Types of Reference Groups in Consumer Behavior Quiz and Flashcards

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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?

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

What are reference groups in consumer behaviour?

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

What is the significance of distance in reference groups?

Those who are physically close have a strong influence Signup and view all the answers

What is group cohesion in reference groups?

It refers to the strength of ties to the group Signup and view all the answers

What can reference groups have in terms of influence?

They can have positive or negative influences Signup and view all the answers

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

Comparative influence Signup and view all the answers

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

Aspirational reference group 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?

Referent power Signup and view all the answers

When does value-expressive influence occur?

When individuals feel that a brand will enhance the image others have of them 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?

Legitimate power Signup and view all the answers

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

When the reference groups are small and informal Signup and view all the answers

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

Normative influence Signup and view all the answers

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

Aspirational reference group Signup and view all the answers

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

Informational influence Signup and view all the answers

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

Information power Signup and view all the answers

When does utilitarian influence stem from according to the text?

A consumer's own preference and the preferences of their social circle and family 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?

Referent power 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.

Influence of Reference Groups in Consumer Behavior Quiz