Exam 11: Groups and Social Media

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

Every summer, thousands of bikers converge on Sturgis, South Dakota, filling up every campground, motel, and hotel within miles of the city. This annual meeting is an example of a gathering of a(n) ________.

Product-related conversations (word of mouth) result because people enjoy talking about things that interest them, people have a genuine desire to help others, and people gain an ego boost from spreading knowledge. However, customers will talk much more about negative product and service experiences than positive ones. Why?

Consumers who participate in social networking are more likely to consider themselves as ________ than are those who do not use online social networks.

Which form of reference group influence is most associated with the following situation? Carl knows that Bert has had experience with various types of motor oils because Bert is a mechanic for a large Cadillac dealership. Carl asks Bert to compare his brand against Quaker State. Bert tells Carl that Quaker State can't be beat for performance and durability.

In general, advertising is more effective when it ________ than when it ________.

An individual's motivation to distance himself from a negative reference group cannot be as powerful as his motivation to please a positive group.

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

If a fireman told you to leave your apartment, you would comply because the fireman has ________ power.

A normative community is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.

For an average citizen, an American senator is more likely to possess coercive power than legitimate power.

The likelihood that people will become part of a consumer's membership reference group is affected by three factors. Name and briefly discuss each of these factors.

When shopping with others, some people are more likely to choose risky alternatives than they would be if shopping alone. This behavior occurs due to the risky shift effect.

Consumers who are confident in themselves and do not seek peer approval for their behaviors are said to be ________.

Most opinion leaders are celebrities rather than everyday consumers.

Reference groups influence consumers in three ways. Name these three ways and describe the nature of the influence upon the consumer.

The most common method of identifying opinion leaders is to use the social registry document kept by most city newspapers.

Mindi heard that rubbing olive oil on her feet would help her to avoid the painful cracks that sometimes appear on her heels. Mindi is no foot expert, but she is willing to try this remedy on the off-chance that it might work. Which of the following would best explain Mindi's response to word-of-mouth information?

What type of power does a class have as a whole to control the behavior of a professor? As you consider the answer, list each of the six types of power outlined in the text and discuss each type of power as it might be related to this question.

In advertising terms, a(n) ________ refers to a view or exposure to an advertising message.