Exam 11: Group Influence and Social Media

Claude, a stock analyst, has a reputation for good picks. He appears on BNN (Business News Network) on a weekly basis. Many people make sure they take note of his every word. This is an example of which type of power base?

Advice given by a Saturn Owner's Club member to another member about Saturn's new SUV would be an example of ________ influence.

Some reference groups are composed of idealized figures such as outstanding athletes, entertainers, or even successful businesspeople. While the consumer may have no direct contact with such figures, their influence can be powerful because consumers may be guided to the types of products used by people they admire. Such reference groups are called:

Marjorie is an expert in gardening, bird watching, and opera. As an opinion leader, she can be described as:

Reference groups influence people in three ways: unitarian, value-expressive, and informational.

What is group cohesiveness? What influence does group size have on group cohesiveness?

Groups often experience what is known as a risky shift. One of the chief reasons for this phenomenon is:

If you were to buy a new Saturn and join their "Saturn Owners Club," regularly attending club outings, the other club members would be known as a(n):

Sally has recently finished studying and taken up a new job in an office. She feels pressure from her co-workers to dress more formally now. What type pressure is she under?

What is guerrilla marketing? Give an example.

Why do consumers pattern their behaviour after that of others? What types of social influence affect the likelihood of conformity?

In its advertising, MasterCard (MC) shifted the emphasis from glamorous affluent professionals to "ordinary" people with everyday uses for the card, e.g., a young man buying furniture for his first apartment. This strategy reflected:

Why are opinion leaders so hard to identify?

Luis and Josie were close friends. They met years ago in a cooking class and both became caterers. Luis specializes in cuisine from South America, and Josie in Asian fare. Josie's husband Steven was asked to plan the annual office party. This year's theme was Carnaval. What tie strength exists?

In group decision-making contexts, the person who actually consumes the product or service is called the:

Describe the phenomenon of deindividuation.

Offsetters, a Vancouver-based carbon offsetting company, employed a number of novel attention-getting techniques to raise awareness for their brand. For example, they stationed a lifeguard in the middle of an urban area of Vancouver to remind consumers about the dangers of global warming. This is an example of:

Shawn enjoys looking at activity on a consumption community for soccer enthusiasts, but he only looks at the actions of others and does not actively participate. In other words, he is a(n):

Group size can matter in how consumption can be influenced.

What are sociometric methods used for and why are they expensive?