Exam 2

Question 1

Primary Groups

Answer 1

ex) roomates, family members (closest vicinity to you & with you)

Question 2

Secondary groups

Answer 2

ex) sorority/fraternity, work associations (closely bonded but not as close as primary)

Question 3

Reference groups (3 kinds)

Answer 3

1) Affiliative - A group that you ARE a member of that has an influence on your behavior (ex. Fraternity at HPU wearing a green windbreaker, eating in certain locations, what bars he might go to, what girls he would date)
2) Aspiration - you are NOT a member; you like the group, so you make choices to be like them (ex. Golfer using a certain selection of clubs because the PGA members use them)
3) Dissociative - you are not a member and you do not want to be associated with them so you make decisions that will not align with their behavior (ex. Not buying a hybrid because you’re republican and ppl will think you’re a democrat)

Question 4

Types of Influence

Answer 4

1) Informational - ex. A group of runners is the source of information for Hunt as he decides on what types of running shoes he should get
2) Normative - The good runners smirking at Hunt’s shoes and influencing him to buy the shoes so he can fit in the group and run with them
3) Identification - ex. The group all wear the shoes so getting them helps Hunt identify within the group, that it’s part of the “dress code”

Question 5

Asch Phenomenon

Answer 5

Actors pick the wrong line and then people are coerced by conformity to pick something they know is wrong

Question 6

Measures of Group Strength

Answer 6

1) Cohesiveness – a group where goals align
2) Compliance – rewards & punishments (ex. Teammate punishing player to sit out of the game so they will comply and work harder)
3) Conformity – changing the way you do things to fit in and align with those members of your team or a group standard

Question 7

Group Phenomena

Answer 7

1) Risky shift – tendencies for groups to make riskier decisions together whereas the individuals wouldn’t have made on their own (ex. Girl stealing the floor below’s couch)
2) Social facilitation – what tasks we are involved in that having ppl around to facilitate is good
3) Social loafing – tendency when you have big groups for certain individuals to slack off (ex. Tug of war, not helping)
4) Social Fence – A social fence refers to a short-term avoidance behavior by individuals that leads to a long-term loss to the entire group. (in a group project not helping and then the whole group gets a bad grade)
5) Social trap – represents a behavior or action that prioritizes individual gains at the expense of collective gains (not recycling - “let the other person worry abt it” )

Question 8

Word of Mouth

Answer 8

• Consumers trust opinions of people (family, friends, acquaintances) more than marketing communications

Question 9

Characteristics of opinion leaders

Answer 9

• “go to person” for specific types of info
• person passes along info
• personality > outgoing & sociable

Question 10

Social Influencers

Answer 10

two ways
- reach and niche
- influencers on social media

Question 11

In what category will u find individuals are most successful?

Answer 11

• early adopters
• not the ppl who actually come up with the idea but instead the ppl who see potential and feed off it

Question 12

Diffusion of innovations (model)

Answer 12

Starts with …
Innovators (2.5%)
Early Adopters (13.5%)
Early Majority (34%)
Late Majority (34%)
Laggards (16%) - resent change/rely on traditions

Question 13

Individual stages of adoption

Answer 13

1) Awareness - becoming aware of product
2) Interest - searching for more info
3) Evaluation - mental trial
4) Trial - limited usage of the product
5) Adoption - decision to use/reject

(think of adopting a baby and stages u would go through to remember)

Question 14

Adoption Curve

Answer 14

• Slow diffusion > lower curve
• Fast diffusion > higher curve

Question 15

Factors affecting the rate of diffusion (a new product being accepted by the market)

Answer 15

1) Type of group – who’s our target, who is our audience? What are their demographics, personalities etc.?
2) Type of decision – who needs to be involved in the decision?
3) Marketing effort – How much money can I put towards marketing, social influencers advertisement etc.?
4) Fulfillment of felt need – problem that I am trying to solve, with the product, is it relevant to me?
5) Compatibility – Is it compatible with my lifestyle and me?
6) Relative Advantage – Are there multiple products of the same thing? How can products compete?
7) Complexity – If my new product is hard to understand, people don’t want to invest in it
8) Observability – If a lot of people use it then it pushes you to get the product
9) Trialability – what things do u need to try before u buy? (Ex. A car, makeup/skincare, clothes)
10) Perceived risk – do tribality to lower the risk

Question 16

Stages in Information Processing

Answer 16

1) Exposure - random words (broken thermostat)
2) Attention - ads louder, tennis ball man
3) Interpretation - if a room is smoky you notice
4) STM (short-term) - active problem solving
5) LTM (long-term) - stored experiences

Question 17

Subliminal Percpetion

Answer 17

any sensory stimuli below an individual’s threshold for conscious perception (ex. the ads saying sex in them)

Question 18

Examples of ways to increase attention

Answer 18

1) Size
2) Intensity
3) Attractive visuals
4) Color
5) Movement
6) Position
7) Isolation
8) Contrast
9) Format
10) Interestingness
11) Information quantity (overload?)

Question 19

What “rules or guidelines” do we use to interpret stimuli? (examples)

Answer 19

1) The meaning assigned to a stimulus is learned (smoke means fire)
2) We interpret stimuli consistently with our expectations (Tropicana will be best OJ, Figi is best water)
> Common fate – when we see things going in the same direction, we tend to group them together
3) Proximity (ex. The lines close to each other, how many objects?)
> Ponzo Illusion – bottom/top lines are the same size, yet the proximity of the other lines makes it look like different sizes
4) Similarity (ex. Order for X’s and dots) (box size and logos are similar for products)
5) Closure (gameshow fuzzy image guess based on some stimuli) (cigarette example, finishing the jingle - “You can take Salem out of the country, but you can’t take the country out of Salem” )
6) Personal characteristics (people will view things differently based on personality) (Tiggers vs EOR, gullible = sherry, football Florida, deer crossing not for the deer)
7) Gestalt – stimuli evaluated in the context of the situation (thermos by professor = coffee) (Disney pizza oven, cheese crust, at bakery context is great)

Question 20

Definition of Learning

Answer 20

the acquisition of knowledge or skills through experience, study, or by being taught

Question 21

Difference between STM vs LTM

Answer 21

1)Short-term memory – STM
- Active processing; thinking; working memory
2)Long-term memory – LTM
- Learning – a change in content or organization of LTM
- Unlimited capacity
- We never truly forget; just have difficulty accessing the data > Ex) portal in our head, how quickly the information can get into our brains

Question 22

Low versus high involvement learning

Answer 22

Low > no active participation to learn content, material, etc.
High > occurs in situations where the individual is highly motivated to learn the material

Question 23

Classical Conditioning Model (Low Involvement)

Answer 23

• Pavlov’s dog – when presented with food, dog will salivate (its inherent not a learned behavior)
• Unconditioned Stimulus > Physical/Emotional response > Unconditioned Response, then add bell (conditioned stimuli) to sound every time he gets food > conditioned response of salivating

Question 24

Operant Conditioning (High Involvement)

Answer 24

• Stimulus > Response > Reward/Reinforcement (strengthens link of response & reward)
• Ex) Stimulus (headache) > response (take Advil) > reward (headache is gone, problem resolved)

Question 25

Vicarious Learning (low involvement bc u learn it but don’t receive a payout)

Answer 25

• (Watching an ad on TV about a construction worker) Stimulus (hunger) > Response (snickers) > Hunger is satisfied
• Learning through other people

Question 26

Iconic Rote Learning (Low involvement)

Answer 26

• Learned through “repetition” (learning your address as a kid)
• Ex) the alphabet song

Question 27

Reasoning (Highest Involvement)

Answer 27

• a most complex form of learning
• creative thinking to problem-solve
• “You have a problem; you figure out the solution”