Question 1

Stan is a member of the Association for Consumer Research, but when he attends the conferences he doesn't feel connected to the group. Even though his research is received favorably, he often feels excluded and detached from the other members and doesn't really enjoy the conference as much as the other participants. Stan can best be described has having a(n) _____ with respect to this group.

Accepted Answer

A)  interpersonal barrier 
B)  separated self-schema 
C)  mental barrier 
D)  incongruent attitude 
E)  dissociative self-schema

Question 2

What are the two types of word-of-mouth influences?

Accepted Answer

A)  primary and secondary 
B)  natural and intentional 
C)  social and nonsocial 
D)  organic and amplified 
E)  natural and fabricated

Question 3

Sarah is a member of a sorority that influences her attitudes, opinions, and behaviors, such as which clothes she purchases. The way in which this group influences Sarah is called _____.

Accepted Answer

A)  group influence 
B)  group identity 
C)  group think 
D)  diffusion 
E)  viral influence

Question 4

The person who controls information flow into the household regarding purchase decisions is referred to as the _____.

Accepted Answer

A)  decision maker 
B)  user 
C)  gatekeeper 
D)  purchaser 
E)  opinion leader

Question 5

Some marketers have employees use fake identities in blog posts and have them write positive product reviews in an attempt to influence consumers. Consumers participating in the blog are not aware that these are covert attempts to influence them. This frowned-upon marketing technique is called _____.

Accepted Answer

A)  shilling 
B)  infiltrating 
C)  opinion influencing 
D)  surrogate consumer influence 
E)  boasting

Question 6

Viral marketing is a technique that attempts to deceive consumers about the involvement of marketers in a communication.

Accepted Answer

A) True 
 B)False

Question 7

Which type of networks do consumers form based on common interests, associations, or goals?

Accepted Answer

A)  social networks 
B)  personal networks 
C)  interactive networks 
D)  primary networks 
E)  formal networks

Question 8

Five adopter categories of consumers have been identified: innovators, early adopters, early majority, late majority, and laggards.

Accepted Answer

A) True 
 B)False

Question 9

James knows a lot about video games, so friends ask him for advice when trying to decide which game system to purchase as well as which games are fun. For these friends, James can be considered a(n) _____.

Accepted Answer

A)  product adopter 
B)  opinion leader 
C)  surrogate consumer 
D)  market maven 
E)  buzz marketer

Question 10

Alice is a consumer who spreads information about all types of products and services that are available in the marketplace. Her friends seek her advice on just about anything that has to do with shopping for products or services because she seems to know a lot about many different product categories, not just one specific one. Which of the following best describes Alice?

Accepted Answer

A)  product adopter 
B)  opinion leader 
C)  market maven 
D)  surrogate consumer 
E)  buzz marketer

Question 11

Which of the following is a segmentation technique that acknowledges that changes in family composition and income alter household demand for products and services?

Accepted Answer

A)  product life cycle (PL
C)  
B)  household core values (HCV) 
C)  household elasticity segmentation 
D)  household demand segmentation 
E)  household life cycle (HL
C)

Question 12

Which type of WOM occurs when marketers attempt to launch or accelerate WOM in existing customer circles, or when they develop entirely new forums for WOM?

Accepted Answer

A)  primary 
B)  secondary 
C)  organic 
D)  scripted 
E)  amplified

Question 13

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

Accepted Answer

A)  actual self 
B)  extended self 
C)  preferred self 
D)  future self 
E)  ideal self

Question 14

Which type of group generally has a set of stated rules, accepted values, and codes of conduct that members are expected to adhere to?

Accepted Answer

A)  primary group 
B)  formal group 
C)  referent group 
D)  legitimate group 
E)  expert group

Question 15

Consumers scoring high on the attention to social comparison information (ATSCI) trait are generally not concerned about how other people react to their behavior.

Accepted Answer

A) True 
 B)False

Question 16

Harriett's husband of 52 years passed away recently. Fortunately, Harriett has several friends and lots of family to help her through this difficult time in her life. These friends and family represent Harriett's _____.

Accepted Answer

A)  nuclear family 
B)  extended family 
C)  social family 
D)  social network 
E)  reference group

Question 17

WEDDING SCENARIO
Janice is so excited because her boyfriend just asked her to marry him, and, of course, she said yes. Now comes the big task of planning the wedding. Her parents are paying for the wedding, so Janice needs to abide by their wishes even though she might like to have a more extravagant reception than they are willing to pay for. Plus, she will be getting married in the Catholic church, and the priest said her and her fiance 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. Her parents are very frugal, and her mother even suggested that she wear her old prom dress instead of buying a new wedding gown. After all, she only wore the prom dress once. Janice was mortified when her mother suggested this, saying, "But mother, 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 their household. She was a little nervous about this at first, but her mother had taught her proper food handling and how to cook, so her husband was quite pleased with her domestic skills.
-Refer to Wedding Scenario. What role is her father assuming with regard to the purchase of Janice's wedding dress?

Accepted Answer

A)  influencer 
B)  gatekeeper 
C)  user 
D)  decision maker 
E)  purchaser

Question 18

Abigail joined PETA (People for the Ethical Treatment of Animals) because she believes so strongly in this group's cause in helping animals. She even became a vegetarian because this group values this behavior. Which type of group influence does PETA exert on Abigail?

Accepted Answer

A)  hedonic influence 
B)  utilitarian influence 
C)  informational influence 
D)  value-expressive influence 
E)  ego-defensive influence

Question 19

The extended family consists of three or more generations of family members.

Accepted Answer

A) True 
 B)False

Question 20

Young adults who move back home with their parents after they graduate from college are referred to as _____.

Accepted Answer

A)  leaches 
B)  barnacle kids 
C)  secondary kids 
D)  boomerang kids 
E)  extended family

Exam 10: Group and Interpersonal Influence

What are the two types of word-of-mouth influences?

Sarah is a member of a sorority that influences her attitudes, opinions, and behaviors, such as which clothes she purchases. The way in which this group influences Sarah is called _____.

The person who controls information flow into the household regarding purchase decisions is referred to as the _____.

Viral marketing is a technique that attempts to deceive consumers about the involvement of marketers in a communication.

Which type of networks do consumers form based on common interests, associations, or goals?

Five adopter categories of consumers have been identified: innovators, early adopters, early majority, late majority, and laggards.

James knows a lot about video games, so friends ask him for advice when trying to decide which game system to purchase as well as which games are fun. For these friends, James can be considered a(n) _____.

Which of the following is a segmentation technique that acknowledges that changes in family composition and income alter household demand for products and services?

Which type of WOM occurs when marketers attempt to launch or accelerate WOM in existing customer circles, or when they develop entirely new forums for WOM?

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

Which type of group generally has a set of stated rules, accepted values, and codes of conduct that members are expected to adhere to?

Consumers scoring high on the attention to social comparison information (ATSCI) trait are generally not concerned about how other people react to their behavior.

Harriett's husband of 52 years passed away recently. Fortunately, Harriett has several friends and lots of family to help her through this difficult time in her life. These friends and family represent Harriett's _____.

Abigail joined PETA (People for the Ethical Treatment of Animals) because she believes so strongly in this group's cause in helping animals. She even became a vegetarian because this group values this behavior. Which type of group influence does PETA exert on Abigail?

The extended family consists of three or more generations of family members.

Young adults who move back home with their parents after they graduate from college are referred to as _____.