Chapter 11

Question 1

Nonmarketing source

Answer 1

Influence delivered from an entity outside a marketing organization for example friends, fammily and the media

Question 2

Social influence (marketing and non marketing sources)

Answer 2

Marketing sources delivered via mass media: include; advertising, sales promotions, publicity, special events and social media posts from companies

Question 3

Nonmarketing sources delivered via mass media

Answer 3

Sources that are not working for marketing companies can also wield influence viea mass media delivered messages. Consumer behavior may be affected by news items about new products, movies and restaurants

Question 4

Marketing and nonmarketing sources delivered via social media:

Answer 4

Social media platforms such as facebook, vine and youtube are increasingly used by both marketing and nonmarketing sources

Question 5

Marketing sources delivered personally

Answer 5

Marketing sources can also deliver information personally. Salespeople, service representatives and customer servie agents are marketing sources of influence whodeliver information personally in retail outlets, at consumers homes or offices, over the phone or via email or online chat

Question 6

Marketing source:

Answer 6

Influence delivered from a marketing agent, for example, advertising, personal selling

Question 7

Word of mouth

Answer 7

Influence delivered verbally from one person to another persona to another person or group on stage

Question 8

How do general sources differ: capacity for two-way communication

Answer 8

Personally delivered sources of influence are valuable because they allow for a two-way flow of information

Question 9

Credibility

Answer 9

while personal and mass media sources differ in their reach and capacity for two-way communication, marketing and nonmarketing sources differ in their credibility. Consumers tend to perceive information delivered through marketing sources as being less credible, more biased and manipulative. In contrast nonmarketing sources appear more credible because we do not believe that they have a personal stake in our purchase, consumption or disposition decision

Question 10

Opinion leader

Answer 10

An individual who acts as an information bunker between the mass media and the opinions and behaviors of an individual or group

Question 11

Gatekeepers

Answer 11

A source that controls the flow of information

Question 12

Market maven

Answer 12

A consumer on whom others rely for information about the market place in general

Question 13

Use opinion leaders in marketing communication

Answer 13

Although opinion leaders influence may be less effective when delivered through a marketing source, their expertise and association can still support an offering

Question 14

Associative reference group

Answer 14

Are groups we admire and wish to like but are not currently

Question 15

Aspirational reference group

Answer 15

Are groups we admire and wish to be like but are not currently a member of

Question 16

Brand community

Answer 16

A specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand and the product in use

Question 17

Reference groups as sources of influence

Answer 17

Social influence is exerted by individuals such as opinion leaders as well as by specific groups of people. A reference group is a set of people with whom individuals compare themselves for guidance in developing their own attitudes, knowledge and/or behavior

Question 18

Dissociative reference group

Answer 18

A group we do not want to emulate

Question 19

Associate products with aspirational reference groups

Answer 19

Knowing their target consumers aspirational reference group enables marketers to associate their product with that group and to use spokespeople who represent it

Question 20

Accurately represent associative reference groups

Answer 20

Marketers can also identify and appropriately represent target consumers in ads by accurately reflecting the clothing, hairstyles, accessories and in general demeanor of their associative reference groups

Question 21

Homophily

Answer 21

The overall similarity among members of the social system

Question 22

Primary reference group

Answer 22

Group with whom we have physical face-to-face interaction

Question 23

secondary reference groups

Answer 23

Group with whom we do not have direct contact

Question 24

Characteristics of reference groups: Degree of contact

Answer 24

Reference groups vary in their degree of contact. We may have direct and extensive contact with some reference groups like our immediate circle of friends or family but may have less contact with others like politicians

Question 25

Characteristics of reference groups: Formality

Answer 25

Reference groups also vary in formality. Groups like fraternities, athletic teams, clubs and classes are formally structured, with rules outlining the criteria for gorup membership and the expected behavior of members

Question 26

Characteristics of reference groups: Group attractiveness

Answer 26

The attractiveness of a particular peer group can affect how much consumers conform to the group

Question 27

Characteristics of reference groups: Density

Answer 27

Dense groups are those in which group members all know one another. For example, an extended family

Question 28

Characteristics of reference groups: Degree of identification

Answer 28

Some characteristics of an individual within a group contribute to the ways in which groups vary. Just because people are members of a group does not mean that they use it as a reference group

Question 29

Characteristics of reference groups: Tie strength

Answer 29

A strong tie means that two people are connected by a close intimate relationship

Question 30

Reference groups affect consumer socialization: people as socializing agents

Answer 30

Reference groups like family and friens play an important role as socializing agents. Parents may, for example, instill values of thriftiness by directly teaching their children the importance of saving money etc.

Question 31

Reference groups affect consumer socialization: media and the marketplace as socializing agents

Answer 31

TV programs, movies and videos, music, games and ads can also serve as socializing agents. For example, in ads, boys are sometimes depicted as more knowledgeable, aggressive, active and instrumental to actions than girls

Question 32

Reference groups affect consumer socialization: Normative influence

Answer 32

Can affect brand choice congruence, conformity, compliance or reactance

Question 33

Reference groups affect consumer socialization: information influence

Answer 33

Affected by characteristics of the product, group or consumer

Question 34

Reference groups affect consumer socialization: norm

Answer 34

Collective decision about what constitutes appropriate behavior

Question 35

Reference groups affect consumer socialization: Brand choice congruence

Answer 35

The purchase of the same brand as members of a group

Question 36

What affects normative influence of strength

Answer 36

Compliance vs reactance (compliance a somwhat different effect of normative influence means doing whhat is explicitly asked of you)

Reactance: Doing the opposite of what the individual or group wants us to do

Product characteristics: reference groups can influence two types of decisions:
1) Whether we buy a product within a given category
2) what brand we buy

Question 37

What affects normative influence strength: Consumer characteristics

Answer 37

the personalities of some consumers make them readily susceptible to be influenced by others. The trait of competitiveness, for instance, can influence conspicuous consumption behavior

Question 38

What affects normative influence strength: Group characteristics

Answer 38

Finally, the group charaacteristics of the group can impact the degree of normative influence. One characteristic is the extent to which the group can deliver rewards and sanctions, known as the degree of reward power or coercive power

Question 39

Coercive power

Answer 39

The extent to which the group has the capacity to deliver rewards and sanctions

Question 40

Foot-in-the-door technique

Answer 40

A technique 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

Question 41

Door in the face technique

Answer 41

A technique designed to induce compliance by first asking an individual to cpmply with a very large and ppossible outrageous request, followed by a smaller and more reasonable request

Question 42

Even-a-penny-will-help technique

Answer 42

A technique designed to induce compliance by asking individuals to do a very small favor, one that is so small that it almost doesnt qualify as a favor

Question 43

Informal influence

Answer 43

The extent to which sources influence consumers simply by providing information

Question 44

Valence

Answer 44

Whether information about something is good (positive valence) or bad (negative valence)

Question 45

the pervasive and persuasive influence of word of mouth: Online word of mouth

Answer 45

Online forums, review sites, websites and email magnify the effect of a word of mouth because consumers can notify many people about their good or bad experiences with a few clicks of the mouse

Question 46

Social media word of mouth

Answer 46

Social media such as twitter, youtube, pinterest, instagram and facebook are truly social, disseminating word of mouth through public messages and through messages visible only to friends

Question 47

iral marketing

Answer 47

Rapid spread of brand/product information among a population of people stimulated by brands