Group Influences and Consumer Collectives
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Questions and Answers

What is a reference group?

  • A group whose presumed perspectives or values are being used by an individual as the basis for his/her current behavior (correct)
  • A group of people who act as a yardstick for our behaviour
  • A group of people who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another
  • A group of people who we may not see every day/be closest friends

    • Which of the following is NOT one of the criteria used in classifying groups?

  • Type of contact
  • Membership
  • Age of group members (correct)
  • Strength of social tie

    • Which group may be less influential in shaping behaviors, but can influence in field of shared interest?

  • Dissociative Reference Groups
  • Aspirational Reference Groups
  • Secondary Groups (correct)
  • Primary Groups

    • What is an aspirational reference group?

    <p>A group which one wishes to join</p> Signup and view all the answers

    What is a dissociative reference group?

    <p>A group to which one does not belong</p> Signup and view all the answers

    What happened to Burberry's sales and brand image after being copied by an antithetical segment called “chavs”?

    <p>Sales decreased</p> Signup and view all the answers

    What is the main difference between consumption subcultures and brand communities?

    <p>Subcultures focus on shared social activity, while brand communities focus on shared consumption of brands</p> Signup and view all the answers

    What is a potential advantage of anonymity in virtual communities?

    <p>Allows people to express personal and potentially controversial opinions honestly</p> Signup and view all the answers

    What is a key way in which brand communities differ from consumption subcultures?

    <p>Brand communities are centered around a specific brand, while subcultures are not</p> Signup and view all the answers

    What is a potential disadvantage of shared practices, rules, and terminology in virtual communities?

    <p>It can act as a barrier to those unfamiliar with the community</p> Signup and view all the answers

    What is a key way in which brand communities may co-create value with the business?

    <p>By providing feedback and ideas for product development</p> Signup and view all the answers

    What is a normative belief?

    <p>An individual's subjective understanding of the rules within a society</p> Signup and view all the answers

    What is the difference between formal and informal rules?

    <p>Formal rules are written and enforceable by law, while informal rules are unwritten and enforced by society</p> Signup and view all the answers

    What is normative influence also known as?

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

    What is the difference between compliance and acceptance?

    <p>Compliance is when an individual adopts the behaviors and beliefs of a group, while acceptance is when an individual goes along with a behavior without accepting its beliefs</p> Signup and view all the answers

    What is referent power?

    <p>The capacity to alter the actions of others through admiration</p> Signup and view all the answers

    What is legitimate power based on?

    <p>Both perception and reality</p> Signup and view all the answers

    What is Word of Mouth (WOM)?

    <p>A communication method between groups</p> Signup and view all the answers

    What is an opinion leader?

    <p>A person who filters, interprets, and passes along information</p> Signup and view all the answers

    What is the difference between an opinion leader and a market maven?

    <p>An opinion leader is product-specific while a market maven has general market expertise</p> Signup and view all the answers

    What are the categories of innovation?

    <p>Continuous Innovation, Dynamically Continuous Innovation, Discontinuous Innovation</p> Signup and view all the answers

    What is the difference between Dynamically Continuous Innovation and Discontinuous Innovation?

    <p>Dynamically Continuous Innovation requires a moderate change in an important behavior while Discontinuous Innovation requires major changes in behavior of significant importance to the individual or group</p> Signup and view all the answers

    What is the adoption rate of Innovators in the Diffusion of Innovations model?

    <p>2.5%</p> Signup and view all the answers

    What is the difference between Early Majority and Late Majority in the Diffusion of Innovations model?

    <p>Early Majority adopts an innovation before the average person while Late Majority adopts an innovation after the average person</p> Signup and view all the answers

    What has Burberry done to tackle fake products?

    <p>Created an internal anti-counterfeit team</p> Signup and view all the answers

    What has been the impact of Burberry's association with 'chav' culture on the brand?

    <p>It has not affected the brand's global success</p> Signup and view all the answers

    What is Burberry's approach to downmarket customers who champion the brand?

    <p>They embrace those customers and want to be seen as an 'accessible luxury' brand</p> Signup and view all the answers

    What does Rita Clifton, the chairman of Interbrand, believe about Burberry's move to expand upmarket?

    <p>It will prove difficult for the brand</p> Signup and view all the answers

    What is the percentage of Burberry's products that feature the plaid check?

    <p>8%</p> Signup and view all the answers

    What is the name of Burberry's top-end label that includes very little check?

    <p>Prorsum</p> Signup and view all the answers

    What is the name of Burberry's chairman?

    <p>Rita Clifton</p> Signup and view all the answers

    What is the age range for Burberry's Thomas Burberry label?

    <p>16-25</p> Signup and view all the answers

    What is the name of Burberry's latest fragrance?

    <p>Burberry Brit</p> Signup and view all the answers

    What is the market capitalisation of Burberry in the past seven years?

    <p>£2bn</p> Signup and view all the answers

    What is the name of the marketing professor at London Business School who previously believed that the mainstream hijacking of Burberry had irrevocably damaged the brand?

    <p>Mark Ritson</p> Signup and view all the answers

    How many countries does Burberry operate in?

    <p>26</p> Signup and view all the answers

    Study Notes

    Burberry Embraces 'Chav' Culture and Maintains Global Success

    • Burberry has grown from a £200m business to a market capitalisation of £2bn in the past seven years under the leadership of Rose Marie Bravo.
    • The brand's iconic plaid check has become associated with 'chav' culture in the UK, but Burberry has extended the pattern into different colours and designs.
    • The check only features on 8% of Burberry's products, but it is the first thing to greet visitors to the company's website and adorns the company's latest fragrance, Burberry Brit.
    • Burberry has an internal anti-counterfeit team to tackle fake products, but the company wants to be seen as an "accessible luxury" brand, with a wide appeal.
    • The brand has not expressed outrage over its association with downmarket customers and instead embraces its customers, whether they hail from council estates or country estates.
    • Mark Ritson, a marketing professor at London Business School, previously believed that the mainstream hijacking of Burberry had irrevocably damaged the brand, but now recognises that the brand has maintained its global strength.
    • Rita Clifton, the chairman of Interbrand, believes that Burberry's business must be set in its successful global context and that the brand's move to expand upmarket with the top-end Burberry Prorsum label may prove difficult.
    • Burberry has three labels: Prorsum, which includes very little check; Burberry London, the most well-known and largest range, which includes the famous check-lined trenchcoats; and Thomas Burberry, for 16- to 25-year-olds.
    • Burberry has extended the plaid check into a pink colourway and added a "scratch-look" design and striped variants.
    • Burberry's success is not limited to the UK, and the brand operates in 26 countries.
    • The brand's CEO, Rose Marie Bravo, has just signed a new contract keeping her at Burberry until July 2006, demonstrating her unwavering commitment to the brand.
    • Burberry's strategy of not trying to stop downmarket customers championing the brand has prevented it from coming across as snobbish, and the brand is seen as "welcoming" and "democratic".

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    Description

    Test your knowledge on reference groups with this sociology quiz! Learn about social interactions, group formation, culture, social class, and the family. Discover the definition of a group and the concept of reference groups. Challenge yourself and see how much you know about human behavior in groups.

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