Ch 11, 12, 13

Question 1

Define social influence:

Answer 1

information by or pressures from individuals, groups, and the mass media that affects how a person behaves.

Question 2

Examples of marketer dominated sources of influence? Non-marketer dominated sources?

Answer 2

Marketer dominated: advertising, selling, promotions

Non-marketer dominated: friends, family, WOM, media (news)

Question 3

Draw a table that describes sources of influence: 2 of each of these categories-
1-Marketing source mass media delivered
2-Marketing source-delivered personally
3-Nonmarketing source-mass-media delivered
4-Nonmarketing source-delivered personally.

Answer 3

Which are...
Low in credibility? 
High in credibility? 
Low in reach? 
High in reach? 
Low in 2-way communication? 
High in 2-way communication?

Question 4

What role does reach play in marketing communication?

Answer 4

Dictates how many customers you affect and can “touch” with your ad, product, service

Question 5

Define opinion leaders. 3 qualities a person must possess to be an opinion leader?

Answer 5

Act as information brokers between the media and individuals in the public. Their opinions matter about a specific topic. Ex: Conan O’Brien, Ellen, famous sports ancho

Question 6

2 benefits of working with an opinion leader as a marketer. 2 downfalls.

Answer 6

2 benefits:
1-Knowledgable about products
2-Seen as credible

2 downfalls:
1-Heavy users of social media
2-May not target right audience

Question 7

Define reference groups. Name 3 of 4 types of groups.

Answer 7

Reference groups: a set of people that an individual compares themselves for guidance in their opinions, behaviors, and actions

1-Associative: group we already belong to
2-Brand communities: groups that follow brands and products
3-Dissociative: a group we do NOT want to belong to

Question 8

List, define, and name example of 4 reference group characteristics:

Answer 8

1-Degree of group contact
a-primary: you have contact with
b-secondary: you do not have contact with
2-Homophily: similarity amongst members
3-Group attractiveness: affects how people conform
4-Tie strength: the extent to which close, intimate relationships connect people

Question 9

How are foot-in-the-door and door-in-the-face compliance techniques similar and different?

Answer 9

foot in the door: first get a person to agree to a smaller “yes” which increases the chances they will say “yes” to a larger request.
Ex: Would you mind watching my cat? Would you mind watching my child?

door in the face: a person saying “no” to a much larger request has them more likely to say “yes” to a smaller request.
Ex: Can I have a brand new car for my birthday? Can I have your old one instead?

Question 10

Cialdini’s 6 principles of influence.

Answer 10

1-Reciprocity: people tend to return favors

2-Commitment and consistency: once you agree you will keep agreeing.

3-Social proof: people do things when they see other people doing things.

4-Liking: we are more influenced by people we like

5- Authority: we have a sense of obligation to people who hold an authoritative title

6-Scarcity: things are more demanded when there are less of them

Question 11

2 things companies can do in response to negative WOM?

Answer 11

1-Respond to it by contacting the person. Ex: Tweeting back to someone who has said something negative via Twitter
2-Track the WOM back to the source in hopes to stop it. Ex: celebrity or certain state, etc.

Question 12

5 generational cohorts we discussed in class. 2 characteristics of each.

Answer 12

Tween/Teens: (Paris)

• Their purchases define them/want to look cool.
• High chances of brand loyalty early on.
• Have lots of disposable money to blow.

Millennials: (Me)

• Tech savvy
• Multi-tasking experts

Gen X: (Milovic/my parents)

• delay marriage/larger purchases
• Have a PLAN.

Baby Boomers: (Pen)

• most likely was fired from job, did not quit
• very self reliant and can manage on their own.

Seniors: (great grandpa)

• Fastest growing group
• Knows nothing about technology

Question 13

Family life cycle and 3 examples of family life cycle stages.

Answer 13

Family life cycle: different stages of family life, depending on age of parents and how many children are at home.

1-Lots of kids running around the home.
2-Teenagers and beginning of gray hair phases.
3-Everyone is driving and moving on to college life.

Question 14

List and describe 4 current US household structure trends.

Answer 14

1-Delaying marriage.
2-Divorce
3-Same-sex couples
4-Debate as to who stays home.

Question 15

Difference between husband and wife dominant family structures.

Answer 15

Husband dominant: Purchases made by men (ex: hardware)

Wife dominant: Purchases made by women (ex: groceries, clothing, toiletries.)

Question 16

Autonomic decisions? Syncratic decisions?

Answer 16

Autonomic: decisions that both parties make but they don’t have to make them together (ex: clothing, sports equipment)

Syncratic: decisions made together (ex: vacation destination, home furniture)

Question 17

3 breakdowns of social class.

Answer 17

Upper: rich
Middle: working class
Lower: barely making ends meet

Question 18

Trickle-down effect and status float.

Answer 18

Trickle down effect: trends that start in the upper class and then work their way down the hierarchy (ex: Converse)

Status float: trends that start in the lower classes and move up (ex: rap music)

Question 19

2 social class dynamics facing consumers today.

Answer 19

1-Status panic: children being afraid they will not reach the level of achievement their parents have/are at.

2-Increased availability of mass media: makes middle class (and lower too) more comfortable because communication is more accessible.

Question 20

Define conspicuous consumption, conspicuous waste, and compensatory consumption.

Answer 20

Conspicuous consumption: buying and using goods to show off one’s status.

Conspicuous waste: visibly buying products an services that one never uses.

Compensatory consumption: buying to offset/compensate for the issues/problems/frustrations in life.