chapter10

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) demographic group

• C) reference group

• D) focus group

2) Reference groups influence us in three ways. These ways include informational, utilitarian, and ________ dimensions.

• A) reputational

• B) descriptive

• C) knowledge

• D) value-expressive

3) Which of the following is an example of utilitarian influence?

• A) An individual seeks information about various brands from a professional.

• B) An individual's decision to purchase a particular brand is influenced by the preferences of family members.

• C) An individual feels that the purchase of a particular brand will enhance the image others have of her.

• D) An individual seeks brand-related knowledge and experience from friends, neighbors, colleagues, and relatives who have reliable information about the brand.

4) Reference group effects are stronger for purchases that are ________.

• A) socially conspicuous

• B) mostly unseen by others

• C) necessities

• D) made frequently

  
  

5) The capacity to alter the actions of others is referred to as ________ power.

• A) publicity

• B) social

• C) second-order

• D) behavioral

  
  

6) If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied is said to have ________ power.

• A) referent

• B) informational

• C) legitimate
  

  
  

• D) coercive

7) If a fireman told you to leave your apartment, you would comply because the fireman has ________ power.

• A) information

• B) legitimate

• C) expert

• D) reward

8) 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) coercive

9) A group composed of people that the consumer actually knows is called a(n) ________ reference group.

• A) aspirational

• B) tribal

• C) membership

• D) group

10) Political candidates who get the most media exposure are more likely to win an election because of the effect of ________ in determining one's set of referents.

• A) propinquity

• B) mere exposure

• C) group cohesiveness

• D) reference bias