Question 1

Explain what the wisdom of crowds refers to.

Accepted Answer

One way in which marketers are building

Question 2

Social loafing refers to:

Accepted Answer

A)  people in groups lingering in social venues too long. 
B)  how people do not devote as much time or effort to a task when their contribution is part of a larger group undertaking. 
C)  failing to take into account the feelings of others in a group project who are not given much to do. 
D)  our preference for doing things socially with others similar to ourselves. 
A)  people in groups lingering in social venues too long. 
B)  how people do not devote as much time or effort to a task when their contribution is part of a larger group undertaking. 
C)  failing to take into account the feelings of others in a group project who are not given much to do. 
D)  our preference for doing things socially with others similar to ourselves.

Question 3

Which type of reference group is most likely to influence us in our day-to-day lives as consumers?

Accepted Answer

A)  our employer 
B)  TV stations 
C)  our labour union 
D)  our friends 
A)  our employer 
B)  TV stations 
C)  our labour union 
D)  our friends

Question 4

There is a kind of power derived from simply knowing something that others would like to know. For example, because of their ability to compile facts and report on latest trends, thus influencing the fate of companies or individuals, editors of trade publications are an example of those with:

Accepted Answer

A)  marketing power. 
B)  expert power. 
C)  information power. 
D)  referent power. 
A)  marketing power. 
B)  expert power. 
C)  information power. 
D)  referent power.

Question 5

A marketing manager wanted to identify opinion leaders for her product category. What should she look for?

Accepted Answer

A)  She should find community leaders who use the product. 
B)  She should find socially active persons who are intensely interested in the product category and who are similar to other customers. 
C)  She should look for people who stand out in a crowd. 
D)  She should look for people that have enough knowledge about a product category to intimidate other people to become interested. 
A)  She should find community leaders who use the product. 
B)  She should find socially active persons who are intensely interested in the product category and who are similar to other customers. 
C)  She should look for people who stand out in a crowd. 
D)  She should look for people that have enough knowledge about a product category to intimidate other people to become interested.

Question 6

Social networking refers to a strategy of getting customers to sell a product on behalf of the company that creates it.

Accepted Answer

A) True 
 B)False

Question 7

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?

Accepted Answer

A)  Most readers will think that Amanda is a little nutty and ignore her website. 
B)  The website will actually increase sales at the dealership by giving them free advertisements. 
C)  Amanda will be perceived as a troublemaker by her friends and family and become alienated. 
D)  Amada's website will decrease the credibility of the dealership's ads and will influence potential buyers to stay away from the dealership. 
A)  Most readers will think that Amanda is a little nutty and ignore her website. 
B)  The website will actually increase sales at the dealership by giving them free advertisements. 
C)  Amanda will be perceived as a troublemaker by her friends and family and become alienated. 
D)  Amada's website will decrease the credibility of the dealership's ads and will influence potential buyers to stay away from the dealership.

Question 8

What effect might propinquity have on Bella's relationship with her next-door neighbour as opposed to a person in the next street?

Accepted Answer

As physical distance between people decr

Question 9

Reactance is more related to ________ than to ________.

Accepted Answer

A)  independence; anticonformity 
B)  anticonformity; independence 
C)  commitment; deviance 
D)  anticonformity; commitment 
A)  independence; anticonformity 
B)  anticonformity; independence 
C)  commitment; deviance 
D)  anticonformity; commitment

Question 10

Jane would hold home shopping parties. She always made sure to invite at least two people who would always like to be the first to buy in order to "get the ball rolling." Jane believed that this increased the probability that other partygoers would then begin buying her products. Jane was relying on the ________ to increase sales.

Accepted Answer

A)  cultural pressure effect 
B)  Rostoff effect 
C)  bandwagon effect 
D)  polarization effect 
A)  cultural pressure effect 
B)  Rostoff effect 
C)  bandwagon effect 
D)  polarization effect

Question 11

What are group effects on individual behaviour? Why do people act differently when in a group than when alone?

Accepted Answer

With more people in a group, it becomes

Question 12

Consumers are constantly contributing to online conversations, including posting their own commentaries, videos, photos, and music. They are engaging in a process known as:

Accepted Answer

A)  Twittering. 
B)  Facebooking. 
C)  network effects. 
D)  social networking. 
A)  Twittering. 
B)  Facebooking. 
C)  network effects. 
D)  social networking.

Question 13

What is an aspirational reference group? Give an example.

Accepted Answer

Examples may vary.
Aspirational referenc

Question 14

According to the principle of least interest, a person will gain power in a group as she decreases her commitment to the group.

Accepted Answer

A) True 
 B)False

Question 15

A major reason that marketers are concerned with what people say about a product is that word-of-mouth communication:

Accepted Answer

A)  tends to be more powerful than information received on formal promotion channels. 
B)  is easier to control by the marketer than other means of communication. 
C)  is not as effective as advertising. 
D)  can be purchased relatively inexpensively by the marketer. 
A)  tends to be more powerful than information received on formal promotion channels. 
B)  is easier to control by the marketer than other means of communication. 
C)  is not as effective as advertising. 
D)  can be purchased relatively inexpensively by the marketer.

Question 16

Bill and James have been friends since grade school. Bill has since gone into accounting while James runs his own service station and auto repair shop. Before Bill decided which new car to buy, he asked James what he thought about the model he was considering. For cars, James was Bill's:

Accepted Answer

A)  co-consumer. 
B)  head of the group. 
C)  opinion leader. 
D)  consumer advocate. 
A)  co-consumer. 
B)  head of the group. 
C)  opinion leader. 
D)  consumer advocate.

Question 17

Opinion leaders who are also among the first purchasers of new products they recommend are called:

Accepted Answer

A)  ground-breakers. 
B)  innovative communicators. 
C)  thought-provokers. 
D)  response leaders. 
A)  ground-breakers. 
B)  innovative communicators. 
C)  thought-provokers. 
D)  response leaders.

Question 18

The difference between independence and anticonformity is a small one. It is that those who are independent will go out of their way to not buy whatever is trendy at the moment.

Accepted Answer

A) True 
 B)False

Question 19

A membership reference group comprises idealized figures such as successful business people, athletes, or performers.

Accepted Answer

A) True 
 B)False

Question 20

What significance does the level of participation have to an online community and what effect do lurkers have?

Accepted Answer

For an online community to thrive, a sig

Explain what the wisdom of crowds refers to.

Social loafing refers to:

Which type of reference group is most likely to influence us in our day-to-day lives as consumers?

There is a kind of power derived from simply knowing something that others would like to know. For example, because of their ability to compile facts and report on latest trends, thus influencing the fate of companies or individuals, editors of trade publications are an example of those with:

A marketing manager wanted to identify opinion leaders for her product category. What should she look for?

Social networking refers to a strategy of getting customers to sell a product on behalf of the company that creates it.

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?

What effect might propinquity have on Bella's relationship with her next-door neighbour as opposed to a person in the next street?

Reactance is more related to than to .

What are group effects on individual behaviour? Why do people act differently when in a group than when alone?

Consumers are constantly contributing to online conversations, including posting their own commentaries, videos, photos, and music. They are engaging in a process known as:

What is an aspirational reference group? Give an example.

According to the principle of least interest, a person will gain power in a group as she decreases her commitment to the group.

A major reason that marketers are concerned with what people say about a product is that word-of-mouth communication:

Bill and James have been friends since grade school. Bill has since gone into accounting while James runs his own service station and auto repair shop. Before Bill decided which new car to buy, he asked James what he thought about the model he was considering. For cars, James was Bill's:

Opinion leaders who are also among the first purchasers of new products they recommend are called:

The difference between independence and anticonformity is a small one. It is that those who are independent will go out of their way to not buy whatever is trendy at the moment.

A membership reference group comprises idealized figures such as successful business people, athletes, or performers.

What significance does the level of participation have to an online community and what effect do lurkers have?

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Exam 11: Group Influence and Social Media

Explain what the wisdom of crowds refers to.

Social loafing refers to:

Which type of reference group is most likely to influence us in our day-to-day lives as consumers?

There is a kind of power derived from simply knowing something that others would like to know. For example, because of their ability to compile facts and report on latest trends, thus influencing the fate of companies or individuals, editors of trade publications are an example of those with:

A marketing manager wanted to identify opinion leaders for her product category. What should she look for?

Social networking refers to a strategy of getting customers to sell a product on behalf of the company that creates it.

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?

What effect might propinquity have on Bella's relationship with her next-door neighbour as opposed to a person in the next street?

Reactance is more related to ________ than to ________.

What are group effects on individual behaviour? Why do people act differently when in a group than when alone?

Consumers are constantly contributing to online conversations, including posting their own commentaries, videos, photos, and music. They are engaging in a process known as:

What is an aspirational reference group? Give an example.

According to the principle of least interest, a person will gain power in a group as she decreases her commitment to the group.

A major reason that marketers are concerned with what people say about a product is that word-of-mouth communication:

Bill and James have been friends since grade school. Bill has since gone into accounting while James runs his own service station and auto repair shop. Before Bill decided which new car to buy, he asked James what he thought about the model he was considering. For cars, James was Bill's:

Opinion leaders who are also among the first purchasers of new products they recommend are called:

The difference between independence and anticonformity is a small one. It is that those who are independent will go out of their way to not buy whatever is trendy at the moment.

A membership reference group comprises idealized figures such as successful business people, athletes, or performers.

What significance does the level of participation have to an online community and what effect do lurkers have?

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Reactance is more related to than to .