Chapter 07 Test Bank
1. Yoga instructors and elite athletes are recruited by lululemon to teach classes in exchange for free lululemon
clothing. These __________ promote the lululemon brand and encourage others to purchase lululemon merchandise.
A. cohort groups
B. brand subcultures
C. consumption subcultures
D. brand ambassadors
E. cohort groups and brand subcultures
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.
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.
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
5. Which criterion is used to classify groups?
A. membership
B. strength of social tie
C. type of contact
D. attraction
E. All of these choices are correct.
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
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
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 group
B. secondary group
C. consumer group
D. restrictive group
E. intimate group
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
7-5
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 07-01 Explain reference groups and the criteria used to classify them.
Topic: Types of Groups
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
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” 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 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. primary reference group.
B. secondary reference group.
C. dissociative reference group.
D. aspiration reference group.
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. primary reference group.
B. secondary reference group.
C. dissociative reference group.
D. aspiration reference group.
E. attractive reference group.
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. dissociative reference group.
D. consumption subculture.
E. purchase consortium.
17. 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
A. option a
B. option b
C. option c
D. options a and b
E. options a, b, and c
18. 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.
19. 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.
20. 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.
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. similarity
E. 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. rituals and traditions
B. similarity
C. brand traditions
D. brand festing
E. consumers of kind
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. The Mini Getaway Tour, in which owners of Mini Coopers gather for the purposes of interacting with one
another in the context of learning about and using their Mini Coopers, are examples of a
A. consumption gathering.
B. convention.
C. consortium.
D. brand event.
E. brand fest.
7-12
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 07-02 Discuss consumption subcultures, including brand and online communities and their importance for marketing.
Topic: Brand Communities
26. Brand communities can deliver value-creating activities by
A. social networking.
B. community engagement.
C. brand use.
D. impression management.
E. All of these choices are correct.
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
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. consumption subculture.
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. become part of the community and transparency
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. transient
B. informational
C. normative
D. identification
E. substantive
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. transient
B. substantive
C. informational
D. legal
E. 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. informational
B. normative
C. identification
D. transient
E. 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. informational
B. normative
C. identification
D. conformist
E. punitive
34. Normative influence is sometimes referred to as __________ influence.
A. utilitarian
B. 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. informational
B. normative
C. identification
D. utilitarian
E. affective
36. Identification influence is also called __________ influence.
A. informational
B. normative
C. value-expressive
D. affective
E. utilitarian
7-17
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 07-03 Summarize the types and degree of reference group influence.
Topic: The Nature of Reference Group Influence
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. informational
B. exemplary
C. identification
D. utilitarian
E. affective
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 individual’s confidence in the purchase situation
E. All of these choices are correct.
39. 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
40. For which product category would a reference group’s influence be strongest?
A. vitamins
B. toilet tissue
C. running shoes
D. insurance
E. washing machine
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.
7-19
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 07-03 Summarize the types and degree of reference group influence.
Topic: Personal Sales Strategies
42. Which type of reference group influence do marketers use when developing advertisements?
A. informational
B. normative
C. identification
D. informational and normative
E. informational, normative, and identification
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. impersonal
D. two-step
E. 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. Online information created by social media users about a brand to inform consumers is known as
A. online communities.
B. consumer-generated content.
C. brand-created content.
D. consumer review sites.
E. blogging.
46. Signing up to receive an email on a brand’s website is an example of
A. crowdsourcing.
B. response generation.
C. input request.
D. data sourcing.
E. conversion.