Chapter 10: Group Influence

Question 1

What is a Reference Group?

Answer 1

An actual or imaginary individual or group that shapes an individual’s evaluations, aspirations, or behaviors.

Question 2

What is Informational Influence?

Answer 2

Influence based on seeking knowledge, expertise, or credible information from others.

Question 3

What is Utilitarian Influence?

Answer 3

Conforming to expectations to gain rewards or avoid punishment.

Question 4

What is Value-Expressive Influence?

Answer 4

Identifying with or aspiring to relate to a group or individual.

Question 5

What group characteristics does consumer research examine?

Answer 5

Popularity, academic performance, style, demographics, and leisure patterns.

Question 6

What are the key dimensions of reference groups?

Answer 6

Formal vs. Informal; Membership vs. Aspirational; Positive vs. Negative.

Question 7

What are Avoidance Groups?

Answer 7

Negative reference groups people distance themselves from.

Question 8

What is the KGOY Trend?

Answer 8

Kids getting older younger; linked to social comparison.

Question 9

When is reference group influence strongest?

Answer 9

For luxurious, highly visible products.

Question 10

What are the six types of reference group power?

Answer 10

Referent, Legitimate, Reward, Information, Expert, Coercive.

Question 11

What is Conformity?

Answer 11

A change in beliefs or behavior due to real or imagined group pressure.

Question 12

What factors influence conformity?

Answer 12

Culture, gender, susceptibility to influence, fear of deviance, commitment, group unanimity.

Question 13

What is Anti-Conformity?

Answer 13

Deliberately doing the opposite of expected behavior.

Question 14

What is Independence?

Answer 14

Behavior not shaped by awareness of social norms.

Question 15

What is Reactance?

Answer 15

Resistance to pressure that can cause a boomerang effect.

Question 16

What is McCracken’s Hair Theory?

Answer 16

Hair functions as identity, cultural signal, and tribal marker.

Question 17

What is Word-of-Mouth (WOM)?

Answer 17

Consumer-to-consumer communication through blogs, forums, social networks, etc.

Question 18

What is Viral Marketing?

Answer 18

Marketing that targets trendsetters and trendspreaders to rapidly spread content.

Question 19

What are the four virtual community types?

Answer 19

Tourists, Minglers, Devotees, Insiders.

Question 20

What are characteristics of Opinion Leaders?

Answer 20

Knowledgeable, credible, similar values, reduce consumer risk, may have polymorphic influence.

Question 21

What is Referent Power?

Answer 21

This power compels compliance because an individual admires and wishes to identify with the influencing agent (e.g., a celebrity or mentor).

Question 22

What is Expert Power?

Answer 22

This power is based on the agent’s recognized superior knowledge or specialized skill that the individual trusts (e.g., a technical expert or reviewer).

Question 23

What is Legitimate Power?

Answer 23

This power comes from the agent’s formal position or role that grants them the right to make demands (e.g., a doctor or a manager).

Question 24

What is Reward Power?

Answer 24

This power is based on the agent’s ability to offer or withhold positive incentives (material or social) to encourage compliance.

Question 25

What is Coercive Power?

Answer 25

This power is derived from the agent's ability to threaten or impose negative consequences or punishment for non-compliance (e.g., social exclusion).

Question 26

What is Informational Power?

Answer 26

This power arises when the agent possesses or provides specific, compelling content or rationale (information) that logically changes the individual's behavior.