Exam 3 (nov 17)

Question 1

Deindividuation

Answer 1

individual identities merge with a group. We eat & drink more as a group (e.g., at a party)

Question 2

Risky shift

Answer 2

roup members show a greater willingness to
consider riskier alternatives during group activities! Drug usage increases in group settings

Question 3

Decision polarization

Answer 3

after group discussion of an issue,
opinions become more extreme. Escalation of commitment in group purchases

Question 4

Conformity

Answer 4

individuals change their attitudes, beliefs,
and behaviors. Influence of reference groups on purchases

Question 5

When does conformity occur?

Answer 5

Informational conformity
Normative conformity

Question 6

Reference groups

Answer 6

An actual or imaginary individual/group
conceived of having significant relevance upon
an individual’s evaluations, aspirations, or
behaviors

Question 7

Reference Group’s
Influence is strongest for

Answer 7

Luxuries vs. necessities (e.g., golf clubs)
*Socially conspicuous/visible vs. invisible to
others
*Public goods vs. private goods
(Watch, car vs. toothbrush, mattress)

Question 8

Reference Group’s
Influence is strongest for

Answer 8

One of the main reasons why we conform to
others is because we are concerned about
our public image.

Question 9

Reward power

Answer 9

financial incentives

Question 10

Coercive power

Answer 10

fear (ex nazi party)

Question 11

Expert power

Answer 11

years of experience in subject (doctors, scientists).

Question 12

Legitimate power

Answer 12

authority by position (police, CEO’s Gov’t officials).

Question 13

Information power

Answer 13

Knowing specifics many others do not.

Question 14

Referent power

Answer 14

stems from the ability to inspire and influence others.

Question 15

Membership reference groups:

Answer 15

Advertisers use “ordinary people”

Question 16

Aspirational reference groups:

Answer 16

Use of celebrity spokespeople. people consumers admire

Question 17

Avoidance (negative) groups

Answer 17

motivation to
distance oneself from other people/groups. A lot of public message campaigns fall into this category

Question 18

Opinion leaders

Answer 18

influence others’ attitudes and
behaviors

Question 19

Opinion leaders are good info sources because…

Answer 19

May be experts
*Provide unbiased evaluation
*Are socially active
*Are similar to the consumer
*Are among the first to buy

Question 20

MArket Mavens

Answer 20

These people are actively involved in
transmitting marketplace information of all types
*Love to shop and highly aware of what’s happening in the marketplace
*Overall knowledge of how and where to get products, market information over a wide range of products and services vs. knowledge based on product experience (other opinion leaders)
*Marketers love these people!

Question 21

Word of Mouth advertising

Answer 21

Can be more reliable & creditable form of
marketing
*Social pressure to conform

Question 22

Negative WoM advertising

Answer 22

-Extremely powerful, Brand Sabotage
*We love to spread bad news…
*Wrong negative information – hard to correct

Question 23

social class is defined by

Answer 23

Social class is determined by income, family background,
education, and occupation

Question 24

vertical individualistic cultures

Answer 24

-Power = Status, Personal achievement
luxury items.
asian cultures.

Question 25

Parity Display

Answer 25

deliberately
avoiding status symbols
Imitation of less fortunate
living. Buying torn jeans.
Something worn - damaged even - is
worth more than something new.

Question 26

Targeting the Poor

Answer 26

Poor people have the same basic needs as others
*Staples/food, health care, rent
*Unfortunately, marketers may not be motivated to
serve them…

Question 27

Low class

Answer 27

Those in low (vs. middle) social class are less individualistic, independent, analytic.

Question 28

Racial Matching

Answer 28

Similarity/familiarity enhances
liking/trust and reduces threat.
African A dentist vs Caucasian Dentist.

Question 29

Hispanic Population in US

Answer 29

Largest sub-group in US (16%)

Question 30

Asian culture/population in US

Answer 30

Fastest grouping subgroup due to immigration.

Question 31

African Americans in US

Answer 31

12% of the population

Question 32

3 largest minority subgroups

Answer 32

African American
Asian
Hispanic

Question 33

De-ethnicization

Answer 33

a product we
associate with a specific ethnic
group detaches itself from its roots. ex bagels are from poland.

Question 34

Ethnic targeting

Answer 34

To use the classification of ones ethnicity as a targeting metric. Often immoral use of stereotypes.