Q3 Group Influences on Consumer Behavior

Question 1

Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another

Answer 1

Group

Question 2

A group whose presumed perspectives or values are being used by an individual as his basis for his/her current behavior.

Answer 2

Reference Group

Question 3

____________________ family or friend with strong ties & frequent interaction.

Answer 3

Primary Group

Question 4

________________________ professional or HOAs with weaker ties & less frequent interaction

Answer 4

Secondary Group

Question 5

What are the four criteria that are particularly useful in classifying groups?

Answer 5

1. Membership
2. Strength of Social Tie
3. Type of Contact
4. Attraction

Question 6

One can be a member or not a member of a group.
Leads to sense of belongingness, confidence or security to a group.

Answer 6

Membership

Question 7

The closeness or intimacy of the group/linkages.

Answer 7

Strength of Social Tie

Question 8

Whether the interaction is direct or indirect

Answer 8

Type of Contact

Question 9

Desirability the membership have for the individual. Negative or positive.

Answer 9

Attraction

Question 10

Three Types of Groups

Answer 10

1. Consumption Subcultures
2. Brand Community
3. Online Communities and Social Networks

Question 11

They have a set of shared beliefs or values as well as unique jargon, rituals, and modes of expression.

Answer 11

Consumption Subcultures

Question 12

They adopt consumption patterns in large part to affirm their unique identity

Answer 12

Consumption Subcultures

Question 13

They add value to the ownership of the product. They are characterized by intense loyalty.

Answer 13

Brand Community

Question 14

They engage in activities facilitated by both the brand and brand owners to enhance brand value.

Answer 14

Brand Community

Question 15

They are community that interacts around a topic of interest on the internet.

Answer 15

Online Communities and Social Networks

Question 16

Three things to remember when Using Social Media in Marketing

Answer 16

1 Be transparent
2 Be part of the community
3 Take advantage of the unique capabilities of each venue

Question 17

Give example of

Consumption Subcultures
Brand Community
Online Communities and Social Networks

Answer 17

Consumption Subcultures (Sneakerheads, Hypebeast)
Brand Community(Harley Davidson Owners Group, Jeep Enthusiast Community)
Online Communities and Social Networks (Sepora’s Beauty Insider)

Question 18

Two Reference Group Influence on the Consumption Process

Answer 18

1. The Nature of Reference Group Influence
2. Degree of Reference Group Influence

Question 19

These are the characteristics or features of reference groups

Answer 19

The Nature of Reference Group Influence

Question 20

To which degree a reference group influence consumer behavior

Answer 20

Degree of Reference Group Influence

Question 21

According to the Nature of Reference Group Influence, a reference group influence can take three forms:

Answer 21

Informational Influence
Normative Influence (Utilitarian Influence)
Identification Influence (Value-expressive influence)

Question 22

A reference group influnce that persuade consumers through similarity or expertise.

Answer 22

Informational Influence

Question 23

Conforming to group norms to fit in or gain approval. It’s about wanting to be liked or accepted by others.

Answer 23

Normative Influence (Utilitarian Influence)

Question 24

Copying behaviors or beliefs of someone they admire to show their own values. Happens when people adopt a group’s values.

Answer 24

Identification Influence (Value-expressive influence)

Question 25

According to the Degree of Reference Group Influence: All of these: Visible usage High relevance of product to group Low individual purchase confident Strong individual connection to the group Unnecessary item Results to what?

Answer 25

High Degree of reference to group reference.

Question 26

Marketing Strategies Based on Reference Group Influences: Advertisers show their product attached with certain values, like Coca-Cola ads showing it as perfect for family gatherings, to appeal to consumers who share those values.

Answer 26

Identification influence

Question 27

Give the four Communications within Groups and Opinion Leadership

Answer 27

1. Word-of-mouth communications 2. Opinion Leaders 3. Market Mavens 4. Marketing Strategies

Question 28

In Communications within Groups, It is considered the most effective form of advertising

Answer 28

Word-of-mouth communications

Question 29

In Communications within Groups, they are the “go to person” for specific types of information.

Answer 29

Opinion Leaders

Question 30

These persons are considered specialists that filters, interprets, and passes along information within a group

Answer 30

Opinion Leaders

Question 31

They are generalized market influencer.

Answer 31

Market Mavens

Question 32

Give the Four Marketing Strategies

Answer 32

Advertising Product Sampling Retailing/Personal Selling Creating Buzz

Question 33

An online “pass-it-along” strategy where brand messages spread quickly through electronic communication, like email, among a large network of buyers.

Answer 33

Viral marketing

Question 34

Marketing with a limited budget using nonconventional communication strategies.

Answer 34

Guerrilla marketing

Question 35

Two Examples of Creating Buzz

Answer 35

Creating Buzz Guerrilla marketing

Question 36

Attempt to stimulate WOM by generating interest and excitement.

Answer 36

Advertising

Question 37

Give out free sample products customers can try before buying.

Answer 37

Product Sampling

Question 38

Selling directly to consumers through stores or direct persuasion

Answer 38

Retailing/Personal Selling

Question 39

Generating excitement and interest around something to get people talking about it and increase awareness.

Answer 39

Creating Buzz

Question 40

Is an idea, practice, or product perceived to be new by the relevant individual or group

Answer 40

Innovation

Question 41

Give the Three Categories of Innovation

Answer 41

1. Continuous Innovation 2. Dynamically Continuous Innovation 3. Discontinuous Innovation

Question 42

Adoption of this type of innovation requires relatively minor changes in behavior(s) that are unimportant to the consumer.

Answer 42

Continuous Innovation

Question 43

Adoption of this type of innovation requires a moderate change in an important behavior or a major change in a behavior of low or moderate importance to the individual.

Answer 43

Dynamically Continuous Innovation

Question 44

Adoption of this type of innovation requires major changes in behavior of significant importance to the individual or group

Answer 44

Discontinuous Innovation

Question 45

Give the Five Stages in Adoption Process

Answer 45

1 Awareness 2 Interest 3 Evaluation 4 Trial 5 Adoption

Question 46

Give the Five Steps in Extended Decision Making

Answer 46

1 Problem Recognition 2 Information Search 3 Alternative Evaluation 4 Purchase 5 Post Purchase Evaluation

Question 47

Factors Affecting the Spread of Innovation

Answer 47

Rate of Diffusion

Question 48

Give the Five Adopter Categories

Answer 48

Innovators Early Adopters Early Majority Late Majority Laggards