Group influence and Social Class

Question 1

What is social identity theory?

Answer 1

A theory stating that an individual’s self-concept is derived from their membership in social groups and the emotional significance attached to these groups

Question 2

What are the 3 sub processes of social identity theory?

Answer 2

Selective interaction - choosing public spaces that lead to interation with specific groups

Displaying identity cues - using symbols like clothing, cars, or gadgets to communicate identity

Interaction strategies - Behavioural patterns in social settings

Question 3

What does the minimal group paradigm demonstrate?

Answer 3

Even when assigned arbitrarily to groups, people tend to favour those in their group and derogate outsiders

Question 4

What is incidental food consumption and how does it influence behaviour?

Answer 4

When people eat the same foods, they trust and cooperate with each other more.

Question 5

What are the three types of reference group influence

Answer 5

Informational influence - Seeking information from opinion leaders

Utilitarian influence - Conforming to group expectations for rewards or to avoid punishment

Value-expressive influence - Chooseing brands to reflect personal identiy and group values.

Question 6

What are the six types of social power?

Answer 6

Referent power
Legitimate power
Expert power
Information power
Reward power
Coercive power

Question 7

What is referent power?

Answer 7

Aspirational figures e.g celeberities endorsing products

Question 8

What is legitimate power?

Answer 8

Authority figures e.g police officers

Question 9

What is expert power?

Answer 9

Knowledgable individuals e.g physicists adviding robotics

Question 10

What is information power?

Answer 10

Gatekeepers of information e.g trade editors

Question 11

What it reward power?

Answer 11

Those who provide incentives, e.g, talent show judges

Question 12

What is coercive power?

Answer 12

Using intimidation or fear, e.g, political proganda

Question 13

What are memberhip and aspirational reference groups?

Answer 13

Membership groups – Groups people belong to (e.g., family, friends).

Aspirational groups – Groups people admire but are not part of (e.g., celebrities).

Question 14

What are avoidance (dissociative) groups?

Answer 14

Groups people distance themselves from to avoid association.

Question 15

What are anti-brand communities?

Answer 15

Groups united by their dislike of a celebrity, store, or brand.

Question 16

What is deindividuation?

Answer 16

When individual identity becomes submerged within a group.

Question 17

What is social loafing?

Answer 17

People contribute less effort when working in a group.

Question 18

What is the risky shift phenomenon?

Answer 18

Group members become more willing to take risks after discussion.

Question 19

How does the mere presence of others affect consumer behavior?

Answer 19

It leads to buying name brands, reduced interaction with products, and rushed decision-making.

Question 20

What are the key factors influencing conformity?

Answer 20

Cultural pressures
Fear of deviance
Commitment
Group characteristics (size, unanimity, expertise)
Susceptibility to interpersonal influence

Question 21

What is the difference between independence and anti-conformity?

Answer 21

Independence – Making decisions without group influence.
Anti-conformity – Deliberately rejecting group norms.

Question 22

What is reactance?

Answer 22

A psychological response when people resist attempts to control their behavior.

Question 23

Who are opinion leaders?

Answer 23

Early adopters who provide unbiased evaluations and influence others.

Question 24

What is a market maven?

Answer 24

A person highly knowledgeable about the marketplace and where to get products.

Question 25

What are surrogate consumers?

Answer 25

Hired experts who provide input into purchase decisions.

Question 26

How are influencers categorized based on following size?

Answer 26

Mega-influencers – A-list celebrities. Macro-influencers – 100,000 to 1 million followers. Micro-influencers – 1,000 to 100,000 followers. Nano-influencers – Less than 1,000 followers but influential in small communities.

Question 27

Why is WOM (word of mouth) marketing effective?

Answer 27

It is trusted, influential, and often associated with extreme or negative opinions.

Question 28

Why is face-to-face WOM more effective than online reviews?

Answer 28

It is more vivid and credible.

Question 29

How does Karl Marx define social class?

Answer 29

The "haves" control resources, while the "have-nots" provide labor.

Question 30

How does Max Weber define social class?

Answer 30

A multidimensional ranking based on status, power, wealth, and property.

Question 31

What are the three types of social mobility?

Answer 31

Upward mobility – Moving to a higher class. Horizontal mobility – Changing occupations within the same class. Downward mobility – Losing social status.

Question 32

What coping strategies do consumers use for downward mobility?

Answer 32

Problem-solving – Shopping discounts, postponing purchases, selling possessions. Emotion-focused – Self-compassion, social support, escapism through media.

Question 33

What are the different spending personalities?

Answer 33

Tightwads – Hesitant to spend money. Spendthrifts – Enjoy spending freely.

Question 34

What factors affect consumer savings?

Answer 34

Optimism/pessimism about personal finances. Global events. Cultural attitudes toward savings.

Question 35

What is occupational prestige?

Answer 35

Society’s collective perception of an occupation’s social value.

Question 37

Why is how money is spent more important than income in determining social class?

Answer 37

Spending patterns reflect lifestyle and status more than earnings alone.

Question 38

What is cultural capital?

Answer 38

Knowledge, tastes, and behaviors that signal social status.

Question 39

What are the three forms of cultural capital?

Answer 39

Embodied – Manners, skills, dispositions. Objectified – Cultural possessions. Institutionalized – Degrees and certifications.

Question 40

How does taste culture differentiate social classes?

Answer 40

Elite – Wealthy, highest levels of all capitals. Established middle class – High economic, social, and cultural capital. Technical middle class – Financially stable but socially isolated. New affluent workers – Young, socially active, moderate wealth. Traditional working class – Low capital, older demographic. Emergent service workers – Young, urban, culturally engaged, but low income. Precariat – The poorest and most deprived group.

Question 41

What is a status symbol?

Answer 41

A product or service that signifies wealth or prestige.

Question 42

What is conspicuous consumption?

Answer 42

Buying luxury goods to display wealth and status.

Question 43

What is status pivoting?

Answer 43

Signaling success through alternative achievements rather than traditional wealth.

Question 44

What are the risks of social class segmentation?

Answer 44

Ignores intergenerational mobility. Ignores subjective social class perceptions. Overlooks aspirations for upward mobility.