Chapter 11

Question 1

social identity theory

Answer 1

each of us has several “selves” that relate to groups

Question 2

minimal group pardigm

Answer 2

people favor those who wind up in the same group

Question 3

social power

Answer 3

“the capacity to alter the actions of others”

Question 4

referent power

Answer 4

if a person admires the qualities of a person or a group, he tries to copy the referent’s behavior ex: prominent people; consumers voluntarily modify what they do and buy to identify with a referent

Question 5

information power

Answer 5

he/she knows something others would like to know ex: editors

Question 6

legitimate power

Answer 6

grant power by the virtue of social agreements ex: police officers, soldiers, professors; a uniform confers wields authority ex: white doctors coat

Question 7

expert power

Answer 7

derives from the knowledge he possesses about a content area ex: guy with a disease

Question 8

reward power

Answer 8

person/group with the means to provide positive reinforcement

Question 9

coercive power

Answer 9

influence someone because of a social or physical intimidation

Question 10

reference group

Answer 10

actual or imaginary individual or r group that significantly influences an individuals evaluations, aspirations, or behavior

Question 11

membership reference group

Answer 11

people we actually know

Question 12

aspirational reference group

Answer 12

don’t know them, but we admire them ex: successful business people, athletes, performers

Question 13

avoidance groups

Answer 13

deliberately do the opposite if we want to distance ourselves ex: trying not to dress like a druggie

Question 14

conformity

Answer 14

change in beliefs or actions as a reaction to real or imagined group pressure

Question 15

norms

Answer 15

infmoral rules that govern behavior

Question 16

red sneakers effect

Answer 16

when someone makes an unconventional choice it is more powerful or competent/ he or she can go out on a limb

Question 17

cultural pressures

Answer 17

different cultures encourgae confomity to a greater or lesser degree ex: pens in an airport

Question 18

fear of deviance

Answer 18

individual may have reason to believe that the group will apply sanctions to punish nonconforming behaviors

Question 19

commitment

Answer 19

more people are dedicated to the group and value their membership in it, the greater their motivation to conform to the group’s wishes

Question 20

principle of least interest

Answer 20

person who is LEAST commited to staying in a relationship has the most power becuase that party doesn’t care as much if the other person rejects him

Question 21

group unanimity, size, and expertise

Answer 21

as groups gain in power, compliance increases

Question 22

suspceptibility to interpersonal influence

Answer 22

individual’s need to have others think highly of him or her

role-related: don’t think this way. usually older, high self-confidence

Question 23

environmental cues

Answer 23

how the environment around someone can effect how they make decisions ex: warm room

Question 24

brand community

Answer 24

group of consumers who share a set of social relationships based on usage of or interest in a product ex: halo players

members typically dont live near eachother

Question 25

brandfests

Answer 25

events help owners “bond” with fellow enthusiasts and strengthen their identification w the product as well as w others they meet who share their passion

Question 26

collective value creation

Answer 26

???

Question 27

word-of-mouth

Answer 27

product information that individuals transmit to other individuals

comes w social pressure, is more reliable than formal marketing

Question 28

buzz

Answer 28

lots of attention on a particular product???

Question 29

negative WOM

Answer 29

reduces the credibility of a firms advertising and influences consumers attitudes toward a product and their intention to buy it

Question 30

serial reproduction

Answer 30

subject to reproduce a stimulus and sees how it changes

Question 31

opinion leaders

Answer 31

frequently able to influence others’ attitudes or behaviors; everyone knows they are knowledgeable about products

Question 32

homophily

Answer 32

degree to which a pair of individuals is similar in terms of education, social status, and beliefs

Question 33

two-step flow model of influene

Answer 33

small group of influencers disseminates information because they can modify the opinions of a large number of other people

Question 34

influence network

Answer 34

??

Question 35

information cascades

Answer 35

piece of information triggers a sequence of interations

Question 36

market maven

Answer 36

person who likes to transmit marketplace information of all types; not necessarily interested in it; just like to stay on top of things

Question 37

surrogate consumer

Answer 37

third party we reatin to provide input into our purchase decisions ; compensate them for their advice EX: stockbroker, interior designers

Question 38

sociometric methods

Answer 38

trace communication patterns among members of a group

Question 39

tie strength

Answer 39

nature of the bond between people

Question 40

strength of weak ties

Answer 40

get introduced to new people (referral behavior)

Question 41

viral marketing

Answer 41

organization motivates visitors to forward online content to their friends

Question 42

haul videos

Answer 42

feature a proud fashionista describing clothing items she just bought

Question 43

unboxing videos

Answer 43

painstaking detail about exactly how to remove electronic products from their boxes and assemble them for use

Question 44

megaphone effect

Answer 44

?????

Question 45

dispreferred marker effect

Answer 45

online posts that are really negative may make the writer look harsh and harsh and judgmental

Question 46

power users

Answer 46

people in online groups who have a strong communications network that gives them the ability to affect purchase decisions for a number of other consumers

Question 47

influence impressions

Answer 47

spread through stories about people lives involving brands

Question 48

mass connectors

Answer 48

power users who are responsible for about 80 percent of these brand mentions