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consumer behavior > Chapter 11 groups and social media > Flashcards

Chapter 11 groups and social media Flashcards

1
Q

what is a reference group?

A

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

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2
Q

what is an example of environmental cues in regards to conformity?

A

when people are warm more likely to conform ex. at racetrack on warmer days, more likely to bet on “favorite horse”

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3
Q

what is the gyges effect?

A

deindividuation online. says things you would never say in person

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4
Q

an actual or imaginary individual or group that significantly influences an individuals evaluations, aspirations, or behavior is what kind of group?

A

reference

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5
Q

Other people and groups, especially those who possess some kind of _____ power, influence our decisions

A

social

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6
Q

what are the 2 types of reference groups?

A

membership and aspirational

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7
Q

social power is the capacity to alter the actions of ___

A

others

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8
Q

being an expert in a limited field

A

monomorphic

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9
Q

what is an example of fear of deviance in regards to conformity?

A

have reason to believe group will apply sanctions so ex. teens shun a peer who is different

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10
Q

a perspective that argues each of us has several selves that relate to groups.

A

social identity theory

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11
Q

what is polymorphic?

A

being an expert in several fields

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12
Q

what is deindividuation?

A

process where individual identities become submerged within a group allowing them to do things they wouldn’t normally do (in costume for instance)

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13
Q

traces communication patterns amoung members of a group and can find nodes (people connecting alot of others). what method is this

A

sociometric

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14
Q

what is conformity?

A

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

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15
Q

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

A

preexisting

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16
Q

T/F Without norms there would be chaos

A

T

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17
Q

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

A

market maven

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18
Q

what is a market maven?

A

a person who likes to transmit marketplace info of all types

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19
Q

in serial reproduction, what is is called when people omit details to simplify the structure?

A

leveling

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20
Q

what is a norm?

A

an informal rule that governs behavior

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21
Q

being an expert in several fields

A

polymorphic

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22
Q

why is the self designating method to finding opinion leaders convenient?

A

it’s Easy to apply to large group of potential opinion leaders

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23
Q

a reference group is an actual or imaginary individual or group that significantly ____ an individuals evaluations, aspirations, or behavior

A

influences

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24
Q

what are the2 methods to finding opinion leaders?

A
  1. self designating method 2. key informant method
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25
Q

a reference group is an actual or imaginary individual or group that significantly influences an individuals evaluations, aspirations, or _____

A

behavior

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26
Q

in serial reproduction, what is is called when people exaggerate prominent details

A

sharpening

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27
Q

How would we reconcile conforming with the need to be unique?

A

We would get the popular brand buy differentiate by choosing a unique color

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28
Q

influence is driven less by influentials and more by what?

A

the interaction among those who are easily influenced with the opinion leader as part of the influence network

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29
Q

T/F Word-of-mouth communication is the most important driver of product choice.

A

T

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30
Q

what type of opinion leader do Consumers relinquish control over decision-making functions to

A

surrogate consumer

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31
Q

what is serial reproduction?

A

how content mutates ex. like playing telephone

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32
Q

what type of opinion leaders are Interior decorators, stockbrokers, professional shoppers, college consultants

A

surrogate consumer

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33
Q

a person that absorbs content that others post rather than contributing their own

A

lurker

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34
Q

a marketing intermediary hired to provide input into purchase decisions.

A

surrogate consumer

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35
Q

an informal rule that governs behavior

A

norm

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36
Q

what is the minimal group paradigm?

A

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

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37
Q

What are the 6 sources social power?

A
  1. referent- if admire quality of a person or group
  2. information- know something others want to know
  3. legitimate- social agreements to power
  4. expert- knowledge about a content area professional
  5. reward- can provide positive reinforcement
  6. coercive - social or physical intimidation
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38
Q

social power is the ____ to alter the actions of others

A

capacity

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39
Q

what is an example of group unanimity, size, and expertise in regards to conformity?

A

as groups gain in power, compliance increases ex. larger group harder to resist

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40
Q

a reference group is an actual or imaginary ____ or _____ that significantly influences an individuals evaluations, aspirations, or behavior

A

individual group

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41
Q

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

A

consistent

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42
Q

what is legitimate power?

A

social agreements to power ex. cop profess

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43
Q

in online groups opnions leaders can be called?

A

power users

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44
Q

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

A

arbitrarily

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45
Q

Word of mouth is especially powerful when the consumer is familiar/unfamiliar with the product category?

A

unfamiliar

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46
Q

what is coercive power?

A

social or physical intimidation ex. sales people with hard sell tactics

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47
Q

social identity theory says we favor other that we feel share the same _____ even if the identity is what?

A

identity superificial and vitually meaningless

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48
Q

what is collective value creation?

A

when brand community members add value for themselves and other members by developing better ways to use and customize product

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49
Q

what is an example of commitment in regards to conformity?

A

dedicated to group and value their membership in it ex. terrorist

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50
Q

Other people and groups, especially those who possess some kind of social power, influence our _____

A

decisions

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51
Q

a _____ group is an actual or imaginary individual or group that significantly influences an individuals evaluations, aspirations, or behavior

A

reference

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52
Q

what is a way brand community members add value for themselves and other members?

A

developing better ways to use and customize product

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53
Q

social power is the capacity to ____ the actions of others

A

alter

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54
Q

what is reward power?

A

can provide positive reinforcement ex. feedback from judges , bosses

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55
Q

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?

A

the red sneaker effect

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56
Q

a group of consumers who share a set of social relationships based on usage of or interest in a product is called?

A

a brand community

57
Q

The process through which content mutates

ex. playing telephone

A

serial reproduction

58
Q

What are 6 common things that make us more likely to conform?

A
  1. Cultural pressure-
  2. fear of deviance- believe group will apply sanctions
  3. commitment- dedicated to group and value their membership in it
  4. group unanimity, size, and expertise- larger group harder to resist
  5. susceptibility to interpersonal influence- need to have others think highly of her
  6. environmental cues- conform in a warm room, etc
59
Q

what is buzz?

A

marketing messages that consumers percieve to be authentic and consumer generated

60
Q

T/F Reference groups are only positive

A

F

61
Q

what is a surrogate consumer?

A

a marketing intermediary hired to provide input into purchase decisions.

62
Q

innovative communicators are?

A

opinion leaders who are also early purchasers

63
Q

the capacity to alter the actions of others is what kind of power?

A

social

64
Q

social power is the capacity to alter the ____of others

A

actions

65
Q

the collective participation of members who together build and maintain a site. this forms a ?

A

online community

66
Q

____ power is the capacity to alter the actions of others

A

social

67
Q

what is an avoidance group?

A

groups that we are motivated to distance ourselves from so we aren’t associated with them

68
Q

what is monomorphic

A

being an expert in a limited field

69
Q

what is flaming?

A

when a post contains all capital letters to express anger

70
Q

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

A

favor

71
Q

are most opinion leaders everyday consumers or celebrities?

A

everyday consumers

72
Q

____ identity theory is a perspective that argues each of us has several selves that relate to groups.

A

social

73
Q

negative word of mouth is espeically damaging when we are thinking about a new/old product or service

A

new

74
Q

What is the red sneaker effect?

A

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

75
Q

social identity theory is a perspective that argues each of us has several ____ that relate to groups.

A

selves

76
Q

what is information power?

A

know something others want to know ex. editor of trade publication

77
Q

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

A

paradigm

78
Q

what are the pitfalls of the self designating method to finding opinion leaders?

A

Inflation or unawareness of own importance/influence

79
Q

what is expert power?

A

knowledge about a content area professional ex. lawyer

80
Q

what is referent power?

A

if admire quality of a person or group ex. celebrity

81
Q

what is role- relaxed?

A

when individuals don’t do things to get others to think highly of them

82
Q

what is social identity theory?

A

a perspective that argues each of us has several selves that relate to groups.

83
Q

when a piece of info triggers a sequence of interactions

A

info cascade

84
Q

T/F many professionals depend primarily on word of mouth to generate business

A

T

85
Q

what is an information cascade?

A

when a piece of info triggers a sequence of interactions

86
Q

what is an example of cultural pressure in regards to conformity?

A

individualistic countries would choose color pen that was different while collectivist country would choose pen like the others

87
Q

what is a brand community?

A

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

88
Q

what is a brandfest?

A

a corporate sponsored event intended to promote strong brand loyalty among customers

89
Q

T/F Opinion leaders’ recommendations aren’t more influential than others when we decide what to buy.

A

F

90
Q

a reference group is an actual or imaginary individual or group that significantly influences an individuals ____ , aspirations, or behavior

A

evaluations

91
Q

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

A

homophily

92
Q

a person who likes to transmit marketplace info of all types is a called a what?

A

market maven

93
Q

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

A

ambiguous

conventional

94
Q

the selves in social identity theory are so important that we think of ourselves not just a “I’ but also as “___”.

A

we

95
Q

what are 6 characteristics of opinion leaders

A
  1. experts- technically competent have expert power
  2. unbiased evaluation- have knowledge power since evaluate product info in unbiased fashion
  3. socially active- interconnected in communities
  4. similar to consumer-m referent power
  5. among the first to buy-reduces uncertainty for the rest of us
  6. social standing- hold offices in communityes so have legitimate power
96
Q

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

A

conformity

97
Q

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 _____

A

schemas

98
Q

what is an opinion leader?

A

person who is knowledable about products and who frequently is able to influence others attitudes or behavior with regard to a product category

99
Q

T/F Other people and groups, especially those who possess some kind of social power, influence our decisions.

A

T

100
Q

The different classifications of power bases helps us do what 3 things?

A
  1. distinguish among the reasons a person exerts power over another
  2. the degree the influence is voluntary
  3. whether the influence will still have an effect even when the source of power isn’t around
101
Q

a corporate sponsored event intended to promote strong brand loyalty among customers. brand communities are likely to attend

A

brandfest

102
Q

T/F opinion leaders are not likely to be opinion seekers and look for info

A

F

103
Q

a reference group is an ____ or ____ individual or group that significantly influences an individuals evaluations, aspirations, or behavior

A

actual imaginary

104
Q

opinion leaders who are also early purchasers are called?

A

innovative communicators

105
Q

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?

A

assimilation

106
Q

what 4importanc characteristics do successful; online communities share?

A
  1. standards of behavior
  2. member contributions
  3. degree of connectedness
  4. network effects- site improves as number users increase
107
Q

which is weighed more heavily by consumers, negative or positive word of mouth?

A

negative

108
Q

what is the self designating method for finding opinion leaders?

A

Simply ask individuals whether they consider themselves to be opinion leaders

109
Q

groups that we are motivated to distance ourselves from so we aren’t associated with them are ?

A

avoidance groups

110
Q

what is an example of susceptibility to interpersonal influence in regards to conformity?

A

need to have others think highly of her ex. choose product think others will like

111
Q

what does the sociometric method do?

A

traces communication patterns amoung members of a group and can find nodes (people connecting alot of others)

112
Q

what is word of mouth?

A

product info that individuals transmit to other individuals

113
Q

a reference group is an actual or imaginary individual or group that significantly influences an individuals evaluations, _____, or behavior

A

aspirations

114
Q

what is an online community?

A

the collective participation of members who together build and maintain a site

115
Q

when a post contains all capital letters to express anger it’s called?

A

flaming

116
Q

what is homophily?

A

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

117
Q

marketing messages that consumers percieve to be authentic and consumer generated

A

buzz

118
Q

social identity theory is a perspective that argues each of us has several selves that relate to ____

A

groups.

119
Q

an avoidance group that unite in their disdain for the celebrity, store, or brand

A

antibrand community

120
Q

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

A

minimal

121
Q

social _____ theory is a perspective that argues each of us has several selves that relate to groups.

A

identity

122
Q

Simply ask individuals whether they consider themselves to be opinion leaders is what method to finding opinion leaders?

A

self designating method

123
Q

what is the key informant method of finding opinion leaders?

A

Key informants identify opinion leaders

124
Q

who is more likely to be role relaxed?

A

people who are older, affluent, and have high self confidence

125
Q

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

A

same

126
Q

a reference group is an actual or imaginary individual or group that______ influences an individuals evaluations, aspirations, or behavior

A

significantly

127
Q

person who is knowledable about products and who frequently is able to influence others attitudes or behavior with regard to a product category

A

opinion leader

128
Q

what is social power?

A

the capacity to alter the actions of others

129
Q

social____ is the capacity to alter the actions of others

A

power

130
Q

what is an antibrand community?

A

an avoidance group that unite in their disdain for the celebrity, store, or brand

131
Q

what is the difference between an aspirational reference group and a membership reference group?

A

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.

132
Q

product info that individuals transmit to other individuals

A

word of mouth

133
Q

what is a lurker?

A

a person that absorbs content that others post rather than contributing their own

134
Q

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

A

the minimal group paradigm

135
Q

T/F opionion leaders are convincing to the extent that they are homophlious

A

T

136
Q

T/F Social media doesn’t change the way we learn about and select products

A

F

137
Q

is advertising more effective at reinforcing our existing product preference or creating new one?

A

reinforcing

138
Q

negative word of mouth reduces the _____ of a firms advertising

A

credibility

consumer behavior (5 decks)

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