CHAPTER 11

GROUP INFLUENCE AND OPINION LEADERSHIP Multiple Choice 1. A(n) _________________ is an actual or imaginary individual or group conceived of having significant relevance upon an individuals evaluations, aspirations, or behavior. a. opinion group b. select group c. reference group d. focus group Answe ! "c# Di$$icult%! "E# F&ct P&'e! ()) 2. Reference groups influence consumers in three ays. !hich of the follo ing is "#$ one of those ays% a. &nformational. b. Reputational. c. 'tilitarian. d. (alue)e*pressive. Answe ! "*# Di$$icult%! "M# F&ct P&'e! ())+(),- T&*le 11.1 +. $ o dimensions influence the degree to hich reference groups are important in consumer purchasing. !hich of the follo ing is one of those dimensions% a. ,o long has a person been a member of a reference group% b. !here is the reference group-near or far% c. &s the purchase a lu*ury or a necessity% d. &s the purchase made online or through a catalog% Answe ! "c# Di$$icult%! "M# F&ct P&'e! ())+(), .. !hich of the follo ing reference group influence forms is most associated ith the follo ing situation% /ituation0 1arl 2no s that 3ert has had e*perience ith various types of motor oils since he is a mechanic for a large 1adillac dealership. 1arl as2s 3ert to compare his brand against 4ua2er /tate. 3ert tells 1arl that 4ua2er /tate cant be beat for performance and durability. a. &nformational influence. b. 5emand influence. c. 'tilitarian influence. d. (alue)e*pressive influence. Answe ! "&# Di$$icult%! "M# Applic&tion P&'e! (),- T&*le 11.1

161

7. !hich of the follo ing reference group influence forms is most associated ith the follo ing situation% /ituation0 /am is a member of a very tight bo ling group. /ams group of friends sociali8es ith one another on a constant basis. /am has decided to buy a $(. $ o of /ams bo ling buddies s ear by /onys $rinitron model. 9ven though /am has al ays bought R1A, he decides to buy a /ony this time. a. &nformational influence. b. 5emand influence. c. 'tilitarian influence. d. (alue)e*pressive influence. Answe ! "c# Di$$icult%! "H# Applic&tion P&'e! (),- T&*le 11.1 :. $he capacity to alter the actions of others is referred to as0 a. re ard po er. b. legitimate po er. c. e*pert po er. d. social po er. Answe ! "/# Di$$icult%! "E# F&ct P&'e! (), ;. <hillip admires the =ualities of the /igma 1his on his college campus. /ince he has decided to try and pledge this group, he begins to imitate the =ualities that he perceives the group has. !hat type of po er does the fraternity seem to be displaying ith respect to <hillip and his behavior% a. >egitimate po er. b. Referent po er. c. 9*pert po er. d. Re ard po er. Answe ! "*# Di$$icult%! "M# Applic&tion P&'e! (),+()0 ?. 5iannes boss has praised her or2 performance on many occasions. $oday, he called 2ey office staff together and announced to 5ianne and his staff that as of tomorro she ould become his ne staff assistant and ould receive a @2,AAA bonus for all her hard or2 over the past year. !hat type of po er does 5iannes boss hold in this situation% a. >egitimate po er. b. Referent po er. c. 9*pert po er. d. Re ard po er. Answe ! "/# Di$$icult%! "M# Applic&tion P&'e! ()0 6. #ur parents may play a pivotal role in forming our values to ard many important issues, such as attitudes about marriage or here to go to college. $his is an e*ample

162

of _______________ influence. a. normative b. comparative c. selective d. dydactic Answe ! "&# Di$$icult%! "M# F&ct &n/ Applic&tion P&'e! (,1 1A. <hillipe is a member of small ,arley)5avidson motorcycle club. $hey meet once a ee2 to ride and tal2 about their bi2es. $his club might e*ert a ____________ influence on <hillipe as he decides on the model of bi2e to buy for his girl friend. a. normative b. comparative c. selective d. didactic Answe ! "*# Di$$icult%! "E# Applic&tion P&'e! (,1 11. $he _____________ influence is the reference group influence that helps the consumer ma2e decisions about specific brands or activities. a. normative b. comparative c. selective d. dyad Answe ! "*# Di$$icult%! "M# F&ct P&'e! (,1 12. A ____________ is a set of consumers ho share a set of social relationships based upon usage or interest in a product. a. reference community b. brand community c. dyad community d. robust community Answe ! "*# Di$$icult%! "E# F&ct P&'e! (,1 1+. Bames #tis ants to be CDust li2e Ei2eF (bas2etball star Eichael Bordan) and has for many years. Bames has purchased Bordan)gear, follo s Bordans career, and has often thought about ho to give bac2 to his community the ay EB has. !hich of the follo ing reference group terms ould apply to Bames #tis and his relationship ith Eichael Bordan% a. Eembership group. b. 5issociative group. c. Aspirational group. d. $ribal group.

16+

Answe ! "c# Di$$icult%! "E# Applic&tion P&'e! (,2 1.. $he li2elihood that people ill become part of a consumers identification reference group is affected by all of the follo ing factors 9G19<$0 (<ic2 the least li2ely) a. propin=uity. b. mere e*posure. c. demographics. d. group cohesiveness. Answe ! "c# Di$$icult%! "H# F&ct P&'e! (,2 17. $he li2elihood that people ill become part of a consumers identification reference group is affected by physical nearness of group members. $he term for this nearness is0 a. propin=uity. b. e*posure. c. demographics. d. cohesiveness. Answe ! "&# Di$$icult%! "M# Applic&tion P&'e! (,2 1:. 1indy 1hen or2s in a large office building. /he sees the same people, even though they are from different offices, everyday at lunch. #ver a period of time common problems are discussed and gossip is e*changed. Hor 1indy 1hen, these lunch ac=uaintances have become part of her reference group. !hich of the follo ing ould e*plain the maDority of the reasons for this % a. 5emographics. b. #rgani8ational culture. c. Eere e*posure. d. Iroup cohesiveness. Answe ! "c# Di$$icult%! "M# Applic&tion P&'e! (,2 1;. 1het meets each !ednesday night at 3orders 3oo2store ith a small group computer enthusiasts. $he group calls itself G),ac2ers because at one time all of these select members ere hac2ers. $oday, the group has similar values and has pledged itself to stopping computer hac2ing. !hich of the follo ing membership group factors best describes the uni=ueness of the group% a. <ropin=uity b. Eere e*posure c. #rgani8ational culture d. Iroup cohesiveness Answe ! "/# Di$$icult%! "M# Applic&tion P&'e! (,2 1?. C"erds,F C5ruggies,F and C<reppiesF are all illustrations of groups that the average

16.

college student might be e*posed to. $he average student considers these groups to be _______________. a. cultural groups. b. cohesive groups. c. avoidance groups. d. aspirational groups. Answe ! "c# Di$$icult%! "E# Applic&tion P&'e! (,2 16. $he plain and simple fact is that Ralph has body odor. !orse than that, Ralph does not seem to care. Ralphs clothes are in a shambles and his personal hygiene could certainly be improved. Hor most people, Ralph ould be in hich of the follo ing groups% a. Aspirational groups. b. 1ohesive groups. c. Avoidance groups. d. 5eindividuali8ation groups. Answe ! "c# Di$$icult%! "E# Applic&tion P&'e! (,2 2A. Any time 3ill and $om return to $e*as AJE 'niversity to attend a football game, they immediately become part of the Aggie tradition and lose their o n individual identities hile they are on campus. $he process hereby individual identities become submerged ithin a group (such as the one mentioned above) is called0 a. polari8ation. b. parallel cohesiveness. c. deindividuali8ation. d. cohort e*aggeration. Answe ! "c# Di$$icult%! "M# F&ct &n/ Applic&tion P&'e! (,3 21. Iroups often e*perience hat is 2no n as a ris2y shift (group members are illing to consider ris2ier alternatives than they ould as individuals). #ne of the chief reasons for this phenomenon is0 a. decision polari8ation. b. diffusion of responsibility. c. degeneration hypothesis. d. regeneration hypothesis. Answe ! "*# Di$$icult%! "M# F&ct P&'e! (,4 22. _____________ refers to a change in beliefs or actions as a reaction to real or imagined group pressure. a. &nfluence b. 1onformity c. 1ohesiveness

167

d. 1ompliance Answe ! "*# Di$$icult%! "E# F&ct P&'e! (,, 2+. !ithin groups, informal rules of behavior are called0 a. norms. b. beliefs. c. values. d. interpersonal dynamics. Answe ! "&# Di$$icult%! "E# F&ct P&'e! (,, 2.. 1onformity is not an automatic process, and many factors contribute to the li2elihood that consumers ill pattern their behavior after others. All of the follo ing are among those factors 9G19<$0 a. racial consciousness. b. cultural pressures. c. fear of deviance. d. commitment. Answe ! "&# Di$$icult%! "M# F&ct P&'e! (,,+(,0 27. Bapan is noted for its adherence to collective ell being and group loyalty over individual needs. $his is an e*ample of hich of the follo ing factors that contribute to conformity% a. 1ultural pressures. b. 1ommitment. c. Iroup unanimity, si8e, and e*pertise. d. /usceptibility to interpersonal influence. Answe ! "&# Di$$icult%! "E# Applic&tion P&'e! (,,+(,0 2:. 3ob as passed over for promotion because he had the reputation for not being a team player. &n the future, he promises to or2 on his Cteam spirit.F $he pressure for conformity that 3ob ill feel during his ne*t revie period ill be from hich of the follo ing areas% a. 1ultural pressure. b. Hear of deviance. c. 1ommitment. d. /usceptibility to interpersonal influence. Answe ! "*# Di$$icult%! "M# Applic&tion P&'e! (,,+(,0 2;. Eaurice is no 5B but he has been put in charge of pic2ing the music for his schools upcoming dance. Ean, hat pressure. 9veryone is giving him advice and everyone is telling him not to Cblo it.F $he principal has, ho ever, arned him about harsh

16:

language rap music. Eaurice decides to go to another school dance the ee2 prior to his o n to get a feel for hat might be cool to do hen he 5Bs. $he above e*ample is an e*ample of hat might happen hen ________________ is or2ing. a. compliance theory b. obedience theory c. social Dustice theory d. social comparison theory Answe ! "/# Di$$icult%! "M# Applic&tion P&'e! (,0 2?. _______________ asserts that this process occurs as a ay to increase the stability of ones self)evaluation, especially hen physical evidence is unavailable. a. 1ompliance theory b. #bedience theory c. /ocial Dustice theory d. /ocial comparison theory Answe ! "/# Di$$icult%! "M# F&ct P&'e! (,0 26. &f defiance of the group is the actual obDect of behavior, then ____________ has occurred. a. independence b. cohesion c. resistance d. anticonformity Answe ! "/# Di$$icult%! "E# F&ct P&'e! (,0 +A. _________ is the negative emotional state that results hen e are deprived of our freedom to choose. a. 1ohesion b. Reactive dilemma c. $he <erry 1onfusion &nde* d. Reactance Answe ! "/# Di$$icult%! "M# F&ct P&'e! (,5 +1. Rogers parents have forbidden him to go to pornographic !eb sites even though all his friends seem to be doing it. 9very time Roger is caught, the penalty seems to be more severe. ,o ever, li2e many young male teenagers, every time Roger is caught he tries harder to find ays to disobey his parents in this matter. &t almost seems to be a Cfreedom of choiceF versus a CrulesF ar going on bet een Roger and his parents in this matter. $he above is an illustration of hat is called0 a. resistance. b. cohesion. c. antidisciplinary behavior.

16;

d. reactance. Answe ! "/# Di$$icult%! "H# Applic&tion P&'e! (,5 +2. &t is estimated that __________ of all consumer)goods sales are influenced by ord) of)mouth communication. a. .AK b. 7AK c. ::K d. ;7K Answe ! "c# Di$$icult%! "H# F&ct P&'e! (,5 ++. /tudies in both industrial and consumer purchase settings underscore the idea that ord)of)mouth (!#E) is relied upon in hich of the follo ing stages of the purchase process% a. <roduct introduction and brand a areness. b. 3rand a areness and brand recognition. c. 9valuation and adoption. d. <ost)purchase alienation and reDection. Answe ! "c# Di$$icult%! "M# F&ct P&'e! (01 +.. !ord)of)mouth communication is especially po erful hen the consumer is0 a. brand loyal. b. dissatisfied ith an e*isting product. c. relatively unfamiliar ith a product category. d. 2no ledgeable about a product category. Answe ! "c# Di$$icult%! "M# F&ct P&'e! (01 +7. !hich of the follo ing is true ith respect to negative ord)of)mouth communications% a. 1onsumers vie negative !#E less heavily than positive !#E. b. 1onsumers vie positive !#E less heavily than negative !#E. c. 1onsumers vie both positive and negative !#E about the same. d. 1onsumers distrust negative !#E because it appears that someone has Can a*e to grind.F Answe ! "*# Di$$icult%! "M# F&ct P&'e! (01+(02 +:. A ______________________ is a collection of people hose online interactions are based upon shared enthusiasm for and 2no ledge of a specific consumption activity. a. dydactic community of consumption b. economic community of consumption c. virtual community of consumption

16?

d. database community of consumption Answe ! "c# Di$$icult%! "E# F&ct P&'e! (03 +;. (irtual communities come in many different forms. &f you ere to construct an online personal Dournal here you could share your thoughts ith anyone ho ished to revie your Dournal, hich of the follo ing virtual community formats ould you be use% a. Eulti)'ser 5ungeons (E'5). b. Rooms, rings, and lists. c. 3oards. d. 3logs. Answe ! "/# Di$$icult%! "M# F&ct &n/ Applic&tion P&'e! (03 +?. $he intensity of identification ith a virtual community depends on t o factors. $he first is that the more central the activity to a persons self)concept, the more li2ely he or she ill pursue an active membership in a community. $he second is that0 a. membership is more li2ely to occur if common economic bac2grounds are present. b. the intensity of the social relationships the person forms ith other members of the virtual community helps to determine his or her e*tent of involvement. c. the intensity of the membership in the community is dependent on 2no ledge of the language used in the community-the secret code. d. the subDect matter discussed in the community is a determinant (i.e., technical chat rooms are the most popular). Answe ! "*# Di$$icult%! "H# F&ct &n/ Applic&tion P&'e! (04 +6. $here are often distinctive member types found in virtual communities. According to information found in the te*t, hich of the follo ing types are the most important targets for mar2eters ho ish to leverage communities for promotional purposes based on high self)centrality of consumption activity% a. $ourists and Einglers. b. Einglers and 5evotees. c. 5evotees and &nsiders. d. &nsiders and Einglers. Answe ! "c# Di$$icult%! "H# F&ct &n/ Applic&tion P&'e! (04+(0)- Fi'u e 11.( .A. $here are often distinctive member types found in virtual communities. According to information found in the te*t, hich of the follo ing types are the most important targets for mar2eters ho ish to leverage communities for promotional purposes based on strong ties to community% a. $ourists and Einglers. b. Einglers and 5evotees. c. 5evotees and &nsiders.

166

d. &nsiders and Einglers. Answe ! "/# Di$$icult%! "H# F&ct &n/ Applic&tion P&'e! (04+(0)- Fi'u e 11.( .1. /am and Bac2son have Dust returned from a ,ouston Astros game at the ne Astros ball par2. $he ballpar2 really impressed them, ho ever, hat really caught their attention as the uni=ue ay that 1oca)1ola sold its products. $here ere roving teams of C1ola 3uddiesF moving throughout the cro d during the game. $hese teams ere passing out Cfree couponsF for 1o2es, souvenir cups, dugout passes, and Cfree tic2etsF to ne*t ee2s games. /am and Bac2son ill al ays remember ho great their day at the ballpar2 as and ill certainly choose 1oca)1ola hen given the opportunity. $he above is an e*ample of hich of the follo ing communication strategies% a. Hoot)in)the)door mar2eting. b. Iuerrilla mar2eting. c. (iral mar2eting. d. 5emand)based mar2eting. Answe ! "*# Di$$icult%! "M# Applic&tion P&'e! (0)+(0, .2. _________ refers to the strategy of getting customers to sell a product on behalf of the company that creates it. a. Hoot)in)the)door mar2eting b. Iuerrilla mar2eting c. (iral mar2eting d. 5emand)based mar2eting Answe ! "c# Di$$icult%! "M# F&ct P&'e! (00 .+. A person ho is fre=uently able to influence others attitudes or behaviors is called a(n)0 a. referent. b. decider. c. opinion leader. d. demand)based leader. Answe ! "c# Di$$icult%! "E# F&ct P&'e! (00 ... All of the follo ing are generally characteristics of opinion leaders 9G19<$0 a. they are technically competent because they possess e*pert po er. b. they possess 2no ledge po er. c. they tend to be socially active. d. they tend to reduce their o n ris2 by allo ing others to try products first, then transmit this information to others. Answe ! "/# Di$$icult%! "E# F&ct P&'e! (00+(05

2AA

.7. 1onsumers tend to follo opinion leaders that e*hibit homophily. !hich of the follo ing statements most accurately describes homophily% a. ,omophily is the degree to hich a pair of individuals is similar in terms of education, social status, and beliefs. b. ,omophily is the degree to hich a pair of individuals is similar in terms of monetary ealth. c. ,omophily is the degree to hich a pair of individuals is similar in terms of race and ethnicity. d. ,omophily is the degree to hich a pair of individuals is similar in terms of se*ual orientation. Answe ! "&# Di$$icult%! "H# F&ct &n/ Applic&tion P&'e! (05 .:. A consumer category has been proposed here the consumer is called a(n) _______. $his category describes people ho are actively involved in transmitting mar2etplace information of all types (not Dust one type of information). a. opinion see2er. b. innovator. c. mar2et maven. d. mar2et analyst. Answe ! "c# Di$$icult%! "M# F&ct P&'e! (51 .;. __________ are into shopping and staying on top of hats happening in the mar2etplace, but are not necessarily the first to purchase items hen they come out. a. #pinion see2ers b. &nnovators c. Ear2et mavens d. Ear2et analysts Answe ! "c# Di$$icult%! "M# F&ct &n/ Applic&tion P&'e! (51 .?. $he traditional model of opinion communication had the mass media delivering messages through opinion leaders to recipients. $he updated model adds one additional communication factor or role player. &dentify that factor or role player belo . a. #pinion see2er. b. Ear2et analyst. c. Iate2eeper. d. #riginator. Answe ! "c# Di$$icult%! "M# F&ct &n/ Applic&tion P&'e! (51- Fi'u e 11.3 .6. A ne class of mar2eting intermediary has developed. $he ___________ is a person ho is hired to provide input into purchase decisions.

2A1

a. b. c. d.

mar2et maven surrogate consumer gate2eeper originator

Answe ! "*# Di$$icult%! "M# F&ct P&'e! (52 7A. /everal research methods are used to study reference groups and opinion leadership. $he ____________ trace communication patterns among members of a group. $hese techni=ues allo researchers to systematically map out the interactions that ta2e place among group members. a. reputational methods b. behavioral methods c. sociometric methods d. geodemographic methods Answe ! "c# Di$$icult%! "M# F&ct P&'e! (53 T ue6F&lse 71. A primary group is an actual or imaginary individual or group conceived of having significant relevance upon an individuals evaluations, aspirations, or behavior. Answe ! "F&lse# Di$$icult%! "M# F&ct P&'e! ()) 72. Reference groups are 2no n for having informational, utilitarian, and value) e*pressive influences. Answe ! "T ue# Di$$icult%! "E# F&ct P&'e! ()) 7+. &f an individual see2s information from those ho or2 ith the product as a profession before ma2ing a product decision, the individual is participating in the utilitarian influence of reference groups. Answe ! "F&lse# Di$$icult%! "M# Applic&tion P&'e! (),- T&*le 11.1 7.. /amantha buys >eggs panty hose because that is the brand her roommate buys. $his is an e*ample of the utilitarian influence of reference groups. Answe ! "T ue# Di$$icult%! "E# Applic&tion P&'e! (),- T&*le 11.1 77. /haron ears lingerie from (ictorias /ecret because she 2no s that most of her friends admire those that can afford to ear this type of lingerie. /haron is purchasing her clothing as a result of the value)e*pressive influence of reference groups.

2A2

Answe ! "T ue# Di$$icult%! "E# Applic&tion P&'e! (),- T&*le 11.1 7:. &f a person has social power, they have the ability to alter the actions of others. Answe ! "T ue# Di$$icult%! "E# F&ct P&'e! (), 7;. 1herrie buys her lingerie from Hrederic2s of ,olly ood because Eadonna recommends it. $herefore, 1herrie is acting on the basis of re ard po er. Answe ! "F&lse# Di$$icult%! "M# Applic&tion P&'e! (),+()0 7?. A consumer gets e*pert po er from possessing a specific 2no ledge or s2ill about a content area (such as boo2s, movies, et cetera). Answe ! "T ue# Di$$icult%! "E# F&ct &n/ Applic&tion P&'e! ()0 76. 1oercive po er refers to influencing a person by using reinforcement. Answe ! "F&lse# Di$$icult%! "E# F&ct &n/ Applic&tion P&'e! ()0+()5 :A. A normative reference group is one hereby decisions about specific brands or activities are affected, thus potentially altering decisions made by group members. Answe ! "F&lse# Di$$icult%! "M# F&ct &n/ Applic&tion P&'e! (,1 :1. A ,arley)5avidson club might e*ert comparative influence, hereby decisions about specific brands or activities are affected. Answe ! "T ue# Di$$icult%! "E# Applic&tion P&'e! (,1 :2. A membership reference group comprises ideali8ed figures, such as successful business people, athletes, or performers. Answe ! "F&lse# Di$$icult%! "E# F&ct &n/ Applic&tion P&'e! (,2 :+. $he li2elihood that someone ill Doin your reference group is enhanced if the person has propin=uity to you. Answe ! "T ue# Di$$icult%! "H# F&ct P&'e! (,2 :.. /maller groups tend to be less cohesive than larger groups because of the pressures e*erted by the group members. Answe ! "F&lse# Di$$icult%! "H# F&ct P&'e! (,2 :7. Reference groups have positive influences and dissolve once they have negative

2A+

influence. Answe ! "F&lse# Di$$icult%! "M# F&ct P&'e! (,2+(,( ::. Lou may have observed that people sometimes behave more ildly at costume parties or on ,allo een than they do normally. $his phenomenon is 2no n as social loafing. Answe ! "F&lse# Di$$icult%! "M# F&ct &n/ Applic&tion P&'e! (,3 :;. "orms are informal rules of behavior associated ith group behavior. Answe ! "T ue# Di$$icult%! "E# F&ct P&'e! (,, :?. Iroup conformity is influenced by such factors as cultural pressures, fear of deviance, and group si8e. Answe ! "T ue# Di$$icult%! "E# F&ct P&'e! (,,+(,0 :6. Iroup reaction theory asserts that group reaction occurs as a ay to increase the stability of ones self)evaluation. Answe ! "F&lse# Di$$icult%! "M# F&ct P&'e! (,0 ;A. #ne of the factors the intensity of identification ith a virtual community depends upon is centrality of the activity to the persons self)concept. Answe ! "T ue# Di$$icult%! "M# F&ct P&'e! (04 ;1. (iral mar2eting refers to a strategy of getting customers to sell a product on behalf of the company that creates it. Answe ! "T ue# Di$$icult%! "M# F&ct P&'e! (00 ;2. #pinion leaders are born, not made. Answe ! "F&lse# Di$$icult%! "E# F&ct P&'e! (00+(05 ;+. #pinion leaders often absorb much of the ris2 in buying ne products since they generally buy them first. Answe ! "T ue# Di$$icult%! "E# F&ct P&'e! (05 ;.. A mar2et maven is actively involved in transmitting mar2etplace information of all types.

2A.

Answe ! "T ue# Di$$icult%! "M# F&ct P&'e! (51+(51 ;7. $he most commonly used method to identify opinion leaders is to use the social registry document that is 2ept by most city ne spapers. Answe ! "F&lse# Di$$icult%! "M# F&ct P&'e! (52+(5(

Ess&% 7uestions ;:. 5efine the term reference group. Answe ! A reference group is an actual or imaginary individual or group conceived of having significant relevance upon an individuals evaluations, aspirations, or behavior. Di$$icult%! "E# F&ct P&'e! ()) ;;. Reference groups influence consumers in three ays. "ame them and describe the nature of the influence upon the consumer. Answe ! Informational influence ) $he consumer see2s information from e*perts, professionals, and others ho or2 ith the product or ho are 2no ledgeable about the productM the consumer may be influenced by the Nseal of approvalN of independent testing agencies. $he consumer consults ith friends about their e*perience ith the performance of brands. $he consumer also observes hich products are used by the e*perts themselves0 hich 2ind of coo2 are do real chefs use% Utilitarian influence ) $he individualOs decision to buy a particular brand is influenced by e*pectations or preferences of co) or2ers, family, and others ith hom he has social contact. 3rand choice is influenced by a desire to satisfy the preferences and e*pectations others have of him or her. Value-expressive influence ) $he individual feels that buying or using a particular brand might enhance the image others have of him or her. $hose ho use such a brand are admired or respected, and the individual feels they have the characteristics sPhe ould li2e to have. 'sing such products tends to sho others hat sPhe is or ould li2e to be, and ho sPhe ould li2e to be regarded by them. Di$$icult%! "M# F&ct &n/ Applic&tion P&'e! (),- T&*le 11.1 ;?. 5escribe the meaning of social po er. !hat are the si* bases of social po er ithin reference groups% 5iscuss some of the li2ely strategies that ould be used by an individual or group possessing each type of po er.

2A7

Answe ! Social power refers to N... the capacity to alter the actions of others.N 5imensions of social po er apply hether the action as ta2en voluntarily or hether the action ould be ta2en even if the more po erful person or group as not present to monitor the situation. <o er bases of individuals or groups include0 Referent power stems from a personOs having =ualities admired by others. <rominent people can affect consumer behavior by championing causes, ma2ing distinctive fashion statements, or by endorsing products, e.g., NAirN Bordan. Information power stems from possession of 2no ledge considered valuable by others. 9ditors of trade publications may be thought to have NinsideN information others ould li2e to 2no . >i2ely strategies of those possessing po er include retrieving valuable information from business or industry sources or a library for dissemination to others. Legitimate power is granted by informal social agreements, through formal actions such as la s or voluntary ac=uiescence to the authority of another. >i2ely strategies of those possessing po er include use of oneOs official title, such as professor, or earing a uniform to communicate authority. Expert power is derived from possessing a specific 2no ledge or unusual level of s2ill that is inseparable from the person or the e*pert. >i2ely strategies of those possessing po er include demonstrating special 2no ledge, such as computer literacy, or appearing on $( discussion sho s as an authority. Reward power e*ists hen a person or group has the means to provide positive reinforcements for desired behavior by group members. >i2ely strategies of those possessing po er include tangible re ards, such as giving bonuses for outstanding employee service, or intangible re ards such as giving social approval for desired behavior (N& thin2 youOll be glad you moved to this neighborhood.N). Coercive power e*ists hen a person or group has the means for punishing group members for inappropriate behavior. >i2ely strategies of those possessing po er include firing a or2er for poor performance or refusing to let 2ids atch $( if they misbehave. 1oercive po er is rarely used in mar2eting situations, e*cept as fear appeals in advertising. Di$$icult%! "H# F&ct &n/ Applic&tion P&'e! (),+()5 ;6. 1ompare normative influence and comparative influence among reference groups. Answe ! "ormative influence occurs hen the reference group helps to set and enforce fundamental standards of conduct. &n contrast, comparative influence occurs hen the group (because of its nature or e*pertise) impacts decisions about specific brands or activities.

2A:

Di$$icult%! "E# F&ct P&'e! (,1 ?A. $he li2elihood that people ill become part of a consumers membership reference group is affected by three factors. "ame and briefly discuss each of these factors. Answe ! Propinquit ))as physical distance bet een people decreases and opportunities for interaction increase, relationships are more li2ely to form. <hysical nearness is called propin=uity. Hor e*ample, residents in a neighborhood are more li2ely to be friends ith the people ne*t door than those ho live several doors do n from them. <hysical structure has a lot to do ith hom e get to 2no and ho popular e are. !ere exposure)) e come to li2e persons or things simply as a result of seeing them more often, hich is 2no n as the mere e*posure phenomenon. Ireater fre=uency of contact, even if unintentional, may help to determine ones set of local referents. "roup co#esiveness))cohesiveness refers to the degree that members of a group are attracted to each other and value their group membership. As the value of the group to the individual increases, so too does the li2elihood that the group ill guide consumption decisions. /maller groups tend to be more cohesiveM in larger groups, the contributions of each member are usually less important or noticeable. 3y the same to2en, groups often try to restrict membership to a select fe , hich increases the value of membership to those ho are admitted. Di$$icult%! "H# F&ct P&'e! (,2 ?1. 5iscuss the concept of conformity. !hy do consumers pattern their behavior after that of others% 5escribe the five types of social influence hich affect the li2elihood of conformity. Answe ! Conformit refers to a change in beliefs or actions as a reaction to real or imagined group pressure. &n order for a society to function ell, a system of rules for e*pected behaviors is developed, more or less informally as norms or formally through la s. #ver time, there is general agreement ithin the society about obeying these rules and conforming to the groupOs norms. &n general, the process of social influence is effective because it is believed that conforming behavior ill be re arded and lead to social approval or money. Among the factors that affect the li2elihood of conformity are0 Cultural pressures can e*ert enormous influence on individuals to Ndo the right thing.N $ear of deviance pressures individuals because most societies and groups punish or disapprove of behaviors different from those of the group.

2A;

Commitment or the degree to hich the individual is dedicated to continued membership in a group influences behavior. Ienerally spea2ing, the greater the desire to remain in a group, the more conformity an individual ill e*hibit. "roup si%e& unanimit & and expertise all combine to increase a groupOs po er to elicit greater conformity. Suscepti'ilit to interpersonal influence refers to an individuals need to identify or enhance his or her image in the opinion of significant others. $his enhancement process is often accomplished by the ac=uisition of products the person believes ill impress his or her audience. Di$$icult%! "H# F&ct &n/ Applic&tion P&'e! (,0+(,5 ?2. (irtual communities have made it possible for people to interact ith other people over great distances and from different bac2grounds via the &nternet. ,o ever, the intensity of identification ith a virtual community depends on t o factors. !hat are they% "e*t, describe the distinct member types that might be present in any virtual community because of these t o factors. 'se the designations provided in the te*t. Answe ! $ o Hactors0 $he first is the more central activity to a persons self)concept, the more li2ely he or she ill be to pursue an active membership in a community. $he second is that the intensity of the social relationships the person forms ith other members of the virtual community helps to determine his or her e*tent of involvement. 1ombining these t o factors creates four distinct member types0 (a) (ourists))lac2 strong social ties to the group and maintain only a passing interest in the activity. (b) !inglers))maintain strong social ties, but are not very interested in the central consumption activity. (c) )evotees))e*press strong interest in the activity, but have fe social attachments to the group. (d) Insiders))e*hibit both strong social ties and strong interest in the activity. Di$$icult%! "M# F&ct &n/ Applic&tion P&'e! (04 ?+. 9*plain the concept of guerrilla mar*eting and give an illustration of ho this promotionPcommunication techni=ue might or2. 3e specific in your comments. Answe ! "uerrilla mar*eting is considered to be promotional strategies that use unconventional locations and intensive ord)of)mouth campaigns to push products.

2A?

9*ample0 $he students are free to designate their o n e*amples unless other ise specified by the instructor. 9*amples used in the te*t ere street teams to pass out promotions and bombard neighborhoods ith literature on some event or promotion, young people to support a celebrity, or teams to flood the !eb ith e)mail promoting a cause or product. Di$$icult%! "E# F&ct &n/ Applic&tion P&'e! (04+(0, ?.. !hat characteristics of opinion leaders ma2e them valuable sources for product information% Answe ! All of the follo ing reasons are cited in the chapter0 #pinion leaders have technical competence leading to e*pert po er. $hey have prior familiarity ith product information and evaluation from a non)biased perspective (they are not receiving money for their advice). $his gives them 2no ledge po er. $hey have high social standing and broad)based community contacts and support. $hey are socially active and have legitimate po er. $hey are similar to the consumer in other respects, leading to referent po er. $hey are usually among the first to buy and use ne products so that much product evaluation is based upon personal e*perience, further enhancing their credibility as opinion leaders. Di$$icult%! "M# F&ct &n/ Applic&tion P&'e! (00+(05 ?7. !ith respect to opinion leadership, describe the self-designating model. Answe ! $he most commonly)used techni=ue to identify opinion leadership is simply to as2 individual consumers hether they consider themselves opinion leaders. Although respondents ho report a greater degree of interest in a product category are more li2ely to be opinion leaders, the results of surveys intended to identify self)designated opinion leaders must be vie ed ith some s2epticism. $he success of this techni=ue, ho ever, can be improved if the researcher ill select *e informants ho in turn are as2ed to identify opinion leaders (this removes the natural inflation bias). $he success of the 2ey informant method depends on locating those ho have accurate 2no ledge of the groups being measured.

2A6

Di$$icult%! "M# F&ct &n/ Applic&tion P&'e! (52+(5(

21A