Exam 11: Groups and Social Media

In America in the 1960s,the slogan "Do your own thing" reflected a movement away from conformity.Discuss the type of cultural pressures that could have caused this movement.

James Otis wants to be "just like Mike" (basketball star Michael Jordan)and has for many years.James has purchased Jordan-gear,follows Jordan's career,and he has often thought about how to give back to his community the way MJ has.Which of the following reference group terms would apply to James Otis and his relationship with Michael Jordan?

Explain the term "lurkers" as it relates to social media.

Most opinion leaders are celebrities rather than everyday consumers.

Most cultures in the world encourage the same degree of conformity.

What characteristics of opinion leaders make them valuable sources for product information?

When companies use celebrities in their ads they are using the principle of ________ reference groups.

Explain the difference between referent power,information power,and legitimate power.

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 term refers to exchanges of resources,information,or influence among members of networks?

Explain the social identity theory.

Home shopping parties may activate the risky shift or ________,in which the individual at the party may get so caught up in the party spirit that he orders products that he would normally not purchase.

A type of virtual community of consumption based on sharing online journals is called ________.

________ is the degree to which a person is able to make other people do something.

If a consumer admires the qualities of another person and copies his or her behaviors,the person that is copied has ________ power.

________ proposes that a small group of influences disseminates information because they can modify the opinion of a large group.

Explain the two-step flow model of influence.

A type of reference group is ________.

The influence of others' opinions is at times more powerful than one's own perceptions.

Amanda thought she had been cheated by a local car dealership.She was so upset that she created a Web site to share her story with the world.What is the most likely result of Amanda's action?