Exam 8: Group and Interpersonal Influence

Peer pressure experiences are restricted to the childhood and adolescent phases of a consumer's life.

Aspirational group membership often appeals to the consumer's _____ self.

Who controls information flow into the household in the household purchase process?

The person in the household who recognizes a need and provides information about a potential purchase to others is assuming the role of a decision maker.

Define the concept of word-of-mouth (WOM).Differentiate between organic WOM and amplified WOM.

Consumers are less likely to spread word-of-mouth when a product is particularly relevant to their own self-concept and when they are highly involved with the product category.

The American Heart Association (AHA)is an organization that promotes cardiac care.It organizes various awareness programs for the public on ways to prevent cardiac ailments.Which of the following types of social power does AHA have in the domain of cardiac care?

The gatekeeper is the person who controls information flow into the household.

Which of the following families consists of three or more generations of family members?

Which of the following types of marketing techniques involve deceiving consumers about the involvement of marketers in a communication?

Name and describe the five important roles in the household purchase process.Discuss the roles played by your family members in a major purchase decision,such as the purchase of a car,home,television,and so on.

The Seminal Ballet Dancers is a group consisting of aspiring dancers.New members often mirror the attitudes and behavior of other members as doing so makes them fit in with the group.Which of the following types of social power is being illustrated in this scenario?

WEDDING SCENARIO Janice is excited because her boyfriend just asked her to marry him. Though planning the wedding may be a big hassle for most people, Janice had it easy as her sister, a wedding planner, has taken over the task of planning the entire wedding. Janice should have been the one taking all the decisions, but her sister chose to be the sole decision-maker on account of her professional competence. Since Janice's parents are paying for the wedding, she needs to abide by their wishes even though she might like to have a more extravagant reception than they are willing to pay for. She will be getting married in a church, and the priest said she and her fiancé would have to attend pre-marriage counseling sessions over six weeks. They are not really thrilled about doing that, but they know they can't get married in their church if they don't attend the sessions. Her parents are very frugal, and her mother even suggested that she wear her old prom dress instead of buying a new wedding gown. Janice was mortified when her mother suggested this, saying, "But mom, the dress is pink! What would people think if I wore a pink wedding dress? Wedding gowns are supposed to be white!" So they settled on letting her pick her own gown, but her father had the last say on which one he would allow her to purchase. The wedding day came and went without a hitch, and Janice is now a busy homemaker setting up her new household. -Refer to Wedding Scenario.Janice will be getting married in a church.The priest said she and her fiancé have to attend pre-marriage counseling sessions over six weeks.They are not really thrilled about doing that,but they know they can't get married in their church if they don't.Which of the following types of social power does the Church priest exercise over Janice and her fiancé?

All consumers tend to adopt new products at similar rates.

Age Care,a non-profit organization that focuses on caring for the elderly,encourages its members to do as many good deeds as possible.At the end of each year,one individual will be voted as the "Age Care Member of the Year," and will win a free holiday for two.Which of the following types of group influence most likely motivates members of Age Care to do good deeds?

Ruth has taken up the responsibility of maintaining her joint family's expenses.She keeps track of the entire family's needs and discusses with the other family members about the purchases to be made.Ruth plays the role of a(n)_____ in her household purchase process.

Social couponing refers to a type of buying where consumers receive a coupon by joining a special social networking website.

With peer pressure,there is usually some type of sanction that is threatened if the consumer does not go along with the group.

WEDDING SCENARIO Janice is excited because her boyfriend just asked her to marry him. Though planning the wedding may be a big hassle for most people, Janice had it easy as her sister, a wedding planner, has taken over the task of planning the entire wedding. Janice should have been the one taking all the decisions, but her sister chose to be the sole decision-maker on account of her professional competence. Since Janice's parents are paying for the wedding, she needs to abide by their wishes even though she might like to have a more extravagant reception than they are willing to pay for. She will be getting married in a church, and the priest said she and her fiancé would have to attend pre-marriage counseling sessions over six weeks. They are not really thrilled about doing that, but they know they can't get married in their church if they don't attend the sessions. Her parents are very frugal, and her mother even suggested that she wear her old prom dress instead of buying a new wedding gown. Janice was mortified when her mother suggested this, saying, "But mom, the dress is pink! What would people think if I wore a pink wedding dress? Wedding gowns are supposed to be white!" So they settled on letting her pick her own gown, but her father had the last say on which one he would allow her to purchase. The wedding day came and went without a hitch, and Janice is now a busy homemaker setting up her new household. -Refer to Wedding Scenario.This being Janice's wedding,she should ideally be the one taking decisions,but her sister stole the mantle of being the main decision-maker from Janice,on account of her professional competence as a wedding planner.Which of the following types of social power does Janice's sister exercise over Janice with regard to the wedding plans?

Sarah is a member of a book club.The members meet every Saturday for book reading sessions.All the members except Sarah,drink Coke as they read.During one such session,Sarah was offered a bottle of Coke by a member.Instead of refusing,she gladly accepted it and enjoyed the drink.Which type of reference group influence is most likely to account for Sarah's consumption of coke?