Chapter 7

Question 1

Brand Ambassador

Answer 1

is a person who is paid or given free products by a company in exchange for wearing or using its products and trying to encourage others to do so.

Question 2

Group

Answer 2

two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent.

Question 3

Reference group

Answer 3

is a group whose presumed perspective or values are being used by an individual as the basis for his or her current behavior.

Question 4

Primary groups

Answer 4

such as family and friends involve strong ties and frequent interaction

Question 5

Secondary Groups

Answer 5

such as professional and neighborhood associations, involve weaker ties and less-frequent interaction

Question 6

Dissociative reference groups

Answer 6

groups with negative desirability

Question 7

Aspiration reference groups

Answer 7

nonmember ship groups with a positive attraction

Question 8

Consumption subculture

Answer 8

is a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption, activity

Question 9

Brand community

Answer 9

non-geographically bound community, based on a structured set of a social relationship among owners of a brand and the psychological relationship they have with the brand itself, the product in use and the firm

Question 10

Community

Answer 10

characterized by consciousness of kind, shared rituals and traditions and a sense of moral responsibility

Question 11

Online community

Answer 11

a community that interacts over time around a topic of interest on the internet

Question 12

Online social network situate

Answer 12

a web-based service that allows individuals 1) to construct a public or semipublic profile within a bounded system 2) articulate a list of other users with whom they share a connection and 3) view and traverse their list of connections and those made by others within the system.

Question 13

Information Influence

Answer 13

occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information

Question 14

Normative influence

Answer 14

sometimes referred to as utilitarian influence, occurs when an individual fulfills expectations to gain a direct reward or to avoid a sanction

Question 15

Identification Influence

Answer 15

also called value expressive influence, occurs when individuals have internalized the group’s values and norms’

Question 16

Asch Phenomenon

Answer 16

of group consensus and social pressure that influence an individual to change a correct answer in reaction to group member’s incorrect answer to same question.

Question 17

Word of mouth (WOM) communication

Answer 17

individuals sharing information with other individuals in verbal form, including face-to-face on the phone and over the internet

Question 18

Opinion leader

Answer 18

these individuals actively filter, interpret, or provide product- and brand relevant information to their family, friend and colleagues

Question 19

Two-step flow of communication

Answer 19

process of one person’s receiving information from the mass media or other sources and passing it on to others

Question 20

Multistep flow of communication

Answer 20

involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources

Question 21

Enduring involvement

Answer 21

most salient characteristic of opinion leaders is greater long-term involvement with the product category than the non-opinion leaders in the group

Question 22

Market Mavens

Answer 22

generalized market influencers

Question 23

Buzz

Answer 23

the exponential expansion of Word of Mouth WOM

Question 24

Guerrilla marketing:

Answer 24

marketing with a limited budget using non conventional communication strategies.

Question 25

Innovation

Answer 25

is an idea, practice, or product perceived to be new by the relevant individual group

Question 26

Adoption process

Answer 26

individual consumers presumably go through a series of distinct steps or stages

Question 27

Diffusion process

Answer 27

is the manner in which innovations spread throughout market

Question 28

Innovators

Answer 28

are venturesome risk takers

Question 29

Early Adopters

Answer 29

tend to be opinion leaders, like market maven, in local reference groups

Question 30

Early majority

Answer 30

consumers tend to be cautious about innovations

Question 31

Late Majority

Answer 31

members are skeptical about innovations

Question 32

Laggards

Answer 32

are locally oriented and engage in limited social interaction