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Multiple Choice Quiz
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1

A group is broadly defined as:
A)an aggregate of individuals sharing some common characteristic.
B)two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behavior is interdependent.
C)an aggregate of individuals whose presumed perspective or values are being used by an individual as the basis for current behavior.
D)two or more individuals whose behaviors are interdependent.
E)none of the above
2

Marketers find it useful to classify groups along all of the following dimensions EXCEPT:
A)level of aggregation.
B)membership.
C)type of contact.
D)degree of attraction.
E)all of the above are useful classification dimensions.
3

Primary groups are:
A)made up entirely of an individual's relatives.
B)characterized by limited interpersonal contact.
C)members of the same subcultural group.
D)characterized by frequent interpersonal contact.
E)none of the above.
4

A virtual community is:
A)made up of people in the same geographic area even if they don't have direct contact.
B)a group of people who interact over time around a topic of interest on the Internet.
C)one that meets all but one of the criteria for a community.
D)a group of interconnected groups.
E)none of the above
5

A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity is:
A)a reference group.
B)a primary group.
C)a secondary group.
D)an associative group.
E)none of the above.
6

Group influence is strongest when:
A)the product and outlet are certified by the group.
B)the use of product or brand is visible to the group.
C)the group created the product.
D)a and c.
E)none of the above.
7

Normative influence occurs when:
A)individuals use the perceived group norms and values as a guide for their own attitudes and values.
B)an individual uses the behaviors and opinions of reference group members as potentially useful bits of information.
C)an individual fulfills group expectations to gain a direct reward or to avoid a sanction.
D)all of the above.
E)none of the above.
8

A person who adopts a group's values and views has engaged in _____ conformity.
A)normative
B)informational
C)congruent
D)identification
E)none of the above
9

A person who consistently filters, interprets, and/or provides information to other group members is:
A)a role stereotype.
B)an opinion leader.
C)a filter agent.
D)an innovator.
E)none of the above.
10

Dissatisfied consumers:
A)will no longer purchase the product or service, but will not discuss their dissatisfaction.
B)will more often write letters of complaint than discuss their dissatisfaction with others.
C)are highly motivated to tell others about the reasons for their dissatisfaction.
D)rarely discuss their dissatisfaction with others.
E)none of the above.
11

The adoption process is the series of steps or stages a consumer goes through when purchasing an innovation.
A)True
B)False
12

E-gossip is an online "pass-it-along" marketing strategy.
A)True
B)False
13

Buzz marketing is known as the exponential expansion of WOM.
A)True
B)False
14

Even though e-fluentials make up a relatively small portion of the adult online community, they wield a lot of influence due to the fact that they communicate to a vast array of individuals both online and offline.
A)True
B)False
15

The constant flow of communication occurs when one person receives information from the mass media or other sources pass it on to others.
A)True
B)False





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