CHAPTER 11

GROUP INFLUENCE AND OPINION LEADERSHIP

Multiple Choice

1. A(n) _________________ is an actual or imaginary individual or group conceived

of having significant relevance upon an individual’s evaluations, aspirations, or
behavior.
a. opinion group
b. select group
c. reference group
d. focus group

Answer: (c) Difficulty: (E) Fact Page: 366

2. Reference groups influence consumers in three ways. Which of the following is NOT
one of those ways?
a. Informational.
b. Reputational.
c. Utilitarian.
d. Value-expressive.

Answer: (b) Difficulty: (M) Fact Page: 366-367, Table 11.1

3. Two dimensions influence the degree to which reference groups are important in
consumer purchasing. Which of the following is one of those dimensions?
a. How long has a person been a member of a reference group?
b. Where is the reference group—near or far?
c. Is the purchase a luxury or a necessity?
d. Is the purchase made online or through a catalog?

Answer: (c) Difficulty: (M) Fact Page: 366-367

4. Which of the following reference group influence forms is most associated with
the following situation? Situation: Carl knows that Bert has had experience with
various types of motor oils since he is a mechanic for a large Cadillac dealership.
Carl asks Bert to compare his brand against Quaker State. Bert tells Carl that
Quaker State can’t be beat for performance and durability.
a. Informational influence.
b. Demand influence.
c. Utilitarian influence.
d. Value-expressive influence.

Answer: (a) Difficulty: (M) Application Page: 367, Table 11.1

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5. Which of the following reference group influence forms is most associated with the
following situation? Situation: Sam is a member of a very tight bowling group.
Sam’s group of friends socializes with one another on a constant basis. Sam has
decided to buy a TV. Two of Sam’s bowling buddies swear by Sony’s Trinitron
model. Even though Sam has always bought RCA, he decides to buy a Sony this time.
a. Informational influence.
b. Demand influence.
c. Utilitarian influence.
d. Value-expressive influence.

Answer: (c) Difficulty: (H) Application Page: 367, Table 11.1

6. The capacity to alter the actions of others is referred to as:

a. reward power.
b. legitimate power.
c. expert power.
d. social power.

Answer: (d) Difficulty: (E) Fact Page: 367

7. Phillip admires the qualities of the Sigma Chi’s on his college campus. Since he has
decided to try and pledge this group, he begins to imitate the qualities that he
perceives the group has. What type of power does the fraternity seem to be displaying
with respect to Phillip and his behavior?
a. Legitimate power.
b. Referent power.
c. Expert power.
d. Reward power.

Answer: (b) Difficulty: (M) Application Page: 367-368

8. Dianne’s boss has praised her work performance on many occasions. Today, he called
key office staff together and announced to Dianne and his staff that as of tomorrow
she would become his new staff assistant and would receive a $2,000 bonus for all her
hard work over the past year. What type of power does Dianne’s boss hold in this
situation?
a. Legitimate power.
b. Referent power.
c. Expert power.
d. Reward power.

Answer: (d) Difficulty: (M) Application Page: 368

9. Our parents may play a pivotal role in forming our values toward many important
issues, such as attitudes about marriage or where to go to college. This is an example

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 of _______________ influence.
a. normative
b. comparative
c. selective
d. dydactic

Answer: (a) Difficulty: (M) Fact and Application Page: 370

10. Phillipe is a member of small Harley-Davidson motorcycle club. They meet once
a week to ride and talk about their bikes. This club might exert a ____________
influence on Phillipe as he decides on the model of bike to buy for his girl friend.
a. normative
b. comparative
c. selective
d. didactic

Answer: (b) Difficulty: (E) Application Page: 370

11. The _____________ influence is the reference group influence that helps the
consumer make decisions about specific brands or activities.
a. normative
b. comparative
c. selective
d. dyad

Answer: (b) Difficulty: (M) Fact Page: 370

12. A ____________ is a set of consumers who share a set of social relationships based
upon usage or interest in a product.
a. reference community
b. brand community
c. dyad community
d. robust community

Answer: (b) Difficulty: (E) Fact Page: 370

13. James Otis wants to be “just like Mike” (basketball star Michael Jordan) and has for
many years. James has purchased Jordan-gear, follows Jordan’s career, and has often
thought about how to give back to his community the way MJ has. Which of the
following reference group terms would apply to James Otis and his relationship with
Michael Jordan?
a. Membership group.
b. Dissociative group.
c. Aspirational group.
d. Tribal group.

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Answer: (c) Difficulty: (E) Application Page: 372

14. The likelihood that people will become part of a consumer’s identification reference
group is affected by all of the following factors EXCEPT: (Pick the least likely)
a. propinquity.
b. mere exposure.
c. demographics.
d. group cohesiveness.

Answer: (c) Difficulty: (H) Fact Page: 372

15. The likelihood that people will become part of a consumer’s identification reference
group is affected by physical nearness of group members. The term for this nearness
is:
a. propinquity.
b. exposure.
c. demographics.
d. cohesiveness.

Answer: (a) Difficulty: (M) Application Page: 372

16. Cindy Chen works in a large office building. She sees the same people, even though
they are from different offices, everyday at lunch. Over a period of time common
problems are discussed and gossip is exchanged. For Cindy Chen, these lunch
acquaintances have become part of her reference group. Which of the following
would explain the majority of the reasons for this ?
a. Demographics.
b. Organizational culture.
c. Mere exposure.
d. Group cohesiveness.

Answer: (c) Difficulty: (M) Application Page: 372

17. Chet meets each Wednesday night at Border’s Bookstore with a small group
computer enthusiasts. The group calls itself X-Hackers because at one time all of
these select members were hackers. Today, the group has similar values and has
pledged itself to stopping computer hacking. Which of the following membership
group factors best describes the uniqueness of the group?
a. Propinquity
b. Mere exposure
c. Organizational culture
d. Group cohesiveness

Answer: (d) Difficulty: (M) Application Page: 372

18. “Nerds,” “Druggies,” and “Preppies” are all illustrations of groups that the average

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 college student might be exposed to. The average student considers these groups
to be _______________.
a. cultural groups.
b. cohesive groups.
c. avoidance groups.
d. aspirational groups.

Answer: (c) Difficulty: (E) Application Page: 372

19. The plain and simple fact is that Ralph has body odor. Worse than that, Ralph does
not seem to care. Ralph’s clothes are in a shambles and his personal hygiene could
certainly be improved. For most people, Ralph would be in which of the following
groups?
a. Aspirational groups.
b. Cohesive groups.
c. Avoidance groups.
d. Deindividualization groups.

Answer: (c) Difficulty: (E) Application Page: 372

20. Any time Bill and Tom return to Texas A&M University to attend a football game,
they immediately become part of the Aggie tradition and lose their own individual
identities while they are on campus. The process whereby individual identities
become submerged within a group (such as the one mentioned above) is called:
a. polarization.
b. parallel cohesiveness.
c. deindividualization.
d. cohort exaggeration.

Answer: (c) Difficulty: (M) Fact and Application Page: 374

21. Groups often experience what is known as a risky shift (group members are willing to
consider riskier alternatives than they would as individuals). One of the chief reasons
for this phenomenon is:
a. decision polarization.
b. diffusion of responsibility.
c. degeneration hypothesis.
d. regeneration hypothesis.

Answer: (b) Difficulty: (M) Fact Page: 375

22. _____________ refers to a change in beliefs or actions as a reaction to real or

imagined group pressure.
a. Influence
b. Conformity
c. Cohesiveness

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 d. Compliance

Answer: (b) Difficulty: (E) Fact Page: 377

23. Within groups, informal rules of behavior are called:

a. norms.
b. beliefs.
c. values.
d. interpersonal dynamics.

Answer: (a) Difficulty: (E) Fact Page: 377

24. Conformity is not an automatic process, and many factors contribute to the
likelihood that consumers will pattern their behavior after others. All of the following
are among those factors EXCEPT:
a. racial consciousness.
b. cultural pressures.
c. fear of deviance.
d. commitment.

Answer: (a) Difficulty: (M) Fact Page: 377-378

25. Japan is noted for its adherence to collective well being and group loyalty over
individual needs. This is an example of which of the following factors that contribute
to conformity?
a. Cultural pressures.
b. Commitment.
c. Group unanimity, size, and expertise.
d. Susceptibility to interpersonal influence.

Answer: (a) Difficulty: (E) Application Page: 377-378

26. Bob was passed over for promotion because he had the reputation for not being a
team player. In the future, he promises to work on his “team spirit.” The pressure for
conformity that Bob will feel during his next review period will be from which of the
following areas?
a. Cultural pressure.
b. Fear of deviance.
c. Commitment.
d. Susceptibility to interpersonal influence.

Answer: (b) Difficulty: (M) Application Page: 377-378

27. Maurice is no DJ but he has been put in charge of picking the music for his school’s
upcoming dance. Man, what pressure. Everyone is giving him advice and everyone
is telling him not to “blow it.” The principal has, however, warned him about harsh

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 language rap music. Maurice decides to go to another school dance the week prior to
his own to get a feel for what might be cool to do when he DJs. The above
example is an example of what might happen when ________________ is working.
a. compliance theory
b. obedience theory
c. social justice theory
d. social comparison theory

Answer: (d) Difficulty: (M) Application Page: 378

28. _______________ asserts that this process occurs as a way to increase the stability
of one’s self-evaluation, especially when physical evidence is unavailable.
a. Compliance theory
b. Obedience theory
c. Social justice theory
d. Social comparison theory

Answer: (d) Difficulty: (M) Fact Page: 378

29. If defiance of the group is the actual object of behavior, then ____________ has
occurred.
a. independence
b. cohesion
c. resistance
d. anticonformity

Answer: (d) Difficulty: (E) Fact Page: 378

30. _________ is the negative emotional state that results when we are deprived of our
freedom to choose.
a. Cohesion
b. Reactive dilemma
c. The Perry Confusion Index
d. Reactance

Answer: (d) Difficulty: (M) Fact Page: 379

31. Roger’s parents have forbidden him to go to pornographic Web sites even though all
his friends seem to be doing it. Every time Roger is caught, the penalty seems to be
more severe. However, like many young male teenagers, every time Roger is caught
he tries harder to find ways to disobey his parents in this matter. It almost seems to be
a “freedom of choice” versus a “rules” war going on between Roger and his parents in
this matter. The above is an illustration of what is called:
a. resistance.
b. cohesion.
c. antidisciplinary behavior.

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 d. reactance.

Answer: (d) Difficulty: (H) Application Page: 379

32. It is estimated that __________ of all consumer-goods sales are influenced by word-
of-mouth communication.
a. 40%
b. 50%
c. 66%
d. 75%

Answer: (c) Difficulty: (H) Fact Page: 379

33. Studies in both industrial and consumer purchase settings underscore the idea that
word-of-mouth (WOM) is relied upon in which of the following stages of the purchase
process?
a. Product introduction and brand awareness.
b. Brand awareness and brand recognition.
c. Evaluation and adoption.
d. Post-purchase alienation and rejection.

Answer: (c) Difficulty: (M) Fact Page: 380

34. Word-of-mouth communication is especially powerful when the consumer is:

a. brand loyal.
b. dissatisfied with an existing product.
c. relatively unfamiliar with a product category.
d. knowledgeable about a product category.

Answer: (c) Difficulty: (M) Fact Page: 381

35. Which of the following is true with respect to negative word-of-mouth

communications?
a. Consumers view negative WOM less heavily than positive WOM.
b. Consumers view positive WOM less heavily than negative WOM.
c. Consumers view both positive and negative WOM about the same.
d. Consumers distrust negative WOM because it appears that someone has
“an axe to grind.”

Answer: (b) Difficulty: (M) Fact Page: 381-382

36. A ______________________ is a collection of people whose online interactions are

based upon shared enthusiasm for and knowledge of a specific consumption activity.
a. dydactic community of consumption
b. economic community of consumption
c. virtual community of consumption

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 d. database community of consumption

Answer: (c) Difficulty: (E) Fact Page: 384

37. Virtual communities come in many different forms. If you were to construct an
online personal journal where you could share your thoughts with anyone who wished
to review your journal, which of the following virtual community formats would you
be use?
a. Multi-User Dungeons (MUD).
b. Rooms, rings, and lists.
c. Boards.
d. Blogs.

Answer: (d) Difficulty: (M) Fact and Application Page: 384

38. The intensity of identification with a virtual community depends on two factors. The
first is that the more central the activity to a person’s self-concept, the more likely he
or she will pursue an active membership in a community. The second is that:
a. membership is more likely to occur if common economic backgrounds are present.
b. the intensity of the social relationships the person forms with other members of the
virtual community helps to determine his or her extent of involvement.
c. the intensity of the membership in the community is dependent on knowledge of
the language used in the community—the secret code.
d. the subject matter discussed in the community is a determinant (i.e., technical chat
rooms are the most popular).

Answer: (b) Difficulty: (H) Fact and Application Page: 385

39. There are often distinctive member types found in virtual communities. According
to information found in the text, which of the following types are the most important
targets for marketers who wish to leverage communities for promotional purposes
based on high self-centrality of consumption activity?
a. Tourists and Minglers.
b. Minglers and Devotees.
c. Devotees and Insiders.
d. Insiders and Minglers.

Answer: (c) Difficulty: (H) Fact and Application Page: 385-386, Figure 11.3

40. There are often distinctive member types found in virtual communities. According
to information found in the text, which of the following types are the most important
targets for marketers who wish to leverage communities for promotional purposes
based on strong ties to community?
a. Tourists and Minglers.
b. Minglers and Devotees.
c. Devotees and Insiders.

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 d. Insiders and Minglers.

Answer: (d) Difficulty: (H) Fact and Application Page: 385-386, Figure 11.3

41. Sam and Jackson have just returned from a Houston Astros game at the new Astros
ball park. The ballpark really impressed them, however, what really caught their
attention was the unique way that Coca-Cola sold its products. There were roving
teams of “Cola Buddies” moving throughout the crowd during the game. These teams
were passing out “free coupons” for Cokes, souvenir cups, dugout passes, and “free
tickets” to next week’s games. Sam and Jackson will always remember how great
their day at the ballpark was and will certainly choose Coca-Cola when given the
opportunity. The above is an example of which of the following communication
strategies?
a. Foot-in-the-door marketing.
b. Guerrilla marketing.
c. Viral marketing.
d. Demand-based marketing.

Answer: (b) Difficulty: (M) Application Page: 386-387

42. _________ refers to the strategy of getting customers to sell a product on behalf of
the company that creates it.
a. Foot-in-the-door marketing
b. Guerrilla marketing
c. Viral marketing
d. Demand-based marketing

Answer: (c) Difficulty: (M) Fact Page: 388

43. A person who is frequently able to influence others’ attitudes or behaviors is called
a(n):
a. referent.
b. decider.
c. opinion leader.
d. demand-based leader.

Answer: (c) Difficulty: (E) Fact Page: 388

44. All of the following are generally characteristics of opinion leaders EXCEPT:
a. they are technically competent because they possess expert power.
b. they possess knowledge power.
c. they tend to be socially active.
d. they tend to reduce their own risk by allowing others to try products first, then
transmit this information to others.

Answer: (d) Difficulty: (E) Fact Page: 388-389

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45. Consumers tend to follow opinion leaders that exhibit homophily. Which of the
following statements most accurately describes homophily?
a. Homophily is the degree to which a pair of individuals is similar in terms of
education, social status, and beliefs.
b. Homophily is the degree to which a pair of individuals is similar in terms of
monetary wealth.
c. Homophily is the degree to which a pair of individuals is similar in terms of race
and ethnicity.
d. Homophily is the degree to which a pair of individuals is similar in terms of sexual
orientation.

Answer: (a) Difficulty: (H) Fact and Application Page: 389

46. A consumer category has been proposed where the consumer is called a(n) _______.
This category describes people who are actively involved in transmitting marketplace
information of all types (not just one type of information).
a. opinion seeker.
b. innovator.
c. market maven.
d. market analyst.

Answer: (c) Difficulty: (M) Fact Page: 390

47. __________ are into shopping and staying on top of what’s happening in the
marketplace, but are not necessarily the first to purchase items when they come out.
a. Opinion seekers
b. Innovators
c. Market mavens
d. Market analysts

Answer: (c) Difficulty: (M) Fact and Application Page: 390

48. The traditional model of opinion communication had the mass media delivering
messages through opinion leaders to recipients. The updated model adds one
additional communication factor or role player. Identify that factor or role player
below.
a. Opinion seeker.
b. Market analyst.
c. Gatekeeper.
d. Originator.

Answer: (c) Difficulty: (M) Fact and Application Page: 391, Figure 11.4

49. A new class of marketing intermediary has developed. The ___________ is a person
who is hired to provide input into purchase decisions.

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 a. market maven
b. surrogate consumer
c. gatekeeper
d. originator

Answer: (b) Difficulty: (M) Fact Page: 392

50. Several research methods are used to study reference groups and opinion leadership.
The ____________ trace communication patterns among members of a group. These
techniques allow researchers to systematically map out the interactions that take place
among group members.
a. reputational methods
b. behavioral methods
c. sociometric methods
d. geodemographic methods

Answer: (c) Difficulty: (M) Fact Page: 394

True/False

51. A primary group is an actual or imaginary individual or group conceived of having

significant relevance upon an individual’s evaluations, aspirations, or behavior.

Answer: (False) Difficulty: (M) Fact Page: 366

52. Reference groups are known for having informational, utilitarian, and value-
expressive influences.

Answer: (True) Difficulty: (E) Fact Page: 366

53. If an individual seeks information from those who work with the product as a
profession before making a product decision, the individual is participating in the
utilitarian influence of reference groups.

Answer: (False) Difficulty: (M) Application Page: 367, Table 11.1

54. Samantha buys L’eggs panty hose because that is the brand her roommate buys. This
is an example of the utilitarian influence of reference groups.

Answer: (True) Difficulty: (E) Application Page: 367, Table 11.1

55. Sharon wears lingerie from Victoria’s Secret because she knows that most of her
friends admire those that can afford to wear this type of lingerie. Sharon is purchasing
her clothing as a result of the value-expressive influence of reference groups.

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Answer: (True) Difficulty: (E) Application Page: 367, Table 11.1

56. If a person has social power, they have the ability to alter the actions of others.

Answer: (True) Difficulty: (E) Fact Page: 367

57. Cherrie buys her lingerie from Frederick’s of Hollywood because Madonna
recommends it. Therefore, Cherrie is acting on the basis of reward power.

Answer: (False) Difficulty: (M) Application Page: 367-368

58. A consumer gets expert power from possessing a specific knowledge or skill about
a content area (such as books, movies, et cetera).

Answer: (True) Difficulty: (E) Fact and Application Page: 368

59. Coercive power refers to influencing a person by using reinforcement.

Answer: (False) Difficulty: (E) Fact and Application Page: 368-369

60. A normative reference group is one whereby decisions about specific brands or
activities are affected, thus potentially altering decisions made by group members.

Answer: (False) Difficulty: (M) Fact and Application Page: 370

61. A Harley-Davidson club might exert comparative influence, whereby decisions about
specific brands or activities are affected.

Answer: (True) Difficulty: (E) Application Page: 370

62. A membership reference group comprises idealized figures, such as successful

business people, athletes, or performers.

Answer: (False) Difficulty: (E) Fact and Application Page: 372

63. The likelihood that someone will join your reference group is enhanced if the person
has propinquity to you.

Answer: (True) Difficulty: (H) Fact Page: 372

64. Smaller groups tend to be less cohesive than larger groups because of the pressures
exerted by the group members.

Answer: (False) Difficulty: (H) Fact Page: 372

65. Reference groups have positive influences and dissolve once they have negative

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 influence.

Answer: (False) Difficulty: (M) Fact Page: 372-373

66. You may have observed that people sometimes behave more wildly at costume
parties or on Halloween than they do normally. This phenomenon is known as social
loafing.

Answer: (False) Difficulty: (M) Fact and Application Page: 374

67. Norms are informal rules of behavior associated with group behavior.

Answer: (True) Difficulty: (E) Fact Page: 377

68. Group conformity is influenced by such factors as cultural pressures, fear of deviance,
and group size.

Answer: (True) Difficulty: (E) Fact Page: 377-378

69. Group reaction theory asserts that group reaction occurs as a way to increase the
stability of one’s self-evaluation.

Answer: (False) Difficulty: (M) Fact Page: 378

70. One of the factors the intensity of identification with a virtual community depends
upon is centrality of the activity to the person’s self-concept.

Answer: (True) Difficulty: (M) Fact Page: 385

71. Viral marketing refers to a strategy of getting customers to sell a product on behalf of
the company that creates it.

Answer: (True) Difficulty: (M) Fact Page: 388

72. Opinion leaders are born, not made.

Answer: (False) Difficulty: (E) Fact Page: 388-389

73. Opinion leaders often absorb much of the risk in buying new products since they
generally buy them first.

Answer: (True) Difficulty: (E) Fact Page: 389

74. A market maven is actively involved in transmitting marketplace information of all

types.

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Answer: (True) Difficulty: (M) Fact Page: 390-391

75. The most commonly used method to identify opinion leaders is to use the social
registry document that is kept by most city newspapers.

Answer: (False) Difficulty: (M) Fact Page: 392-393

Essay Questions

76. Define the term reference group.

Answer:
A reference group is an actual or imaginary individual or group conceived of having
significant relevance upon an individual’s evaluations, aspirations, or behavior.

Difficulty: (E) Fact Page: 366

77. Reference groups influence consumers in three ways. Name them and describe the
nature of the influence upon the consumer.

Answer:
Informational influence - The consumer seeks information from experts, professionals,
and others who work with the product or who are knowledgeable about the
product; the consumer may be influenced by the "seal of approval" of
independent testing agencies. The consumer consults with friends about
their experience with the performance of brands. The consumer also observes
which products are used by the experts themselves: which kind of cookware do
real chefs use?
Utilitarian influence - The individual's decision to buy a particular brand is
influenced by expectations or preferences of co-workers, family, and others
with whom he has social contact. Brand choice is influenced by a desire
to satisfy the preferences and expectations others have of him or her.
Value-expressive influence - The individual feels that buying or using a particular
brand might enhance the image others have of him or her. Those who use
such a brand are admired or respected, and the individual feels they have the
characteristics s/he would like to have. Using such products tends to
show others what s/he is or would like to be, and how s/he would like to
be regarded by them.

Difficulty: (M) Fact and Application Page: 367, Table 11.1

78. Describe the meaning of social power. What are the six bases of social power within
reference groups? Discuss some of the likely strategies that would be used by an
individual or group possessing each type of power.

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Answer:
Social power refers to "... the capacity to alter the actions of others." Dimensions of
social power apply whether the action was taken voluntarily or whether the action would
be taken even if the more powerful person or group was not present to monitor the
situation.

Power bases of individuals or groups include:

Referent power stems from a person's having qualities admired by others. Prominent
people can affect consumer behavior by championing causes, making
distinctive fashion statements, or by endorsing products, e.g., "Air" Jordan.
Information power stems from possession of knowledge considered valuable by others.
Editors of trade publications may be thought to have "inside" information
others would like to know. Likely strategies of those possessing power include
retrieving valuable information from business or industry sources or a
library for dissemination to others.
Legitimate power is granted by informal social agreements, through formal actions
such as laws or voluntary acquiescence to the authority of another. Likely
strategies of those possessing power include use of one's official title, such
as professor, or wearing a uniform to communicate authority.
Expert power is derived from possessing a specific knowledge or unusual level of skill
that is inseparable from the person or the expert. Likely strategies of those
possessing power include demonstrating special knowledge, such as
computer literacy, or appearing on TV discussion shows as an authority.
Reward power exists when a person or group has the means to provide positive
reinforcements for desired behavior by group members. Likely strategies of
those possessing power include tangible rewards, such as giving bonuses
for outstanding employee service, or intangible rewards such as giving social
approval for desired behavior ("I think you'll be glad you moved to this
neighborhood.").
Coercive power exists when a person or group has the means for punishing group
members for inappropriate behavior. Likely strategies of those possessing
power include firing a worker for poor performance or refusing to let kids
watch TV if they misbehave. Coercive power is rarely used in marketing
situations, except as fear appeals in advertising.

Difficulty: (H) Fact and Application Page: 367-369

79. Compare normative influence and comparative influence among reference groups.

Answer:
Normative influence occurs when the reference group helps to set and enforce
fundamental standards of conduct. In contrast, comparative influence occurs when the
group (because of its nature or expertise) impacts decisions about specific brands or
activities.

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Difficulty: (E) Fact Page: 370

80. The likelihood that people will become part of a consumer’s membership reference
group is affected by three factors. Name and briefly discuss each of these factors.

Answer:
Propinquity--as physical distance between people decreases and opportunities for
interaction increase, relationships are more likely to form. Physical nearness is called
propinquity. For example, residents in a neighborhood are more likely to be friends with
the people next door than those who live several doors down from them. Physical
structure has a lot to do with whom we get to know and how popular we are.

Mere exposure--we come to like persons or things simply as a result of seeing them more
often, which is known as the mere exposure phenomenon. Greater frequency of contact,
even if unintentional, may help to determine one’s set of local referents.

Group cohesiveness--cohesiveness refers to the degree that members of a group are

attracted to each other and value their group membership. As the value of the group to
the individual increases, so too does the likelihood that the group will guide consumption
decisions. Smaller groups tend to be more cohesive; in larger groups, the contributions of
each member are usually less important or noticeable. By the same token, groups often
try to restrict membership to a select few, which increases the value of membership to
those who are admitted.

Difficulty: (H) Fact Page: 372

81. Discuss the concept of conformity. Why do consumers pattern their behavior after
that of others? Describe the five types of social influence which affect the likelihood of
conformity.

Answer:
Conformity refers to a change in beliefs or actions as a reaction to real or imagined group
pressure. In order for a society to function well, a system of rules for expected behaviors
is developed, more or less informally as norms or formally through laws. Over time,
there is general agreement within the society about obeying these rules and conforming to
the group's norms.

In general, the process of social influence is effective because it is believed that

conforming behavior will be rewarded and lead to social approval or money. Among the
factors that affect the likelihood of conformity are:

Cultural pressures can exert enormous influence on individuals to "do the right thing."

Fear of deviance pressures individuals because most societies and groups punish or
disapprove of behaviors different from those of the group.

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Commitment or the degree to which the individual is dedicated to continued
membership in a group influences behavior. Generally speaking, the greater
the desire to remain in a group, the more conformity an individual will
exhibit.

Group size, unanimity, and expertise all combine to increase a group's power to elicit
greater conformity.

Susceptibility to interpersonal influence refers to an individual’s need to identify or

enhance his or her image in the opinion of significant others. This enhancement
process is often accomplished by the acquisition of products the person believes
will impress his or her audience.

Difficulty: (H) Fact and Application Page: 378-379

82. Virtual communities have made it possible for people to interact with other people
over great distances and from different backgrounds via the Internet. However, the
intensity of identification with a virtual community depends on two factors. What are
they? Next, describe the distinct member types that might be present in any virtual
community because of these two factors. Use the designations provided in the text.

Answer:
Two Factors:
The first is the more central activity to a person’s self-concept, the more likely he or she
will be to pursue an active membership in a community. The second is that the intensity
of the social relationships the person forms with other members of the virtual community
helps to determine his or her extent of involvement.

Combining these two factors creates four distinct member types:

(a) Tourists--lack strong social ties to the group and maintain only a passing interest in
the activity.
(b) Minglers--maintain strong social ties, but are not very interested in the central
consumption activity.
(c) Devotees--express strong interest in the activity, but have few social attachments to
the group.
(d) Insiders--exhibit both strong social ties and strong interest in the activity.

Difficulty: (M) Fact and Application Page: 385

83. Explain the concept of guerrilla marketing and give an illustration of how this
promotion/communication technique might work. Be specific in your comments.

Answer:
Guerrilla marketing is considered to be promotional strategies that use unconventional
locations and intensive word-of-mouth campaigns to push products.

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Example: The students are free to designate their own examples unless otherwise
specified by the instructor. Examples used in the text were street teams to pass out
promotions and bombard neighborhoods with literature on some event or promotion,
young people to support a celebrity, or teams to flood the Web with e-mail promoting a
cause or product.

Difficulty: (E) Fact and Application Page: 385-387

84. What characteristics of opinion leaders make them valuable sources for product
information?

Answer:
All of the following reasons are cited in the chapter:

Opinion leaders have technical competence leading to expert power.

They have prior familiarity with product information and evaluation from a
non-biased perspective (they are not receiving money for their advice).
This
gives them knowledge power.

They have high social standing and broad-based community contacts and
support. They are socially active and have legitimate power.

They are similar to the consumer in other respects, leading to referent power.

They are usually among the first to buy and use new products so that much
product evaluation is based upon personal experience, further enhancing
their credibility as opinion leaders.

Difficulty: (M) Fact and Application Page: 388-389

85. With respect to opinion leadership, describe the self-designating model.

Answer:
The most commonly-used technique to identify opinion leadership is simply to ask
individual consumers whether they consider themselves opinion leaders. Although
respondents who report a greater degree of interest in a product category are more likely
to be opinion leaders, the results of surveys intended to identify self-designated opinion
leaders must be viewed with some skepticism. The success of this technique, however,
can be improved if the researcher will select key informants who in turn are asked to
identify opinion leaders (this removes the natural inflation bias). The success of the key
informant method depends on locating those who have accurate knowledge of the groups
being measured.

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Difficulty: (M) Fact and Application Page: 392-393

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