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. Contactual reference groups are:

Close groups that we currently belong to, or perhaps belonged to in the past, but no longer want to associate ourselves with. correct incorrect

Close groups with which we interact regularly and where there is a degree of proximity. correct incorrect

Groups of people that the consumer can identify or admire (often from afar), and aspires to be like them in some way. correct incorrect

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. The value-expressive influence of reference groups is:

When a consumer uses the reference group to actively get information from opinion leaders or expert groups. correct incorrect

When a person is influenced in their choice of brand by the preferences of those with whom they socialize, including family members and work colleagues. correct incorrect

When someone buys a particular brand to enhance their image, and because they admire characteristics of people who use the brand. correct incorrect

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. Opinion seekers are:

People who tend to know lots of other people, often from different subcultures to their own, not necessarily very well but enough to pass on information to others. correct incorrect

Collectors and brokers of information who use this information, and want to start discussions with others or respond to requests. correct incorrect

Persuaders - people who are always looking for an opportunity to get their message across to someone else. correct incorrect

People who seek opinions and information to help their purchase decision. correct incorrect

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. A teenager has lunch in McDonald’s with her friends, even though she doesn’t really like McDonald’s and privately prefers to eat the food at Subway. This is an example of which of the following types of conformity?

Informational conformity correct incorrect

Normative conformity correct incorrect

Compliance correct incorrect

Internalization correct incorrect

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. The TV advertisement for Sensodyne toothpaste features a dentist recommending that consumers use this brand of sensitive toothpaste. This is an example of:

Reward power correct incorrect

Coercive power correct incorrect

Legitimate power correct incorrect

Expert power correct incorrect

Referent power correct incorrect

Informational power correct incorrect

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. eWord-of-mouth (eWOM) is:

Any positive statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet. correct incorrect

Any negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet. correct incorrect

Any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet. correct incorrect

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. Recent research1 has shown that between 30-40% of parents are shown how to use computers and the internet by their children. This is known as:

Consumer socialization correct incorrect

Family socialization correct incorrect

Reverse socialization correct incorrect

Parental socialization correct incorrect

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. Parental yielding is when:

A parent makes all purchases on behalf of a child. correct incorrect

A parent is influenced by a child’s request and ‘surrenders’. correct incorrect

A parent passes responsibility for purchases for children to another parental decision-maker. correct incorrect

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. Cultural capital is:

The financial resources available to a person. correct incorrect

The relationships and social networks influencing behaviour. correct incorrect

The knowledge that is accumulated through upbringing and education, consisting of a set of distinctive tastes, skills, knowledge, and practices. correct incorrect

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. When companies try and create WOM around their brands, this is called:

Endogenous WOM correct incorrect

Exogenous WOM correct incorrect

Fake WOM correct incorrect