Chapter 7: Part 2

Question 1

The three forms reference groups can take are

Answer 1

informational, normative, and identification

Question 2

Informational influence

Answer 2

occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information

Question 3

Normative influence

Answer 3

utilitarian influence, occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction

Question 4

Identification influence

Answer 4

value-expressive influence, occurs when individuals have internalized the group’s values and norms

Question 5

Promotion-focused motives

Answer 5

revolve around a desire for growth and development and are related to consumer hopes/aspirations

Question 6

Prevention-focused motives

Answer 6

revolve around a desire for safety and security and are related to consumers’ sense of duties and obligations

Question 7

Regulatory focus theory

Answer 7

suggests that consumers will react differently depending on which broad set of motives is more salient

Question 8

Ad theme

Answer 8

achievement (promotion) versus avoidance (prevention)

Question 9

Message frame

Answer 9

benefits to be gained (promotion) versus losses to be avoided (prevention)

Question 10

Ad context

Answer 10

ad placement in shows, magazines, or websites that are likely to elicit a promotion focus versus those likely to elicit a prevention focus

Question 11

Exchange of advice and information between can occur directly in the form of WOM when

Answer 11

(1) one individual seeks information from another or (2) when one individual volunteers information

Question 12

Buzz

Answer 12

can be defined as the exponential expansion of WOM