_____ is defined as the exponential expansion of word-of-mouth.

Buzz
_____ represent about 10 percent of the adult online community, but their influence is extensive as they communicate news,
information, and experiences to a vast array of people both online and offline. E-fluentials
A _____ is a gathering of owners and others for the purposes of interacting with one another in the context of learning about and
using the brand. brand fest
A brand community is a geographically bound community, based on a structured set of social relationships among owners of a
brand and the psychological relationship they have with the brand itself, the product in use, and the firm. FALSE
A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or
consumption activity is known as a _____. consumption subculture
A non-geographically bound community, based on a structured set of social relationships among owners of a brand and the
psychological relationship they have with the brand itself, the product in use, and the firm, is known as a _____. brand
community
A reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his or her
current behavior. TRUE
According to Roper Starch (a market research company), the 10 percent of the population that have broad social networks that
allow them to influence the attitudes and behaviors of the other 90 percent of the population are called _____. influentials
Adoption of a discontinuous innovation requires major changes in behavior of significant importance to the individual or group.
TRUE
Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant
to the consumer? continuous innovation
Advertising can stimulate and simulate word-of-mouth but not opinion leadership. FALSE
Amanda is in junior high and begged her mother to buy her a certain brand of athletic shoe that all the "cool" kids in school were
wearing. She thought that if she had those shoes, she would be accepted as one of them. To Amanda, these other students in
school that she wants to be associated with represent a(n) _____. aspiration reference group
Amie usually wears a uniform to her Catholic school, but on the first Friday of every month, students can wear other clothes as
long as they bring in something for the church's food bank. Amie loves to shop and has plenty of fashionable clothes, but on these
free dress days, she usually wears blue jeans, a T-shirt, and athletic shoes. Her mother asked her why she doesn't wear her nice
clothes, and Amie told her that she would be made fun of at school. Which type of influence do the other students have on Amie?
normative
An e-community is a community that interacts over time around a topic of interest on the Internet. FALSE
Angie is a teenager, living at home with her parents and two brothers. Even though she wants to venture out more on her own, her
parents will not allow it, and she obeys their wishes. Her family represents a(n) _____ group. primary
As a marketing major, Stan is a collegiate member of the American Marketing Association. This association holds a collegiate
conference every year, and he did attend it one year. While this is a group he belongs to, his ties to other members are relatively
weak, and his interaction is infrequent. Which type of group is this? secondary group
Bob is somewhat of a loner in high school. He really despises the school "jocks" who seem to be involved in every sport. He
doesn't want anything to do with them or be like them in any way. To Bob, the group of students who represent the school
athletes is a(n) _____. dissociative reference group
Brand communities are relevant for basically any type of products. FALSE
Brand communities can deliver value-creating activities by _____. all of the above
Buzz is generally supported by large advertising budgets. FALSE

Charles was the last person on his block to purchase a color television set, and that was in the 1980s. He just couldn't see the
reason to purchase a new color television if his old one was working just fine. He finally purchased one because his old TV
stopped working. In terms of adopter categories, Charles would be classified as a(n) _____. laggard
Clara had an unpleasant experience at a local restaurant at lunch one day. She went back to work and told all her coworkers about
this experience, and many of them said they would never go back to that restaurant. Which type of communication is this an
example of? word-of-mouth
Enduring involvement leads to enhanced knowledge about and experience with the product category or activity. TRUE
For which product category would a reference group's influence be strongest? running shoes
Generalized market influencers are referred to as opinion leaders. FALSE
Group influence is strongest when the use of the product or brand is visible to the group. TRUE
Groups with negative desirability are referred to as _____. dissociative reference groups
Harley-Davidson motorcycle owners who join a Harley group, Jeep owners who attend events sponsored by Jeep, and Star Trek
"Trekkies" are all examples of _____. consumption subcultures
Howard is 30 years old, does not create his own content, but consumes other people's content by reading blogs and watching
videos. Which category of social media participant is Howard? Spectators
Identification influence is also called _____ influence. value-expressive
In experiments, the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the
_____. Asch phenomenon
In which of the following consumption situations will a reference group's influence be strongest? when the use of the product
or brand is visible to the group
In which situation is the likelihood of an individual seeking an opinion leader high? high product/purchase involvement and
low product knowledge
Individuals frequently purchase products thought to be used by a desired group in order to achieve actual or symbolic
membership in the group. This type of group is referred to as a(n) _____. aspiration reference group
Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are
known as _____. opinion leaders
Jamarcus was his collegiate chapter's delegate at a national conference of a professional business fraternity, Phi Chi Theta, in
which he is a member. When the business meeting was conducted, parliamentary procedure was used, and Jamarcus was not
familiar with this. Thus, he looked to the others to learn how he should behave in this situation. What type of influence does this
reference group exhibit? informational
Jamie wants to purchase a notebook computer, but she has limited product knowledge about computers other than how to turn
one on and use it. She expects to pay more than $1,000 for this computer, so this is an important decision for her and she wants to
make the right choice. For Jamie, this represents a(n) _____. high-involvement purchase situation
Jeep Jamboree, Jeep 101, and Camp Jeep, in which owners of Jeeps gather for the purposes of interacting with one another in the
context of learning about and using their Jeeps, are examples of a _____. brand fest
Jill is a breast cancer survivor. She posts a blog, which is her online journal, on a site that is specifically for others to share their
experiences and support one another. She and others discuss products that help them deal with the side effects of their treatments
as well as products that can help them maintain their self-esteem (e.g., wigs). Jill is participating in a(n) _____. online
community
John doesn't know very much about electronic equipment, but he wanted to get his girlfriend a tablet for her birthday. His
roommate, Hank, knows all about these types of products and made a recommendation to John. For this product category, Hank
is known as a(n) _____. opinion leader

Leigh received a digital camera for her birthday. She was able to figure this product out pretty easily because it only required a
moderate change in how she used to take pictures. One thing she had to get used to was printing the pictures instead of taking a
roll of film to a processor. This is an example of a _______ innovation. dynamically continuous
Many Jeep owners elect to become members of a Jeep _____ and attend brand fests such as Jeep Jamboree, Jeep 101, and Camp
Jeep. community
Mitch seems to know everything about carsat least that's what his friends and family think. He has been involved with cars
since he was a child and even took an engine apart and put it back together again by the time he was 16 years old. He reads
several publications related to cars, visits websites, and hangs out with others who are interested in cars as well. Due to his
enduring involvement with this product category, Mitch would be considered a(n) _____. opinion leader
Nonconventional marketing activities that use a limited budget and can increase buzz are known as _____. guerilla marketing
Normative influence is sometimes referred to as _____ influence. utilitarian
Positive experiences are more powerful motivators of WOM than are negative experiences. FALSE
Potential obstacles to rapid market acceptance of an innovation are known as _____. diffusion inhibitors
Rayna provides a significant amount of information to others across a wide array of products, including durables and
nondurables, services, and store type. She can provide information on product quality, sales, usual prices, product availability,
store personnel characteristics, and other features of relevance to consumers. Rayna is best described as a(n) _____. market
maven
Reference group influence can take three forms: informative, normative, and identification. TRUE
Roughly half of online teens report using social networking sites. FALSE
Samantha and Greg have owned an MG for several years and enjoy taking road trips through the Rockies with other MG owners
every year. Which characteristic of brand communities does this illustrate? rituals and traditions
Several consumers rely on information they obtain from others they see as knowledgeable about a specific product they are
interested in purchasing (i.e., opinion leaders) as well as information they learn from marketing communications (i.e.,
advertisements) and other people that are not experts in the product category. Which type of communication flow does this
represent? Multistep
Several girls in the ninth-grade class at a small private school maintained an online journal. In this journal, some negative
comments about the school were made, and the principal made them discontinue this online journal. The principal was concerned
because anybody can read these comments as long as they know the address. Personalized online journals where people and
organizations can keep a running dialogue such as the one illustrated here are known as _____. blogs
Social media is part of an online revolution online, sometimes referred to as _____. Web 2.0
Some individuals have information about many different kinds of products, places to shop, and other aspects of markets. They
can be considered a special type of opinion leader and are known as _____. market mavens
Spectators consume other people's content by reading blogs and watching videos. TRUE
Stephen is 19 years old and is a participant in social media in that he creates content of his ownWeb pages, blogs, videos, and
video uploads to places like YouTube. Which category of social media is Stephen? Creator
Tara is a marketing professor and is a member of the American Marketing Association. The members of this organization are
associated with the discipline of marketing, either as academicians or as practitioners. The purpose of this organization is to
disseminate research about marketing, to share best practices, and to foster the professional development of marketers. The
American Marketing Associate is an example of a _____. group
The _____ flow of communication involves opinion leaders for a particular product area who actively seek relevant information
from the mass media as well as other sources. These opinion leaders process this information and transmit their interpretations of
it to some members of their groups, and these group members also receive information from the mass media and other members
who are not opinion leaders as well. multistep
The exchange of advice and information between group members can occur _____. A, B, and C

The manner in which innovations spread throughout a market is referred to as the _____. diffusion process
The more the purchase and use of an innovation are consistent with the individual's and group's values or beliefs, the more rapid
the diffusion. TRUE
The process of one person receiving information from the mass media or other sources and passing it on to others is known as the
_____. two-step flow of communication
The top reason consumers want to interact with firms on social media is to be entertained. FALSE
Todd purchased a Harley-Davidson motorcycle because he identifies himself with what he feels is the typical owner of a Harley.
Many other owners of this brand also feel this way, and they get upset when they see someone riding one who they think is not
the "right" kind of person to own this brand. Which characteristic of brand communities does this illustrate? consciousness of
kind
Twitter is an example of a _____. micro-blogging tool
Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined
relationships to one another such that their behaviors are interdependent is known as a(n) _____. group
Valerie and her family are members of the Baptist Church. They have accepted the Baptist Church's values as their own and
behave in a manner consistent with the Church's values because their values and the Church's values are the same. Which type of
influence does the Church possess with respect to Valerie and her family? identification
Vicki likes to visit a social network site called Fanfiction.com and read the stories that others post on this site. She doesn't really
visit very often, and she has never posted a story on this site. Vicki is which type of social media participant? Spectators
When consumer input is requested by firms online it is called _____. crowdsourcing
When purchasing an innovation, individual consumers presumably go through a series of distinct steps or stages known as the
_____. adoption process
Whether or not a new idea, practice, or product is an innovation is determined by _____. the perception of the potential market
Which adopter group represents the first 2.5 percent to adopt an innovation? innovators
Which categories of participants are the true leaders of conversation and opinion in Web 2.0? Creators and Critics
Which category of Web 2.0 participants are bloggers and post ratings and reviews and tend to be in their late teens to mid-20?
Critics
Which criterion is used to classify groups? all of the above
Which factor affecting the spread of innovations refers to the consistency with the individual's and group's values or beliefs?
compatibility
Which group classification variable refers to the closeness and intimacy of the group linkages? strength of social tie
Which of the following characterizes opinion leaders? enduring involvement in the product or activity
Which of the following is a characteristic of a consumption subculture? A, B, and C
Which of the following is a factor affecting the spread of innovations? all of the above
Which of the following is a factor determining a reference group's influence on a consumer? all of the above
Which of the following is an online "pass-it-along" strategy? viral marketing
Which of the following is NOT a criterion used to classify groups? number of members
Which of the following is NOT a guiding principle for marketing to online communities and social networks? post marketing
content so it does not stand out and appears as just another participant in the community, such as a flog
Which of the following is NOT an adopter category? procrastinators

Which of the following statements is FALSE regarding consumption subcultures? Consumption must be shared physically to
be a shared ritual that creates and sustains a group.
Which of the following statements is FALSE regarding word-of-mouth (WOM) communications? Consumers generally trust
advertising as much as they do WOM.
Which of the following statements is TRUE regarding brand communities? Brand communities create value through a set of
activities that create brand engagement.
Which type of communication involves individuals sharing information with other individuals in a verbal form, including faceto-face, phone, and the Internet? word-of-mouth
Which type of community interacts over time around a topic of interest on the Internet? online community
Which type of group includes family and friends and involves strong ties and frequent interaction? primary group
Which type of group includes organizations such as professional associations and neighborhood associations that involve
relatively weak ties and less frequent interaction among its members? secondary group
Which type of group's presumed perspectives or values are being used by an individual as the basis for his or her current
behavior? reference group
Which type of influence occurs when an individual uses the behaviors and opinions of reference group members as potentially
useful bits of information? informational
Which type of participants in social media tend to be older, are online, but don't participate in social media? Inactives
Which type of reference group influence do marketers use when developing advertisements? A, B, and C
Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid
a sanction? normative
Which type of reference group influence occurs when individuals have internalized the group's values and norms? identification
With respect to advertising, _____ can involve themes designed to encourage current owners to talk about the brand or
prospective owners to ask current owners for their impressions. stimulating
With respect to advertising, _____ opinion leadership can involve presenting the results of surveys showing that a high
percentage of either knowledgeable individuals or typical users recommend the brand. Simulating