Chapter 8: Group and Interpersonal Influence
TRUE/FALSE
1. (T/F) Gaining acceptance into a group provides value for a consumer directly by satisfying his or her needs for belonging.
2. (T/F) The International Bartenders Association is an example of a primary reference group.
3. (T/F) Brandfests are extravagant events that bring together a variety of brands under one roof to discuss marketing strategies.
4. (T/F) A consumer’s desire to be a member of an aspirational group is motivated by the need to assert the consumer’s actual self.
5. (T/F) Peer pressure experiences are restricted to the childhood and adolescent phases of a consumer’s life.
6. (T/F) Social power refers to the ability of an individual to rebel against the collective rule of a group or society at large.
7. (T/F) 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.
8. (T/F) Late majority consumers and laggards, tend to be more cautious about buying new products.
9. (T/F) Opinion leaders are also known as market mavens.
10. (T/F) Positive word-of-mouth generally has a more widespread influence than negative word-of-mouth.
MULTIPLE CHOICE
1. Stacy had signed up her daughters for Brownie Girl Scouts few months back. Since then, she had noticed a positive attitudinal change in them. They are now much more disciplined and responsible. According to Stacy, this change has been brought about by the Girl Scouts group. The change in Stacy’s daughters can be attributed to _____.
a. / group influenceb. / social couponing
c. / group polarization
d. / social stratification
e. / social loafing
2. When Ciarra completed high school and started applying to various colleges, she kept Texas Tech University at the top of her priority list as her parents wanted her to attend college there. This scenario illustrates the influence of a(n) _____ on Ciarra’s choice.
a. / focus groupb. / tertiary group
c. / outgroup
d. / primary group
e. / secondary group
3. A brand community is an example of a(n) _____.
a. / primary groupb. / secondary group
c. / task group
d. / action group
e. / Outgroup
4. Which of the following occurs when an individual yields to the attitudes and behaviors of other consumers?
a. / Conformityb. / Reliability
c. / Credibility
d. / Validity
e. / Accountability
5. 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?
a. / Normative influenceb. / Informational influence
c. / Coercive influence
d. / Value-expressive influence
e. / Utilitarian influence
6. The extent to which consumers join groups to express their own closely held beliefs is called _____ influence of groups.
a. / utilitarianb. / normative social
c. / hedonic
d. / informational
e. / value-expressive
7. Which of the following individual difference variable assesses the individual’s need to enhance his or her image in terms of others by acquiring and using products, conforming to the expectations of others, and learning about products by observing others?
a. / Need for cognitionb. / Typical intellectual engagement
c. / Separateness-connectedness
d. / Openness to experience
e. / Susceptibility to interpersonal influence
8. _____ word-of-mouth (WOM) occurs when marketers attempt to accelerate WOM in existing customer circles, or when they develop entirely new WOM forums.
a. / Primaryb. / Random
c. / Organic
d. / Scripted
e. / Amplified
9. Marketing efforts that focus on generating excitement that is spread among market segments is known as _____ marketing
a. / buzzb. / affinity
c. / multi-level
d. / relationship
e. / ambush
10. The way in which new products are adopted and spread throughout a marketplace is known as the _____ process.
a. / diffusionb. / differentiation
c. / activation
d. / innovation
e. / assimilation