Solomon cb13 TB 11

Consumer Behavior, 13e, Global Edition (Solomon)
Chapter 11 Groups and Social Media
1) ________ describes the capacity to alter the actions of others.

A) Social power
B) Social pressure
C) Social interaction
D) Social involvement
Answer: A
Diff: 2
LO: 11.1: Other people and groups, especially those that possess social power, influence our
decisions.
AACSB: Application of knowledge
2) A(n) ________ is an actual or imaginary individual or group conceived of having significant

relevance upon an individual's evaluations, aspirations, or behavior.
A) opinion group
B) demographic group
C) reference group
D) focus group
Answer: C
Diff: 1
decisions.
3) A type of reference group is ________.

A) membership
B) aspirational
C) avoidance
D) all of the above
Answer: D
Diff: 1
decisions.
1
Copyright © 2020 Pearson Education Ltd.
4) Power that is granted by virtue of a social agreement, such as the authority we give to police
officers, is called ________.
A) referent power
B) information power
C) legitimate power
D) expert power
Answer: A
Diff: 1
decisions.
5) ________ argue(s) that each of us has several "selves that relate to groups."
A) Cultural pressures
B) Social loafing
C) Social identity theory
D) Membership groups
Answer: C
Diff: 1
decisions.
6) If a consumer admires the qualities of another person and copies his or her behaviors, the
person that is copied has ________ power.
A) referent
B) informational
C) legitimate
D) coercive
Answer: A
Diff: 2
decisions.
7) ________ influence helps the consumer make decisions about specific brands or activities.
A) Normative
B) Social cue
C) Selective
D) Coercive
Answer: B
Diff: 1
decisions.
2
8) A group composed of people that the consumer actually knows is called a(n) ________
reference group.
A) aspirational
B) tribal
C) membership
D) networked
Answer: C
Diff: 1
decisions.
9) A reason why consumers conform is ________.

A) cultural pressures
B) fear of deviance
C) commitment
D) all of the above
Answer: D
Diff: 2
decisions.
10) Which of the following is a new kind of avoidance group that has grown in popularity
through the Web?
A) virtual communities of consumption
B) virtual worlds
C) consumer tribes
D) anti-brand communities
Answer: D
Diff: 1
decisions.
3
11) Phillip admires the qualities of the Sigma Chis on his college campus. Since he has decided
to try and pledge this group, he begins to imitate the qualities that he perceives the group has.
What type of power does the fraternity seem to be displaying with respect to Phillip and his
behavior?
A) legitimate power
B) referent power
C) expert power
D) reward power
Answer: B
Diff: 3
decisions.
12) Home shopping parties may activate ________, in which the individual at the party may get
so caught up in the party spirit that he or she orders products that would normally not be
purchased.
A) deindividuation
B) homophily
C) surrogate shift
D) principle of least interest
Answer: A
Diff: 2
decisions.
13) James Otis wants to be "just like Mike" (basketball star Michael Jordan) and has for many
years. James has purchased Jordan gear, follows Jordan's career, and he has often thought about
how to give back to his community the way MJ has. Which of the following reference group
terms would apply to James Otis and his relationship with Michael Jordan?
A) membership reference group
B) avoidance reference group
C) aspirational reference group
D) tribal reference group
Answer: C
Diff: 2
decisions.
AACSB: Analytical thinking
4
14) The plain and simple fact is that Ralph has body odor. Worse than that, Ralph does not seem
to care. Ralph's clothes are in shambles, and his personal hygiene could certainly be improved.
For most people, Ralph would be in which of the following groups?
A) aspirational reference group
B) cohesive reference group
C) avoidance reference groups
D) deindividualization reference groups
Answer: C
Diff: 2
decisions.
15) ________ is the degree to which a person is able to make other people do something.
A) Referent power
B) Identity power
C) Group power
D) Social power
Answer: D
Diff: 2
decisions.
16) According to the principle of least interest, the person who is least ________ has the most
power in the relationship.
A) committed to staying in the relationship
B) susceptible to interpersonal influence
C) susceptible to cultural pressures
D) concerned about sanctions against nonconforming behavior
Answer: A
Diff: 2
decisions.
17) James' friend, whom he admires and respects, just purchased a new car. James decides to buy
the same model. This situation illustrates the influence of ________.
A) information power
B) referent power
C) social power
D) legitimate power
Answer: B
Diff: 2
decisions.
5
18) ________ derives from the knowledge that a consumer possesses about a content area.
A) Expert power
B) Coercive power
C) Reward power
D) Referent power
Answer: A
Diff: 3
decisions.
19) Anna asks people in her social group their opinion about a movie before she watches it. Her
social group is an example of a(n) ________.
A) group norm
B) leaderboard
C) core group
D) reference group
Answer: D
Diff: 2
decisions.
20) When companies use celebrities in their ads they are using the principle of ________
reference groups.
A) membership
B) aspirational
C) coercive
D) normative
Answer: B
Diff: 2
decisions.
21) Within groups, informal rules of behavior are called ________.

A) beliefs
B) values
C) norms
D) interpersonal dynamics
Answer: C
Diff: 1
decisions.
6
22) ________ occurs when an individual may have reason to believe that the group will apply
sanctions to punish nonconforming behavior.
A) Fear of deviance
B) Fear of commitment
C) The principle of least interest
D) Interpersonal influence
Answer: A
Diff: 1
decisions.
23) If a firefighter told you to leave your apartment, you would comply because the firefighter
has ________ power.
A) referent
B) legitimate
C) coercive
D) reward
Answer: B
Diff: 2
decisions.
24) Phillipe is a member of a small Harley-Davidson motorcycle club. Members meet once a
week to ride and talk about their bikes. This club might exert a ________ influence on Phillipe as
he decides which model of bike he buys for his girlfriend.
A) referent power
B) normative
C) coercive power
D) legitimate power
Answer: A
Diff: 2
decisions.
7
25) Every summer, thousands of motorcycle enthusiasts converge at Sturgis, South Dakota, for a
motorcycle rally. They fill up every campground, motel, and hotel, in the vicinity. This annual
rally illustrates a(n) ________.
A) normative clan
B) consumer tribe
C) maven network
D) aspirational group
Answer: B
Diff: 2
decisions.
26) ________ happens when we do not devote as much time and effort to a task as we could
because our contribution is part of a larger group effect.
A) Brand community
B) Social loafing
C) Principle of least interest
D) Brand feats
Answer: B
Diff: 2
decisions.
27) Angela belongs to a film club that selects and views classic movies once a month. Angela
won't watch scary movies on her own, but agrees to watch the classic vampire film with the club
because almost all of the other club members voted to see it. This example demonstrates which
factor of conformity?
A) group unanimity
B) cultural pressure
C) fear of deviance
D) principle of least interest
Answer: A
Diff: 2
decisions.
28) A membership reference group consists of people we actually know. In contrast although we
don't know those in an aspirational reference group, we admire them anyway.
Answer: TRUE
Diff: 1
decisions.
8
29) Referent power involves one person admiring the qualities of another person and trying to
copy that person's behaviors.
Answer: TRUE
Diff: 1
decisions.
30) People we admire influence us because they hold referent power.

Answer: TRUE
Diff: 2
decisions.
31) A person or group with the means to provide positive reinforcement is said to have expert
power.
Answer: FALSE
Diff: 2
decisions.
32) If a person has social power, he or she has the ability to alter the actions of others.
Answer: TRUE
Diff: 1
decisions.
33) An individual's motivation to distance him or herself from a negative reference group can be
as powerful or more powerful than your desire to please a positive group.
Answer: TRUE
Diff: 2
decisions.
34) The influence of others' opinions is at times more powerful than one's own perceptions.
Answer: TRUE
Diff: 2
decisions.
9
35) Nate searches famous people and tries to buy products that they endorse. For Nate, these
celebrities serve as an aspirational reference group.
Answer: TRUE
Diff: 2
decisions.
36) A membership reference group comprises idealized figures such as successful business
people, athletes, or performers.
Answer: FALSE
Diff: 3
decisions.
37) Janet was very orderly around her apartment. Everything in her apartment was always very
neat and clean. At a public park, Janet took some trash out of her car and threw it toward a trash
container. Some of it fell on the ground. Janet just shrugged and said, "The trash guys will get
it," and drove off. This is an example of deindividuation.
Answer: FALSE
Diff: 2
decisions.
38) For an average citizen, a Supreme Court Justice is more likely to possess coercive power
than legitimate power.
Answer: FALSE
Diff: 3
decisions.
39) According to the principle of least interest, a person will gain power in a group as she
decreases her commitment to the group.
Answer: TRUE
Diff: 2
decisions.
10
40) Special military groups like Navy Seals require conformity to an extreme level. This is
created by establishing an extreme fear of deviance.
Answer: FALSE
Diff: 3
decisions.
41) What is social loafing? What are some of the techniques that can be used to reduce it?
Answer: Social loafing happens when we don't devote as much time and effort to a task as we
could because our contribution is part of a larger group effort. Techniques to Reduce Social
Loafing: 1) Decrease group size to reduce the feeling of anonymity within a group and restrain
the diffusion of responsibility. 2) Make individual inputs on a collective task identifiable to
individuals, their teammates, or an outside party. 3) Use positive reinforcement, such as rewards,
to stimulate social compensation. 4) If the outcome is important to a person, he or she will
increase his or her effort and compensate for anticipated social loafing by others.
Diff: 3
decisions.
AACSB: Reflective thinking
42) Discuss the concept of conformity. Then describe the five types of social influence that affect
the likelihood of conformity.
Answer: Conformity refers to a change in the beliefs or actions as a reaction to real or imagined
group pressure. In order for a society to function well, a system of rules for expected behaviors is
developed, more or less informally as norms or formally through laws. Over time, there is
general agreement within society about obeying these rules and conforming to the group's norms.
Among the factors that affect the likelihood of conformity are:
• Cultural pressures can exert enormous influence on individuals to "do the right thing."
• Fear of deviance pressures individuals because most societies and groups punish or disapprove
of behaviors different from those of the group.
• Commitment or the degree to which the individual is dedicated to continued membership in a
group influences behavior. Generally speaking, the greater the desire to remain in a group, the
more conformity an individual will exhibit.
• Group size, unanimity, and expertise all combine to increase a group's power to elicit great
conformity.
• Susceptibility to interpersonal influence refers to an individual's need to identify or enhance his
or her image in the opinion of significant others. This enhancement process is often
accomplished by the acquisition of products the person believes will impress his or her audience.
Diff: 3
decisions.
11
43) Explain the social identity theory.
Answer: The social identity theory argues that each consumer has several "selves" that relate to
groups. These linkages are so important that we think of ourselves not just as "I," but also as
"we." In addition, we favor others that we feel share the same identity-even if that identity is
superficial and virtually meaningless.
Diff: 2
decisions.
44) Explain the difference between referent power, information power, and legitimate power.
Answer: Referent power-is when a person admires the qualities of a person or a group, and
copies their behavior.
Information power-is when someone knows something others would like to know.
Legitimate power-is power that is granted to an individual by virtue of a social agreement.
Diff: 1
decisions.
45) What is a reference group? What is the difference between a membership reference group
and an aspirational reference group?
Answer: A reference group is an actual or imaginary individual or group that significantly
influences an individual's evaluations, aspirations, or behavior. A membership reference group
consists of people we actually know. In contrast, although we don't know those in an aspirational
reference group, we admire them anyway. These people are likely to be successful
businesspeople, athletes, performers, or anyone else who rocks our world.
Diff: 1
decisions.
46) Explain how the fear of deviance affects individual behavior or conformity.
Answer: The fear of deviance affects individuals because they may have a reason to believe that
a group will apply sanctions to punish nonconforming behavior.
Diff: 1
decisions.
12
47) In America in the 1960s, the slogan "Do your own thing" reflected a movement away from
conformity. Discuss the type of cultural pressures that could have caused this movement.
Answer: Different cultures encourage conformity to a greater or lesser degree. The slogan
demonstrates American feelings in the 1960s. There was a move towards individualism. Students
can generate a creative response to this question. Common areas cited are rules, racism, free
speech, unpopular wars, cult behavior, drug cultures, and rebellion toward authority. Some
students will recall other such movements in history, such as when women sought the right to
vote and the Roaring 20s.
Diff: 2
decisions.
48) 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 powers outlined in the text and discuss each
type of power as it might be related to this question.
Answer: • Referent power-is the influence that a group (or class) has over an individual (the
professor) because he or she admires the qualities of the group. This influence would probably be
minor, except in social interactions. The professor might feel motivated to act positively toward
the class because he or she admires the students' manners and so on.
• Information power-is the influence a group can have because it holds valuable information. The
only information the class may hold that would interest a professor would be in terms of
feedback. Where is the class in terms of an understanding of the topic being taught? Do the
students understand the material?
• Legitimate power-is the influence a group may hold because of their position of authority. A
class is not likely to hold any legitimate authority over a professor.
• Expert power-is the influence a group may hold because of their expertise. It is unlikely that a
class as a whole would hold any expert power over a professor.
• Reward power-is the influence a group may hold because it can grant rewards. A class can
reward a professor in many ways. The class could show interest in what is being taught, or it
could show interest in the professor as an individual. The class could participate in discussions or
laugh at jokes. If students evaluate the instructor or class, that could be seen as a reward or
punishment.
• Coercive power-is the influence maintained by a group, by a force or intimidation. It would be
hoped that no class could exert such power.
Diff: 3
decisions.
13
49) Explain the three different reference groups.
Answer: The three different types of reference groups are:
• Membership reference group-consists of people we actually know
• Aspirational reference group-are people that consumers admire
• Avoidance reference group-are people that consumers deliberately do the opposite to distance
themselves from these individuals.
Diff: 2
decisions.
50) Which buying decision situation has the highest level of risk and the most buyers involved in
the process?
A) new task
B) straight rebuy
C) modified rebuy
D) innovative rebuy
Answer: A
Diff: 2
LO: 11.2: Marketers often need to understand consumers' behavior rather than a consumer's
behavior.
51) Pam Henry is a purchasing agent for MicroTell. Each Tuesday she places an order for 10
boxes of photocopier paper with her supplier. Ms. Henry is participating in which type of buying
situation?
A) new task
B) straight rebuy
C) modified rebuy
D) innovative rebuy
Answer: B
Diff: 3
behavior.
52) One of the strategies employed by organizational buyers to reduce information search is to
use a fixed set of suppliers.
Answer: TRUE
Diff: 1
behavior.
14
53) Characterize the straight rebuy, the modified rebuy, and the new task decision in
organizational purchasing. Provide an example of each.
Answer:
a. The straight rebuy is like an habitual decision. This entails an automatic decision as to when
an inventory level reaches a pre-established reorder point. Most organizations maintain an
approved vendor list. As long as experience with the vendor is satisfactory, there is little to no
ongoing information search or evaluation.
b. A modified rebuy situation involves limited decision making. It occurs when an organization
wants to repurchase a product or service, but with some minor modifications. This decision
might involve a limited search for information, most likely by speaking to a few vendors. The
decision will probably be made by one or a few people.
c. A new task involves extensive problem solving. Because the decision has not been made
before, there is often a serious risk that the product won't perform as it should or that it will be
too costly. The organization designates a buying center with assorted specialists to evaluate the
purchase; they typically gather a lot of information before coming to a decision.
Diff: 2
behavior.
54) Two factors determine how a couple spends time and money. One of these factors is whether
the couple has children. What is the other factor?
A) whether the woman works
B) whether they have jobs that require extensive travel
C) whether they have extended family members living with them
D) whether they live in an urban or suburban setting
Answer: A
Diff: 2
LO: 11.3: Members of a family unit play different roles and have different amounts of influence
when the family makes purchase decisions.
55) ________ is a frenzied, guilt-ridden compromise between conflicting cultural ideals of

motherhood and professionalism.
A) The kin-network system
B) Dad advertising
C) Home shopping
D) The juggling lifestyle
Answer: D
Diff: 1
15
56) The kin-network system is still the most common family unit.
Answer: FALSE
Diff: 1
57) The ________ a group is the more likely members are to engage in social loafing.
A) more homogeneous
B) smaller
C) bigger
D) less homogenous
Answer: C
Diff: 2
LO: 11.4: Word-of-mouth communication is the most important driver of product choice.
58) In general, advertising is more effective when it ________ than when it ________.
A) tries to create new product preferences; reinforces our existing product preferences
B) reinforces our existing product preferences; tries to create new product preferences
C) relies upon word-of-mouth tactics; relies upon viral marketing tactics
D) relies upon viral marketing tactics; relies upon word-of-mouth strategies
Answer: B
Diff: 2
59) Sophie tells Nick about a great new restaurant. Sophie is practicing ________.
A) word-of-mouth communication
B) social advertising
C) group advertising
D) viral advertising
Answer: A
Diff: 2
60) British psychologist Frederic Bartlett used ________ to examine how information mutates.
A) transmission
B) serial reproduction
C) negative information
D) core information
Answer: B
Diff: 2
16
61) Most cultures in the world encourage the same degree of conformity.
Answer: FALSE
Diff: 2
AACSB: Diverse and multicultural work environments
62) Product information that individuals transmit to other individuals is called push promotion.
Answer: FALSE
Diff: 1
63) Consumers are swayed more by negative word of mouth than by positive comments.
Answer: TRUE
Diff: 2
AACSB: Written and oral communication
64) Buzz is created by word-of-mouth advertising.

Answer: TRUE
Diff: 1
AACSB: Written and oral communication
65) Duane and Kenneth are both active members of LinkedIn, a professional networking Web
site. They follow and post to discussion boards, connect with colleagues, and frequently update
their profiles. In networking terms, Duane and Kenneth are both nodes.
Answer: TRUE
Diff: 2
AACSB: Information technology
66) Vincente is conducting research to test the hypothesis that the social contagion effect is weak
in adults. His finding that adults who have a close friend or relative that abstains from drinking
alcohol are more likely to abstain themselves will support this hypothesis.
Answer: FALSE
Diff: 2
67) What are norms? Why are they important?

Answer: A norm is an informal rule that governs behavior within a group. Without these rules,
we would have chaos. Imagine the confusion if a simple norm such as "always stop for a red
traffic light" did not exist.
Diff: 1
17
68) ________ are frequently able to influence others' attitudes on behavior.
A) Opinion leaders
B) Anti-brand communities
C) Norms
D) Environmental cues
Answer: A
Diff: 1
LO: 11.5: Opinion leaders' recommendations are more influential than others when we decide
what to buy.
69) The pressure to conform that escalates as more and more group members give in is called
________.
A) polarization
B) bandwagon
C) loafing
D) homophily
Answer: B
Diff: 2
what to buy.
70) A(n) ________ is a marketing intermediary retained by a consumer to guide what that
consumer buys.
A) market maven
B) opinion leader
C) power user
D) surrogate consumer
Answer: D
Diff: 1
what to buy.
18
71) Several research methods are used to study reference groups and opinion leadership.
________ methods trace communication patterns among members of a group. These techniques
allow researchers to systematically map out the interactions that take place among group
members.
A) Momentum
B) Behavioral
C) Sociometric
D) Geodemographic
Answer: C
Diff: 1
what to buy.
72) The importance of weak ties in a social system is demonstrated by their ________.
A) bridging function
B) social contagion
C) momentum effect
D) diffusion responsibility
Answer: A
Diff: 3
what to buy.
73) ________ proposes that a small group of influences disseminates information because they
can modify the opinion of a large group.
A) Influence network
B) Influence cascades
C) Opinion leaders
D) Two-step flow model of influence
Answer: D
Diff: 1
what to buy.
19
74) Margaret stayed on top of what was happening in the marketplace, but she was not
necessarily the first to purchase items when they first came out. Margaret would be classified as
a(n) ________.
A) opinion leader
B) innovator
C) market maven
D) market analyst
Answer: C
Diff: 2
what to buy.
75) A marketing manager who wants to identify opinion leaders for her product category should
________.
A) find government officials who use the product
B) find socially active persons who are intensely interested in the product category and who are
similar to the other customers
C) find intellectuals who can write and speak well so that product communication will be
facilitated
D) look for people who stand out in a crowd
Answer: B
Diff: 2
what to buy.
76) Recent research on opinion leadership has called into question the traditional view that there
are ________ opinion leaders, whose recommendations people see for all purchases.
A) heterophilous
B) generalized
C) polymorphic
D) monomorphic
Answer: B
Diff: 2
what to buy.
20
77) In advertising terms, a(n) ________ refers to a view or exposure to an advertising message.
A) node
B) impression
C) connection
D) reference
Answer: B
Diff: 2
what to buy.
78) Individuals with the ability to influence others' attributes or behaviors are considered
________.
A) reference groups
B) experts
C) opinion leaders
D) avoidance leaders
Answer: C
Diff: 1
what to buy.
79) Meagan is planning her wedding and wants everything to be just right. Because she feels
overwhelmed by all of the information to sort through and the choices to make, she hires a
wedding planner to make many of the decisions and purchases for her. Meagan's wedding
planner is best described as a(n) ________.
A) innovative communicator
B) surrogate consumer
C) opinion seeker
D) key informant
Answer: B
Diff: 2
what to buy.
21
80) Anna and David both have the same college degree, belong to the same social class, and
attend the same church. This situation illustrates ________.
A) influence network
B) positive reinforcement
C) referent power
D) homophily
Answer: D
Diff: 2
what to buy.
81) ________ are generally more involved in a product category and actively search for
information.
A) Market mavens
B) Opinion seekers
C) Innovators
D) Reference groups
Answer: B
Diff: 2
what to buy.
82) The original opinion leadership framework of an influence network has been largely
displaced by the two-step flow model of influence.
Answer: FALSE
Diff: 2
what to buy.
83) Opinion leaders are likely to also be opinion seekers.

Answer: TRUE
Diff: 2
what to buy.
84) A surrogate consumer, by definition, makes a purchase on behalf of another consumer.

Answer: FALSE
Diff: 2
what to buy.
22
85) Most opinion leaders are celebrities rather than everyday consumers.
Answer: FALSE
Diff: 2
what to buy.
86) The most common method of identifying opinion leaders is to use the social registry
document kept by most city newspapers.
Answer: FALSE
Diff: 2
what to buy.
87) Homophily refers to the degree to which a pair of individuals is similar in terms of education,
social status, and beliefs.
Answer: TRUE
Diff: 2
what to buy.
88) Earlier purchasers tend to be innovators, who like to take risks.

Answer: TRUE
Diff: 2
what to buy.
89) Explain the red sneakers effect.

Answer: The red sneakers effect describes a brave person who sports a pair of red sneakers in a
professional setting (nonconforming).
Diff: 2
what to buy.
23
90) What characteristics of opinion leaders make them valuable sources for product information?
Answer: All of the following reasons are cited in the chapter:
• Opinion leaders have technical competence leading to expert power.
• They have prior familiarity with product information and evaluation from a non-biased
perspective. This gives them knowledge power. They pre-screen information.
• They have high social standing and broad-based community contacts and support. They are
socially active and have legitimate power.
• They are similar to the consumer in other respects, leading to referent power.
• They tend to be slightly higher in terms of status and educational attainment but not so high as
to be in a different social class.
• They are usually among the first to buy and use new products so that much product evaluation
is based upon personal experience, further enhancing their credibility as opinion leaders.
Diff: 3
what to buy.
91) Explain homophily as it relates to opinion leaders.

Answer: Homophily refers to the degree to which a pair of individuals is similar in terms of
education, social status, and beliefs. Effective opinion leaders tend to be slightly higher in terms
of status and education than their influence.
Diff: 3
what to buy.
92) Explain the two-step flow model of influence.

Answer: The two-step flow model of influence proposes that a small group of influencers
disseminates information because they can modify the opinions of a large number of other
people.
Diff: 2
what to buy.
93) ________ refers to the strategy of getting visitors to a website to forward information on the
site of their friends in order to make more consumers aware of a product.
A) Foot-in-door marketing
B) Guerrilla marketing
C) Viral marketing
D) Demand-based marketing
Answer: C
Diff: 1
LO: 11.6 Social media changes the way we learn about and select products.
24
94) A type of virtual community of consumption based on sharing online journals is called
________.
A) blogs
B) boards
C) rings
D) globs
Answer: A
Diff: 2
95) Amanda thought she had been cheated by a local car dealership. She was so upset that she
created a Web site to share her story with the world. What is the most likely result of Amanda's
action?
A) Most readers will think that Amanda is a little nutty and ignore her Web site.
B) Amanda's Web site will decrease the credibility of the dealership's ad and will influence
potential buyers to stay away from the dealership.
C) Even if it is read extensively, Amanda's Web site will have little effect on how people see the
dealership or Amanda.
D) The Web site will actually increase sales at the dealership by giving them free advertisements.
Answer: B
Diff: 3
96) A set of socially relevant nodes connected by one or more relations is called a social
________.
A) graph
B) network
C) message
D) group
Answer: B
Diff: 1
97) Which term refers to exchanges of resources, information, or influence among members of
networks?
A) media multiplexity
B) flaming
C) lurkers
D) flows
Answer: D
Diff: 2
25
98) Explain the term "lurkers" as it relates to social media.
Answer: Lurkers absorb content that others post rather than contribute their own.
Diff: 2
26

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Consumer Behavior, 13e, Global Edition (Solomon)

Chapter 11 Groups and Social Media

1) ________ describes the capacity to alter the actions of others.

2) A(n) ________ is an actual or imaginary individual or group conceived of having significant

3) A type of reference group is ________.

9) A reason why consumers conform is ________.

21) Within groups, informal rules of behavior are called ________.

30) People we admire influence us because they hold referent power.

55) ________ is a frenzied, guilt-ridden compromise between conflicting cultural ideals of

64) Buzz is created by word-of-mouth advertising.

67) What are norms? Why are they important?

83) Opinion leaders are likely to also be opinion seekers.

84) A surrogate consumer, by definition, makes a purchase on behalf of another consumer.

88) Earlier purchasers tend to be innovators, who like to take risks.

89) Explain the red sneakers effect.

91) Explain homophily as it relates to opinion leaders.

92) Explain the two-step flow model of influence.

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