Chapter 7 Group Influences on Consumer Behavior
Multiple Choice Questions
1. Consumers who purchase a Harley-Davidson motorcycle can receive which of the
following in addition to the purchase of the product?
A) membership in a group
B) a 20 year warrantee
C) free maintenance for five years
D) invitations to Harley Jamborees, Harley 101 safety courses, and Camp Harley
E) greater attention from the police
Answer: A Page: 227 Difficulty: moderate
2. 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) _____.
A) family
B) organization
C) group
D) cohort
E) generation
Answer: C Page: 228 Difficulty: moderate
3. 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 _____.
A) group
B) cohort
C) generation
D) primary group
E) consumer group
Answer: A Page: 228 Difficulty: moderate
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4. Which type of group's presumed perspectives or values are being used by an
individual as the basis for his or her current behavior?
A) cohort group
B) generation group
C) community group
D) reference group
E) modeling group
Answer: D Page: 228 Difficulty: moderate
5. Which criterion is used to classify groups?
A) membership
B) strength of social tie
C) type of contact
D) attraction
E) all of the above
Answer: E Page: 228 Difficulty: easy
6. Which of the following is NOT a criterion used to classify groups?
A) membership
B) strength of social tie
C) number of members
D) type of contact
E) attraction
Answer: C Page: 228 Difficulty: moderate
7. Which group classification variable refers to the closeness and intimacy of the group
linkages?
A) membership
B) strength of social tie
C) number of members
D) type of contact
E) attraction
Answer: B Page: 228 Difficulty: moderate
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8. Which type of group includes family and friends and involves strong ties and frequent
interaction?
A) primary group
B) secondary group
C) consumer group
D) reference group
E) intimate group
Answer: A Page: 228 Difficulty: moderate
9. Angie is a teenager, living at home with her parents and two brothers. Even though
she wants to venture out more on her own, her parents will not allow it, and she obeys
their wishes. Her family represents a(n) _____ group.
A) primary group
B) secondary group
C) consumer group
D) restrictive group
E) intimate group
Answer: A Page: 228 Difficulty: moderate
10. Which type of group includes organizations such as professional associations and
neighborhood associations that involve relatively weak ties and less frequent
interaction among its members?
A) primary group
B) secondary group
C) tertiary group
D) cohort group
E) work group
Answer: B Page: 228 Difficulty: moderate
11. As a marketing major, Stan is a collegiate member of the American Marketing
Association. This association holds a collegiate conference every year, and he did
attend it one year. While this is a group he belongs to, his ties to other members are
relatively weak, and his interaction is infrequent. Which type of group is this?
A) primary group
B) secondary group
C) tertiary group
D) cohort group
E) work group
Answer: B Page: 228 Difficulty: moderate
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12. Groups with negative desirability are referred to as _____.
A) primary reference groups
B) secondary reference groups
C) dissociative reference groups
D) aspiration reference groups
E) unattractive reference groups
Answer: C Page: 229 Difficulty: moderate
13. Bob is somewhat of a loner in high school. He really despises the school “jocks” that
seem to be involved in every sport. He doesn't want anything to do with them or be
like them in any way. To Bob, the group of students who represent the school athletes
are a(n) _____.
A) primary reference group
B) secondary reference group
C) dissociative reference group
D) aspiration reference group
E) unattractive reference group
Answer: C Page: 229 Difficulty: moderate
14. Individuals frequently purchase products thought to be used by a desired group in
order to achieve actual or symbolic membership in the group. This type of group is
referred to as a(n) _____.
A) primary reference group
B) secondary reference group
C) dissociative reference group
D) aspiration reference group
E) attractive reference group
Answer: D Page: 229 Difficulty: moderate
15. Amanda is in junior high and begged her mother to buy her a certain brand of athletic
shoe that all the “cool” kids in school were wearing. She thought that if she had those
shoes, she would be accepted as one of them. To Amanda, these other students in
school that she wants to be associated with represent a(n) _____.
A) primary reference group
B) secondary reference group
C) dissociative reference group
D) aspiration reference group
E) attractive reference group
Answer: D Page: 229 Difficulty: moderate
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16. Which group of teens sees themselves and others as cool and at the center of the
action?
A) influencers
B) conformers
C) market leaders
D) trend setters
E) market mavens
Answer: A Page: 229 Difficulty: moderate
17. Lisa and her friends see themselves as cool and at the center of the action in their high
school. Which group of teens best describes Lisa and her friends?
A) influencers
B) conformers
C) market leaders
D) trend setters
E) market mavens
Answer: A Page: 229 Difficulty: moderate
18. Which group of teens has a high need for acceptance and adapts their behaviors and
purchases to fit in with the group of teens that is seen as cool and at the center of the
action?
A) influencers
B) conformers
C) market followers
D) trend copiers
E) market mavens
Answer: B Page: 229 Difficulty: moderate
19. Carol is a little shy and has a high need for acceptance. She adapts her behavior and
purchases to fit in with the group of teens that are seen as cool and at the center of the
action? Which group of teens best describes Carol?
A) influencers
B) conformers
C) market followers
D) trend copiers
E) market mavens
Answer: B Page: 229 Difficulty: moderate
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20. A distinctive subgroup of society that self-selects on the basis of a shared commitment
to a particular product class, brand, or consumption activity is known as a _____.
A) cohort group
B) clone group
C) dissociative reference group
D) consumption subculture
E) purchase consortium
Answer: D Page: 229-230 Difficulty: moderate
21. Which of the following is a characteristic of a consumption subculture?
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
Answer: E Page: 230 Difficulty: moderate
22. Which of the following statements is FALSE regarding consumption subcultures?
A) These groups have an identifiable, hierarchical social structure.
B) These groups have a set of shared beliefs or values.
C) These groups have a unique jargon, rituals, and modes of symbolic expression.
D) They are reference groups for their members as well as those who aspire to join or
avoid them.
E) Consumption must be shared physically to be a shared ritual that creates and
sustains a group.
Answer: E Page: 230 Difficulty: moderate
23. Harley-Davidson motorcycle owners that join a Harley group, Jeep owners that attend
events sponsored by Jeep, and Star Trek “Trekkies” are all examples of _____.
A) cohort groups
B) clone groups
C) dissociative reference groups
D) consumption subcultures
E) purchase consortiums
Answer: D Page: 229-230 Difficulty: moderate
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24. A nongeographically bound community, based on a structured set of social
relationships among owners of a brand and the psychological relationship they have
with the brand itself, the product in use, and the firm is known as a _____.
A) brand community
B) cohort group
C) purchase consortium
D) clone group
E) census track
Answer: A Page: 231 Difficulty: moderate
25. Todd purchased a Harley-Davidson motorcycle because he identifies himself with
what he feels is the typical owner of a Harley. Many other owners of this brand also
feel this way, and they get upset when they see someone riding one who they think is
not the “right” kind of person to own this brand. Which characteristic of brand
communities does this illustrate?
A) consciousness of kind
B) rituals and traditions
C) moral responsibility
D) similarity
E) brand fanaticism
Answer: A Page: 232 Difficulty: moderate
26. Which of the following statements is true regarding brand communities?
A) Brand communities seem most relevant for low-involvement, routinely-purchased
products.
B) Once a consumer becomes a member of a brand community, he or she is always a
member.
C) One condition for a strong brand community appears to be a degree of uniqueness
to the brand itself.
D) Brand communities can add value to the ownership of the product, but they do not
build loyalty.
E) Fostering a community requires the owners of the brand to come together on their
own to establish relationships.
Answer: C Page: 231-232 Difficulty: hard
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27. A _____ is a gathering of owners and others for the purposes of interacting with one
another in the context of learning about and using the brand.
A) consumption gathering
B) convention
C) consortium
D) brand community
E) brandfest
Answer: E Page: 233 Difficulty: moderate
28. 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 _____.
A) consumption gathering
B) convention
C) consortium
D) brand event
E) brandfest
Answer: E Page: 233 Difficulty: moderate
29. Which type of community interacts over time around a topic of interest on the
Internet?
A) brand community
B) virtual community
C) cyber community
D) techie community
E) geek squad
Answer: B Page: 233 Difficulty: moderate
30. Jill is a breast cancer survivor. She posts a blog, which is her online journal, on a site
that is specifically for others to share their experiences and support one another. She
and others discuss products that help them deal with the side effects of their treatments
as well as products that can help them maintain their self-esteem (e.g., wigs). Jill is
participating in a(n) _____.
A) online consortium
B) virtual community
C) consumption subculture
D) subversive community
E) electronic community
Answer: B Page: 233 Difficulty: moderate
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Chapter 7 Group Influences on Consumer Behavior
31. Which of the following are the three types of virtual group members?
A) influencers, conformers, seekers
B) dissociative, aspiration, and participants
C) leaders, participants, and lurkers
D) informational, influencers, and lurkers
E) primary, secondary, and tertiary
Answer: C Page: 234 Difficulty: moderate
32. Which type of virtual group members are a relatively small group who are highly
influential and take on the most responsibility for community maintenance, and they
are active members in that they both post and respond to messages?
A) influencers
B) leaders
C) coordinators
D) actives
E) Internet mavens
Answer: B Page: 234 Difficulty: moderate
33. Stephen is an active member of a virtual community in that he posts and responds to
messages. He is also one of the few who are highly influential and take on the most
responsibility for the community's maintenance. Which type of virtual group member
is Stephen?
A) influencer
B) conformer
C) leader
D) participant
E) lurker
Answer: C Page: 234 Difficulty: moderate
34. Which type of virtual group member is active but not deemed a leader?
A) conformers
B) participants
C) lurkers
D) members
E) influencers
Answer: B Page: 234 Difficulty: moderate
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Chapter 7 Group Influences on Consumer Behavior
35. Howard is a participant in a virtual community, but he and others do not see him as a
leader. Which type of virtual group member is Howard?
A) conformer
B) participant
C) lurker
D) member
E) influencer
Answer: B Page: 234 Difficulty: moderate
36. The largest group of virtual group members that only passively peruse the group
discussions without being active participants is known as _____.
A) conformers
B) participants
C) leaders
D) lurkers
E) passives
Answer: D Page: 234 Difficulty: moderate
37. Vicki likes to visit a virtual community, called Fanfiction.com, and read the stories
that others post on this site. She doesn't really visit very often, and she has never
posted a story on this site. Vicki is which type of virtual group member?
A) conformer
B) participant
C) lurker
D) viewer
E) intermittent
Answer: C Page: 234 Difficulty: moderate
38. Which type of influence occurs when an individual uses the behaviors and opinions of
reference group members as potentially useful bits of information?
A) transient
B) informational
C) normative
D) identification
E) substantive
Answer: B Page: 235 Difficulty: easy
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Chapter 7 Group Influences on Consumer Behavior
39. Jamarcus was his collegiate chapter's delegate at a national conference of a
professional business fraternity, Phi Chi Theta, in which he is a member. When the
business meeting was conducted, parliamentary procedure was used, and Jamarcus
was not familiar with this. Thus, he looked to the others to learn how he should
behave in this situation. What type of influence does this reference group exhibit?
A) transient
B) substantive
C) informational
D) legal
E) procedural
Answer: C Page: 235 Difficulty: hard
40. Which type of reference group influence occurs when an individuals fulfills group
expectations to gain a direct reward or to avoid a sanction?
A) informational
B) normative
C) identification
D) transient
E) permanent
Answer: B Page: 236 Difficulty: moderate
41. Amie usually wears a uniform to her Catholic school, but on the first Friday of every
month, students can wear other clothes as long as they bring in something for the
church's food bank. Amie loves to shop and has plenty of fashionable clothes, but on
these free dress days, she usually wears blue jeans, a T-shirt, and athletic shoes. Her
mother asked her why she doesn't wear her nice clothes, and Amie told her that she
would be made fun of at school. Which type of influence do the other students have
on Amie?
A) informational
B) normative
C) identification
D) conformist
E) punitive
Answer: B Page: 236 Difficulty: moderate
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42. Normative influence is sometimes referred to as _____ influence.
A) utilitarian
B) coercive
C) functional
D) value-expressive
E) conformist
Answer: A Page: 236 Difficulty: moderate
43. Which type of reference group influence occurs when individuals have internalized the
group's values and norms?
A) informational
B) normative
C) identification
D) utilitarian
E) affective
Answer: C Page: 236 Difficulty: moderate
44. Identification influence is also called _____ influence.
A) informational
B) normative
C) value-expressive
D) affective
E) utilitarian
Answer: C Page: 236 Difficulty: moderate
45. Valerie and her family are members of the Baptist church. They have accepted the
Baptist church's values as their own and behave in a manner consistent with the
church's values because their values and the church's values are the same. Which type
of influence does the church possess with respect to Valerie and her family?
A) informational
B) exemplary
C) identification
D) utilitarian
E) affective
Answer: C Page: 236 Difficulty: moderate
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Chapter 7 Group Influences on Consumer Behavior
46. Which of the following is a factor determining a reference group's influence on a
consumer?
A) whether or not the product is a necessity
B) whether the use of the product or brand is visible to the group
C) the degree of commitment the individual feels to a group
D) the individual's confidence in the purchase situation
E) all of the above
Answer: E Page: 238 Difficulty: easy
47. In which of the following consumption situations will a reference group's influence be
strongest?
A) when the use of the product or brand is visible to the group
B) when the product is a necessity
C) when the consumer is confident in the purchase situation
D) when the individual's commitment to the group is low
E) when the reference group is large
Answer: A Page: 238 Difficulty: moderate
48. For which product category would a reference group's influence be strongest?
A) vitamins
B) toilet tissue
C) running shoes
D) insurance
E) clothes washer
Answer: C Page: 238 Difficulty: hard
49. In experiments, the power of groups to influence an individual to agree with the
incorrect judgment of the others is known as the _____.
A) group effect
B) Asch phenomenon
C) Skinner effect
D) Pavlov phenomenon
E) follower effect
Answer: B Page: 239 Difficulty: moderate
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Chapter 7 Group Influences on Consumer Behavior
50. Which type of reference group influence do marketers use when developing
advertisements?
A) informational
B) normative
C) identification
D) a and b
E) a, b, and c
Answer: E Page: 240 Difficulty: moderate
51. Which type of communication involves individuals sharing information with other
individuals in a verbal form including face-to-face, phone, and the Internet?
A) mass advertising
B) word-of-mouth
C) impersonal
D) two-step
E) multistep
Answer: B Page: 241 Difficulty: easy
52. 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?
A) negative
B) two-step flow
C) multistep flow
D) word-of-mouth
E) indirect
Answer: D Page: 241 Difficulty: moderate
53. Which of the following statements is FALSE regarding word-of-mouth (WOM)
communications?
A) It is estimated that two-thirds of all consumer product decisions are influenced by
WOM.
B) Negative experiences are powerful motivators of WOM.
C) Going beyond satisfaction to deliver more than was expected appears to have the
potential to generate substantial WOM.
D) Not all personal sources are equal in value.
E) Consumers generally trust advertising as much as they do WOM.
Answer: E Page: 241-242 Difficulty: moderate
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54. Individuals who filter, interpret, or provide product and brand-relevant information to
their family, friends, and colleagues are known as _____.
A) opinion leaders
B) market mavens
C) interpreters
D) screeners
E) market leaders
Answer: A Page: 243 Difficulty: moderate
55. John doesn't know very much about electronic equipment, but he wanted to get his
girlfriend an MP3 player for her birthday. His roommate, Hank, knows all about these
types of products and made a recommendation to John. For this product category,
Hank is known as a(n) _____.
A) market maven
B) opinion leader
C) interpreter
D) screener
E) market leader
Answer: B Page: 243 Difficulty: moderate
56. The process of one person receiving information from the mass media or other sources
and passing it on to others is known as the _____.
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
Answer: C Page: 243 Difficulty: moderate
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Chapter 7 Group Influences on Consumer Behavior
57. The _____ flow of communication involves opinion leaders for a particular product
area who actively seek relevant information from the mass media as well as other
sources. These opinion leaders process this information and transmit their
interpretations of it to some members of their groups, and these group members also
receive information from the mass media and other members who are not opinion
leaders as well.
A) direct
B) two-step
C) multistep
D) dispersion
E) inoculation
Answer: C Page: 243 Difficulty: moderate
58. 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?
A) direct
B) two-step
C) multistep
D) rapid
E) efficient
Answer: C Page: 243 Difficulty: moderate
59. The exchange of advice and information between group members can occur _____.
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
Answer: E Page: 243 Difficulty: moderate
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Chapter 7 Group Influences on Consumer Behavior
60. Jamie wants to purchase a notebook computer, but she has limited product knowledge
about computers other than how to turn one on and use it. She expects to pay over
$1,000 for this computers, so this is an important decision for her and she wants to
make the right choice. For Jamie, this represents a(n)_____.
A) enduring purchase situation
B) marketing dilemma
C) high-involvement purchase situation
D) consumer dilemma
E) Asch phenomenon
Answer: C Page: 243 Difficulty: moderate
61. In which situation is the likelihood of an individual seeking an opinion leader high?
A) high product/purchase involvement and low product knowledge
B) high product/purchase involvement and high product knowledge
C) low product/purchase involvement and low product knowledge
D) low product/purchase involvement and high product knowledge
E) low product/purchase involvement and either high or low product knowledge
Answer: A Page: 244 Difficulty: moderate
62. Which of the following characterizes opinion leaders?
A) younger
B) older
C) enduring involvement in the product or activity
D) highly educated
E) high income
Answer: C Page: 244 Difficulty: easy
63. Mitch seems to know everything about cars – at least that's what his friends and family
think. He has been involved with cars since he was a child and even took an engine
apart and put it back together again by the time he was 16 years old. He reads several
publications related to cars, visits Web sites, and hangs out with others who are
interested in cars as well. Due to his enduring involvement with this product category,
Mitch would be considered a(n) _____.
A) product maven
B) opinion leader
C) product fanatic
D) product endorser
E) market leader
Answer: B Page: 244 Difficulty: moderate
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Chapter 7 Group Influences on Consumer Behavior
64. Some individuals have information about many different kinds of products, places to
shop, and other aspects of markets. They can be considered a special type of opinion
leader and are known as _____.
A) product experts
B) shopping experts
C) personal shoppers
D) market mavens
E) market leaders
Answer: D Page: 245 Difficulty: moderate
65. Rayna provides a significant amount of information to others across a wide array of
products, including durables and nondurables, services, and store type. She can
provide information on product quality, sales, usual prices, product availability, store
personnel characteristics, and other features of relevance to consumers. Rayna is best
described as a(n) _____.
A) opinion leader
B) market maven
C) shopping expert
D) market leader
E) influencer
Answer: B Page: 245 Difficulty: moderate
66. According to Roper Starch (a market research company), the 10 percent of the
population that have broad social networks that allow them to influence the attitudes
and behaviors of the other 90 percent of the population are called _____.
A) market mavens
B) opinion leaders
C) shopping experts
D) market leaders
E) influentials
Answer: E Page: 245 Difficulty: hard
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Chapter 7 Group Influences on Consumer Behavior
67. _____ represent about 10 percent of the adult online community, but their influence is
extensive as they communicate, news, information, and experiences to a vast array of
people both online and offline.
A) Market mavens
B) Internet mavens
C) E-fluentials
D) Opinion leaders
E) Cyber leaders
Answer: C Page: 245 Difficulty: easy
68. With respect to advertising, _____ can involve themes designed to encourage current
owners to talk about the brand or prospective owners to ask current owners for their
impressions.
A) simulating
B) stimulating
C) parroting
D) modeling
E) slice of life
Answer: B Page: 246 Difficulty: hard
69. With respect to advertising, _____ opinion leadership can involve presenting the
results of surveys showing that a high percentage of either knowledgeable individuals
or typical users recommend the brand.
A) simulating
B) stimulating
C) parroting
D) modeling
E) faking
Answer: A Page: 246 Difficulty: hard
70. _____ is defined as the exponential expansion of word-of-mouth.
A) Dispersion
B) Buzz
C) Infection
D) Gossip
E) Dissemination
Answer: B Page: 248 Difficulty: moderate
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Chapter 7 Group Influences on Consumer Behavior
71. Which of the following is an online “pass-it-along” strategy?
A) online guides
B) dispersion
C) blogs
D) viral marketing
E) e-gossip
Answer: D Page: 249 Difficulty: moderate
72. Online opinion leaders are known as _____.
A) market mavens
B) online guides
C) innovators
D) online go-toos
E) online search engineers
Answer: B Page: 249 Difficulty: moderate
73. Several girls in the 9th grade class at a small private school maintained an online
journal. In this journal, some negative comments about the school were made, and the
principle made them discontinue this online journal. The principle 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 _____.
A) search engines
B) diaries
C) blogs
D) viral marketing sites
E) cyber diaries
Answer: C Page: 249 Difficulty: moderate
74. Adoption of which type of innovation requires relatively minor changes in behavior or
changes in behaviors that are unimportant to the consumer?
A) continuous innovation
B) dynamically continuous innovation
C) discontinuous innovation
D) technological innovation
E) nontechnological innovation
Answer: A Page: 250 Difficulty: moderate
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Chapter 7 Group Influences on Consumer Behavior
75. Leigh received a digital camera for her birthday. She was able to figure this product
out pretty easily because it only required a moderate change in how she used to take
pictures. One thing she had to get used to was printing the pictures instead of taking a
role of film to a processor. This is an example of a _______ innovation.
A) continuous
B) dynamically continuous
C) discontinuous
D) technological
E) nontechnological
Answer: B Page: 251 Difficulty: moderate
76. When purchasing an innovation, individual consumers presumably go through a series
of distinct steps or stages known as the _____.
A) product life cycle
B) consumer life cycle
C) adoption process
D) consumption process
E) diffusion of innovations
Answer: C Page: 251 Difficulty: moderate
77. The manner in which innovations spread throughout a market is referred to as the
_____.
A) adoption process
B) consumer decision making process
C) innovation process
D) diffusion process
E) dissemination process
Answer: D Page: 253 Difficulty: moderate
78. Which of the following is a factor affecting the spread of innovations?
A) type of group
B) type of decision
C) compatibility
D) observability
E) all of the above
Answer: E Page: 254 Difficulty: easy
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Chapter 7 Group Influences on Consumer Behavior
79. Which factor affecting the spread of innovations refers to the consistency with the
individual's and group's values or beliefs?
A) relative advantage
B) complexity
C) compatibility
D) observability
E) type of decision
Answer: C Page: 254 Difficulty: moderate
80. Which of the following is NOT an adopter category?
A) innovators
B) early adopters
C) early majority
D) late majority
E) procrastinators
Answer: E Page: 256 Difficulty: moderate
81. Which adopter group represents the first 2.5 percent to adopt an innovation?
A) innovators
B) early adopters
C) early majority
D) late majority
E) laggards
Answer: A Page: 256 Difficulty: easy
82. Charles was the last person on his block to purchase a color television set, and that
was in the 1980s. He just couldn't see the reason to purchase a new color television if
his old one was working just fine. He finally purchased one because his old TV
stopped working. In terms of adopter categories, Charles would be classified as a(n)
_____.
A) innovator
B) early adopter
C) early majority
D) late majority
E) laggard
Answer: E Page: 257 Difficulty: easy
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Chapter 7 Group Influences on Consumer Behavior
83. Potential obstacles to rapid market acceptance of an innovation are known as _____.
A) diffusion delayers
B) laggards
C) diffusion inhibitors
D) diffusion detractors
E) minimizers
Answer: C Page: 258 Difficulty: moderate
True/False Questions
84. A reference group is a group whose presumed perspectives or values are being used by
an individual as the basis for his or her current behavior.
Answer: True Page: 228 Difficulty: easy
85. Dissociative reference groups can influence behavior just as do those with positive
desirability.
Answer: True Page: 229 Difficulty: moderate
86. A brand community is a geographically bound community, based on a structured set
of social relationships among owners of a brand and the psychological relationship
they have with the brand itself, the product in use, and the firm.
Answer: False Page: 231 Difficulty: hard
87. Brand communities are relevant for basically any type of products.
Answer: False Page: 232 Difficulty: moderate
88. An e-community is a community that interacts over time around a topic of interest on
the Internet.
Answer: False Page: 233 Difficulty: moderate
89. Lurkers are the largest group of virtual group members and only passively peruse the
group discussions without being active participants.
Answer: True Page: 234 Difficulty: moderate
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Chapter 7 Group Influences on Consumer Behavior
90. Reference group influence can take three forms: informative, normative, and
identification.
Answer: True Page: 235 Difficulty: moderate
91. Group influence is strongest when the use of the product or brand is visible to the
group.
Answer: True Page: 238 Difficulty: easy
92. Positive experiences are more powerful motivators of WOM than are negative
experiences.
Answer: False Page: 242 Difficulty: moderate
93. Enduring involvement leads to enhanced knowledge about and experience with the
product category or activity.
Answer: True Page: 244 Difficulty: easy
94. Generalized market influencers are referred to as opinion leaders.
Answer: False Page: 245 Difficulty: moderate
95. Advertising can stimulate and simulate word-of-mouth but not opinion leadership.
Answer: False Page: 246 Difficulty: moderate
96. Buzz is generally supported by large advertising budgets.
Answer: False Page: 248 Difficulty: moderate
97. Adoption of a discontinuous innovation requires major changes in behavior of
significant importance to the individual or group.
Answer: True Page: 251 Difficulty: easy
98. 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.
Answer: True Page: 254 Difficulty: easy
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Chapter 7 Group Influences on Consumer Behavior
Essay Questions
99. There are several types of groups that influence individual's beliefs, attitudes, and
behaviors. Discuss three different types of groups that can influence consumers.
Page: 228-233 Difficulty: moderate
Answer:
The chapter defined several types of groups, and students can discuss any three of the
following:
a. Reference group--a group whose presumed perspectives or values are being used
by an individual as the basis for his or her current behavior.
b. Primary group--includes family and friends and involves strong ties and frequent
interaction and often wields considerable influence.
c. Secondary group--involves weaker ties and less frequent interaction (e.g.,
professional and neighborhood associations).
d. Dissociative reference group--a group with negative desirability.
e. Aspiration reference group--a nonmembership group with a positive attraction.
f. Consumption-based group, or consumption subculture--a distinctive subgroup
of society that self-selects on the basis of a shared commitment to a particular
product class, brand, or consumption activity.
g. Brand community--a nongeographically bound community, based on a structured
set of social relationships among owners of a brand and the psychological
relationship they have with the brand itself, the product in use, and the firm.
h. Virtual community--a community that interacts over time around a topic of
interest on the Internet.
100. You are a marketing manager and want to use the power of reference groups to
influence consumers. Reference group influence can take three forms. Name and
describe each, and explain how you could use each type of influence in an
advertisement.
Page: 235-236 Difficulty: moderate
Answer:
Reference group influence can take three forms: informational, normative, and
identification.
Informational influence occurs when an individual uses the behaviors and opinions
of reference group members as potentially useful bits of information. This influence is
based on either the similarity of the group's members to the individual or the expertise
of the influencing group member. An ad that depicts typical members of a group or an
expert explaining the benefits of a brand could provide relevant information to
consumers.
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Chapter 7 Group Influences on Consumer Behavior
Normative influence, sometimes referred to as utilitarian influence, occurs when an
individual fulfills group expectations to gain a direct reward or to avoid a sanction.
This type of influence is strongest when individuals have strong ties to the group and
the product involved is socially conspicuous. Ads that promise social acceptance or
approval if a product is used (or nonacceptance or disapproval if it not used) are
relying on normative influence.
Identification influence, also called value-expressive influence, occurs when
individuals have internalized the group's values and norms. Advertisers need to
understand the values of their target audience so as to mirror those back in their
advertisements.
101. Discuss the five determinants of the degree of reference group influence on a
consumer.
Page: 237-238 Difficulty: moderate
Answer:
a. Group influence is strongest when the use of the product or brand is visible to the
group.
b. Reference group influence is higher the less of a necessity an item is.
c. In general, the more commitment an individual feels to a group, the more the
individual will conform to the group norms.
d. The more relevant a particular activity is to the group's functioning, the stronger
the pressure to conform to the group norms concerning that activity.
e. The individual's confidence in the purchase situation also affects the degree of
reference group influence.
102. Compare and contrast the categories of innovations, and give an example of each.
Page: 250-251 Difficulty: moderate
Answer:
Any new product can be placed somewhere on a continuum ranging from no change to
radical change, depending on the target market's perception of the item. This
continuum is often divided into three categories or types of innovations:
a. Continuous Innovation--adoption requires relatively minor changes in behavior
or changes in behaviors that are unimportant to the consumer. Examples of this
type of innovation are the addition of a whitening agent in toothpaste, DVD
players, or a new type of snack bar.
b. Dynamically Continuous Innovation--adoption requires a moderate change in an
important behavior or a major change in a behavior of low or moderate importance
to the individual. Examples of this type of innovation include digital cameras,
personal navigators, and skin lotion that also reduces the need for shaving.
c. Discontinuous Innovation--adoption requires major changes in behavior of
significant importance to the individual or group. Examples include Norplant
contraceptive, becoming a vegetarian, and the Segway Human Transporter.
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Chapter 7 Group Influences on Consumer Behavior
103. Apple recently came out with the video iPod, which allows users to download video
content from the Internet. Very soon after the introduction of this innovation,
television shows were made available for consumers to purchase or to obtain for free.
This has brought about a rather radical change in the way viewers consume television,
and some have predicted that this will create significant changes in the current
business model for television networks and program producers. Discuss five of the
many factors discussed in the chapter that will influence the spread of this innovation.
Page: 254-255 Difficulty: moderate
Answer:
The rate at which an innovation is diffused is a function of the following 10 factors,
and students can discuss any five of them:
a. Type of group--some groups are more accepting of change than others. In
general, young, affluent, and highly educated groups accept change readily.
b. Type of decision--this refers to an individual versus a group decision. The fewer
the individuals involved in the purchase decision, the more rapidly an innovation
will spread.
c. Marketing effort--rate of diffusion is influenced by the extent of marketing
efforts involved, so the rate of diffusion is not completely beyond the control of
the firm.
d. Fulfillment of felt need--the more manifest or obvious the need that the
innovation satisfies, the faster the diffusion.
e. Compatibility--the more the purchase and use of the innovation are consistent
with the individual's and group's values or beliefs, the more rapid the diffusion.
f. Relative advantage--the better the innovation is perceived to meet the relevant
need compared to existing methods, the more rapid the diffusion.
g. Complexity--the more difficult the innovation is to understand and use, the slower
the diffusion.
h. Observability--the more easily consumers can observe the positive effects of
adopting the innovation, the more rapid its diffusion will be.
i. Trialability--the easier it is to have a low-cost or low-risk trial of the innovation,
the more rapid is its diffusion.
j. Perceived risk--the more risk associated with trying an innovation, the slower the
diffusion.
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