TBChap 007

Chapter 07
Group Influences on Consumer Behavior
Multiple Choice Questions

1. Many Jeep owners elect to become members of a Jeep _____ and attend brand fests such as
Jeep Jamboree, Jeep 101, and Camp Jeep.
A.
exchange
B.
speedway-sponsored event
C.
insurance policy
D.
E.
community
A and B
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.
B.
family
organization
C.
group
D.
cohort
E.
generation
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.
C.
cohort
generation
D.
primary group
E.
consumer group
7-1
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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.
E.
reference group
modeling group
5. Which criterion is used to classify groups?
A.
membership
B.
strength of social tie
C.
D.
E.
type of contact
attraction
all of the above
6. Which of the following is NOT a criterion used to classify groups?
A.
membership
B.
C.
number of members
D.
type of contact
E.
attraction
7. Which group classification variable refers to the closeness and intimacy of the group linkages?
A.
membership
B.
C.
number of members
D.
type of contact
E.
attraction
7-2
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
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
B.
secondary
C.
consumer
D.
restrictive
E.
intimate
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
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
7-3
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
13. Bob is somewhat of a loner in high school. He really despises the school "jocks" who 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 is a(n) _____.
A.
primary reference group
B.
secondary reference group
C.
dissociative reference group
D.
aspiration reference group
E.
unattractive reference group
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.
B.
C.
D.
E.
attractive reference group
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.
B.
C.
D.
E.
7-4
16. 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.
D.
consumption subculture
E.
purchase consortium
17. Which of the following is a characteristic of a consumption subculture?
A.
B.
C.
D.
E.
an identifiable, hierarchical social structure

a set of shared beliefs or values
unique jargon, rituals, and modes of symbolic expression
A and B
A, B, and C
18. Which of the following statements is FALSE regarding consumption subcultures?
A.
B.
These groups have an identifiable, hierarchical social structure.

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.
19. Harley-Davidson motorcycle owners who join a Harley group, Jeep owners who attend events
sponsored by Jeep, and Star Trek "Trekkies" are all examples of _____.
A.
cohort groups
B.
clone groups
C.
D.
consumption subcultures
E.
purchase consortiums
7-5
20. A non-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, is known as a _____.
A.
B.
C.
D.
E.
brand community
cohort group
purchase consortium
clone group
census track
21. 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.
E.
similarity
brand fanaticism
22. 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. Brand communities create value through a set of activities that create brand engagement.
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.
23. Samantha and Greg have owned an MG for several years and enjoy taking road trips through the
Rockies with other MG owners every year. Which characteristic of brand communities does this
illustrate?
A.
B.

similarity
C.
brand traditions
D.
brand festing
E.
consumers of kind
7-6
24. 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.
brand fest
25. 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.
B.
convention
C.
consortium
D.
brand event
E.
brand fest
26. Brand communities can deliver value-creating activities by _____.
A.
social networking
B.
community engagement
C.
D.
E.
brand use
impression management
all of the above
27. Which type of community interacts over time around a topic of interest on the Internet?
A.
brand community
B.
online community
C.
cyber community
D.
techie community
E.
geek squad
7-7
28. 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.
online community
C.
D.
subversive community
E.
electronic community
29. Which of the following is NOT a guiding principle for marketing to online communities and social
networks?
A.
become part of the community
B. post marketing content so it does not stand out and appears as just another participant in the
community, such as a flog
C.
take advantage of the unique capabilities of each venue
D.
transparency
E.
A and D
30. Which type of influence occurs when an individual uses the behaviors and opinions of reference
group members as potentially useful bits of information?
A.
B.
C.
transient
informational
normative
D.
identification
E.
substantive
7-8
31. 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.
B.
C.
transient
substantive
informational
D.
E.
legal
procedural
32. Which type of reference group influence occurs when an individual fulfills group expectations to
gain a direct reward or to avoid a sanction?
A.
B.
C.
D.
E.
informational
normative
identification
transient
permanent
33. 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.
B.
C.
informational
normative
identification
D.
conformist
E.
punitive
7-9
34. Normative influence is sometimes referred to as _____ influence.
A.
B.
utilitarian
coercive
C.
functional
D.
value-expressive
E.
conformist
35. Which type of reference group influence occurs when individuals have internalized the group's
values and norms?
A.
B.
C.
informational
normative
identification
D.
utilitarian
E.
affective
36. Identification influence is also called _____ influence.
A.
informational
B.
normative
C.
value-expressive
D.
E.
affective
utilitarian
37. 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.
B.
C.
informational
exemplary
identification
D.
utilitarian
E.
affective
7-10
38. 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.
E.
the individuals confidence in the purchase situation

all of the above
39. In which of the following consumption situations will a reference group's influence be strongest?
A.
B.
when the use of the product or brand is visible to the group

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
40. For which product category would a reference group's influence be strongest?
A.
vitamins
B.
toilet tissue
C.
running shoes
D.
E.
insurance
clothes washer
41. 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
7-11
42. Which type of reference group influence do marketers use when developing advertisements?
A.
B.
C.
D.
E.
informational
normative
identification
A and B
A, B, and C
43. 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.
D.
E.
impersonal
two-step
multistep
44. 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
45. Social media is part of an online revolution online, sometimes referred to as _____.
A.
B.
online communities
Web 2.0
C.
social network sites
D.
consumer review sites
E.
blogging
7-12
46. When consumer input is requested by firms online it is called _____.
A.
crowdsourcing
B.
response generating
C.
input requesting
D.
data sourcing
E.
consumer inputting
47. Which categories of participants are the true leaders of conversation and opinion in Web 2.0?
A.
Critics and Inactives
B.
Creators and Critics
C.
Joiners and Creators
D.
Spectators and Joiners
E.
Inactives and Spectators
48. Stephen is 19 years old and is a participant in social media in that he creates content of his own
Web pages, blogs, videos, and video uploads to places like YouTube. Which category of social
media is Stephen?
A.
Creator
B.
Critic
C.
Joiner
D.
Spectator
E.
Inactive
49. Which category of Web 2.0 participants are bloggers and post ratings and reviews and tend to be
in their late teens to mid-20?
A.
B.
C.
Creators
Critics
Joiners
D.
Spectators
E.
Jumpers
7-13
50. Howard is 30 years old, does not create his own content, but consumes other people's content by
reading blogs and watching videos. Which category of social media participant is Howard?
A.
Creators
B.
Critics
C.
Joiners
D.
Spectators
E.
Inactives
51. Which type of participants in social media tend to be older, are online, but don't participate in
social media?
A.
Creators
B.
Critics
C.
Joiners
D.
Spectators
E.
Inactives
52. Vicki likes to visit a social network site 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 social media participant?
A.
B.
C.
Joiners
Critics
Spectators
D.
Inactives
E.
Creators
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.
7-14
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.
E.
screeners
market leaders
55. John doesn't know very much about electronic equipment, but he wanted to get his girlfriend a
tablet 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.
B.
C.
D.
E.
market maven
opinion leader
interpreter
screener
market leader
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
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.
B.
direct
two-step
C.
multistep
D.
dispersion
E.
inoculation
7-15
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.
B.
C.
direct
two-step
multistep
D.
E.
rapid
efficient
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.
E.
A and B
A, B, and C
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 more than $1,000 for this
computer, so this is an important decision for her and she wants to make the right choice. For
Jamie, this represents a(n) _____.
A.
B.
C.
D.
E.
enduring purchase situation

marketing dilemma
high-involvement purchase situation
consumer dilemma
Asch phenomenon
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
7-16
62. Which of the following characterizes opinion leaders?
A.
younger
B.
C.
older
enduring involvement in the product or activity
D.
highly educated
E.
high income
63. Mitch seems to know everything about carsat 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 websites, 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
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
7-17
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
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
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
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.
B.
simulating
stimulating
C.
parroting
D.
modeling
E.
slice of life
7-18
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.
B.
simulating
stimulating
C.
parroting
D.
modeling
E.
faking
70. Nonconventional marketing activities that use a limited budget and can increase buzz are known
as _____.
A.
gorilla tactics
B.
guerilla marketing
C.
undercover marketing
D.
E.
online guides
e-gossip
71. _____ is defined as the exponential expansion of word-of-mouth.
A.
Dispersion
B.
C.
D.
E.
Buzz
Infection
Gossip
Dissemination
72. Which of the following is an online "pass-it-along" strategy?
A.
online guides
B.
dispersion
C.
D.
E.
blogs
viral marketing
e-gossip
7-19
73. Twitter is an example of a _____.
A.
B.
C.
D.
E.
retailing online ordering service

micro-blogging tool
hyperlink to online car auctions
buzz agent
brand community
74. Several girls in the ninth-grade class at a small private school maintained an online journal. In this
journal, some negative comments about the school were made, and the principal made them
discontinue this online journal. The principal was concerned because anybody can read these
comments as long as they know the address. Personalized online journals where people and
organizations can keep a running dialogue such as the one illustrated here are known as _____.
A.
B.
search engines
diaries
C.
D.
E.
blogs
viral marketing sites
cyber diaries
75. Whether or not a new idea, practice, or product is an innovation is determined by _____.
A.
statements made by a celebrity spokesperson
B.
product demonstration in an infomercial
C.
the perception of the potential market
D.
an objective measure of technological change
E.
packaging that states "new and improved"
76. Adoption of which type of innovation requires relatively minor changes in behavior or changes in
behaviors that are unimportant to the consumer?
A.
B.
continuous innovation
dynamically continuous innovation
C.
discontinuous innovation
D.
technological innovation
E.
nontechnological innovation
7-20
77. 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 roll of film to a processor. This
is an example of a _______ innovation.
A.
B.
continuous
dynamically continuous
C.
discontinuous
D.
technological
E.
nontechnological
78. 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.
E.
consumption process
diffusion of innovations
79. The manner in which innovations spread throughout a market is referred to as the _____.
A.
B.
adoption process
consumer decision-making process
C.
innovation process
D.
diffusion process
E.
dissemination process
80. Which of the following is a factor affecting the spread of innovations?
A.
type of group
B.
type of decision
C.
D.
E.
compatibility
observability
all of the above
7-21
81. Which factor affecting the spread of innovations refers to the consistency with the individual's and
group's values or beliefs?
A.
B.
C.
D.
E.
relative advantage
complexity
compatibility
observability
type of decision
82. Which of the following is NOT an adopter category?
A.
innovators
B.
early adopters
C.
early majority
D.
E.
late majority
procrastinators
83. Which adopter group represents the first 2.5 percent to adopt an innovation?
A.
innovators
B.
early adopters
C.
early majority
D.
E.
late majority
laggards
84. 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.
B.
C.
D.
E.
innovator
early adopter
early majority
late majority
laggard
7-22
85. 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
True / False Questions

86. 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.
True
False
87. Roughly half of online teens report using social networking sites.
True
False
88. The top reason consumers want to interact with firms on social media is to be entertained.
True
False
89. 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.
True
False
90. Brand communities are relevant for basically any type of products.
True
False
91. An e-community is a community that interacts over time around a topic of interest on the Internet.
True
False
92. Reference group influence can take three forms: informative, normative, and identification.
True
False
7-23
93. Group influence is strongest when the use of the product or brand is visible to the group.
True
False
94. Spectators consume other people's content by reading blogs and watching videos.
True
False
95. Positive experiences are more powerful motivators of WOM than are negative experiences.
True
False
96. Enduring involvement leads to enhanced knowledge about and experience with the product
category or activity.
True
False
97. Generalized market influencers are referred to as opinion leaders.

True
False
98. Advertising can stimulate and simulate word-of-mouth but not opinion leadership.
True
False
99. Buzz is generally supported by large advertising budgets.

True
False
100 Adoption of a discontinuous innovation requires major changes in behavior of significant

.
importance to the individual or group.
True
False
101 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.
True
False
Essay Questions
7-24
102 There are several types of groups that share a set of norms, values, or beliefs. Discuss any three
.
of them.
103 Describe the four types of consumption subcultures and their importance for marketing.
.
104 Consumers interact with social media for four reasons other than entertainment or marketing.
.
Name them.
7-25
105 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.
106 Discuss the five determinants of the degree of reference group influence on a consumer.
.
107 Compare and contrast the categories of innovations, and give an example of each.
.
7-26
108 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.
7-27
Chapter 07 Group Influences on Consumer Behavior Answer Key
Multiple Choice Questions

1.
Many Jeep owners elect to become members of a Jeep _____ and attend brand fests such as
Jeep Jamboree, Jeep 101, and Camp Jeep.
A.
exchange
B.
speedway-sponsored event
C.
insurance policy
D.
community
E.
A and B
At these events, Jeep owners meet and form relationships with other owners, deepen their
involvement with their Jeep vehicles, and become acculturated into the rituals and traditions of
the community.
AACSB: Analytical Thinking

Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 07-01 Explain reference groups and the criteria used to classify them
Topic: Group Influences on Consumer Behavior
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.
B.
C.
D.
family
organization
group
cohort
E.
generation
Most of us belong to a number of different groups and would like to belong to several others.

Blooms: Remember
Topic: Types of Groups
7-28
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 _____.
group
A.
B.
C.
D.
cohort
generation
primary group
E.
consumer group
A group is defined as two or more individuals who share a set of norms, values, or beliefs and
have certain defined relationships to one another such that their behaviors are interdependent.

Blooms: Understand
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
An individual uses a reference group as a guide for behavior in a specific situation.

Blooms: Remember
7-29
5.
Which criterion is used to classify groups?
A.
membership
B.
C.
D.
type of contact
attraction
E.
all of the above
Groups may be classified according to a number of variables.

Blooms: Remember
Difficulty: 1 Easy
6.
Which of the following is NOT a criterion used to classify groups?
A.
membership
B.
C.
number of members
D.
type of contact
E.
attraction
The criteria used to classify groups are membership, strength of social tie, type of contact, and
attraction.

Blooms: Remember
7-30
7.
Which group classification variable refers to the closeness and intimacy of the group
linkages?
A.
membership
B.
C.
number of members
D.
type of contact
E.
attraction
Social ties can be strong or weak.

Blooms: Remember
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
Primary groups often wield considerable influence.

Blooms: Remember
7-31
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
B.
secondary
C.
consumer
D.
restrictive
E.
intimate
Primary groups, such as family and friends, involve strong ties and frequent interaction.

Blooms: Understand
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
Secondary groups include professional associations and neighborhood associations that
involve relatively weak ties and less frequent interaction among its members.

Blooms: Remember
7-32
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
Secondary groups include professional associations and neighborhood associations that
involve relatively weak ties and less frequent interaction among its members.

Blooms: Understand
12.
Groups with negative desirability are referred to as _____.
A.
primary reference groups
B.
secondary reference groups
C.
D.
aspiration reference groups
E.
unattractive reference groups
Dissociative reference groups can influence behavior just as groups with positive desirability.

Blooms: Remember
7-33
13.
Bob is somewhat of a loner in high school. He really despises the school "jocks" who 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 is a(n) _____.
A.
B.
C.
D.
E.
unattractive reference group
Dissociative reference groups can influence behavior just as groups with positive desirability.

Blooms: Understand
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.
B.
C.
D.
E.
Aspiration reference groups are non-membership groups with a positive attraction that can
also exert a strong influence.

Blooms: Remember
7-34
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.
B.
C.
D.
E.
Aspiration reference groups are non-membership groups with a positive attraction that can
also exert a strong influence.

Blooms: Understand
16.
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.
B.
cohort group
clone group
C.
D.
E.
purchase consortium
Consumption subcultures are reference groups for their members as well as those who aspire
to join or avoid them.

Blooms: Remember
Learning Objective: 07-02 Discuss consumption subcultures; including brand and online communities and their importance for
marketing
Topic: Consumption Subcultures
7-35
17.
Which of the following is a characteristic of a consumption subculture?
A.
B.
an identifiable, hierarchical social structure

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
A consumption subculture is a distinctive subgroup of society that self-selects on the basis of a
shared commitment to a particular product class, brand, or consumption activity.

Blooms: Remember
marketing
18.
Which of the following statements is FALSE regarding consumption subcultures?
A.
B.
These groups have an identifiable, hierarchical social structure.

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.
Consumption need not be shared physically to be a shared ritual that creates and sustains a
group.

Blooms: Remember
marketing
7-36
19.
Harley-Davidson motorcycle owners who join a Harley group, Jeep owners who attend events
sponsored by Jeep, and Star Trek "Trekkies" are all examples of _____.
A.
B.
cohort groups
clone groups
C.
D.
consumption subcultures
E.
purchase consortiums
A consumption subculture is a distinctive subgroup of society that self-selects on the basis of a
shared commitment to a particular product class, brand, or consumption activity.

Blooms: Understand
marketing
20.
A non-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, is known as a _____.
A.
brand community
B.
cohort group
C.
D.
purchase consortium
clone group
E.
census track
A brand community is a consumption subculture that focuses on the interaction of individuals
around an activity; product category; or, occasionally, a brand.

Blooms: Remember
marketing
Topic: Brand Communities
7-37
21.
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.
C.
moral responsibility
D.
similarity
E.
brand fanaticism
Several new classes of riders think that owning a Harley will transform them into a biker.

Blooms: Understand
marketing
22.
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. Brand communities create value through a set of activities that create brand engagement.
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.
around an activity, product category, or occasionally a brand.

Blooms: Remember
Difficulty: 3 Hard
marketing
7-38
23.
Samantha and Greg have owned an MG for several years and enjoy taking road trips through
the Rockies with other MG owners every year. Which characteristic of brand communities does
this illustrate?
A.
B.

similarity
C.
brand traditions
D.
brand festing
E.
consumers of kind
around an activity; product category; or, occasionally, a brand.

Blooms: Understand
marketing
24.
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.
B.
convention
C.
consortium
D.
brand community
E.
brand fest
Brand-related events are often termed brand fests.

Blooms: Remember
marketing
7-39
25.
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.
B.
convention
C.
consortium
D.
brand event
E.
brand fest
Brand-related events are often termed brand fests.

Blooms: Understand
marketing
26.
Brand communities can deliver value-creating activities by _____.
A.
social networking
B.
community engagement
C.
brand use
D.
impression management
E.
all of the above
There are a host of activities that can be encouraged and facilitated by both the brand and
brand owners to enhance brand value and loyalty.

Blooms: Remember
marketing
7-40
27.
Which type of community interacts over time around a topic of interest on the Internet?
A.
brand community
B.
online community
C.
cyber community
D.
techie community
E.
geek squad
The interactions can take place in various forms, including online message boards and
discussion groups, and blogs, as well as corporate and nonprofit websites.

Blooms: Remember
marketing
Topic: Online Communities and Social Networks
28.
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.
online community
C.
D.
subversive community
E.
electronic community
An online community interacts over time around a topic of interest on the Internet.

Blooms: Understand
marketing
7-41
29.
Which of the following is NOT a guiding principle for marketing to online communities and
social networks?
A.
become part of the community
B. post marketing content so it does not stand out and appears as just another participant in
the community, such as a flog
C.
D.
take advantage of the unique capabilities of each venue

transparency
E.
A and D
Marketers who post content as a fake blog, or flog, risk being found out and subject to massive
criticism.

Blooms: Remember
marketing
30.
Which type of influence occurs when an individual uses the behaviors and opinions of
reference group members as potentially useful bits of information?
A.
B.
C.
D.
transient
informational
normative
identification
E.
substantive
This influence is based on either the similarity of the group's members to the individual or the
expertise of the influencing group member.

Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 07-03 Summarize the types and degree of reference group influence
Topic: The Nature of Reference Group Influence
7-42
31.
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.
B.
C.
transient
substantive
informational
D.
legal
E.
procedural
Informational influence occurs when an individual uses the behavior and opinions of reference
group members as potentially useful bits of information.

Blooms: Understand
Difficulty: 3 Hard
32.
Which type of reference group influence occurs when an individual fulfills group expectations
to gain a direct reward or to avoid a sanction?
A.
B.
C.
D.
informational
normative
identification
transient
E.
permanent
Normative influence is strongest when individuals have strong ties to the group and the
product involved is socially conspicuous.

Blooms: Remember
7-43
33.
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.
B.
C.
D.
informational
normative
identification
conformist
E.
punitive
Normative influence is strongest when individuals have strong ties to the group and the
product involved is socially conspicuous.

Blooms: Understand
34.
Normative influence is sometimes referred to as _____ influence.
A.
B.
C.
D.
utilitarian
coercive
functional
value-expressive
E.
conformist
Normative influence, sometimes referred to as utilitarian influence, is strongest when
individuals have strong ties to the group and the product involved is socially conspicuous.

Blooms: Remember
7-44
35.
Which type of reference group influence occurs when individuals have internalized the group's
values and norms?
A.
B.
C.
D.
informational
normative
identification
utilitarian
E.
affective
The individual has accepted the group's values as his or her own without any thought of
reference group sanctions or rewards.

Blooms: Remember
36.
Identification influence is also called _____ influence.
A.
B.
C.
D.
informational
normative
value-expressive
affective
E.
utilitarian

Blooms: Remember
7-45
37.
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.
B.
C.
D.
informational
exemplary
identification
utilitarian
E.
affective

Blooms: Understand
38.
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 individuals confidence in the purchase situation
E.
all of the above
There are many factors determining a reference group's influence on a consumer.

Blooms: Remember
Difficulty: 1 Easy
Topic: Degree of Reference Group Influence
7-46
39.
In which of the following consumption situations will a reference group's influence be

strongest?
A.
B.
when the use of the product or brand is visible to the group

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
Reference group influence typically affects only those aspects (e.g., category or brand) that
are visible to the group.

Blooms: Remember
40.
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
Group influence is strongest when the use of a product or brand is visible to the group.

Blooms: Remember
Difficulty: 3 Hard
7-47
41.
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.
D.
Skinner effect
Pavlov phenomenon
E.
follower effect
The group has the power to influence an individual to agree with an incorrect judgment.

Blooms: Remember
Topic: Personal Sales Strategies
42.
Which type of reference group influence do marketers use when developing advertisements?
A.
B.
C.
D.
informational
normative
identification
A and B
E.
A, B, and C
Marketers use all three types of reference group influence when developing advertisements.

Blooms: Remember
Topic: Advertising Strategies
7-48
43.
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.
D.
impersonal
two-step
E.
multistep
WOM involves individuals sharing information with other individuals in a verbal form including
face-to-face, phone, and the Internet.

Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 07-04 Discuss within-group communications and the importance of word-of-mouth communications to
marketers
Topic: Communications Within Groups and Opinion Leadership
44.
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
Word-of-mouth communication involves individuals sharing information with other individuals in
a verbal form including face-to-face, phone, and the Internet.

Blooms: Understand
marketers
7-49
45.
Social media is part of an online revolution online, sometimes referred to as _____.
A.
B.
online communities
Web 2.0
C.
social network sites
D.
consumer review sites
E.
blogging
Web 2.0 involves technologies that allow users to leverage the unique and collaborative
capabilities of the Internet.

Blooms: Remember
Difficulty: 1 Easy
marketers
46.
When consumer input is requested by firms online it is called _____.
A.
crowdsourcing
B.
response generating
C.
input requesting
D.
data sourcing
E.
consumer inputting
Crowdsourcing can involve setting up a forum in which customers can help other customers
with their problems.

Blooms: Remember
marketers
7-50
47.
Which categories of participants are the true leaders of conversation and opinion in Web 2.0?
A.
Critics and Inactives
B.
Creators and Critics
C.
Joiners and Creators
D.
Spectators and Joiners
E.
Inactives and Spectators
Creators and Critics are the opinion leaders and e-fluentials whose influence cannot be
underestimated.

Blooms: Remember
marketers
48.
Stephen is 19 years old and is a participant in social media in that he creates content of his
ownWeb pages, blogs, videos, and video uploads to places like YouTube. Which category of
social media is Stephen?
A.
Creator
B.
Critic
C.
Joiner
D.
Spectator
E.
Inactive
Creators create content of their own and tend to be in the teens and early 20s.

Blooms: Understand
marketers
7-51
49.
Which category of Web 2.0 participants are bloggers and post ratings and reviews and tend to
be in their late teens to mid-20?
A.
Creators
B.
Critics
C.
Joiners
D.
Spectators
E.
Jumpers
Critics tend to be a bit older than Creatorsmore in the late teens and mid-20s.

Blooms: Remember
marketers
50.
Howard is 30 years old, does not create his own content, but consumes other people's content
by reading blogs and watching videos. Which category of social media participant is Howard?
A.
B.
C.
D.
Creators
Critics
Joiners
Spectators
E.
Inactives
Spectators consume other people's content; they trend young, but also garner more members
of the older generations.

Blooms: Understand
marketers
7-52
51.
Which type of participants in social media tend to be older, are online, but don't participate in
social media?
A.
Creators
B.
Critics
C.
Joiners
D.
Spectators
E.
Inactives
Inactives are online but don't participate in social media; they trend older.

Blooms: Remember
marketers
52.
Vicki likes to visit a social network site 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 social media participant?
A.
Joiners
B.
Critics
C.
D.
Spectators
Inactives
E.
Creators

Blooms: Understand
marketers
7-53
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.

Consumers generally trust the opinions of persons more than marketing communications
because personal sources have no reason to not express their true opinions and feelings.

Blooms: Remember
marketers
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.
D.
interpreters
screeners
E.
market leaders
Opinion leaders are known in their circles as the "go-to person" for specific types of
information.

Blooms: Remember
marketers
7-54
55.
John doesn't know very much about electronic equipment, but he wanted to get his girlfriend a
tablet 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.
D.
interpreter
screener
E.
market leader
Opinion leaders are individuals who filter, interpret, or provide product and brand-relevant
information to their family, friends, and colleagues.

Blooms: Understand
marketers
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
The two-step flow of communication is the process of one person receiving information from
the mass media or other sources and passing it on to others.

Blooms: Remember
marketers
7-55
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.
B.
direct
two-step
C.
multistep
D.
dispersion
E.
inoculation
Communication flows to and from marketers, opinion leaders, and others who are not experts
in a multistep process.

Blooms: Remember
marketers
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.
B.
C.
D.
direct
two-step
multistep
rapid
E.
efficient
Communication flows to and from marketers, opinion leaders, and others who are not experts
in a multistep process.

Blooms: Remember
marketers
7-56
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
The exchange of advice and information can occur directly and indirectly.

Blooms: Remember
Learning Objective: 07-05 Understand opinion leaders (both online and offline) and their importance to marketers
Topic: Situations in Which WOM and Opinion Leadership Occur
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 more than $1,000 for
this computer, 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.
D.
high-involvement purchase situation

consumer dilemma
E.
Asch phenomenon
In a high-involvement purchase situation, the purchaser has limited knowledge about an
important decision.

Blooms: Understand
7-57
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

important decision.

Blooms: Remember
62.
Which of the following characterizes opinion leaders?
A.
younger
B.
C.
D.
older
enduring involvement in the product or activity
highly educated
E.
high income
Opinion leaders have enhanced knowledge about and experience with the product category or
activity.

Blooms: Remember
Difficulty: 1 Easy
Topic: Characteristics of Opinion Leaders
7-58
63.
Mitch seems to know everything about carsat 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 websites, 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
Opinion leaders have greater long-term involvement with the product category.

Blooms: Understand
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
Market mavens initiate discussions with others about products and shopping and respond to
requests for market information.

Blooms: Remember
7-59
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
Market mavens initiate discussions with others about products and shopping and respond to
requests for market information.

Blooms: Understand
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
Influentials are heavy users of print media as well as the Internet and are more likely than the
general population to engage in WOM recommendation.

Blooms: Remember
Difficulty: 3 Hard
7-60
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
E-fluentials actively use the Internet to gather and disseminate information through numerous
online avenues including social media.

Blooms: Remember
Difficulty: 1 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
Advertisements can attempt to stimulate WOM by generating interest and excitement.

Blooms: Remember
Difficulty: 3 Hard
Topic: Marketing Strategy, WOM, and Opinion Leadership
7-61
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
Simulating opinion leaderships involves having an acknowledged opinion leader endorse a
brand.

Blooms: Remember
Difficulty: 3 Hard
70.
Nonconventional marketing activities that use a limited budget and can increase buzz are
known as _____.
A.
gorilla tactics
B.
guerilla marketing
C.
undercover marketing
D.
online guides
E.
e-gossip
Guerilla marketing is marketing with a limited budget using nonconventional communication
strategies to generate buzz.

Blooms: Remember
7-62
71.
_____ is defined as the exponential expansion of word-of-mouth.
A.
Dispersion
Buzz
B.
C.
Infection
D.
Gossip
E.
Dissemination
Buzz happens when word spreads like wildfire with no or limited mass media advertising
supporting it.

Blooms: Remember
72.
Which of the following is an online "pass-it-along" strategy?
A.
B.
online guides
dispersion
C.
D.
blogs
viral marketing
E.
e-gossip
Viral marketing uses electronic communications to trigger brand messages throughout a
widespread network of buyers.

Blooms: Remember
7-63
73.
Twitter is an example of a _____.
A.
B.
C.
D.
retailing online ordering service

micro-blogging tool
hyperlink to online car auctions
buzz agent
E.
brand community
Twitter allows consumer-created content in a blog-like form, but limits posts to 140 characters
each.

Blooms: Remember
74.
Several girls in the ninth-grade class at a small private school maintained an online journal. In
this journal, some negative comments about the school were made, and the principal made
them discontinue this online journal. The principal was concerned because anybody can read
these comments as long as they know the address. Personalized online journals where people
and organizations can keep a running dialogue such as the one illustrated here are known as
_____.
A.
B.
search engines
diaries
blogs
C.
D.
viral marketing sites
E.
cyber diaries
Blogs are personalized journals where people and organizations can keep a running dialog.

Blooms: Understand
7-64
75.
Whether or not a new idea, practice, or product is an innovation is determined by _____.
A.
statements made by a celebrity spokesperson
B.
product demonstration in an infomercial
C.
the perception of the potential market
D.
an objective measure of technological change
E.
packaging that states "new and improved"
Whether or not a new idea, practice, or product is an innovation is determined by the
perception of the potential market.

Blooms: Remember
Learning Objective: 07-06 Discuss innovation diffusion and use an innovation analysis to develop marketing strategy
Topic: Diffusion of Innovations
76.
Adoption of which type of innovation requires relatively minor changes in behavior or changes
in behaviors that are unimportant to the consumer?
A.
B.
continuous innovation
dynamically continuous innovation
C.
discontinuous innovation
D.
technological innovation
E.
nontechnological innovation
Some continuous innovations require complex technological breakthrough, but their use
requires little change in the owner's behavior or attitude.

Blooms: Remember
Topic: Categories of Innovations
7-65
77.
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 roll of film to a processor.
This is an example of a _______ innovation.
A.
B.
continuous
dynamically continuous
C.
discontinuous
D.
technological
E.
nontechnological
Adoption of a dynamically continuous innovation requires a moderate change in an important
behavior or a major change in a behavior of low or moderate importance.

Blooms: Understand
78.
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
Adoption process is a term used to describe extended decision making when a new product is
involved.

Blooms: Remember
7-66
79.
The manner in which innovations spread throughout a market is referred to as the _____.
A.
B.
adoption process
consumer decision-making process
C.
innovation process
D.
diffusion process
E.
dissemination process
The diffusion process follows a pattern of relatively slow growth, followed by a period of rapid
growth, followed by a final period of slower growth.

Blooms: Remember
Topic: Diffusion Process
80.
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
There are many factors that affect the spread of innovations.

Blooms: Remember
Difficulty: 1 Easy
7-67
81.
Which factor affecting the spread of innovations refers to the consistency with the individual's
and group's values or beliefs?
A.
B.
relative advantage
complexity
C.
compatibility
D.
observability
E.
type of decision
The more the purchase and use of the innovation are compatible with the individual's and
group's values or beliefs, the more rapid the diffusion.

Blooms: Remember
82.
Which of the following is NOT an adopter category?
A.
innovators
B.
early adopters
C.
early majority
D.
late majority
E.
procrastinators
Procrastinators is not an adopter category.

Blooms: Remember
7-68
83.
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
Innovators are venturesome risk takers.

Blooms: Remember
Difficulty: 1 Easy
84.
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.
B.
innovator
early adopter
C.
early majority
D.
late majority
E.
laggard
Laggards adopt innovations only with reluctance.

Blooms: Understand
Difficulty: 1 Easy
7-69
85.
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
The manager's task is to overcome the inhibitors with diffusion enhancement strategies.

Blooms: Remember
Topic: Marketing Strategies and the Diffusion Process
True / False Questions

86.
A reference group is a group whose presumed perspectives or values are being used by an
TRUE
An individual uses a reference group as a guide for behavior in a specific situation.

Blooms: Remember
Difficulty: 1 Easy
87.
Roughly half of online teens report using social networking sites.
(p. 224)
FALSE
Seventy-five percent of online teens report using social networking sites.

Blooms: Remember
marketing
7-70
88.
The top reason consumers want to interact with firms on social media is to be entertained.
FALSE
The top reason is to get incentives such as coupons.

Blooms: Remember
marketing
89.
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.
FALSE
A brand community is a non-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.

Blooms: Remember
Difficulty: 3 Hard
marketing
90.
Brand communities are relevant for basically any type of products.

FALSE
Brand communities are relevant where consumers have a strong connection with the brand,
the product in use, and the firm.

Blooms: Remember
marketing
7-71
91.
An e-community is a community that interacts over time around a topic of interest on the
Internet.
FALSE
An online community interacts over time around a topic of interest on the Internet.

Blooms: Remember
marketing
92.
Reference group influence can take three forms: informative, normative, and identification.
TRUE
It is important to distinguish these types because marketing strategies depend on the type of
influence involved.

Blooms: Remember
93.
Group influence is strongest when the use of the product or brand is visible to the group.
(p. 228)
TRUE
Reference group influence typically affects only those aspects (e.g., category or brand) that
are visible to the group.

Blooms: Remember
Difficulty: 1 Easy
7-72
94.
Spectators consume other people's content by reading blogs and watching videos.
TRUE

Blooms: Remember
marketers
95.
Positive experiences are more powerful motivators of WOM than are negative experiences.
FALSE
Negative experiences, which are highly emotional and memorable, motivate consumers to talk.

Blooms: Remember
marketers
96.
Enduring involvement leads to enhanced knowledge about and experience with the product
category or activity.
TRUE
important decision.

Blooms: Remember
Difficulty: 1 Easy
7-73
97.
Generalized market influencers are referred to as opinion leaders.

FALSE
Generalized market influencers are referred to as market mavens.

Blooms: Remember
98.
Advertising can stimulate and simulate word-of-mouth but not opinion leadership.
FALSE
Advertising can stimulate and simulate WOM through having an opinion leader recommend
the product.

Blooms: Remember
99.
Buzz is generally supported by large advertising budgets.

FALSE
Buzz happens when word spreads like wildfire with no or limited mass media advertising
supporting it.

Blooms: Remember
100.
Adoption of a discontinuous innovation requires major changes in behavior of significant

importance to the individual or group.
TRUE
An example of discontinuous innovation is becoming a vegetarian or purchasing a Honda FCX
Clarity hydrogen car.

7-74

Blooms: Remember
Difficulty: 1 Easy
101.
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.
TRUE
The more compatible the purchase and use of an innovation are consistent with the
individual's and group's values or beliefs, the more rapid the diffusion.

Blooms: Remember
Difficulty: 1 Easy
Essay Questions
102.
There are several types of groups that share a set of norms, values, or beliefs. Discuss any
three of them.
The chapter defined several types of groups, and students can discuss any three of the
following:
a. Reference groupa group whose presumed perspectives or values are being used by an
b. Primary groupincludes family and friends and involves strong ties and frequent
interaction and often wields considerable influence.
c. Secondary groupinvolves weaker ties and less frequent interaction (e.g., professional
and neighborhood associations).
d. Dissociative reference groupa group with negative desirability.
e. Aspiration reference groupa nonmembership group with a positive attraction.

Blooms: Understand
7-75
103.
Describe the four types of consumption subcultures and their importance for marketing.
The four types of consumption subcultures and their importance for marketing are:
a. Consumption-based group, or consumption subculturea distinctive subgroup of
society that self-selects on the basis of a shared commitment to a particular product class,
brand, or consumption activity.
b. Brand communitya non-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.
c. Online communitya community that interacts over time around a topic of interest on the
Internet.
d. Online social network sitea Web-based service that allows individuals to construct a
public or semipublic profile to be shared with others within the system.

Blooms: Understand
marketing
104.
Consumers interact with social media for four reasons other than entertainment or marketing.
Name them.
Other than for entertainment or marketing, consumers interact with social media for these
reasons:
a. Providing incentives such as free products and coupons
b. Providing information or solutions to consumer problems
c. Asking for feedback on products and services
d. Finding new ways to interact

Blooms: Understand
marketing
7-76
105.
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.
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.
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.

Blooms: Understand
106.
Discuss the five determinants of the degree of reference group influence on a consumer.
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.

Blooms: Understand
7-77
107.
Compare and contrast the categories of innovations, and give an example of each.
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 innovationadoption 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 innovationadoption 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 innovationadoption 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.

Blooms: Understand
7-78
108.
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.
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 groupsome groups are more accepting of change than others. In general, young,
affluent, and highly educated groups accept change readily.
b. Type of decisionthis 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 effortrate 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 needthe more manifest or obvious the need that the innovation
satisfies, the faster the diffusion.
e. Compatibilitythe 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 advantagethe better the innovation is perceived to meet the relevant need
compared to existing methods, the more rapid the diffusion.
g. Complexitythe more difficult the innovation is to understand and use, the slower the
diffusion.
h. Observabilitythe more easily consumers can observe the positive effects of adopting the
innovation, the more rapid its diffusion will be.
i. Trialabilitythe easier it is to have a low-cost or low-risk trial of the innovation, the more
rapid is its diffusion.
j. Perceived riskthe more risk associated with trying an innovation, the slower the diffusion.

Blooms: Understand
7-79

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Chapter 07

Group Influences on Consumer Behavior

Multiple Choice Questions

5. Which criterion is used to classify groups?

strength of social tie

6. Which of the following is NOT a criterion used to classify groups?

strength of social tie

strength of social tie

12. Groups with negative desirability are referred to as _____.

primary reference groups

secondary reference groups

dissociative reference groups

aspiration reference groups

unattractive reference groups

primary reference group

secondary reference group

dissociative reference group

aspiration reference group

unattractive reference group

primary reference group

secondary reference group

dissociative reference group

aspiration reference group

attractive reference group

primary reference group

secondary reference group

dissociative reference group

aspiration reference group

attractive reference group

dissociative reference group

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

an identifiable, hierarchical social structure

18. Which of the following statements is FALSE regarding consumption subcultures?

These groups have an identifiable, hierarchical social structure.

dissociative reference groups

rituals and traditions

22. Which of the following statements is TRUE regarding brand communities?

rituals and traditions

26. Brand communities can deliver value-creating activities by _____.

become part of the community

take advantage of the unique capabilities of each venue

34. Normative influence is sometimes referred to as _____ influence.

36. Identification influence is also called _____ influence.

whether or not the product is a necessity

whether the use of the product or brand is visible to the group

the degree of commitment the individual feels to a group

the individuals confidence in the purchase situation

when the use of the product or brand is visible to the group

when the consumer is confident in the purchase situation

when the individual's commitment to the group is low

when the reference group is large

social network sites

consumer review sites

46. When consumer input is requested by firms online it is called _____.

Critics and Inactives

Creators and Critics

Joiners and Creators

Spectators and Joiners

Inactives and Spectators

Negative experiences are powerful motivators of WOM.

Not all personal sources are equal in value.

E. Consumers generally trust advertising as much as they do WOM.

direct flow of communication