Group And Interpersonal Influence Part 2

Question 1

What roles do social media and social networking play in consumer behavior?

Answer 1

Social media and social networking provide both hedonic and utilitarian value to consumers.

Question 2

How do consumers typically connect with others in social networking?

Answer 2

Many consumers choose to connect through social media rather than face to face, even when physically close.

Question 3

What is social media?

Answer 3

Social media is the media through which communication occurs.

Question 4

What defines social networks?

Answer 4

Social networks are a network of consumers connecting based on common interests, associations, or goals.

Question 5

What is a social networking website?

Answer 5

A social networking website facilitates online social networking.

Question 6

What are apps in the context of social media?

Answer 6

Apps are mobile application software that runs on devices like smartphones and tablets.

Question 7

What motivates consumers to join social networking groups?

Answer 7

The motivation goes beyond a simple need to communicate; for many, it’s about connection.

Question 8

What values do consumers derive from social media?

Answer 8

Consumers derive both utilitarian value, like learning about special deals, and hedonic value, like enjoying connections with others.

Question 9

What is social commerce?

Answer 9

Social commerce is the consumer buying behavior that takes place on social networking sites.

Question 10

What is social couponing?

Answer 10

Social couponing is when consumers receive a coupon or deal by joining a special social networking website.

Question 11

What is word-of-mouth (WOM)?

Answer 11

WOM is the information about products, services, and experiences transmitted from consumer to consumer.

Question 12

What are the two types of WOM influences?

Answer 12

Organic WOM occurs naturally, while amplified WOM is when marketers attempt to accelerate WOM.

Question 13

How does consumer satisfaction affect WOM?

Answer 13

The more satisfied consumers are, the more likely they are to spread positive WOM.

Question 14

What is the impact of negative WOM?

Answer 14

Negative WOM can be more influential and damaging than positive WOM.

Question 15

How does perceived value affect WOM?

Answer 15

The more value consumers receive, the more likely they are to share their experiences.

Question 16

What is social media marketing?

Answer 16

Social media marketing is the practice of using social media to generate consumer interest in a product, service, or idea.

Question 17

How can online WOM be measured?

Answer 17

Many companies offer web traffic analytic services that focus on specific topics or trends.

Question 18

What is buzz marketing?

Answer 18

Buzz marketing focuses on generating excitement among consumers that spreads from consumer to consumer.

Question 19

What is guerrilla marketing?

Answer 19

Guerrilla marketing uses unconventional means to market a product.

Question 20

What is viral marketing?

Answer 20

Viral marketing uses online technologies to facilitate WOM by having consumers spread messages.

Question 21

What is stealth marketing?

Answer 21

Stealth marketing is a guerrilla marketing tactic where consumers do not realize they are being targeted.

Question 22

What is an opinion leader?

Answer 22

An opinion leader is a consumer who has significant influence on the behavior of others regarding product adoption.

Question 23

What is a market maven?

Answer 23

A market maven spreads information about all types of products and services available in the marketplace.

Question 24

What is a surrogate consumer?

Answer 24

A surrogate consumer is hired by another consumer to provide input into a purchase decision.

Question 25

What is the diffusion process?

Answer 25

The diffusion process is how new products are adopted and spread throughout a marketplace.

Question 26

What is the household decision-making process?

Answer 26

Household decision-making is the process by which decisions are made in household units.

Question 27

What defines a family household?

Answer 27

A family household consists of at least two people related by blood or marriage who occupy a housing unit.

Question 28

What is a nuclear family?

Answer 28

A nuclear family is composed of a mother, a father, and siblings.

Question 29

What is an extended family?

Answer 29

An extended family includes three or more generations of family members.

Question 30

What is the household life cycle (HLC)?

Answer 30

HLC is a segmentation technique that acknowledges changes in family composition and income affecting household demand.

Question 31

What are the roles in household purchase decisions?

Answer 31

Roles include influencer, gatekeeper, user, decision maker, and purchaser.

Question 32

How have gender roles in household decision-making evolved?

Answer 32

Changes in women’s education and double-income families have challenged traditional gender roles.

Question 33

What is kid power in household decision-making?

Answer 33

Children are increasingly influencing household purchases, and teens often have growing disposable income.

Question 34

What is consumer socialization?

Answer 34

Consumer socialization is the process through which young consumers develop attitudes and learn skills for the marketplace.