Influence of Reference Groups in Consumer Behavior Quiz

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20 Questions

What is expert power based on?

Superior skills, training, or expertise

What is an example of reward power?

Material rewards or approval like attention or affection

In what way is coercive power evident?

In fear appeals and effective in the short term

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

What are reference groups in consumer behaviour?

Actual or imaginary individuals or groups that significantly influence an individual's evaluations, aspirations, or behavior

What is the significance of distance in reference groups?

Those who are physically close have a strong influence

What is group cohesion in reference groups?

It refers to the strength of ties to the group

What can reference groups have in terms of influence?

They can have positive or negative influences

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

Comparative influence

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

Aspirational reference group

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

Referent power

When does value-expressive influence occur?

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

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

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

When the reference groups are small and informal

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

Normative influence

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

Aspirational reference group

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

Informational influence

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

Information power

When does utilitarian influence stem from according to the text?

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

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

Referent power

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.

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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