authority.
C)Affinity.
D)Scarcity.
E)Consistency.

Question 51

Which of the following represent(s)hedonic motives for social shopping?

A)The sense of importance we experience when others wait on us.
B)The thrill of the hunt.
C)The opportunities to share common interests with like-minded others.
D)A & B only.
E)All of these.

Question 52

In the context of social commerce,UGC (user generated content)includes which of the following?

A)Word-of-mouth impressions.
B)Ratings and reviews.
C)Curated merchandise in user gallery.
D)A & B only.
E)All of these.

Question 53

Which of the following best completes the sentence,'Social shopping provides utility to our shopping experience because it lowers our ______.'?

A)Brand awareness.
B)Search radius.
C)Travel expenses.
D)Perceived risk.
E)None of these.

Question 54

Shopping is how we acquire needed products and services,but social motives for shopping also are important.Which of the following best completes the sentence,'Shopping is an activity that we can perform for either ______ or ______ reasons?

A)Selfish,unselfish.
B)Formal,informal.
C)Charitable,selfish.
D)Utilitarian,entertainment.
E)Utilitarian,hedonic.

Question 55

Which psychological state may lead a gambler to say that they are betting the house only due to 'intellectual curiosity' rather than due to the thrill of betting?

A)Bounded rationality.
B)Cognitive dissonance.
C)Susceptibility.
D)Scarcity.
E)Cognitive bias.

Question 56

When we choose a product due to maintaining our own beliefs,attitudes,and past behaviors,which type of influence tactic are we acting on?

A)Social proof.
B)Authority.
C)Affinity.
D)Scarcity.
E)Consistency.

Question 57

Which of the following enables people,both networks of buyers and sellers,to participate actively in the marketing and selling of products and services in online marketplaces and communities?

A)E-commerce.
B)Social commerce.
C)Online shopping.
D)Social shopping.
E)None of these.

Question 58

Which of the following refers to 'the active participation and influence of others on a consumer's decision-making process,typically in the form of opinions,recommendations,and experiences shared via social media'?

A)E-commerce.
B)Social commerce.
C)Online shopping.
D)Social shopping.
E)None of these.

Question 59

Which type of influence tactic is being used when companies run promotions that make you feel like you will miss out if you do not buy a product or service?

A)Social proof.
B)Authority.
C)Affinity.
D)Scarcity.
E)Consistency.

Question 60

In which of the following social shopping tools is the influence tactic of social proof not used?

A)Ratings.
B)Reviews.
C)Recommendations.
D)Brand butler services.
E)User forums.

Question 61

Why don't all E-Retailers offer reviews and ratings on their sites?

A)Negative reviews tend to outnumber positive reviews on most sites.
B)80% of user generated reviews are negative.
C)Brands fear that dissatisfied customers will use review features to flame the brand.
D)Consumers do not find utility in negative reviews.
E)All of these.

Question 62

The social commerce approach characteristic of participatory is best defined by which of the following?

A)Acknowledge opinions that were invited,incentivized,or facilitated by the brand.
B)Enable consumers to rate the value of opinions offered on the site.
C)Encourage consumers to contribute posts.
D)Acknowledge the value of the opinions customers offer.
E)Encourage consumers to contribute posts.

Question 63

Which of the following best defines the term 'herding effect'?

A)To expend just enough effort to make a decision that's acceptable,but not necessarily the one that's 'best'.
B)To ignore most of the available information and instead notice a few salient cues to make a choice.
C)To change beliefs or actions as a reaction to real or imagined group pressure.
D)To repay debts and favors.
E)To jump on the bandwagon and follow the behavior of others.

Question 64

Which of the following best completes the sentence,'People in the problem recognition phase of consumer decision making may also engage in ______,a subset of social commerce in which people participate in the design,selection,and/or funding of a product innovation.?

A)Participatory commerce.
B)Socially funded commerce.
C)Crowdfunding.
D)Startup commerce.
E)None of these.

Question 65

Which of the following terms best completes the sentence,'The first level of social commerce strategy is to utilize ______,encourage it,and facilitate it with social sharing and shopping functionalities customers want.'?

A)Review aggregation.
B)Social shopping.
C)User-generated content.
D)Social commerce sharing.
E)None of these.

Question 66

Which of the following is true of reviews?

A)They result in better site stickiness.
B)They can also enhance the effectiveness of offline promotional strategies.
C)They become a source of research data for the business.
D)A & B only.
E)All of these.

Question 67

In which of the five steps to consumer decision making does the consumer experience satisfaction or dissatisfaction with the purchase?

A)Problem recognition.
B)Information search.
C)Alternative evaluation.
D)Purchase.
E)Post-purchase evaluation.

Question 68

When a consumer expends just enough effort to make a decision that is acceptable but not necessarily optimal,this is called what?

A)Information overload.
B)Heuristics.
C)Cognitive bias.
D)Satisfice.
E)None of these.

Question 69

The social commerce approach characteristic of sustainability is best defined by which of the following?

A)Experiences communicated to friends or external forums can live on in perpetuity.
B)Enable consumers to rate the value of opinions offered on the site.
C)Make it easy for users to share reviews on blogs and social networking platforms.
D)Acknowledge the value of the opinions customers offer.
E)Encourage consumers to contribute posts.

Question 70

In which stage of the consumer decision making process do social media users rely least on social commerce?

A)Problem recognition.
B)Information search.
C)Alternative evaluation.
D)Purchase.
E)Post-purchase evaluation.

Question 71

Which of the five steps to consumer decision making is the primary driver of social commerce and social shopping behaviors?

A)Problem recognition.
B)Information search.
C)Alternative evaluation.
D)Purchase.
E)Post-purchase evaluation.

Question 72

Which of the following refers to the factors that make it more or less likely that people will change their attitudes or behavior based on a persuasive message?

A)Cognitive biases.
B)Psychology of influence.
C)Bounded rationality.
D)Information overload.
E)None of these.

Question 73

The social commerce approach characteristic of authenticity is best defined by which of the following?

A)Acknowledge opinions that were invited,incentivized,or facilitated by the brand.
B)Enable consumers to rate the value of opinions offered on the site.
C)Make it easy for users to share reviews on blogs and social networking platforms.
D)Accepting organic word-of-mouth,whether positive or negative.
E)Encourage consumers to contribute posts.

Question 74

Why are social shoppers susceptible to social commerce fraud?

A)Anyone can become online sellers because they do not have to invest in a website or pay to online marketplaces.
B)The anonymity afforded by online social media can bring out non-genuine sellers or scammers.
C)People tend to trust online reviews and recommendations.
D)Fraudulent accounts can also inflate the likes and followers for the account to suggest that the accounts are real and endorsed by others.
E)All of these.

Question 75

Which of the five steps to consumer decision making includes shoppers comparing prices,checking for deals,and considering the opinions of others?

A)Problem recognition.
B)Information search.
C)Alternative evaluation.
D)Purchase.
E)Post-purchase evaluation.