2. introduction

Question 1

Sources of influence
criteria

Answer 1

reach: how many consumers are reached by the source
two-way communication: the receiver of the message can answer back

Question 2

opinion leaders 3

Answer 2

individuals who act as information brokers between the mass media and the opinions and behaviors of an individual or group (e.g. Nathan Pennell)
they act as gatekeepers because they control the flow of information between the media and the people
they are a non-marketing source, so they have higher credibility

Question 3

market mavens:

Answer 3

have information about the marketplace in general (e.g. Anna Wintour)

Question 4

celebrity endorsers

Answer 4

celebrities who endorse a specific product or brand: a hybrid marketing source; the credibility is lower than opinion leaders (e.g. Christiano Ronaldo)

Question 5

influencers:

Answer 5

a person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media
they are also hybrid marketing sources
the credibility is lower than opinion leaders

Question 6

Social influences on consumers:

Answer 6

where did those people get those ice creams?’

Question 7

Types of reference groups 4

Answer 7

aspirational reference group: a group that we admire and desire to be like
associative reference group: a group to which we currently belong
dissociative reference group: a group we do not want to emulate
brand communities: a specialized group of consumers with a structured set of relationship involving a particular brand, fellow customers of that brand and the product in use

Question 8

degree of contact: 2

Answer 8

primary reference group: a group with whom we have physical face to face interaction
secondary reference group: a group with whom we do not have a direct contact

Question 9

formality:

Answer 9

the extent to which a group follows formal structure with specific rules

Question 10

homophile

Answer 10

the overall similarity among members in the social system

Question 11

attractiveness

Answer 11

how attractive the members consider the group

Question 12

density:

Answer 12

the extent to which the different members in the group know each other

Question 13

identification

Answer 13

the extent to which people identify themselves with their group

Question 14

tie strength:

Answer 14

the extent to which a close, intimate relationship connects people