MAR 3503 Exam 4 || All Questions Answered Correctly.
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Course
MAR 3503
Institution
MAR 3503
social influence correct answers information by and pressures from individuals, groups, and the mass media that affect how a person behaves
Depersonalization correct answers feelings of detachment from one's mental processes or body
normative social influence correct answers the idea that we ...
MAR 3503 Exam 4 || All Questions Answered Correctly.
social influence correct answers information by and pressures from individuals, groups, and the
mass media that affect how a person behaves
Depersonalization correct answers feelings of detachment from one's mental processes or body
normative social influence correct answers the idea that we comply in order to fuel our need to
be liked or belong
Deindividuation correct answers the loss of self-awareness and self-restraint occurring in group
situations that foster arousal and anonymity
Stanley Milgram correct answers obedience to authority; had participants administer what they
believed were dangerous electrical shocks to other participants; wanted to see if Germans were
an aberration or if all people were capable of committing evil actions
Soloman Asch Experiment correct answers this experiment asked which line was identical to X.
They found that the participant was confident in his answer until his peers chose a different
answer which made the participant conform to the group
General Sources of Influence correct answers -Marketer dominated- mass media has a greater
reach
- Non-marketer dominated- personal allows a two-way communication, and has greater
credibility than media or salespeople
Non-marketer-dominated influence correct answers Source = an entity outside a marketing
organization.
Delivered via Mass Media (news, internet sites, celebrities, clubs, Consumer Reports).
Delivered personally (word-of-mouth, family, friends, neighbors, even strangers).
Marketer dominated influence correct answers Source = a marketing agent
Delivered via Mass Media- Advertising, sales promotions, publicity, special events
Delivered Personally- In retail outlets, at consumers' homes, over the phone, or at trade shows,
salespeople, sales reps, customer service agents
opinion leaders correct answers individuals who acts as an information broker between the mass
media and the opinions and behaviors of an individual or group
characteristics:
-Tend to learn about products
-Heavy users
-Buy new products when they first come out
-Self-confidence, ,gregarious, and willing to share product info
gatekeeper correct answers sources that control the flow of information
, Why do people become opinion leaders? correct answers -Enduring involvement with a product
category
-Like the power of having information and sharing it with others
-Information may help others
Why do opinion leaders have influence? correct answers No personal stake thus their opinions
are perceived as unbiased and credible
market mavens correct answers individuals who have information about many products, places
to shop, and other facets of the marketplace
-Initiate discussions with other consumers
-Respond to requests from other consumers for marketplace advice
Opinion leaders- highly involved in specific product category
Market maven- general market interest (where to shop, what is current, etc) correct answers
Difference between opinion leaders and market mavens
reference group correct answers a set of people with whom individuals compare themselves as a
guide to developing their own attitudes, knowledge, and/or behaviors
aspirational reference group correct answers a group that we admire and desire to be like (ex:
celebrities, older siblings)
associative reference group correct answers A group we currently belong to (ex: clique of
friends, family, work group, club)
dissociative reference group correct answers a group we do not want to emulate
normative influence correct answers social pressure designed to encourage conformity to the
expectations of others
norms correct answers collective decisions about what constitutes appropriate behavior
descriptive norms correct answers if everyone is doing a behavior, then it must be the right thing
to do (ex: everyone has a red backpack, so you buy one too)
injunctive norms correct answers what we ought to do, behavior other would approve
Ex: put trash in trash container because other disapprove of littering
compliance- doing what the group or social influencer asks
reactance- doing the opposite of what the group or social influencer wants us to do correct
answers What happens when consumer experience normative influence?
coercive power correct answers the extent to which the group capacity to deliver rewards and
sanctions
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