Exam 11: Groups and Social Media

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.

Jeremy liked to gamble. He and his friends would travel several times a month to a local casino. If Jeremy could not find someone to travel with, he would go by himself. He noticed after a few months that he wagered more when he was with his friends than when he was alone. Jeremy's behavior is an example of ________.

Which of the following is an example of utilitarian influence?

Explain the concept of a virtual world and then explain how the popularity of such virtual worlds may influence marketers' strategies.

Jeff had collected a nice wardrobe before graduating from college. All of his friends considered him "well dressed." After the first day at his new job, however, Jeff immediately went out and replaced most of his clothes with what was considered to be professional dress clothing. Jeff had just experienced the power of a new ________.

Describe the concepts of normative influence and comparative influence among reference groups.

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

Explain the concept of guerrilla marketing and give an illustration of how this promotion/communication technique might be applied. Be specific in your comments.

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

Vicente is conducting research to test the hypothesis that the social contagion effect is weak in adults. His finding that adults who have a close friend or relative who abstains from drinking alcohol are more likely to abstain themselves will support his hypothesis.

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.

Word-of-mouth has a more powerful effect on consumers than paid advertising does.

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?

Dayane and Kenneth are both active members of LinkedIn, a professional networking Web site. They follow and post to discussion boards, add links to colleagues, and frequently update their profiles. In networking terms, Dayane and Kenneth are both nodes.

________ refers to the strategy of getting visitors to a Web site to forward information on the site to their friends in order to make still more consumers aware of a product.

Which of the following is an example of a new kind of avoidance group that has grown in popularity through the Web?

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

A sociometric network analysis is likely to study all of the following EXCEPT which one?

People we admire influence us because they hold reward power.

Product information that is transmitted by individuals to individuals is called ________.