Influence of Reference Groups in Consumer Behavior Quiz
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Questions and Answers

What is expert power based on?

  • Superior skills, training, or expertise (correct)
  • Physical strength and dominance
  • Wealth and material possessions
  • Seniority and age
  • What is an example of reward power?

  • Material rewards or approval like attention or affection (correct)
  • Physical force and coercion
  • Verbal praise and recognition
  • Punishment and fear appeals
  • In what way is coercive power evident?

  • In fear appeals and effective in the short term (correct)
  • Through empathy and understanding
  • Through persuasion and logical reasoning
  • In positive reinforcement and long-term change
  • What is the difference between obedience and conformity?

    <p>Obedience is compliance with commands by an authority figure, while conformity is aligning attitudes, beliefs, and behaviors with those around you</p> Signup and view all the answers

    What are reference groups in consumer behaviour?

    <p>Actual or imaginary individuals or groups that significantly influence an individual's evaluations, aspirations, or behavior</p> Signup and view all the answers

    What is the significance of distance in reference groups?

    <p>Those who are physically close have a strong influence</p> Signup and view all the answers

    What is group cohesion in reference groups?

    <p>It refers to the strength of ties to the group</p> Signup and view all the answers

    What can reference groups have in terms of influence?

    <p>They can have positive or negative influences</p> Signup and view all the answers

    What type of influence occurs when individuals compare themselves to others in order to fit in?

    <p>Comparative influence</p> Signup and view all the answers

    In what type of reference group are idealized figures like successful people, athletes, and performers included?

    <p>Aspirational reference group</p> Signup and view all the answers

    What type of power can influence individuals to imitate admired people, such as prominent musical artists or celebrities like the Kardashians?

    <p>Referent power</p> Signup and view all the answers

    When does value-expressive influence occur?

    <p>When individuals feel that a brand will enhance the image others have of them</p> Signup and view all the answers

    What type of power is granted by social arrangement and can influence individuals to follow requests made by those perceived as having this power?

    <p>Legitimate power</p> Signup and view all the answers

    When do marketers have more success influencing reference groups according to the text?

    <p>When the reference groups are small and informal</p> Signup and view all the answers

    What type of influence occurs when a reference group helps set and enforce fundamental standards of conduct?

    <p>Normative influence</p> Signup and view all the answers

    What type of reference group is composed of idealized figures like successful people, athletes, and performers?

    <p>Aspirational reference group</p> Signup and view all the answers

    What type of influence involves seeking information about brands from professional, independent groups or experts?

    <p>Informational influence</p> Signup and view all the answers

    What type of power stems from a person's possession of valuable information or knowledge?

    <p>Information power</p> Signup and view all the answers

    When does utilitarian influence stem from according to the text?

    <p>A consumer's own preference and the preferences of their social circle and family</p> Signup and view all the answers

    What type of power is influenced by a person's sense of identity and how they represent themselves on social media?

    <p>Referent power</p> Signup and view all the answers

    Study Notes

    The Power of Reference Groups in Consumer Behavior

    • Reference groups can be large and formal or small and informal, with marketers having more success influencing small, informal groups.
    • The impact of reference groups can vary based on whether the product is used publicly or privately, and whether it is a luxury or necessity.
    • Normative influence occurs when a reference group helps set and enforce fundamental standards of conduct, while comparative influence involves individuals comparing themselves to others in order to fit in.
    • Informational influence involves seeking information about brands from professional, independent groups or experts.
    • Value-expressive influence occurs when individuals feel that a brand will enhance the image others have of them, leading them to expect respect for their choice.
    • Utilitarian influence stems from a consumer's own preference and the preferences of their social circle and family, as they try to satisfy others' expectations.
    • Aspirational reference groups are composed of idealized figures, such as successful people, athletes, and performers, and can be a two-edged sword for companies, as celebrity endorsements can be volatile.
    • A person's sense of identity can be affected by how they represent themselves on social media and how others respond to them, with social media providing a wealth of information about consumers.
    • Reference groups wield social power over individuals, with types of social power including referent, information, legitimate, expert, reward, and coercive power.
    • Referent power can influence individuals to imitate admired people, such as prominent musical artists or celebrities like the Kardashians.
    • Information power stems from a person's possession of valuable information or knowledge, with sources of information expanding to include social media and satirical shows.
    • Legitimate power is granted by social arrangement and can influence individuals to follow requests made by those perceived as having this power.

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    Description

    Discover the influence of reference groups in consumer behavior with this quiz. Explore the impact of normative and comparative influence, informational and value-expressive influence, and the power of social media. Delve into the role of aspirational reference groups and types of social power, from referent to legitimate power.

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