Chapter 8: Group And Personal Influence

Question 1

Harlows monkey moms

Answer 1

Monkey chose soft cloth monkey because more comforting

Question 2

Reference group

Answer 2

Group with significant relevance for a consumer and who have an impact on consumer decisions

Question 3

Factors of influence

Answer 3

Credibility power attractiveness

*conspicuous products that have a lot of status

Information or experience

Question 4

In vs out group

Answer 4

Person who identifies or doesn’t identify with group

Question 5

Primary group vs secondary group

Answer 5

Primary - contact is more frequent than secondary

Secondary - social media

Question 6

Formal vs informal group

Answer 6

Informal: group that meets for coffee, running, etc

Formal: group with an application process and membership

Question 7

Aspirational vs dissociative group

Answer 7

Group that someone aspires to be in vs group that someone does not want to be associated with

Question 8

Body type and influence

Answer 8

Influences how much we order

If waitress is bigger you order more

Question 9

Characteristics of reference groups

Answer 9

Degree of contact 
Formality: expectations 
Density 
Attractiveness 
Degree of identification

Question 10

Conformity and authority

Answer 10

Conformity: ability of a person or group to enforce obedience on others

Authority: ability of person or group to enforce the obedience of others.
(Peer pressure: pressure to behave in accordance with group)

Negative peer pressure: illegal drugs/alcohol

Question 11

Social power

Answer 11

Ability of an individual to offer actions to others

1. Refirent : being liked
2. Legitimate: business/boss
3. Expert: phd
4. Reward: MVP in sports
5. Coercive: ability to punish

Question 12

Reference group influences

Answer 12

Informational: ways in which consumer uses behavior/attitudes of reference groups to purchase products etc

Utilitarian: ways in which a consumer conforms to group expectations in order to receive a reward or avoid punishment.

Value expressive: extent to which consumers join groups to express their values

Question 13

Public vs private products

Answer 13

Are easily seen by others

Not seen by others

Whether a product is a necessity or luxury

Question 14

Red sneaker effect

Answer 14

Those who are comfortable are more likely not to conform to a group

Question 15

Social media/social network/social networking websites

Answer 15

Social media media through which communication occurs

Social networks: connect with based on interests

Social networking website: means to having social networks

Question 16

Word of mouth

Answer 16

Negative wom is more influential

Group influence closely related to perceptions of value

The more value, the more they tend to tell others about experiences

Question 17

Guerilla marketing

Buzz marketing

Viral marketing

Answer 17

Spreading excitement

Marketing using unconventional means

Uses online technologies to facilitate word of mouth by having consumers spread marketing messages

Question 18

Stealth marketing

Answer 18

Guerilla marketing tactic that leaves consumers unaware to the fact they are being marketed to

Considered unethical

Shilling also unethical

Question 19

Product adaption curve

Answer 19

Unbiased

Beg: product enthusiasts

Middle pragmatists

End: laggards

Question 20

Boomerang and sand which generation

Answer 20

Go to college and come home

Parents moving in with kids