MGT109 FINAL Exam Questions and
Answers with Verified Solutions | Latest
Updated 2026
WE ARE INFLUENCED BY - We look to others when making decisions
OTHER - We share our opinions with others
PEOPLE - Friends and family is the single most
trusted
source of information for consumers
- It's not just the immediate close contacts
that may
influence us
- We want to be right (accuracy motivation)
- We want to be accepted (belonging
motivation)
EX: An experiment on political - The messages not only influenced the
mobilization during the 2010 US users who
congressional elections received them but also the users' friends,
- Messages were delivered to and
61million Facebook users friends of friends
- The effect of social transmission was
greater than
the direct effect of the messages
themselves
- Social influence accumulates
- Effects shown with regard to other
behaviors e.g.
quitting smoking, obesity
,WHY ARE WE INFLUENCED BY 1. WE WANT TO BE RIGHT
OTHERS? 2. WE WANT TO FIT IN (EVEN WHEN
WE'RE
WRONG)
- EX: video experiment where people
change what
they know is right because the group of
people say
other wise (the line length)
WHY DOES IT MATTER IN - People share thoughts and opinions
MARKETING COMMUNICATION? including
those related to products
(e.g.recommendations)
- People observe other people's behaviors
(e.g.
purchase decisions)
- People ask others for opinions about
products
and they trust what their close others say
- Online reviews drive purchasing
decisions
- People are sensitive to changes (e.g.
trends,
fashions)
- While it may seem to be fully organic and
outside
of marketer's control understanding how
this
process happens may help in facilitating
word-of-
mouth
,WHY DO PEOPLE SHARE 1. To feel good about themselves
INFORMATION? 2. To be useful
3. Because it's new
4. Because it's accessible
5. It evokes strong emotions
6. It helps them bond with others
7. To persuade others
, 1. TO FEEL GOOD ABOUT - Self-esteem motives: People tend to talk
THEMSELVES about
and share things that make them look
good rather
than bad
- To signal status, knowledge, an important
identity,
moral values
- Sharing more likely when people have
unique
access e.g. product is scarce, exclusive,
high-status
(e.g. hidden bars, limited-edition products,
new
technologies)
What do people share then - good or bad
information?
- People assume that sharing positive
things will
make them look better than negative ones
- BUT: People are sometimes seen as
more
competent and intelligent when they write
negative (rather than positive) reviews
(Amabile
1983)
- People generate positive WOM when
talking
about their own experiences, but share
negative
WOM when talking about others'
experiences
Answers with Verified Solutions | Latest
Updated 2026
WE ARE INFLUENCED BY - We look to others when making decisions
OTHER - We share our opinions with others
PEOPLE - Friends and family is the single most
trusted
source of information for consumers
- It's not just the immediate close contacts
that may
influence us
- We want to be right (accuracy motivation)
- We want to be accepted (belonging
motivation)
EX: An experiment on political - The messages not only influenced the
mobilization during the 2010 US users who
congressional elections received them but also the users' friends,
- Messages were delivered to and
61million Facebook users friends of friends
- The effect of social transmission was
greater than
the direct effect of the messages
themselves
- Social influence accumulates
- Effects shown with regard to other
behaviors e.g.
quitting smoking, obesity
,WHY ARE WE INFLUENCED BY 1. WE WANT TO BE RIGHT
OTHERS? 2. WE WANT TO FIT IN (EVEN WHEN
WE'RE
WRONG)
- EX: video experiment where people
change what
they know is right because the group of
people say
other wise (the line length)
WHY DOES IT MATTER IN - People share thoughts and opinions
MARKETING COMMUNICATION? including
those related to products
(e.g.recommendations)
- People observe other people's behaviors
(e.g.
purchase decisions)
- People ask others for opinions about
products
and they trust what their close others say
- Online reviews drive purchasing
decisions
- People are sensitive to changes (e.g.
trends,
fashions)
- While it may seem to be fully organic and
outside
of marketer's control understanding how
this
process happens may help in facilitating
word-of-
mouth
,WHY DO PEOPLE SHARE 1. To feel good about themselves
INFORMATION? 2. To be useful
3. Because it's new
4. Because it's accessible
5. It evokes strong emotions
6. It helps them bond with others
7. To persuade others
, 1. TO FEEL GOOD ABOUT - Self-esteem motives: People tend to talk
THEMSELVES about
and share things that make them look
good rather
than bad
- To signal status, knowledge, an important
identity,
moral values
- Sharing more likely when people have
unique
access e.g. product is scarce, exclusive,
high-status
(e.g. hidden bars, limited-edition products,
new
technologies)
What do people share then - good or bad
information?
- People assume that sharing positive
things will
make them look better than negative ones
- BUT: People are sometimes seen as
more
competent and intelligent when they write
negative (rather than positive) reviews
(Amabile
1983)
- People generate positive WOM when
talking
about their own experiences, but share
negative
WOM when talking about others'
experiences
