Question 1

The importance of weak ties in a social system is demonstrated by their ________.
A)bridging function
B)social contagion
C)momentum effect
D)diffusion of responsibility

Accepted Answer

Weak ties are important in a social system because they act as bridges between different groups, exposing individuals to different ideas, opportunities, and resources. Strong ties are already closely connected and have similar information and resources, whereas weak ties can provide new information and connections that may not exist within an individual's strong ties. This bridging function increases the overall connectivity and diversity of the social system, leading to greater innovation and social mobility.

Question 2

What is guerrilla marketing?
A)The use of large, attention-getting displays such as balloons and searchlights at the retail site.
B)The use of hidden attacks on the competition by creating false news releases, negative WOM and industrial sabotage.
C)The use of promotions that rely on unconventional locations and strategies to build buzz.
D)The use of a monster attack on all sources of media so that a promotion is seen and heard simultaneously, no matter where a customer turns.

Accepted Answer

Guerrilla marketing is a marketing strategy that relies on unconventional methods of promotion, often using unconventional locations or strategies to generate buzz and attention. This can include things like flash mobs, viral marketing campaigns, or stunts designed to get people talking about your brand. This approach is often used by companies with limited budgets or those looking to stand out from the competition. Choices A and D are incorrect as they do not accurately describe guerrilla marketing, and choice B is unethical and not a legitimate marketing strategy.

Question 3

A popular explanation for the addictive nature of social networks is ________.
A)negative word of mouth
B)fear of missing out
C)viral marketing
D)the need to share

Accepted Answer

Fear of missing out, or FOMO, is a commonly cited reason for the addictive nature of social networks. Users may feel anxious or left out if they are not constantly checking their accounts to see what their friends and acquaintances are posting. This fear can keep them coming back for more and becoming dependent on social media as a way to feel connected and in the loop.

Question 4

Meagan is planning her wedding and wants everything to be just right, from the invitations and table settings to the ceremony and music selections.Because she feels overwhelmed by all of the information to sort through and the choices to make, she hires a wedding planner to make many of the decisions and purchases for her.Meagan's wedding planner is best described as a(n) ________.
A)innovative communicator
B)consumer surrogate
C)opinion seeker
D)key informant

Accepted Answer

A wedding planner is a consumer surrogate, as they make decisions and purchases on behalf of Meagan to ease her overwhelm and help her achieve her vision for the wedding. While a wedding planner may also be an innovative communicator, opinion seeker, or key informant, these roles are not the best fit for describing their primary responsibility in this scenario.

Question 5

Janine recently bought a new type of smartphone.She loves it and thinks the price was very reasonable.She begins to tell all of her friends about the phone.This type of product information transmission is called ________.
A)independent analysis
B)product shuffle
C)reactance formation
D)word-of-mouth

Accepted Answer

Word-of-mouth (WOM) is a form of communication where information about a product, service, or brand is passed from one person to another. In this scenario, Janine is sharing her positive experience about the smartphone with her friends, which is an example of WOM. Options A, B, and C do not accurately describe the process of product information transmission.

Question 6

A sociometric network analysis is likely to study all of the following EXCEPT which one?
A)Referral behaviour
B)The use of surrogate consumers
C)The tie strength between members of a network
D)Communication in social systems

Accepted Answer

A sociometric network analysis is interested in studying the social relationships and connections between members of a network, as well as the communication and tie strength between them. Referral behavior and communication in social systems are both key areas of interest in sociometric network analysis. However, the use of surrogate consumers is not typically studied in this type of analysis.

Question 7

Ethan bought a new pair of Nike shoes, and he really loves them.He creates a video of him taking them out of the box and talking about their features, and then he uploads the video on YouTube and shares a link to it to his many followers on social media.This is an example of ________.
A)FOMO
B)guerrilla marketing
C)viral marketing
D)strength of weak ties

Accepted Answer

This scenario exemplifies viral marketing, as Ethan shares his video with his followers on social media with the potential for it to be shared and spread naturally within his network. Guerrilla marketing involves unconventional and often surprise tactics to promote a product or cause, while FOMO (fear of missing out) and strength of weak ties refer to the psychological and sociological concepts surrounding social influence and network connections.

Question 8

A normative community is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations or behaviour.

Accepted Answer

A normative community is not defined as an individual or group with significant relevance to an individual's evaluations, aspirations, or behavior; that definition pertains to a "reference group."

Question 9

In general, advertising is more effective when it ________ than when it ________.
A)tries to create new product preferences; reinforces our existing product preferences
B)reinforces our existing product preferences; tries to create new product preferences
C)relies upon word-of-mouth tactics; relies upon viral marketing tactics
D)relies upon viral marketing tactics; relies upon word-of-mouth tactics

Accepted Answer

Reinforcing existing product preferences is generally more effective because it appeals to consumers' established interests and behaviors. Creating new product preferences requires more effort and may not resonate as strongly with consumers.

Question 10

Sam and Jackson have just returned from a Sydney Swans game at the SCG.The ground really impressed them.What really caught their attention, however, was the unique way Coca-Cola sold its products.There were roving teams of 'Cola Buddies' moving throughout the crowd during the game.These teams were passing out 'free coupons' for Cokes, souvenir cups and free tickets to next week's game.Sam and Jackson will always remember how great their day at the ground was and will certainly choose Coca-Cola when given the opportunity.This is an example of which of the following communication strategies?
A)Foot-in-the-door marketing
B)Viral marketing
C)Guerrilla marketing
D)Demand-based marketing

Accepted Answer

The unique and unconventional method of promoting Coca-Cola using roving teams and distributing free coupons, souvenir cups, and game tickets is an example of guerrilla marketing. This strategy involves using low-cost, unconventional tactics to draw attention to a product or service.

Question 11

Recent research on opinion leadership has called into question the traditional view that there is such a thing as a ________ opinion leader.
A)heterophilous
B)generalised
C)polymorphic
D)monomorphic

Accepted Answer

Recent research suggests that the concept of a "generalised" opinion leader, who influences others across a wide range of topics, is less common than previously thought. Instead, opinion leadership tends to be more topic-specific.

Question 12

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)Amanda's website will decrease the credibility of the dealership's ads and will influence potential buyers to stay away from the dealership.
C)Even if it is read extensively, Amanda's website will have little effect on how people see the dealership or Amanda.
D)The website will actually increase sales at the dealership by giving the company free publicity.

Accepted Answer

Amanda's website could negatively impact the dealership's reputation, as potential buyers may be swayed by her negative experience. Online reviews and feedback can have a significant influence on consumer behavior, making it important for businesses to address customer concerns and complaints.

Question 13

The opinion leader referred to as a(n) ________ is actively involved in transmitting marketplace information of all types.
A)surrogate consumer
B)innovator
C)monomorphic leader
D)market maven

Accepted Answer

A market maven is an opinion leader who is actively involved in transmitting marketplace information of all types. They are often referred to as "information brokers" and have a high degree of expertise across a variety of product categories. They enjoy talking about shopping and typically have a vast network of friends and colleagues with whom they share their knowledge and experience.

Question 14

________ refers to the strategy of getting visitors to a website to forward information on the site to their friends in order to make still more consumers aware of a product.
A)Foot-in-door marketing
B)Guerrilla marketing
C)Viral marketing
D)Demand-based marketing

Accepted Answer

Viral marketing involves using social networks or other forms of electronic communication to encourage individuals to spread a message or promote a product. The goal is for the message to spread like a virus, thus increasing brand awareness and potentially driving sales. This strategy is often effective due to the power of word-of-mouth recommendations and the ease with which information can be shared online.

Question 15

Which of the following is an example of viral marketing?
A)Samsung releases a TV ad for a new cell phone.
B)An ad agency displays posters throughout the NYC subway system.
C)On Twitter, a celebrity shares a link to a book she really enjoyed.
D)A restaurant leaves their menu on benches through a public park.

Accepted Answer

Viral marketing is a technique where a message or product is promoted through word-of-mouth or social sharing. In this example, a celebrity sharing a link to a book she enjoyed on Twitter can potentially reach a large audience and encourage them to share the link with their own followers, thereby creating a viral effect. Options A, B, and D are not examples of viral marketing.

Question 16

Several research methods are used to study reference groups and opinion leadership.________ methods trace communication patterns among members of a group.These techniques allow researchers to systematically map out the interactions that take place among group members.
A)Momentum
B)Behavioural
C)Sociometric
D)Geodemographic

Accepted Answer

Sociometric methods trace communication patterns among members of a group, which allows researchers to systematically map out the interactions that take place among group members. Therefore, the best choice is C. The other options (A, B, and D) are not relevant to the study of reference groups and opinion leadership.

Question 17

Mindi heard that rubbing olive oil on her feet would help her to avoid the painful cracks that sometimes appear on her heels.Mindi is no foot expert, but she is willing to try this remedy on the off-chance that it might work.Which of the following would best explain Mindi's response to word-of-mouth information?
A)She is coerced into action.
B)She is totally dependent on word-of-mouth information.
C)She is being influenced by social persuasion theory.
D)She is unfamiliar with the product and is therefore likely to be persuaded by word-of-mouth information.

Accepted Answer

The answer of Mindi heard that rubbing olive oil on...

Question 18

Which of the following statements most accurately defines homophily?
A)Homophily is the degree to which a pair of individuals is similar in terms of education, social status and beliefs.
B)Homophily is the degree to which a pair of individuals is similar in terms of monetary wealth and lifestyle.
C)Homophily is the degree to which a pair of individuals is similar in terms of ethnicity.
D)Homophily is the degree to which a pair of individuals is similar in terms of sexual orientation.

Accepted Answer

Homophily is the tendency of individuals to form social connections with others who are similar to them in some way. While homophily can refer to similarity in many different aspects of life, such as ethnicity or sexual orientation, the statement that most accurately defines homophily is A, as it encompasses a broad range of similarities that can contribute to social connection.

Question 19

A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys.
A)market maven
B)opinion leader
C)power user
D)surrogate consumer

Accepted Answer

A surrogate consumer is a marketing intermediary hired by a consumer to provide advice and guidance on what to buy. They might include personal shoppers, interior designers, or other experts who can help the consumer navigate the buying process. Market mavens, opinion leaders, and power users are not necessarily hired by consumers, although they may play a role in shaping consumer behavior.

Question 20

Max and a few other entrepreneurs start their own social network.Initially, the site seems popular, but after a few months, traffic slows down, and Max and his colleagues realises that traffic has slowed, and people are not proactively engaging very much with the site.Max and his colleagues need to figure out a way to improve ________ for their site to be successful.
A)standards of behaviour
B)network effects
C)word of mouth
D)member contributions

Accepted Answer

The answer of Max and a few other entrepreneurs start...

Quiz 11: Groups and Social Influence

The importance of weak ties in a social system is demonstrated by their ________.

What is guerrilla marketing?

A popular explanation for the addictive nature of social networks is ________.

Janine recently bought a new type of smartphone.She loves it and thinks the price was very reasonable.She begins to tell all of her friends about the phone.This type of product information transmission is called ________.

A sociometric network analysis is likely to study all of the following EXCEPT which one?

Ethan bought a new pair of Nike shoes, and he really loves them.He creates a video of him taking them out of the box and talking about their features, and then he uploads the video on YouTube and shares a link to it to his many followers on social media.This is an example of ________.

A normative community is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations or behaviour.

In general, advertising is more effective when it than when it .

Recent research on opinion leadership has called into question the traditional view that there is such a thing as a ________ opinion leader.

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?

The opinion leader referred to as a(n) ________ is actively involved in transmitting marketplace information of all types.

________ refers to the strategy of getting visitors to a website to forward information on the site to their friends in order to make still more consumers aware of a product.

Which of the following is an example of viral marketing?

Several research methods are used to study reference groups and opinion leadership.________ methods trace communication patterns among members of a group.These techniques allow researchers to systematically map out the interactions that take place among group members.

Which of the following statements most accurately defines homophily?

A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys.