a.
Normative influence
b.
Informational influence
c.
Coercive influence
d.
Value-expressive influence
e.
Utilitarian influence
29. Which of the following types of reference group influence occurs when consumers conform to group
expectations to receive a reward or avoid punishment?
a.
Hedonic influence
b.
Utilitarian influence
c.
Informational influence
d.
Value-expressive influence
e.
Affective influence
30. Age Care, a non-profit organization that focuses on caring for the elderly, encourages its members to
do as many good deeds as possible. At the end of each year, one individual will be voted as the “Age
Care Member of the Year,” and will win a free holiday for two. Which of the following types of group
influence most likely motivates members of Age Care to do good deeds?
a.
Informational influence
b.
Utilitarian influence
c.
Value-expressive influence
d.
Coercive influence
e.
Affective influence
31. The extent to which consumers join groups to express their own closely held beliefs is called _____
influence of groups.
a.
utilitarian
b.
normative social
c.
hedonic
d.
informational
e.
value-expressive
32. Abigail joined PETA (People for the Ethical Treatment of Animals) as she strongly believes in the
group’s cause of helping animals. She even chose to become a vegetarian because of her belief in the
group’s vision for animal welfare. Which of the following types of group influence does PETA exert
on Abigail?
a.
Hedonic influence
b.
Utilitarian influence
c.
Informational influence
d.
Value-expressive influence
e.
Ego-defensive influence
33. Which of the following individual difference variable assesses the individual’s need to enhance his or
her image in terms of others by acquiring and using products, conforming to the expectations of others,
and learning about products by observing others?
a.
Need for cognition
b.
Typical intellectual engagement
c.
Separateness-connectedness
d.
Openness to experience
e.
Susceptibility to interpersonal influence
34. Harriet just moved into a new neighborhood. She buys a new car and adopts a sense of fashion that
will make her “fit in” with the rest in the neighborhood. The individual difference variable that Harriet
is most likely to score high is _____.
a.
need for cognition
b.
typical intellectual engagement
c.
openness to experience
d.
susceptibility to interpersonal influence
e.
need for self-actualization
35. Consumers who score high on the _____ variable are concerned about how other people react to their
behavior.
a.
need for cognition
b.
typical intellectual engagement
c.
attention to social comparison information
d.
openness to experience
e.
separateness-connectedness
36. Jane does not believe in spending on high-end brands. However, when she is out shopping with her
colleagues who regularly splurge on luxury brands, she ends up buying expensive brands to impress
them. Jane is most likely to score high on the _____ variable.
a.
need for cognition
b.
typical intellectual engagement
c.
attention to social comparison information
d.
openness to experience
e.
need for self-actualization
37. Stan is a member of the Association for Consumer Research, but when he attends the conferences, he
doesn’t identify with the group. Even though his research is received favorably, he often feels detached
and perceives himself as different from the other members. Stan can best be described as having a(n)
_____ self-schema with respect to this group.
a.
idealized
b.
separated
c.
actualized
d.
connected
e.
ambiguous
38. Barbara is an active member of her church. She is the choir director and the head of youth activities.
Barbara can best be associated with the _____ self-schema.
a.
connected
b.
idealized
c.
dissociated
d.
actualized
e.
separated
39. _____ word-of-mouth occurs naturally when consumers truly enjoy a product or service and they want
to share their experiences with others.
a.
Primary
b.
Organic
c.
Natural
d.
Amplified
e.
Secondary
40. Beth had been searching for the right foundation for her skin type. She had tried a few brands before,
however, none of them suited her sensitive skin. When Beth finally found what she was looking for,
she made it a point to tell all her close friends about how good the product was for her skin. This is an
example of _____ word-of-mouth.
a.
primary
b.
natural
c.
organic
d.
unscripted
e.
amplified
41. _____ word-of-mouth (WOM) occurs when marketers attempt to accelerate WOM in existing
customer circles, or when they develop entirely new WOM forums.
a.
Primary
b.
Random
c.
Organic
d.
Scripted
e.
Amplified
42. Mom & Baby Inc., a firm specializing in mother and child care products, gives away free samples of
their latest products to new mothers. They also encourage mothers to provide feedback on their
product samples in a blog for new mothers. The company’s goal is to stimulate positive word-of-
mouth communications about their products. This is an example of _____ word-of-mouth.
a.
primary
b.
natural
c.
organic
d.
amplified
e.
scripted
43. Marketing efforts that focus on generating excitement that is spread among market segments is known
as _____ marketing
a.
buzz
b.
affinity
c.
multi-level
d.
relationship
e.
ambush
44. Marketing of a product using unconventional means is called _____ marketing.
a.
guerrilla
b.
affinity
c.
ambush
d.
communal
e.
cloud
45. Using online technologies to facilitate word-of-mouth by having consumers spread marketing
messages through their online connections is known as _____ marketing.
a.
affinity
b.
stealth
c.
viral
d.
multi-level
e.
ambush
46. Which of the following types of marketing techniques involve deceiving consumers about the
involvement of marketers in a communication?
a.
Communal marketing
b.
Affinity marketing
c.
Cause marketing
d.
Ambush marketing
e.
Stealth marketing
47. The marketing technique that involves compensating consumers to talk about, or promote, products
without disclosing that they are working for the company is called _____.
a.
infiltrating
b.
activating
c.
invading
d.
shilling
e.
diffusing
48. _____ is the marketing technique that involves using fake identities in online discussions to promote a
product.
a.
Shilling
b.
Infiltrating
c.
Diffusing
d.
Activating
e.
Evading
49. Consumers who have great influence on other consumers’ behaviors relating to product adoption and
purchase are known as _____.
a.
conspicuous consumers
b.
surrogate consumers
c.
product innovators
d.
market leaders
e.
opinion leaders
50. Consumers who spread information about all types of products and services that are available in the
marketplace are called _____.
a.
surrogate consumers
b.
opinion leaders
c.
market mavens
d.
universal shoppers
e.
conspicuous consumers
51. A consumer who is hired by another to provide input into a purchase decision is known as a(n) _____.
a.
conspicuous consumer
b.
laggard consumer
c.
early majority purchaser
d.
surrogate consumer
e.
universal purchaser
52. The way in which new products are adopted and spread throughout a marketplace is known as the
_____ process.
a.
diffusion
b.
differentiation
c.
activation
d.
innovation
e.
assimilation
53. Fred has an analog television without cable or satellite. He will not switch to a digital TV until the old
one breaks down. Which of the following adopter categories best describes Fred?
a.
Innovator
b.
Early adopter
c.
Early majority
d.
Impulse purchaser
e.
Laggard
54. Which of the following families consists of three or more generations of family members?
a.
A polygamous family
b.
A conjugal family
c.
A nuclear family
d.
An extended family
e.
A blended family
55. Families consisting of previously married spouses and their children are known as _____ families.
a.
consanguineal
b.
generational
c.
blended
d.
extended
e.
kindred
56. Young adults, aged 18-34, who graduate from college and move back home with their parents are
referred to as the _____.
a.
Baby Boomers
b.
generation Jones
c.
sandwich generation
d.
boomerang kids
e.
Generation X
57. Patrick graduated from college this year, however, he decided to stay with his parents in order to save
money and pay off his college debts. Patrick is most likely to be described as being a part of _____.
a.
the sandwich generation
b.
Generation X
c.
the boomerang kids generation
d.
the baby boomers generation
e.
Generation Jones
58. Which of the following generation consists of consumers who must take care of both their own
children and their aging parents?
a.
The sandwich generation
b.
The boomerang kids generation
c.
The Baby Boomers generation
d.
Generation Z
e.
Generation Jones
59. Ruth has taken up the responsibility of maintaining her joint family’s expenses. She keeps track of the
entire family’s needs and discusses with the other family members about the purchases to be made.
Ruth plays the role of a(n) _____ in her household purchase process.
a.
decision maker
b.
user
c.
gatekeeper
d.
purchaser
e.
influencer
60. The person in the household who recognizes a need and provides information about a potential
purchase to others is known as a(n) _____.
a.
influencer
b.
gatekeeper
c.
purchaser
d.
user
e.
decision maker
61. Who controls information flow into the household in the household purchase process?
a.
Influencer
b.
Gatekeeper
c.
Purchaser
d.
User
e.
Decision maker
GIRLS’ DAY OUT SCENARIO
Janice and her girlfriends generally reserve the last Saturday of every month for a girls-only day out.
Most of the girls in the group are her friends from school who like to hang out together and they all
share a passion for shopping. When Janice shops with the group, she restrains herself from her
bargaining-prone habit and ends up buying expensive luxury brands as the group is very conscious of
purchasing only high-end brands. Janice’s best friend Maeve is considered the most informational
among the group. She knows everything about handbags and has an enviable collection of her own.
Everyone seeks her opinion before buying one. Once, a friend hired her to put together an entire
collection of handbags to go with an ensemble. Some designers were even prompted to use Maeve’s
expertise on handbags to promote their new handbag collections in her social circle. They gave her a
few handbags to carry around at parties and other social events. Mauve also used a few social
networking sites to write about the brand and thus created excitement about the brand among her
friends.
62. Refer to Girls’ Day Out Scenario. Janice’s gang of girls is an example of a(n) _____ group.
a.
professional
b.
associative
c.
informal
d.
aspirational
e.
dissociative
63. Refer to Girls’ Day Out Scenario. When Janice shops with the group, she restrains herself from her
bargaining-prone habit and ends up buying expensive luxury brands. Janice is most likely to score high
on the _____ variable.
a.
need for cognition
b.
typical intellectual engagement
c.
attention to social comparison information
d.
openness to experience
e.
need for self-actualization
64. Refer to Girls’ Day Out Scenario. Maeve is considered the most informational member in the group.
She knows everything about handbags and has an enviable collection of her own. Everyone seeks her
opinion before buying one. Which of the following best describes Maeve?
a.
Opinion leader
b.
Market leader
c.
Universal purchaser
d.
Surrogate consumer
e.
Laggard
65. Refer to Girls’ Day Out Scenario. When Maeve was hired by a friend to put together an entire
collection of handbags to go with an ensemble, she was assuming the role of a(n) _____.
a.
laggard
b.
universal purchaser
c.
market maven
d.
surrogate consumer
e.
late majority consumer
66. Refer to Girls’ Day Out Scenario. Some designers used Maeve’s expertise on handbags to promote
their new handbag collections in her social circle. They gave her a few handbags to carry around at
parties and other social events. Mauve also used a few social networking sites to write about the brand
and thus created excitement about the brand among her friends. This is an example of _____
marketing.
a.
drip
b.
ambush
c.
buzz
d.
affinity
e.
stealth
WEDDING SCENARIO
Janice is excited because her boyfriend just asked her to marry him. Though planning the wedding
may be a big hassle for most people, Janice had it easy as her sister, a wedding planner, has taken over
the task of planning the entire wedding. Janice should have been the one taking all the decisions, but
her sister chose to be the sole decision-maker on account of her professional competence. Since
Janice’s parents are paying for the wedding, she needs to abide by their wishes even though she might
like to have a more extravagant reception than they are willing to pay for. She will be getting married
in a church, and the priest said she and her fiancé would have to attend pre-marriage counseling
sessions over six weeks. They are not really thrilled about doing that, but they know they can’t get
married in their church if they don’t attend the sessions. Her parents are very frugal, and her mother
even suggested that she wear her old prom dress instead of buying a new wedding gown. Janice was
mortified when her mother suggested this, saying, “But mom, the dress is pink! What would people
think if I wore a pink wedding dress? Wedding gowns are supposed to be white!” So they settled on
letting her pick her own gown, but her father had the last say on which one he would allow her to
purchase. The wedding day came and went without a hitch, and Janice is now a busy homemaker
setting up her new household.
67. Refer to Wedding Scenario. Janice’s parents are paying for the wedding, so she needs to abide by their
wishes even though she might have liked a more extravagant reception. This is an example of a(n)
_____ influence.
a.
focus group
b.
tertiary group
c.
outgroup
d.
primary group
e.
secondary group
68. Refer to Wedding Scenario. Janice will be getting married in a church. The priest said she and her
fiancé have to attend pre-marriage counseling sessions over six weeks. They are not really thrilled
about doing that, but they know they can’t get married in their church if they don’t. Which of the
following types of social power does the Church priest exercise over Janice and her fiancé?
a.
Referent power
b.
Utilitarian power
c.
Value-expressive power
d.
Reward power
e.
Legitimate power
69. Refer to Wedding Scenario. This being Janice’s wedding, she should ideally be the one taking
decisions, but her sister stole the mantle of being the main decision-maker from Janice, on account of
her professional competence as a wedding planner. Which of the following types of social power does
Janice’s sister exercise over Janice with regard to the wedding plans?
a.
Referent power
b.
Expert power
c.
Coercive power
d.
Reward power
e.
Legitimate power
70. Refer to Wedding Scenario. The fact that Janice was mortified at her mother’s suggestion to wear her
pink prom dress indicates that Janice is most likely to score highly on the _____ variable.
a.
need for cognition
b.
typical intellectual engagement
c.
openness to experience
d.
susceptibility to interpersonal influence
e.
separateness-connectedness
71. Refer to Wedding Scenario. Which of the following roles did Janice’s father assume with regard to the
purchase of Janice’s wedding dress?
a.
Influencer
b.
Gatekeeper
c.
User
d.
Decision maker
e.
Surrogate consumer
ESSAY
1. Name and describe the different types of reference groups that influence consumers. Give an example
for each type with a group that influences your behavior.
2. Name and describe the five types of social power. Explain the type or types of power the following
people might hold over others’ behavior.
(a) Judge
(b) Coach
(c) Parent
(d) Friend
(e) Doctor
3. Explain the three types of reference group influence. Explain for each type how a reference group
influences your behavior.
4. Discuss some social networking websites of which you are a member. Give an example of how
membership to these social networking websites influences your consumption behavior.
5. Describe two individual difference variables that play an important role in the extent to which
consumers conform to others’ expectations.
6. Define the concept of word-of-mouth (WOM). Differentiate between organic WOM and amplified
WOM.
7. Name and describe the five important roles in the household purchase process. Discuss the roles
played by your family members in a major purchase decision, such as the purchase of a car, home,
television, and so on.