Social & Cultural Influences on CB

Question 1

Definition of Reference Group

Answer 1

An actual or imaginary individual or group that significantly influences an individual’s evaluations, aspirations, or behavior

Question 2

Different types of power that groups can exert

Answer 2

1. Referent power
2. Information/expert power
3. Legitimate power
4. Reward/coercive power

Question 3

Different types of groups

Answer 3

1. Associative groups
2. Aspirational groups
3. Dissociative groups

Question 4

What are Associative Groups?

Answer 4

Groups you currently belong to like families, clubs, associations

Question 5

What are Aspirational Groups?

Answer 5

Groups you aspire to be like, such as high-performing athletes and artists

Question 6

What are Dissociative Groups?

Answer 6

Groups you would like to differentiate yourself from or do not want to emulate

Question 7

What is Conformity?

Answer 7

A change in beliefs or actions as a reaction to real or imagined group pressure

Question 8

Why do we conform?

Answer 8

1. Cultural pressures
2. Fear of deviance
3. Commitment/value of membership in the group
4. Group unanimity

Question 9

When would a person prefer a human recommendation?

Answer 9

When consumers focus on the experimental and sensory aspects of a product, or hedonic values, they trust a human recommendation.

Question 10

When would a person prefer an AI recommendation?

Answer 10

When consumers focus on the functional and practical aspects of a product, or utilitarian values, they trust a machine

Question 11

What are the takeaways from Augmented Intelligence?

Answer 11

Consumers embrace AI recommendations if they believe a human is part of the recommendation process

Question 12

Definitions of an Influencer

Answer 12

1. Someone who posts to social media in exchange for compensation
2. Specialists at generating content consumers interact with

Question 13

5 different types of social media influencers

Answer 13

1. Nano influencer
2. Micro-influencer
3. Macro-influencer (Sweet spot)
4. Mega-influencer
5. Celebrity influencer

Question 14

Marketing functions of influencers

Answer 14

1. Audience
2. Endorser
3. Social media manager

Question 15

What is Materialism?

Answer 15

The extent to which one places importance on the acquisition and possession of material goods as the ultimate goal of life

Question 16

Characteristics of Materialists

Answer 16

1. Tend to value possessions for their status and appearance-related meanings
2. Materialists tend to use advertising as a means of judging their own personal accomplishments

Question 17

Definition of Compulsive Buying

Answer 17

Chronic, repetitive purchasing that occurs as a response to negative events or feelings, where the alleviation of these negative feelings is the promay motivation

Question 18

Characteristics of Compulsive Buying

Answer 18

1. Not by choice
2. Buying compulsively
3. Gain satisfaction from buying and not from owning or using
4. The gratification is short-lived
5. The person experiences strong regret or guilt afterwards

Question 19

Why do people compulsively buy?

Answer 19

1. Low self-esteem
2. Attention and social approval
3. Self-discrepancy
4. Materialistic value of buying

Question 20

Definition of Consumer Minimalism

Answer 20

A value that embraces the mindful acquisition and ownership of few, curated possessions, with a preference for a sparse aesthetic

Question 21

Final note about consumer Minimalism

Answer 21

Being a minimalist does not necessarily mean you spend less; you purchase less items in quantity