Question 1

The exchange of advice and information between group members can occur _____.

Accepted Answer

A)  directly in the form of WOM when one individual seeks information from another 
B)  directly in the form of WOM when one individual volunteers information 
C)  indirectly through observation as a by-product of normal group interaction 
D)  A and B 
E)  A, B, and C

Question 2

Potential obstacles to rapid market acceptance of an innovation are known as _____.

Accepted Answer

A)  diffusion delayers 
B)  laggards 
C)  diffusion inhibitors 
D)  diffusion detractors 
E)  minimizers

Question 3

Which type of community interacts over time around a topic of interest on the Internet?

Accepted Answer

A)  brand community 
B)  online community 
C)  cyber community 
D)  techie community 
E)  geek squad

Question 4

In experiments, the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the _____.

Accepted Answer

A)  group effect 
B)  Asch phenomenon 
C)  Skinner effect 
D)  Pavlov phenomenon 
E)  follower effect

Question 5

Several consumers rely on information they obtain from others they see as knowledgeable about a specific product they are interested in purchasing (i.e., opinion leaders) as well as information they learn from marketing communications (i.e., advertisements) and other people that are not experts in the product category. Which type of communication flow does this represent?

Accepted Answer

A)  direct 
B)  two-step 
C)  multistep 
D)  rapid 
E)  efficient

Question 6

Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as a(n) _____.

Accepted Answer

A)  family 
B)  organization 
C)  group 
D)  cohort 
E)  generation

Question 7

Several girls in the ninth-grade class at a small private school maintained an online journal. In this journal, some negative comments about the school were made, and the principal made them discontinue this online journal. The principal was concerned because anybody can read these comments as long as they know the address. Personalized online journals where people and organizations can keep a running dialogue such as the one illustrated here are known as _____.

Accepted Answer

A)  search engines 
B)  diaries 
C)  blogs 
D)  viral marketing sites 
E)  cyber diaries

Question 8

Which of the following characterizes opinion leaders?

Accepted Answer

A)  younger 
B)  older 
C)  enduring involvement in the product or activity 
D)  highly educated 
E)  high income

Question 9

Which of the following is NOT an adopter category?

Accepted Answer

A)  innovators 
B)  early adopters 
C)  early majority 
D)  late majority 
E)  procrastinators

Question 10

Howard is 30 years old, does not create his own content, but consumes other people's content by reading blogs and watching videos. Which category of social media participant is Howard?

Accepted Answer

A)  Creators 
B)  Critics 
C)  Joiners 
D)  Spectators 
E)  Inactives

Question 11

The process of one person receiving information from the mass media or other sources and passing it on to others is known as the _____.

Accepted Answer

A)  direct flow of communication 
B)  one-step flow of communication 
C)  two-step flow of communication 
D)  multistep flow of communication 
E)  impersonal/personal flow of communication

Question 12

Whether or not a new idea, practice, or product is an innovation is determined by _____.

Accepted Answer

A)  statements made by a celebrity spokesperson 
B)  product demonstration in an infomercial 
C)  the perception of the potential market 
D)  an objective measure of technological change 
E)  packaging that states "new and improved"

Question 13

Advertising can stimulate and simulate word-of-mouth but not opinion leadership.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is a characteristic of a consumption subculture?

Accepted Answer

A)  an identifiable, hierarchical social structure 
B)  a set of shared beliefs or values 
C)  unique jargon, rituals, and modes of symbolic expression 
D)  A and B 
E)  A, B, and C

Question 15

Jeep Jamboree, Jeep 101, and Camp Jeep, in which owners of Jeeps gather for the purposes of interacting with one another in the context of learning about and using their Jeeps, are examples of a _____.

Accepted Answer

A)  consumption gathering 
B)  convention 
C)  consortium 
D)  brand event 
E)  brand fest

Question 16

The more the purchase and use of an innovation are consistent with the individual's and group's values or beliefs, the more rapid the diffusion.

Accepted Answer

A) True 
 B)False

Question 17

Twitter is an example of a _____.

Accepted Answer

A)  retailing online ordering service 
B)  micro-blogging tool 
C)  hyperlink to online car auctions 
D)  buzz agent 
E)  brand community

Question 18

Which type of influence occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information?

Accepted Answer

A)  transient 
B)  informational 
C)  normative 
D)  identification 
E)  substantive

Question 19

Tara is a marketing professor and is a member of the American Marketing Association. The members of this organization are associated with the discipline of marketing, either as academicians or as practitioners. The purpose of this organization is to disseminate research about marketing, to share best practices, and to foster the professional development of marketers. The American Marketing Associate is an example of a _____.

Accepted Answer

A)  group 
B)  cohort 
C)  generation 
D)  primary group 
E)  consumer group

Question 20

Clara had an unpleasant experience at a local restaurant at lunch one day. She went back to work and told all her coworkers about this experience, and many of them said they would never go back to that restaurant. Which type of communication is this an example of?

Accepted Answer

A)  negative 
B)  two-step flow 
C)  multistep flow 
D)  word-of-mouth 
E)  indirect

Exam 7: Group Influence on Consumer Behavior