CUSTOMER BEHAVIOR

What is the main focus of the text?

• Division of labor in society

• Impact of word-of-mouth communication

• Influence of social media on consumer behavior

• Types of power in social interactions

What is the term used to describe the capacity to alter the actions of others?

• Referent power

• Information power

• Legitimate power

• Expert power

Which type of reference group includes family, friends, and colleagues?

• Anti Brand communities

• Membership reference groups

• Aspirational reference groups

• Avoidance groups

What is the term for a marketing intermediary hired to provide input into purchase decisions on behalf of others?

• Surrogate Consumer

• Opinion Leader

• Brand Community

• Market Maven

What is the primary focus of BzzAgent as mentioned in the text?

• Creating online communities

• Promoting products through word-of-mouth

• Analyzing consumer behavior

• Developing social media platforms

What is the main concern associated with negative word-of-mouth communication?

• Difficulty in measuring effectiveness

• Limited accessibility

• Lack of consistency

• Low cost

What is the characteristic of online communities mentioned in the text?

• Limited participation

• Individualistic behavior

• Hierarchical structure

• Decentralized structure

What is the primary impact of rumors mentioned in the text?

• Limited control

• Difficulty measuring effectiveness

• Psychological impact

• Inherent risks

What is the term used to describe the collective intelligence and creativity of an online community?

• Behavioral standards

• Network effect

• Presence

• Crowd power

What is the main focus of the Chapter Summary in the text?

• Online communities

• Types of power

• Influence of opinion leaders

• Word-of-mouth communication