Chapter 11 groups and social media Flashcards
what is a reference group?
an actual or imaginary individual or group that significantly influences an individuals evaluations, aspirations, or behavior
what is an example of environmental cues in regards to conformity?
when people are warm more likely to conform ex. at racetrack on warmer days, more likely to bet on “favorite horse”
what is the gyges effect?
deindividuation online. says things you would never say in person
an actual or imaginary individual or group that significantly influences an individuals evaluations, aspirations, or behavior is what kind of group?
reference
Other people and groups, especially those who possess some kind of _____ power, influence our decisions
social
what are the 2 types of reference groups?
membership and aspirational
social power is the capacity to alter the actions of ___
others
being an expert in a limited field
monomorphic
what is an example of fear of deviance in regards to conformity?
have reason to believe group will apply sanctions so ex. teens shun a peer who is different
a perspective that argues each of us has several selves that relate to groups.
social identity theory
what is polymorphic?
being an expert in several fields
what is deindividuation?
process where individual identities become submerged within a group allowing them to do things they wouldn’t normally do (in costume for instance)
traces communication patterns amoung members of a group and can find nodes (people connecting alot of others). what method is this
sociometric
what is conformity?
a change in beliefs or actions as a reaction to real or imagined group pressure
in serial reproduction, distortions follow a pattern, they change from ambiguous forms to more conventional ones a subjects try to make them consistent with their _____ schemas
preexisting
T/F Without norms there would be chaos
T
what type of opinion leader is into shopping and aware of what’s happening in the marketplace and have overall knowledge of how and where to get products
market maven
what is a market maven?
a person who likes to transmit marketplace info of all types
in serial reproduction, what is is called when people omit details to simplify the structure?
leveling
what is a norm?
an informal rule that governs behavior
being an expert in several fields
polymorphic
why is the self designating method to finding opinion leaders convenient?
it’s Easy to apply to large group of potential opinion leaders
a reference group is an actual or imaginary individual or group that significantly ____ an individuals evaluations, aspirations, or behavior
influences
what are the2 methods to finding opinion leaders?
- self designating method 2. key informant method
a reference group is an actual or imaginary individual or group that significantly influences an individuals evaluations, aspirations, or _____
behavior
in serial reproduction, what is is called when people exaggerate prominent details
sharpening
How would we reconcile conforming with the need to be unique?
We would get the popular brand buy differentiate by choosing a unique color
influence is driven less by influentials and more by what?
the interaction among those who are easily influenced with the opinion leader as part of the influence network
T/F Word-of-mouth communication is the most important driver of product choice.
T
what type of opinion leader do Consumers relinquish control over decision-making functions to
surrogate consumer
what is serial reproduction?
how content mutates ex. like playing telephone
what type of opinion leaders are Interior decorators, stockbrokers, professional shoppers, college consultants
surrogate consumer
a person that absorbs content that others post rather than contributing their own
lurker
a marketing intermediary hired to provide input into purchase decisions.
surrogate consumer
an informal rule that governs behavior
norm
what is the minimal group paradigm?
the common finding that even when people are arbitrarily assigned to a group, they tend to favor those who are placed in the same group
What are the 6 sources social power?
- referent- if admire quality of a person or group
- information- know something others want to know
- legitimate- social agreements to power
- expert- knowledge about a content area professional
- reward- can provide positive reinforcement
- coercive - social or physical intimidation
social power is the ____ to alter the actions of others
capacity
what is an example of group unanimity, size, and expertise in regards to conformity?
as groups gain in power, compliance increases ex. larger group harder to resist
a reference group is an actual or imaginary ____ or _____ that significantly influences an individuals evaluations, aspirations, or behavior
individual group
in serial reproduction, distortions follow a pattern, they change from ambiguous forms to more conventional ones a subjects try to make them ____ with their preexisting schemas
consistent
what is legitimate power?
social agreements to power ex. cop profess
in online groups opnions leaders can be called?
power users
the minimal group paradigm is the common finding that even when people are _____assigned to a group, they tend to favor those who are placed in the same group
arbitrarily
Word of mouth is especially powerful when the consumer is familiar/unfamiliar with the product category?
unfamiliar
what is coercive power?
social or physical intimidation ex. sales people with hard sell tactics
social identity theory says we favor other that we feel share the same _____ even if the identity is what?
identity superificial and vitually meaningless
what is collective value creation?
when brand community members add value for themselves and other members by developing better ways to use and customize product
what is an example of commitment in regards to conformity?
dedicated to group and value their membership in it ex. terrorist
Other people and groups, especially those who possess some kind of social power, influence our _____
decisions
a _____ group is an actual or imaginary individual or group that significantly influences an individuals evaluations, aspirations, or behavior
reference
what is a way brand community members add value for themselves and other members?
developing better ways to use and customize product
social power is the capacity to ____ the actions of others
alter
what is reward power?
can provide positive reinforcement ex. feedback from judges , bosses
we assume someone who makes unconventional choices and doesn’t conform is more powerful or competent so they can afford to go out on a limb. what is this effect called?
the red sneaker effect
a group of consumers who share a set of social relationships based on usage of or interest in a product is called?
a brand community
The process through which content mutates
ex. playing telephone
serial reproduction
What are 6 common things that make us more likely to conform?
- Cultural pressure-
- fear of deviance- believe group will apply sanctions
- commitment- dedicated to group and value their membership in it
- group unanimity, size, and expertise- larger group harder to resist
- susceptibility to interpersonal influence- need to have others think highly of her
- environmental cues- conform in a warm room, etc
what is buzz?
marketing messages that consumers percieve to be authentic and consumer generated
T/F Reference groups are only positive
F
what is a surrogate consumer?
a marketing intermediary hired to provide input into purchase decisions.
innovative communicators are?
opinion leaders who are also early purchasers
the capacity to alter the actions of others is what kind of power?
social
social power is the capacity to alter the ____of others
actions
the collective participation of members who together build and maintain a site. this forms a ?
online community
____ power is the capacity to alter the actions of others
social
what is an avoidance group?
groups that we are motivated to distance ourselves from so we aren’t associated with them
what is monomorphic
being an expert in a limited field
what is flaming?
when a post contains all capital letters to express anger
the minimal group paradigm is the common finding that even when people are arbitrarily assigned to a group, they tend to ____ those who are placed in the same group
favor
are most opinion leaders everyday consumers or celebrities?
everyday consumers
____ identity theory is a perspective that argues each of us has several selves that relate to groups.
social
negative word of mouth is espeically damaging when we are thinking about a new/old product or service
new
What is the red sneaker effect?
we assume someone who makes unconventional choices like wearing red sneakers in a professional setting, is more powerful or competent so they can afford to go out on a limb
social identity theory is a perspective that argues each of us has several ____ that relate to groups.
selves
what is information power?
know something others want to know ex. editor of trade publication
the minimal group ____ is the common finding that even when people are arbitrarily assigned to a group, they tend to favor those who are placed in the same group
paradigm
what are the pitfalls of the self designating method to finding opinion leaders?
Inflation or unawareness of own importance/influence
what is expert power?
knowledge about a content area professional ex. lawyer
what is referent power?
if admire quality of a person or group ex. celebrity
what is role- relaxed?
when individuals don’t do things to get others to think highly of them
what is social identity theory?
a perspective that argues each of us has several selves that relate to groups.
when a piece of info triggers a sequence of interactions
info cascade
T/F many professionals depend primarily on word of mouth to generate business
T
what is an information cascade?
when a piece of info triggers a sequence of interactions
what is an example of cultural pressure in regards to conformity?
individualistic countries would choose color pen that was different while collectivist country would choose pen like the others
what is a brand community?
a group of consumers who share a set of social relationships based on usage of or interest in a product
what is a brandfest?
a corporate sponsored event intended to promote strong brand loyalty among customers
T/F Opinion leaders’ recommendations aren’t more influential than others when we decide what to buy.
F
a reference group is an actual or imaginary individual or group that significantly influences an individuals ____ , aspirations, or behavior
evaluations
the degree to which a pair of individuals is similiar in terms of education, social status, and beliefs
homophily
a person who likes to transmit marketplace info of all types is a called a what?
market maven
in serial reproduction, distortions follow a pattern, they change from ____forms to more ____ ones as a subjects tries to make them consistent with their preexisting schemas
ambiguous
conventional
the selves in social identity theory are so important that we think of ourselves not just a “I’ but also as “___”.
we
what are 6 characteristics of opinion leaders
- experts- technically competent have expert power
- unbiased evaluation- have knowledge power since evaluate product info in unbiased fashion
- socially active- interconnected in communities
- similar to consumer-m referent power
- among the first to buy-reduces uncertainty for the rest of us
- social standing- hold offices in communityes so have legitimate power
a change in beliefs or actions as a reaction to real or imagined group pressure
conformity
in serial reproduction, distortions follow a pattern, they change from ambiguous forms to more conventional ones a subjects try to make them consistent with their preexisting _____
schemas
what is an opinion leader?
person who is knowledable about products and who frequently is able to influence others attitudes or behavior with regard to a product category
T/F Other people and groups, especially those who possess some kind of social power, influence our decisions.
T
The different classifications of power bases helps us do what 3 things?
- distinguish among the reasons a person exerts power over another
- the degree the influence is voluntary
- whether the influence will still have an effect even when the source of power isn’t around
a corporate sponsored event intended to promote strong brand loyalty among customers. brand communities are likely to attend
brandfest
T/F opinion leaders are not likely to be opinion seekers and look for info
F
a reference group is an ____ or ____ individual or group that significantly influences an individuals evaluations, aspirations, or behavior
actual imaginary
opinion leaders who are also early purchasers are called?
innovative communicators
in serial reproduction, distortions follow a pattern, they change from ambiguous forms to more conventional ones a subjects try to make them consistent with their preexisting schemas. what is this process called?
assimilation
what 4importanc characteristics do successful; online communities share?
- standards of behavior
- member contributions
- degree of connectedness
- network effects- site improves as number users increase
which is weighed more heavily by consumers, negative or positive word of mouth?
negative
what is the self designating method for finding opinion leaders?
Simply ask individuals whether they consider themselves to be opinion leaders
groups that we are motivated to distance ourselves from so we aren’t associated with them are ?
avoidance groups
what is an example of susceptibility to interpersonal influence in regards to conformity?
need to have others think highly of her ex. choose product think others will like
what does the sociometric method do?
traces communication patterns amoung members of a group and can find nodes (people connecting alot of others)
what is word of mouth?
product info that individuals transmit to other individuals
a reference group is an actual or imaginary individual or group that significantly influences an individuals evaluations, _____, or behavior
aspirations
what is an online community?
the collective participation of members who together build and maintain a site
when a post contains all capital letters to express anger it’s called?
flaming
what is homophily?
the degree to which a pair of individuals is similiar in terms of education, social status, and beliefs
marketing messages that consumers percieve to be authentic and consumer generated
buzz
social identity theory is a perspective that argues each of us has several selves that relate to ____
groups.
an avoidance group that unite in their disdain for the celebrity, store, or brand
antibrand community
the ____group paradigm is the common finding that even when people are arbitrarily assigned to a group, they tend to favor those who are placed in the same group
minimal
social _____ theory is a perspective that argues each of us has several selves that relate to groups.
identity
Simply ask individuals whether they consider themselves to be opinion leaders is what method to finding opinion leaders?
self designating method
what is the key informant method of finding opinion leaders?
Key informants identify opinion leaders
who is more likely to be role relaxed?
people who are older, affluent, and have high self confidence
the minimal group paradigm is the common finding that even when people are arbitrarily assigned to a group, they tend to favor those who are placed in the ____ group
same
a reference group is an actual or imaginary individual or group that______ influences an individuals evaluations, aspirations, or behavior
significantly
person who is knowledable about products and who frequently is able to influence others attitudes or behavior with regard to a product category
opinion leader
what is social power?
the capacity to alter the actions of others
social____ is the capacity to alter the actions of others
power
what is an antibrand community?
an avoidance group that unite in their disdain for the celebrity, store, or brand
what is the difference between an aspirational reference group and a membership reference group?
in the membership reference group, we actually know the people whereas we don’t know then in the aspirational reference group but admire them anyway.
product info that individuals transmit to other individuals
word of mouth
what is a lurker?
a person that absorbs content that others post rather than contributing their own
the common finding that even when people are arbitrarily assigned to a group, they tend to favor those who are placed in the same group
the minimal group paradigm
T/F opionion leaders are convincing to the extent that they are homophlious
T
T/F Social media doesn’t change the way we learn about and select products
F
is advertising more effective at reinforcing our existing product preference or creating new one?
reinforcing
negative word of mouth reduces the _____ of a firms advertising
credibility
