Question 1

A reference group that a person wishes to maintain distance from because of differences in values or behaviours is called a(n)________group.

Accepted Answer

A dissociative group is one that a person wishes to distance themselves from due to conflicts in values or behaviors. Aspiration groups are ones that a person wishes to become a member of, primary reference groups are those that a person regularly interacts with and feels a sense of belonging to, and membership groups are those that a person currently belongs to.

Question 2

Students who wear sweatshirts displaying the Greek letters for fraternities or sororities to which they belong are demonstrating pride in a(n)________group.

Accepted Answer

Students who wear sweatshirts displaying the Greek letters for fraternities or sororities to which they belong are demonstrating pride in their membership group.

Question 3

Frank Wright is a stereo buff who will go to great lengths when making stereo equipment purchases. He believes having the right equipment is important because many people will see the stereo when they visit his home. If you were the marketing
VP for Quality Electronics Inc., and your market was primarily made up of people just like Wright, which influence source would you most likely build into your promotional messages?

Accepted Answer

The most relevant influence source for this scenario is reference group influences. Frank Wright is motivated by the desire to impress and receive approval from others who visit his home. Reference groups are the people to whom an individual looks for guidance when making decisions, and in this case, the visitors to Wright's home are the reference group. Therefore, building a promotional message that emphasizes the approval of others who share similar interests will likely resonate well with Wright and others like him.

Question 4

Negative word of mouth:

Accepted Answer

Negative word of mouth is particularly influential in developing countries where consumers may have less access to formal marketing and advertising channels, making them more reliant on personal recommendations and warnings from their social networks.

Question 5

A consumer's purchases are often influenced by the views, opinions, or behaviours of others. Two aspects of personal influence that are important to marketing are ________ and word-of-mouth activity.

Accepted Answer

Opinion leadership refers to individuals who have the ability to influence others' attitudes or behaviors, often due to their expertise, social standing, or charisma. This, along with word-of-mouth activity, plays a significant role in shaping consumer decisions.

Question 6

A reference group which a person wishes to be a member of or wishes to be associated with is called a(n)________group.

Accepted Answer

An aspiration group is a reference group in which a person wishes to be a member of or wishes to be associated with, often to achieve their desired self-image or social status. Preference groups are those that an individual already belongs to or prefers being a part of. Dissociative groups are those that an individual does not want to be a part of. Membership groups are those that an individual is a part of already.

Question 7

As an aspiring tennis player, you frequently copy and mimic the top players at your local club and look towards them for self-appraisal or as a source of personal standards. These individuals would be referred as:

Accepted Answer

Reference groups are groups of people with whom an individual identifies and whose values and attitudes influence the individual's behavior. In this scenario, the top tennis players at the local club serve as a reference group for the aspiring tennis player. The player identifies with them and copies their behavior, making them a source of personal standards.

Question 8

Your company is introducing a new line of active wear for teenagers and invites the members of the cheerleading squad to a private display of the line. This group consists of ________for active wear clothing.

Accepted Answer

Opinion leaders are individuals who are looked up to and respected by others in their peer group. In this scenario, the cheerleading squad is likely to be composed of influential teenagers who are looked up to by their peers, making them opinion leaders. Inviting opinion leaders to a private display of the new line of active wear is a strategic move, as they are likely to influence their peers to buy the product.

Question 9

The American Express advertising claim that "membership has its privileges" creates which type of reference group?

Accepted Answer

The "membership has its privileges" claim suggests that being a member of American Express is desirable and comes with exclusive benefits, creating an aspiration group.

Question 10

Influences on consumer behaviour that result from consumer socialization, passage through the family life cycle, and decision making within the family are referred to as ________ influence.

Accepted Answer

The influences on consumer behaviour that result from consumer socialization, passage through the family life cycle, and decision making within the family are referred to as family influence. This includes the impact of family values, traditions, and decision-making processes on individual consumer behaviour. Social influence refers to the impact of other individuals or groups on consumer behaviour, while functional and demographic influences are related to individual needs and characteristics rather than family dynamics.

Question 11

A reference group to which a person actually belongs is called a(n)________groub

Accepted Answer

A reference group to which a person actually belongs is called a membership group. This group includes the people with whom an individual has direct contact and shares common experiences and beliefs. Examples of membership groups include family, peers, colleagues, etc. Dissociative groups are those that a person does not want to be associated with, such as a hate group or an extremist organization. Aspiration groups are those that a person would like to be a part of, such as a professional association or a social club. Primary reference groups are those that are most influential in shaping an individual's behavior and attitudes, such as close friends and family members.

Question 12

To attract new members, a golf club would focus its marketing efforts on people who view the current members as a (n)________group.

Accepted Answer

The marketing efforts of a golf club should focus on people who view the current members as an aspirational group. Aspirational group refers to a group of people that a person desires to belong to, which makes them more likely to join the club.

Question 13

Brands must be cognizant of what rumours are being shared on social media. For example, rumours that McDonald's hamburgers contained horsemeat is an example of:

Accepted Answer

The spread of rumours that McDonald's hamburgers contained horsemeat is an example of negative viral marketing, where false or negative information is spread through social media and other online platforms. This can have a damaging effect on the reputation of the brand and lead to loss of customers.

Question 14

After Paris Hilton wore big-shaped oval sunglasses, more and more individuals began wearing these sunglasses. Paris Hilton would be referred to as a:

Accepted Answer

An opinion leader is someone who has an influence on others' attitudes and behaviors, and Paris Hilton's choice to wear big-shaped oval sunglasses influenced others to follow suit.

Question 15

Once you enter university, you likely have to learn how to shop, keep up an apartment, and maintain an organized life, if you have not learned already. This process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers is known as

Accepted Answer

Consumer socialization refers to the process of acquiring the skills, knowledge, and attitudes necessary to function as a consumer. This process can begin in childhood but continues throughout the lifespan. As young adults enter university, they may need to further develop their consumer skills in areas such as shopping, budgeting, and maintaining a household.

Question 16

An aspiration group is one:

Accepted Answer

An aspiration group is a group that a person wishes to be a member of or identified with. It represents a desired identity or status that the person hopes to achieve. It may include professional organizations, prestigious social clubs, or cultural groups that are seen as desirable or prestigious.

Question 17

While waiting to catch the school bus, you observe several friends discussing about why they like their smartphone versus their friend's phone, which happened to be different. These individuals are attempting to influence others by:

Accepted Answer

The situation described involves individuals discussing their personal preferences for their own smartphones compared to a friend's, with the goal of potentially influencing others to prefer their own phone. This is an example of word of mouth communication, where personal opinions and experiences are shared in an informal, interpersonal setting.

Question 18

A consumer's purchases are often influenced by the views, opinions, or behaviours of others. Two important aspects of personal influence are:

Accepted Answer

Opinion leadership is when individuals are influential in shaping the attitudes and behaviors of others, while word-of-mouth activity refers to the spread of opinions or recommendations about a product or service through personal conversations. Psychographics and motivation are also relevant factors, but they are not mentioned as the two main aspects of personal influence in the question. Personality and lifestyle may influence how someone is an opinion leader or engages in word-of-mouth activity, but they are not the main factors that drive personal influence.

Question 19

Rumours that circulated throughout Russia that Snickers candy bars caused diabetes is an example of:

Accepted Answer

This is an example of negative word of mouth, which is when consumers spread negative information about a product or brand through informal channels such as word of mouth, social media or online reviews. In this case, rumours about Snickers causing diabetes are false and can harm the reputation of the brand.

Question 20

Consumer socialization is the process by which people acquire the skills, knowledge, and attitudes:

Accepted Answer

Consumer socialization refers to the process of learning necessary skills, knowledge, and attitudes that are important for individuals to function as consumers. This includes learning about product information, pricing, and shopping behavior, as well as understanding the role of advertising and marketing in consumer decision-making. Therefore, the correct choice is D.

Quiz 5: Consumer Behaviour

A reference group that a person wishes to maintain distance from because of differences in values or behaviours is called a(n) ________group.

Students who wear sweatshirts displaying the Greek letters for fraternities or sororities to which they belong are demonstrating pride in a(n) ________group.