Question 1

If a person has social power,he or she has the ability to alter the actions of others.

Accepted Answer

A) True 
 B)False

Question 2

People we admire influence us because they hold reward power.

Accepted Answer

A) True 
 B)False

Question 3

The original opinion leadership framework of an influence network has been largely displaced by the two-step flow model of influence.

Accepted Answer

A) True 
 B)False

Question 4

________ are generally more involved in a product category and actively search for information.

Accepted Answer

A)  Market mavens 
B)  Opinion seekers 
C)  Innovators 
D)  Reference groups 
A)  Market mavens 
B)  Opinion seekers 
C)  Innovators 
D)  Reference groups

Question 5

A marketing manager who wants to identify opinion leaders for her product category should ________.

Accepted Answer

A)  find government officials who use the product 
B)  find socially active persons who are intensely interested in the product category and who are similar to the other customers 
C)  find intellectuals who can write and speak well so that product communication will be facilitated 
D)  look for people who stand out in a crowd 
A)  find government officials who use the product 
B)  find socially active persons who are intensely interested in the product category and who are similar to the other customers 
C)  find intellectuals who can write and speak well so that product communication will be facilitated 
D)  look for people who stand out in a crowd

Question 6

A surrogate consumer,by definition,makes a purchase on behalf of another consumer.

Accepted Answer

A) True 
 B)False

Question 7

For an average citizen,a Supreme Court Justice is more likely to possess coercive power than legitimate power.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

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 strategies 
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 strategies

Question 9

A person or group with the means to provide positive reinforcement is said to have expert power.

Accepted Answer

A) True 
 B)False

Question 10

In advertising terms,a(n)________ refers to a view or exposure to an advertising message.

Accepted Answer

A)  node 
B)  impression 
C)  connection 
D)  reference 
A)  node 
B)  impression 
C)  connection 
D)  reference

Question 11

Angela belongs to a film club that selects and views classic movies once a month.Angela won't watch scary movies on her own,but agrees to watch the classic vampire film with the club because almost all of the other club members voted to see it.This example demonstrates which factor of conformity?

Accepted Answer

A)  Group unanimity 
B)  Cultural pressure 
C)  Fear of deviance 
D)  Principle of least interest 
A)  Group unanimity 
B)  Cultural pressure 
C)  Fear of deviance 
D)  Principle of least interest

Question 12

Product information that individuals transmit to other individuals is called push promotion.

Accepted Answer

A) True 
 B)False

Question 13

________ derives from the knowledge that a consumer possesses about a content area.

Accepted Answer

A)  Expert power 
B)  Coercive power 
C)  Reward power 
D)  Referent power 
A)  Expert power 
B)  Coercive power 
C)  Reward power 
D)  Referent power

Question 14

Buzz is created by word-of-mouth advertising.

Accepted Answer

A) True 
 B)False

Question 15

Special military groups like Navy Seals require conformity to an extreme level.This is created by establishing an extreme fear of deviance.

Accepted Answer

A) True 
 B)False

Question 16

________ happens when we do not devote as much time and effort to a task as we could because our contribution is part of a larger group effect.

Accepted Answer

A)  Brand community 
B)  Social loafing 
C)  Principle of least interest 
D)  Brand feats 
A)  Brand community 
B)  Social loafing 
C)  Principle of least interest 
D)  Brand feats

Question 17

Margaret stayed on top of what was happening in the marketplace,but she was not necessarily the first to purchase items when they first came out.Margaret would be classified as a(n)________.

Accepted Answer

A)  opinion leader 
B)  innovator 
C)  market maven 
D)  market analyst 
A)  opinion leader 
B)  innovator 
C)  market maven 
D)  market analyst

Question 18

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

Accepted Answer

A)  market maven 
B)  opinion leader 
C)  power user 
D)  surrogate consumer 
A)  market maven 
B)  opinion leader 
C)  power user 
D)  surrogate consumer

Question 19

Referent power involves one person admiring the qualities of another person and trying to copy that person's behaviors.

Accepted Answer

A) True 
 B)False

Question 20

Earlier purchasers tend to be innovators,who like to take risks.

Accepted Answer

A) True 
 B)False

If a person has social power,he or she has the ability to alter the actions of others.

People we admire influence us because they hold reward power.

The original opinion leadership framework of an influence network has been largely displaced by the two-step flow model of influence.

________ are generally more involved in a product category and actively search for information.

A marketing manager who wants to identify opinion leaders for her product category should ________.

A surrogate consumer,by definition,makes a purchase on behalf of another consumer.

For an average citizen,a Supreme Court Justice is more likely to possess coercive power than legitimate power.

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

A person or group with the means to provide positive reinforcement is said to have expert power.

In advertising terms,a(n)________ refers to a view or exposure to an advertising message.

Angela belongs to a film club that selects and views classic movies once a month.Angela won't watch scary movies on her own,but agrees to watch the classic vampire film with the club because almost all of the other club members voted to see it.This example demonstrates which factor of conformity?

Product information that individuals transmit to other individuals is called push promotion.

________ derives from the knowledge that a consumer possesses about a content area.

Buzz is created by word-of-mouth advertising.

Special military groups like Navy Seals require conformity to an extreme level.This is created by establishing an extreme fear of deviance.

________ happens when we do not devote as much time and effort to a task as we could because our contribution is part of a larger group effect.

Margaret stayed on top of what was happening in the marketplace,but she was not necessarily the first to purchase items when they first came out.Margaret would be classified as a(n)________.

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

Referent power involves one person admiring the qualities of another person and trying to copy that person's behaviors.

Earlier purchasers tend to be innovators,who like to take risks.

Buying,Having,and Being: An Introduction to Consumer Behavior

Consumer and Social Well-Being

Perception

Learning Memory

Motivation and

The Self: Mind, Gender, and Body

Personality, Lifestyles, and Values

Attitudes and Persuasive Communication

Decision Making

Buying, Using, and Disposing

Income and Social Class

Subcultures

Culture

Filters

Exam 11: Groups and Social Media

If a person has social power,he or she has the ability to alter the actions of others.

People we admire influence us because they hold reward power.

The original opinion leadership framework of an influence network has been largely displaced by the two-step flow model of influence.

________ are generally more involved in a product category and actively search for information.

A marketing manager who wants to identify opinion leaders for her product category should ________.

A surrogate consumer,by definition,makes a purchase on behalf of another consumer.

For an average citizen,a Supreme Court Justice is more likely to possess coercive power than legitimate power.

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

A person or group with the means to provide positive reinforcement is said to have expert power.

In advertising terms,a(n)________ refers to a view or exposure to an advertising message.

Angela belongs to a film club that selects and views classic movies once a month.Angela won't watch scary movies on her own,but agrees to watch the classic vampire film with the club because almost all of the other club members voted to see it.This example demonstrates which factor of conformity?

Product information that individuals transmit to other individuals is called push promotion.

________ derives from the knowledge that a consumer possesses about a content area.

Buzz is created by word-of-mouth advertising.

Special military groups like Navy Seals require conformity to an extreme level.This is created by establishing an extreme fear of deviance.

________ happens when we do not devote as much time and effort to a task as we could because our contribution is part of a larger group effect.

Margaret stayed on top of what was happening in the marketplace,but she was not necessarily the first to purchase items when they first came out.Margaret would be classified as a(n)________.

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

Referent power involves one person admiring the qualities of another person and trying to copy that person's behaviors.

Earlier purchasers tend to be innovators,who like to take risks.

Buying,Having,and Being: An Introduction to Consumer Behavior

Consumer and Social Well-Being

Perception

Learning Memory

Motivation and

The Self: Mind, Gender, and Body

Personality, Lifestyles, and Values

Attitudes and Persuasive Communication

Decision Making

Buying, Using, and Disposing

Income and Social Class

Subcultures

Culture

Filters

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