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Chapter 11—Social Influences on Consumer Behavior
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1. Dr. Sean Rich is a well-known cardiologist and is respected by many in his field. Rezyl, a leading medical and
healthcare company, contacts him to set up trials for a new medication. If Rezyl gets his endorsement, others will perceive
the company's medication in a positive light.
a.
True
b.
False
ANSWER:
True
2. An Internet chat group is an example of a primary reference group.
a.
True
b.
False
ANSWER:
False
3. Jeff-Davis is a premium motorcycle brand. Jeff-Davis sponsors many motorcycle expeditions and rallies, and many
motorcycle enthusiasts attend these events. In this case, Jeff-Davis is creating a brand community.
a.
True
b.
False
ANSWER:
True
4. Groups that demonstrate a high degree of similarity among members are said to have a high degree of homophily.
a.
True
b.
False
ANSWER:
True
5. The members of the Kent family get together every Saturday to play board games. In this case, the members of the
family are considered to be a dense group.
a.
True
b.
False
ANSWER:
True
6. The Girl Scouts is an example of an embedded market, as Girl Scouts often sell to people within their social network.
a.
True
b.
False
ANSWER:
True
7. Research has shown that children use brand names as cues for consumer decisions by the time they are two years old.
a.
True
b.
False
ANSWER:
False
8. TV programs, movies and videos, music, video games, the Internet, and ads can serve as socializing agents.
a.
True
b.
False
ANSWER:
True
9. When we believe our freedom to choose is being threatened, a boomerang effect occurs and we engage in compliance.
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a.
True
b.
False
ANSWER:
False
10. Consumers are not susceptible to informational influence when considering complex products such as electronic
appliances that consumers cannot easily understand how to use.
a.
True
b.
False
ANSWER:
False
11. It is possible for culture to affect informational influence.
a.
True
b.
False
ANSWER:
True
12. Negative information may prompt consumers to attribute problems to the offering itself, not to the consumer who uses
it.
a.
True
b.
False
ANSWER:
True
13. Certain individuals, such as famous athletes, politicians, and movie stars, have influence because:
a.
consumers have difficulty making their own decisions.
b.
their power or expertise makes others want to follow.
c.
of the primary reference group influence exerted by them
d.
of the cognitive dissonance created by them.
e.
of the dissociative reference group influence elicited by them.
ANSWER:
b
14. _____ is the information by and implicit or explicit pressures from individuals, groups, and the mass media that
affects how a person behaves.
a.
Anthropomorphism
b.
Social influence
c.
Caricature
d.
Pareidolia
e.
Frequency illusion
ANSWER:
b
15. The influence delivered verbally from one person to another person or group of people is called _____.
a.
share of voice
b.
word of mouth
c.
personalization
d.
scenario planning
e.
return on event
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ANSWER:
b
16. In the context of sources of influence, which of the following is true of nonmarketing sources?
a.
They are delivered by salespeople, service representatives, and customer service agents.
b.
They are regarded as highly credible sources of influence.
c.
They are known to have a personal stake in consumers' purchase decisions.
d.
They are the verbally communicated sources of information about offerings.
e.
They are regarded as the least credible sources of influence.
ANSWER:
b
17. While reading the morning newspaper, Rebecca noticed an article that stated that a brand of soft drink causes cancer.
She immediately called her friends and family and told them not to consume any products from that brand. Rebecca likely
did this because she thought that this information was _____.
a.
credible
b.
visual
c.
formal
d.
well organized
e.
complex
ANSWER:
a
18. Caroline saw a TV commercial in which a school student talked about the issues she faced while keeping track of all
her homework and how easy the task had become since she had started using the Automated Homework Aid System.
Being a school student herself, Caroline was immediately able to relate with the student in the commercial and decided to
buy the Automated Homework Aid System. This scenario exemplifies how _____ can have a considerable impact on
consumers.
a.
attributions
b.
testimonials
c.
sales pitches
d.
vivid visuals
e.
mystery ads
ANSWER:
b
19. Word-of-mouth communication has more credibility, whereas advertising:
a.
is more casual.
b.
has more meaning.
c.
has more reach.
d.
is more personable.
e.
is more personal.
ANSWER:
c
20. Which of the following is true of opinion leaders?
a.
They avoid learning details about products.
b.
They avoid trying new products.
c.
Their behavior is always the opposite of that of the group.
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d.
Their decisions are based on society's collective decisions.
e.
They tend to learn a lot about products.
ANSWER:
e
21. Gatekeepers are individuals who:
a.
control the flow of information.
b.
complain about defective products.
c.
criticize poor marketing techniques.
d.
have strong ties and thus serve as a bridge between groups.
e.
are informers for other social groups.
ANSWER:
a
22. People become opinion leaders because they:
a.
have no interest in being targeted by marketers.
b.
are dissatisfied with their present knowledge of a product category.
c.
have an intrinsic interest in and enjoyment of products.
d.
do not like the products they endorse.
e.
want to strengthen their social ties with consumers.
ANSWER:
c
23. A(n) _____ is an individual who acts as an information broker between the mass media and the views and behaviors
of an individual or group.
a.
market maven
b.
quality analyst
c.
price purveyor
d.
opinion leader
e.
market leader
ANSWER:
d
24. Carol is a graphic designer. She wants to buy a computer, so she asks Reda, her friend, for advice. Reda works at a
computer repair and assembly store and knows everything there is to know about computers. In this case, Reda is a(n):
a.
opinion leader.
b.
reference leader.
c.
technology coordinator.
d.
market maven.
e.
brand ambassador.
ANSWER:
a
25. Manson has subscribed to all the shopping magazines that he knows of and hence is aware of the sale offers in his
town. His friends come to him for advice on a wide range of products and to determine where to shop. In this scenario,
Manson is a(n):
a.
opinion leader.
b.
reference leader.
c.
technology coordinator.
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d.
market maven.
e.
brand ambassador.
ANSWER:
d
26. _____ are groups we admire and wish to be like but are not currently a member of.
a.
Schematic reference groups
b.
Reflective reference groups
c.
Aspirational reference groups
d.
Associative reference groups
e.
Dissociative reference groups
ANSWER:
c
27. Kimberley has two older sisters, Stephanie and Grace. Kimberley imitates her sisters' behaviors, such as the way they
dress, the way they walk, and the way they talk. Stephanie and Grace are a(n) _____ to Kimberley.
a.
associative reference group
b.
sociological set
c.
consideration set
d.
dissociative reference group
e.
consumer network
ANSWER:
a
28. A(n) _____ is a group we do not want to emulate.
a.
schematic reference group
b.
reflective reference group
c.
aspirational reference group
d.
associative reference group
e.
dissociative reference group
ANSWER:
e
29. Whitney, a teenager, loves Frenemies, a television series. She wants to have a life just like the characters on the show.
She admires all the actors on the show because of their sense of style and the activities they endorse. In this scenario,
Whitney sees the cast of Frenemies as a(n):
a.
consideration set.
b.
aspirational reference group.
c.
associative reference group.
d.
brand community.
e.
dissociative reference group.
ANSWER:
b
30. Owing to the rising popularity of celebrities and professional athletes, most top brands have started using them as
brand ambassadors in their TV commercials and newspaper advertisements. Brands are likely doing this because
youngsters consider celebrities and professional athletes their _____.
a.
schematic reference group
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b.
reflective reference group
c.
aspirational reference group
d.
dissociative reference group
e.
associative reference group
ANSWER:
c
31. Marc, a student, wants to become a member of his university's football team. However, to be accepted in the team, he
needs to adhere to strict team rules, such as attending all team practices and earning a passing grade in all subjects. To
Marc, the university football team is a(n) _____.
a.
aspirational reference group
b.
brand community
c.
dissociative reference group
d.
consumer forum
e.
associative reference group
ANSWER:
a
32. Associative reference groups are groups that:
a.
we give expert opinions to.
b.
we have no influence over.
c.
we admire and wish to be like.
d.
we do not wish to emulate.
e.
we actually belong to.
ANSWER:
e
33. After graduating from university, Ted joined the army. He had been looking forward to serving his country by joining
the army, but the routine-based lifestyle and strict training had him doubting his decision. In this scenario, Ted is feeling
the influence of a(n) _____.
a.
schematic reference group
b.
brand community
c.
market maven
d.
opinion leader
e.
aspirational reference group
ANSWER:
e
34. BuyandBefriend.com, an online retailer, allows its customers to post reviews of the books, music, and other products
it sells. Customers can add each other as friends, share wish list items, and recommend products to each other. In this
case, BuyandBefriend.com is using a _____ to promote its products.
a.
brand leader
b.
market maven
c.
brand community
d.
brand ambassador
e.
consumer court
ANSWER:
c
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35. A(n) _____ is a specialized group of consumers with a structured set of relationships involving a particular brand.
a.
consumer court
b.
marketing association
c.
brand community
d.
brand extension
e.
advertising agency
ANSWER:
c
36. There are a lot of biker gangs in Michael's neighborhood. These gangs do not follow community rules, drive their
motorbikes at reckless speeds, and draw graffiti on the wall. Michael's family and friends have warned him to stay away
from these gangs as they can be a bad influence on him. To Michael and the people in his neighborhood, the biker gangs
are an example of a(n) _____.
a.
dissociative reference group
b.
aspirational reference group
c.
associative reference group
d.
primary reference group
e.
secondary reference group
ANSWER:
a
37. Ying is a competitive gamer. She is a member of several online computer gaming communities, and she streams and
shares all the games she plays with the members of the communities. For her, these online communities serve as a(n)
_____.
a.
dissociative reference group
b.
aspirational reference group
c.
formal reference group
d.
primary reference group
e.
secondary reference group
ANSWER:
e
38. Which of the following is true of groups that are formally structured?
a.
They have rules outlining the criteria for group membership.
b.
They have members who are all related to each other.
c.
They have relaxed rules for members.
d.
They avoid contact with their members and keep them at a distance.
e.
They are composed of the people who happen to be in the same place at the same time.
ANSWER:
a
39. The overall similarity among members in the social system is called _____.
a.
heterophily
b.
homophily
c.
autonomy
d.
sovereignty
e.
formality
ANSWER:
c
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40. A business school has set up a gateway course that allows its students to collaborate with each other and their lecturers
through a private social media platform. The platform allows students to ask their queries, exchange notes, and share
information related to exam schedules and class timings. The school hopes that this new platform will increase graduation
rates. In this case, the business school is attempting to increase what is known as the _____ of the students.
a.
credibility
b.
tie-strength
c.
equity
d.
intimacy
e.
appeal
ANSWER:
b
41. Horizen is an Internet service provider. It has started a promotional offer where its existing customers are given
discounts on their next bill if they refer the Internet service to 20 other people whom they contact through social media
and Internet forums. This is an example of:
a.
creating multiple opinion leaders for a brand.
b.
customizing the appeal for each individual.
c.
identifying dissociative reference groups of individuals.
d.
targeting networks of individuals.
e.
influencing an individual's behavior by using information.
ANSWER:
d
42. Which of the following is true of weak ties?
a.
Weak ties are most likely to form among members of primary reference groups.
b.
Marketers can turn weak ties into strong ones by using social influence.
c.
Weak ties are common within networks in which consumers are in frequent contact.
d.
Primary reference group members commonly have weak ties with each other.
e.
Word of mouth spreads more effectively among people with weak ties.
ANSWER:
e
43. Way Wares is a health, beauty, and home care company. It targets individual customers as selling agents and rely on
their friendships, social media contacts, and internal social groups for direct-selling efforts. This is best thought of as an
example of marketers using weak ties to:
a.
identify new networks.
b.
foster interpersonal relationships among its customers.
c.
increase the influence of opinion leaders.
d.
build up distribution with large companies.
e.
sell within secondary reference groups.
ANSWER:
a
44. A(n) _____ is a market in which the social relationships among buyers and sellers change the way the market
operates.
a.
exchange market
b.
embedded market
c.
discrete market
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d.
relationship market
e.
associated market
ANSWER:
b
45. _____ is the process by which individuals acquire the skills, knowledge, values, and attitudes that are relevant for
functioning in a given domain.
a.
Rationalization
b.
Consumption
c.
Socialization
d.
Persuasion
e.
Consumption
ANSWER:
c
46. When Stephanie was young, her parents bought her clothes from the brands they preferred. As she grew up, she
started shopping with her friends instead of her parents. This led to a change in her brand preferences. This is best thought
of as an example of:
a.
habitual consumption.
b.
operant learning.
c.
classical learning.
d.
consumer socialization.
e.
impulse purchasing.
ANSWER:
d
47. The impact of reference groups as socializing agents:
a.
can change over time.
b.
does not affect normative influence.
c.
does not influence the consumption of a luxury item.
d.
increases with a decrease in tie-strength.
e.
has a major influence on the consumption of necessities.
ANSWER:
a
48. Mediavoid, a think tank, conducted a study on adolescents between the ages 14 and 18 and found that those who
watch violent television shows and movies are more likely to buy cigarettes, indulge in drug use, and consume alcoholic
drinks. This is an example of how the media can:
a.
reduce tie-strength between a brand and its consumers.
b.
influence the buying behavior of consumers.
c.
negatively affect consumer socialization.
d.
encourage consumers to form stronger social ties.
e.
increase attention to advertising.
ANSWER:
c
49. Happy Kid Toys conducted a study on children between the ages of four and ten to determine the kind of toys they
liked to receive as gifts during Christmas. The study concluded that roughly 75 percent of the requests made to Santa
Claus were for things they had seen on TV. This is best thought of as an example of:
a.
reference group influence on children.
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b.
peer group influence on consumers.
c.
homophilous group influence on children.
d.
media influence on children.
e.
the influence of opinion leaders on children.
ANSWER:
d
50. Bertha was a well-behaved child when she was young, but as soon as she entered high school, she started skipping
class, wearing strange clothes, and watching offensive television shows with a group of new friends. Her behavior had
become just like that of her new friends. Bertha's behavior is likely due to _____.
a.
brand loyalty
b.
valence
c.
formality
d.
normative influence
e.
aspirational group influence
ANSWER:
d
51. Brand-choice congruence is:
a.
the purchase of the same brand as members of a group.
b.
the process by which we learn to become consumers.
c.
the extent to which a group has the capacity to deliver rewards and sanctions.
d.
a specialized group of consumers with a structured set of relationships involving a particular brand.
e.
a market in which the social relationships among buyers and sellers change the way the market operates.
ANSWER:
a
52. _____ is doing what the group or social influencer asks.
a.
Valence
b.
Discord
c.
Embodiment
d.
Compliance
e.
Reactance
ANSWER:
d
53. Clay rarely drinks and hence considers himself a social drinker. When at a party or out with friends, he has only a mug
of beer so that he is not the only one not drinking. This is an example of Clay:
a.
reforming the group's behavior.
b.
acting against the group's behavior.
c.
conforming to the group's behavior.
d.
challenging the group's behavior.
e.
influencing the group's behavior.
ANSWER:
c
54. Jason, a new salesperson at a shoe store, followed the customers around the store. He kept talking to them about all the
products in the store even after a significant number of customers asked him to leave them alone. Ultimately, most of the
customers left and went to the adjacent shoe store. The customers' reaction in this case is an example of:
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a.
compliance.
b.
congruity.
c.
reactance.
d.
conformity.
e.
valence.
ANSWER:
c
55. Reference groups influence product category choice for _____.
a.
durable goods
b.
symbolic goods
c.
necessity goods
d.
luxury items
e.
complimentary items
ANSWER:
d
56. _____ is the extent to which the group has the capacity to deliver rewards and sanctions.
a.
Coercive power
b.
Credibility
c.
Personal selling
d.
Expertise
e.
Negative advertising
ANSWER:
a
57. Scale Viewer, a nutritional food manufacturer, offers various products that assist weight loss. Consumers who
successfully lose weight using its products are featured on an inspirational video displayed in the company website. In the
video, the consumers talk about their experiences with Scale Viewer's products. This is an example of a marketer:
a.
using opinion leaders as a source of social influence.
b.
using coercive power through dissociative groups.
c.
using brand names as cues for consumer decisions.
d.
making decisions on behalf of consumers.
e.
creating norms for group behavior.
ANSWER:
e
58. The _____ is designed to induce compliance by first asking an individual to comply with a very large and possibly
outrageous request, followed by a smaller and more reasonable request.
a.
even-a-penny-will-help technique
b.
door-in-the-face technique
c.
foot-in-the-door technique
d.
head-out-the-window technique
e.
foot-in-the-mud technique
ANSWER:
b
59. The _____ is designed to induce compliance by getting an individual to agree first to a small favor, then to a larger
one, and then to an even larger one.
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a.
even-a-penny-will-help technique
b.
door-in-the-face technique
c.
foot-in-the-door technique
d.
head-out-the-window technique
e.
foot-in-the-mud technique
ANSWER:
c
60. _____ describes whether information is positive or negative.
a.
Cohesiveness
b.
Conformity
c.
Congruence
d.
Valence
e.
Reactance
ANSWER:
d
61. Bargainer's Bin is a retail store. It has started a new dollar store and launched a new Web page,
www.bargainersbin.com The Web page has several series of webisodes related to the new store for customers to watch.
Viewers can also send the webisodes to their friends via e-mail. In this case, Bargainer's Bin is hoping to spread the buzz
about its Web page through:
a.
word of mouth marketing.
b.
undercover marketing.
c.
freebie marketing.
d.
viral marketing.
e.
niche marketing.
ANSWER:
d
62. Discuss the different nonmarketer influences on consumers.
ANSWER:
Responses will vary.
63. Discuss the credibility of various sources of influence.
ANSWER:
Responses will vary.
64. Compare advertising with word-of-mouth information as a source of influence.
ANSWER:
Responses will vary.
65. Discuss the impact of sources of influence on consumer behavior.
ANSWER:
Responses will vary.
66. Discuss the role of opinion leaders in the marketplace.
ANSWER:
Discuss the role of opinion leaders in the marketplace.
67. Discuss the importance of market mavens to marketers.
ANSWER:
Responses will vary.
68. Define a reference group, and describe the role it plays in influencing people.
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ANSWER:
Responses will vary.
69. Compare the effects of primary and secondary reference groups on behavior.
ANSWER:
Responses will vary.
70. Explain the characteristics of reference groups.
ANSWER:
Responses will vary.
71. Discuss reference group influence on homophilous reference groups.
ANSWER:
Responses will vary.
72. Discuss the types of reference groups that are the best targets for marketers.
ANSWER:
Responses will vary.
73. Discuss the ways in which markets can target a network of individuals.
ANSWER:
Responses will vary.
74. Explain the unique characteristics of embedded markets.
ANSWER:
Responses will vary.
75. Discuss the ways in which consumer socialization occurs.
ANSWER:
Responses will vary.
76. Discuss the role of the media and the marketplace as socializing agents.
ANSWER:
Responses will vary.
77. Describe three compliance techniques that marketers can use with customers.
ANSWER:
Responses will vary.
78. Discuss the role of experts in creating informational influence.
ANSWER:
Responses will vary.
79. Compare the influence of positive and negative information.
ANSWER:
Responses will vary.
80. Discuss the effect of online forums, review sites, websites, and e-mail on word of mouth.
ANSWER:
Responses will vary.
81. Discuss the importance of social media in disseminating word of mouth.
ANSWER:
Responses will vary.
82. Discuss the different ways of engineering favorable word of mouth.
ANSWER:
Responses will vary.
83. Discuss some strategies that can be used to rectify negative word of mouth.
ANSWER:
Responses will vary.
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84. Discuss the steps suggested by crisis management experts to restore lost company reputation.
ANSWER:
Responses will vary.
85. Describe some strategies that can be used to combat rumors.
ANSWER:
Responses will vary.
