chapter10group influence and opinion leadership

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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

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2. Reference groups influence consumers in three ays. !hich of the folloing is "#$ one of those ays% a. &nformational. b. Reputational. c. 'tilitarian. d. aluee*pressive.

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+. $o dimensions influence the degree to hich reference groups are important in

consumer purchasing. !hich of the folloing is one of those dimensions% a. o long has a person been a member of a reference group% b. !here is the reference group-near or far% c. &s the purchase a lu*ury or a necessity% d. &s the purchase made online or through a catalog%

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. !hich of the folloing reference group influence forms is most associated ith the folloing situation% /ituation0 arl nos that 3ert has had e*perience ith

various types of motor oils since he is a mechanic for a large adillac dealership.

arl ass 3ert to compare his brand against 4uaer /tate. 3ert tells arl that 4uaer /tate can’t be beat for performance and durability. a. &nformational influence. b. 5emand influence. c. 'tilitarian influence. d. aluee*pressive influence.

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7. !hich of the folloing reference group influence forms is most associated ith thefolloing situation% /ituation0 /am is a member of a very tight boling group./am’s group of friends sociali8es ith one another on a constant basis. /am hasdecided to buy a $. $o of /am’s boling buddies sear by /ony’s $rinitron

model. 9ven though /am has alays bought RA, he decides to buy a /ony this time.a. &nformational influence. b. 5emand influence. c. 'tilitarian influence. d. aluee*pressive influence.

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:. $he capacity to alter the actions of others is referred to as0 a. reard poer. b. legitimate poer.

c. e*pert poer. d. social poer.

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;. <hillip admires the =ualities of the /igma hi’s on his college campus. /ince he hasdecided to try and pledge this group, he begins to imitate the =ualities that he perceives the group has. !hat type of poer does the fraternity seem to be displayingith respect to <hillip and his behavior%

a. >egitimate poer. b. Referent poer. c. 9*pert poer. d. Reard poer.

Answe! "*# Di$$icult%! "M# Applic&tion P&'e! (),+()0

?. 5ianne’s boss has praised her or performance on many occasions. $oday, he calledey office staff together and announced to 5ianne and his staff that as of tomorroshe ould become his ne staff assistant and ould receive a @2, bonus for all herhard or over the past year. !hat type of poer does 5ianne’s boss hold in thissituation%

a. >egitimate poer. b. Referent poer. c. 9*pert poer. d. Reard poer.

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6. #ur parents may play a pivotal role in forming our values toard many importantissues, such as attitudes about marriage or here to go to college. $his is an e*ample

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

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1. <hillipe is a member of small arley5avidson motorcycle club. $hey meet once a ee to ride and tal about their bies. $his club might e*ert a ____________ influence on <hillipe as he decides on the model of bie to buy for his girl friend. a. normative b. comparative c. selective d. didactic

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11. $he _____________ influence is the reference group influence that helps theconsumer mae decisions about specific brands or activities.

a. normative b. comparative c. selective d. dyad

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12. A ____________ is a set of consumers ho share a set of social relationships basedupon usage or interest in a product.

a. reference community b. brand community c. dyad community d. robust community

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1+. Bames #tis ants to be CDust lie EieF (basetball star Eichael Bordan) and has formany years. Bames has purchased Bordangear, follos Bordan’s career, and has oftenthought about ho to give bac to his community the ay EB has. !hich of thefolloing reference group terms ould apply to Bames #tis and his relationship ithEichael Bordan%

a. Eembership group. b. 5issociative group. c. Aspirational group. d. $ribal group.

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Answe! "c# Di$$icult%! "E# Applic&tion P&'e! (,2

1. $he lielihood that people ill become part of a consumer’s identification reference group is affected by all of the folloing factors 9G9<$0 (<ic the least liely) a. propin=uity.

b. mere e*posure. c. demographics. d. group cohesiveness.

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17. $he lielihood that people ill become part of a consumer’s identification reference group is affected by physical nearness of group members. $he term for this nearness is0 a. propin=uity. b. e*posure.

c. demographics. d. cohesiveness.

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1:. indy hen ors in a large office building. /he sees the same people, even though they are from different offices, everyday at lunch. #ver a period of time common problems are discussed and gossip is e*changed. Hor indy hen, these lunch

ac=uaintances have become part of her reference group. !hich of the folloingould e*plain the maDority of the reasons for this %

a. 5emographics. b. #rgani8ational culture. c. Eere e*posure. d. Iroup cohesiveness.

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1;. het meets each !ednesday night at 3order’s 3oostore ith a small groupcomputer enthusiasts. $he group calls itself Gacers because at one time all ofthese select members ere hacers. $oday, the group has similar values and has pledged itself to stopping computer hacing. !hich of the folloing membershipgroup factors best describes the uni=ueness of the group%

a. <ropin=uity b. Eere e*posure c. #rgani8ational culture d. Iroup cohesiveness

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1?. C"erds,F C5ruggies,F and C<reppiesF are all illustrations of groups that the average

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college student might be e*posed to. $he average student considers these groups to be _______________. a. cultural groups. b. cohesive groups. c. avoidance groups.

d. aspirational groups.


16. $he plain and simple fact is that Ralph has body odor. !orse than that, Ralph doesnot seem to care. Ralph’s clothes are in a shambles and his personal hygiene couldcertainly be improved. Hor most people, Ralph ould be in hich of the folloinggroups%

a. Aspirational groups. b. ohesive groups. c. Avoidance groups.

d. 5eindividuali8ation groups.


2. Any time 3ill and $om return to $e*as AJE 'niversity to attend a football game,they immediately become part of the Aggie tradition and lose their on individualidentities hile they are on campus. $he process hereby individual identities become submerged ithin a group (such as the one mentioned above) is called0 a. polari8ation.

b. parallel cohesiveness. c. deindividuali8ation. d. cohort e*aggeration.

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21. Iroups often e*perience hat is non as a risy shift (group members are illing toconsider risier alternatives than they ould as individuals). #ne of the chief reasonsfor this phenomenon is0

a. decision polari8ation. b. diffusion of responsibility. c. degeneration hypothesis. d. regeneration hypothesis.

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

a. &nfluence b. onformity c. ohesiveness

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d. ompliance

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2+. !ithin groups, informal rules of behavior are called0

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

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2. onformity is not an automatic process, and many factors contribute to thelielihood that consumers ill pattern their behavior after others. All of the folloing

are among those factors 9G9<$0 a. racial consciousness.

b. cultural pressures. c. fear of deviance. d. commitment.

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27. Bapan is noted for its adherence to collective ell being and group loyalty over individual needs. $his is an e*ample of hich of the folloing factors that contribute to conformity% a. ultural pressures. b. ommitment. c. Iroup unanimity, si8e, and e*pertise. d. /usceptibility to interpersonal influence.

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2:. 3ob as passed over for promotion because he had the reputation for not being ateam player. &n the future, he promises to or on his Cteam spirit.F $he pressure for

conformity that 3ob ill feel during his ne*t revie period ill be from hich of thefolloing areas%

a. ultural pressure. b. Hear of deviance. c. ommitment. d. /usceptibility to interpersonal influence.

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2;. Eaurice is no 5B but he has been put in charge of picing the music for his school’s upcoming dance. Ean, hat pressure. 9veryone is giving him advice and everyone is telling him not to Cblo it.F $he principal has, hoever, arned him about harsh

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language rap music. Eaurice decides to go to another school dance the ee prior to his on to get a feel for hat might be cool to do hen he 5Bs. $he above

e*ample is an e*ample of hat might happen hen ________________ is oring. a. compliance theory b. obedience theory

c. social Dustice theory d. social comparison theory

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2?. _______________ asserts that this process occurs as a ay to increase the stability of one’s selfevaluation, especially hen physical evidence is unavailable. a. ompliance theory b. #bedience theory c. /ocial Dustice theory d. /ocial comparison theory

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26. &f defiance of the group is the actual obDect of behavior, then ____________ hasoccurred.

a. independence b. cohesion c. resistance d. anticonformity

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+. _________ is the negative emotional state that results hen e are deprived of ourfreedom to choose.

a. ohesion b. Reactive dilemma c. $he <erry onfusion &nde* d. Reactance

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+1. Roger’s parents have forbidden him to go to pornographic !eb sites even though all his friends seem to be doing it. 9very time Roger is caught, the penalty seems to be more severe. oever, lie many young male teenagers, every time Roger is caught

he tries harder to find ays to disobey his parents in this matter. &t almost seems to bea Cfreedom of choiceF versus a CrulesF ar going on beteen Roger and his parents inthis matter. $he above is an illustration of hat is called0

a. resistance. b. cohesion. c. antidisciplinary behavior.

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d. reactance.

Answe! "/# Di$$icult%! "H# Applic&tion P&'e! (,5

+2. &t is estimated that __________ of all consumergoods sales are influenced by ord

ofmouth communication.a. K b. 7K c. ::K d. ;7K

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++. /tudies in both industrial and consumer purchase settings underscore the idea thatordofmouth (!#E) is relied upon in hich of the folloing stages of the purchase

process%

a. <roduct introduction and brand aareness. b. 3rand aareness and brand recognition. c. 9valuation and adoption. d. <ostpurchase alienation and reDection.

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+. !ordofmouth communication is especially poerful hen the consumer is0 a. brand loyal. b. dissatisfied ith an e*isting product. c. relatively unfamiliar ith a product category. d. noledgeable about a product category.


+7. !hich of the folloing is true ith respect to negative ordofmouthcommunications%

a. onsumers vie negative !#E less heavily than positive !#E. b. onsumers vie positive !#E less heavily than negative !#E. c. onsumers vie both positive and negative !#E about the same. d. onsumers distrust negative !#E because it appears that someone has Can a*e to grind.F

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+:. A ______________________ is a collection of people hose online interactions are based upon shared enthusiasm for and noledge 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

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+;. irtual communities come in many different forms. &f you ere to construct an

online personal Dournal here you could share your thoughts ith anyone ho ishedto revie your Dournal, hich of the folloing virtual community formats ould you be use%

a. Eulti'ser 5ungeons (E'5). b. Rooms, rings, and lists. c. 3oards. d. 3logs.

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+?. $he intensity of identification ith a virtual community depends on to factors. $he

first is that the more central the activity to a person’s selfconcept, the more liely he or she ill pursue an active membership in a community. $he second is that0 a. membership is more liely to occur if common economic bacgrounds are present. b. the intensity of the social relationships the person forms ith other members of the virtual community helps to determine his or her e*tent of involvement. c. the intensity of the membership in the community is dependent on noledge of

the language used in the community-the secret code. d. the subDect matter discussed in the community is a determinant (i.e., technical chat rooms are the most popular).

Answe! "*# Di$$icult%! "H# F&ct &n/ Applic&tion P&'e! (04

+6. $here are often distinctive member types found in virtual communities. According to information found in the te*t, hich of the folloing types are the most important targets for mareters ho ish to leverage communities for promotional purposes

based on high selfcentrality of consumption activity% a. $ourists and Einglers. b. Einglers and 5evotees. c. 5evotees and &nsiders. d. &nsiders and Einglers.

Answe! "c# Di$$icult%! "H# F&ct &n/ Applic&tion P&'e! (04+(0)- Fi'ue 11.(

. $here are often distinctive member types found in virtual communities. According to information found in the te*t, hich of the folloing types are the most important targets for mareters ho ish to leverage communities for promotional purposes

based on strong ties to community% a. $ourists and Einglers. b. Einglers and 5evotees. c. 5evotees and &nsiders.

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d. &nsiders and Einglers.

Answe! "/# Di$$icult%! "H# F&ct &n/ Applic&tion P&'e! (04+(0)- Fi'ue 11.(

1. /am and Bacson have Dust returned from a ouston Astros game at the ne Astros

ball par. $he ballpar really impressed them, hoever, hat really caught theirattention as the uni=ue ay that ocaola sold its products. $here ere rovingteams of Cola 3uddiesF moving throughout the crod during the game. $hese teamsere passing out Cfree couponsF for oes, souvenir cups, dugout passes, and CfreeticetsF to ne*t ee’s games. /am and Bacson ill alays remember ho greattheir day at the ballpar as and ill certainly choose ocaola hen given theopportunity. $he above is an e*ample of hich of the folloing communicationstrategies%

a. Hootinthedoor mareting. b. Iuerrilla mareting. c. iral mareting.

d. 5emandbased mareting.

Answe! "*# Di$$icult%! "M# Applic&tion P&'e! (0)+(0,

2. _________ refers to the strategy of getting customers to sell a product on behalf ofthe company that creates it.

a. Hootinthedoor mareting b. Iuerrilla mareting c. iral mareting d. 5emandbased mareting


+. A person ho is fre=uently able to influence others’ attitudes or behaviors is calleda(n)0

a. referent. b. decider. c. opinion leader. d. demandbased leader. Answe! "c# Di$$icult%! "E# F&ct P&'e! (00

. All of the folloing are generally characteristics of opinion leaders 9G9<$0 a. they are technically competent because they possess e*pert poer. b. they possess noledge poer. c. they tend to be socially active. d. they tend to reduce their on ris by alloing others to try products first, then

transmit this information to others.

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7. onsumers tend to follo opinion leaders that e*hibit homophily. !hich of thefolloing statements most accurately describes homophily%

a. omophily is the degree to hich a pair of individuals is similar in terms ofeducation, social status, and beliefs.

b. omophily is the degree to hich a pair of individuals is similar in terms ofmonetary ealth. c. omophily is the degree to hich a pair of individuals is similar in terms of race

and ethnicity. d. omophily is the degree to hich a pair of individuals is similar in terms of se*ual orientation.

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:. A consumer category has been proposed here the consumer is called a(n) _______. $his category describes people ho are actively involved in transmitting maretplace

information of all types (not Dust one type of information). a. opinion seeer. b. innovator. c. maret maven. d. maret analyst.


;. __________ are into shopping and staying on top of hat’s happening in themaretplace, but are not necessarily the first to purchase items hen they come out.

a. #pinion seeers b. &nnovators c. Earet mavens d. Earet analysts

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?. $he traditional model of opinion communication had the mass media deliveringmessages through opinion leaders to recipients. $he updated model adds oneadditional communication factor or role player. &dentify that factor or role player belo.

a. #pinion seeer. b. Earet analyst. c. Iateeeper. d. #riginator.

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6. A ne class of mareting intermediary has developed. $he ___________ is a personho is hired to provide input into purchase decisions.

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a. maret maven b. surrogate consumer c. gateeeper d. originator

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7. /everal research methods are used to study reference groups and opinion leadership.$he ____________ trace communication patterns among members of a group. $hesetechni=ues allo researchers to systematically map out the interactions that tae placeamong group members.

a. reputational methods b. behavioral methods c. sociometric methods d. geodemographic methods


Tue6F&lse

71. A primary group is an actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behavior. Answe! "F&lse# Di$$icult%! "M# F&ct P&'e! ())

72. Reference groups are non for having informational, utilitarian, and value e*pressive influences.

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7+. &f an individual sees information from those ho or ith the product as a profession before maing a product decision, the individual is participating in theutilitarian influence of reference groups.

Answe! "F&lse# Di$$icult%! "M# Applic&tion P&'e! (),- T&*le 11.1

7. /amantha buys >’eggs panty hose because that is the brand her roommate buys. $hisis an e*ample of the utilitarian influence of reference groups.

Answe! "Tue# Di$$icult%! "E# Applic&tion P&'e! (),- T&*le 11.1

77. /haron ears lingerie from ictoria’s /ecret because she nos that most of her friends admire those that can afford to ear this type of lingerie. /haron is purchasing her clothing as a result of the valuee*pressive influence of reference groups.

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Answe! "Tue# Di$$icult%! "E# Applic&tion P&'e! (),- T&*le 11.1

7:. &f a person has social power , they have the ability to alter the actions of others.

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7;. herrie buys her lingerie from Hrederic’s of ollyood because Eadonnarecommends it. $herefore, herrie is acting on the basis of reard poer.

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7?. A consumer gets e*pert poer from possessing a specific noledge or sill about a content area (such as boos, movies, et cetera).

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76. oercive poer refers to influencing a person by using reinforcement.

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:. A normative reference group is one hereby decisions about specific brands oractivities are affected, thus potentially altering decisions made by group members.

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:1. A arley5avidson club might e*ert comparative influence, hereby decisions about specific brands or activities are affected.

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:2. A membership reference group comprises ideali8ed figures, such as successful business people, athletes, or performers.

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:+. $he lielihood that someone ill Doin your reference group is enhanced if the person has propin=uity to you.

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:. /maller groups tend to be less cohesive than larger groups because of the pressures e*erted by the group members.

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:7. Reference groups have positive influences and dissolve once they have negative

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influence.

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::. Lou may have observed that people sometimes behave more ildly at costume

parties or on alloeen than they do normally. $his phenomenon is non as socialloafing.

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:;. "orms are informal rules of behavior associated ith group behavior.

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:?. Iroup conformity is influenced by such factors as cultural pressures, fear of deviance,and group si8e.

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:6. Iroup reaction theory asserts that group reaction occurs as a ay to increase thestability of one’s selfevaluation.

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;. #ne of the factors the intensity of identification ith a virtual community depends upon is centrality of the activity to the person’s selfconcept.

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;1. iral mareting refers to a strategy of getting customers to sell a product on behalf ofthe company that creates it.

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;2. #pinion leaders are born, not made.

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;+. #pinion leaders often absorb much of the ris in buying ne products since they generally buy them first.

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;. A maret maven is actively involved in transmitting maretplace information of all types.

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Answe! "Tue# Di$$icult%! "M# F&ct P&'e! (5+(51

;7. $he most commonly used method to identify opinion leaders is to use the social registry document that is ept by most city nespapers.

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Ess&% 7uestions

;:. 5efine the term reference group.

Answe!

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

Di$$icult%! "E# F&ct P&'e! ())

;;. Reference groups influence consumers in three ays. "ame them and describe thenature of the influence upon the consumer.

Answe!

Informational influence $he consumer sees information from e*perts, professionals,and others ho or ith the product or ho are noledgeable about the productM the consumer may be influenced by the Nseal of approvalN ofindependent testing agencies. $he consumer consults ith friends about

their e*perience ith the performance of brands. $he consumer also observeshich products are used by the e*perts themselves0 hich ind of cooare doreal chefs use%Utilitarian influence $he individualOs decision to buy a particular brand is

influenced by e*pectations or preferences of coorers, family, and othersith hom he has social contact. 3rand choice is influenced by a desire

to satisfy the preferences and e*pectations others have of him or her.Value-expressive influence $he individual feels that buying or using a particular

brand might enhance the image others have of him or her. $hose ho usesuch a brand are admired or respected, and the individual feels they have the

characteristics sPhe ould lie to have. 'sing such products tends tosho others hat sPhe is or ould lie to be, and ho sPhe ould lie to

be regarded by them.

Di$$icult%! "M# F&ct &n/ Applic&tion P&'e! (),- T&*le 11.1

;?. 5escribe the meaning of social poer. !hat are the si* bases of social poer ithinreference groups% 5iscuss some of the liely strategies that ould be used by anindividual or group possessing each type of poer.

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Answe!

Social power refers to N... the capacity to alter the actions of others.N 5imensions ofsocial poer apply hether the action as taen voluntarily or hether the action ould be taen even if the more poerful person or group as not present to monitor the

situation.

<oer bases of individuals or groups include0

Referent power stems from a personOs having =ualities admired by others. <rominent people can affect consumer behavior by championing causes, maing

distinctive fashion statements, or by endorsing products, e.g., NAirN Bordan. Information power stems from possession of noledge considered valuable by others.

9ditors of trade publications may be thought to have NinsideN informationothers ould lie to no. >iely strategies of those possessing poer 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 actionssuch as las or voluntary ac=uiescence to the authority of another. >ielystrategies of those possessing poer include use of oneOs official title, such

as professor, or earing a uniform to communicate authority. Expert power is derived from possessing a specific noledge or unusual level of sill

that is inseparable from the person or the e*pert. >iely strategies of those possessing poer include demonstrating special noledge, such as

computer literacy, or appearing on $ discussion shos as an authority. Reward power e*ists hen a person or group has the means to provide positive

reinforcements for desired behavior by group members. >iely strategies ofthose possessing poer include tangible reards, such as giving bonuses

for outstanding employee service, or intangible reards such as giving socialapproval for desired behavior (N& thin youOll be glad you moved to thisneighborhood.N).

Coercive power e*ists hen a person or group has the means for punishing groupmembers for inappropriate behavior. >iely strategies of those possessing

poer include firing a orer for poor performance or refusing to let idsatch $ if they misbehave. oercive poer is rarely used in maretingsituations, e*cept as fear appeals in advertising.

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;6. ompare normative influence and comparative influence among reference groups.

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"ormative influence occurs hen the reference group helps to set and enforcefundamental standards of conduct. &n contrast, comparative influence occurs hen thegroup (because of its nature or e*pertise) impacts decisions about specific brands oractivities.

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?. $he lielihood that people ill become part of a consumer’s membership referencegroup is affected by three factors. "ame and briefly discuss each of these factors.

Answe!

Propinquitas physical distance beteen people decreases and opportunities forinteraction increase, relationships are more liely to form. <hysical nearness is called propin=uity. Hor e*ample, residents in a neighborhood are more liely to be friends iththe people ne*t door than those ho live several doors don from them. <hysicalstructure has a lot to do ith hom e get to no and ho popular e are.

!ere exposuree come to lie persons or things simply as a result of seeing them moreoften, hich is non as the mere e*posure phenomenon. Ireater fre=uency of contact,even if unintentional, may help to determine one’s set of local referents.

"roup co#esivenesscohesiveness refers to the degree that members of a group areattracted to each other and value their group membership. As the value of the group tothe individual increases, so too does the lielihood that the group ill guide consumptiondecisions. /maller groups tend to be more cohesiveM in larger groups, the contributions ofeach member are usually less important or noticeable. 3y the same toen, groups oftentry to restrict membership to a select fe, hich increases the value of membership tothose ho are admitted.

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?1. 5iscuss the concept of conformity. !hy do consumers pattern their behavior afterthat of others% 5escribe the five types of social influence hich affect the lielihood ofconformity.

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Conformit refers to a change in beliefs or actions as a reaction to real or imagined group pressure. &n order for a society to function ell, a system of rules for e*pected behaviorsis developed, more or less informally as norms or formally through las. #ver time,there is general agreement ithin the society about obeying these rules and conforming tothe groupOs norms.

&n general, the process of social influence is effective because it is believed thatconforming behavior ill be rearded and lead to social approval or money. Among thefactors that affect the lielihood of conformity are0

Cultural pressures can e*ert enormous influence on individuals to Ndo the right thing.N

$ear of deviance pressures individuals because most societies and groups punish ordisapprove of behaviors different from those of the group.

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Commitment or the degree to hich the individual is dedicated to continuedmembership in a group influences behavior. Ienerally speaing, the greater

the desire to remain in a group, the more conformity an individual ille*hibit.

"roup si%e& unanimit& and expertise all combine to increase a groupOs poer to elicitgreater conformity.

Suscepti'ilit to interpersonal influence refers to an individual’s need to identify orenhance his or her image in the opinion of significant others. $his enhancement process is often accomplished by the ac=uisition of products the person believesill impress his or her audience.

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?2. irtual communities have made it possible for people to interact ith other peopleover great distances and from different bacgrounds via the &nternet. oever, theintensity of identification ith a virtual community depends on to factors. !hat arethey% "e*t, describe the distinct member types that might be present in any virtualcommunity because of these to factors. 'se the designations provided in the te*t.

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$o Hactors0$he first is the more central activity to a person’s selfconcept, the more liely he or sheill be to pursue an active membership in a community. $he second is that the intensityof the social relationships the person forms ith other members of the virtual communityhelps to determine his or her e*tent of involvement.

ombining these to factors creates four distinct member types0(a) (ouristslac strong social ties to the group and maintain only a passing interest inthe activity.(b) !inglersmaintain strong social ties, but are not very interested in the centralconsumption activity.(c) )evoteese*press strong interest in the activity, but have fe social attachments tothe group.(d) Insiderse*hibit both strong social ties and strong interest in the activity.

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?+. 9*plain the concept of guerrilla mar*eting and give an illustration of ho this promotionPcommunication techni=ue might or. 3e specific in your comments.

Answe!

"uerrilla mar*eting is considered to be promotional strategies that use unconventionallocations and intensive ordofmouth campaigns to push products.

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9*ample0 $he students are free to designate their on e*amples unless otherisespecified by the instructor. 9*amples used in the te*t ere street teams to pass out promotions and bombard neighborhoods ith literature on some event or promotion,young people to support a celebrity, or teams to flood the !eb ith email promoting a

cause or product.

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?. !hat characteristics of opinion leaders mae them valuable sources for productinformation%

Answe!

All of the folloing reasons are cited in the chapter0

#pinion leaders have technical competence leading to e*pert poer.

$hey have prior familiarity ith product information and evaluation from anonbiased perspective (they are not receiving money for their advice).

$his gives them noledge poer.

$hey have high social standing and broadbased community contacts andsupport. $hey are socially active and have legitimate poer.

$hey are similar to the consumer in other respects, leading to referent poer.

$hey are usually among the first to buy and use ne products so that much product evaluation is based upon personal e*perience, further enhancingtheir credibility as opinion leaders.

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?7. !ith respect to opinion leadership, describe the self-designating model .

Answe!

$he most commonlyused techni=ue to identify opinion leadership is simply to asindividual consumers hether they consider themselves opinion leaders. Althoughrespondents ho report a greater degree of interest in a product category are more lielyto be opinion leaders, the results of surveys intended to identify selfdesignated opinionleaders must be vieed ith some septicism. $he success of this techni=ue, hoever,can be improved if the researcher ill select *e informants ho in turn are ased toidentify opinion leaders (this removes the natural inflation bias). $he success of the eyinformant method depends on locating those ho have accurate noledge of the groups being measured.

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chapter10group influence and opinion leadership

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