BUS 460 Exam 3 Question and
answers verified to pass 2025
General sources of information/influence - correct answer ✔1. Marketer-
dominated
2. Non-marketer-dominated
Marketer-dominated sources - correct answer ✔influence delivered from a
marketing agent, for example, via mass media, advertising, personal selling.
(ex. via personally include salespeople, service representatives, customer
service)
Non-marketer-dominated source - correct answer ✔influence delivered from
an entity outside a marketing organization, for example, via personally,
friends, family, WOM, and casual encounters. (ex. via mass media include
news items, movie reviews, internet sites.
social influences - correct answer ✔information by and implicit or explicit
pressures from individuals, groups, and the mass media that affects how a
person behaves
Word of mouth communication - correct answer ✔product information
transmitted by individuals to individuals. more reliable/trustworthy form of
marketing. influences 2/3 of all sales of goods. it's powerful when we are
unfamiliar with product category. Viral Marketing: C2C. Negative WOM is easy
to spread and more powerful, especially online.
Determined Detractors: persisting critics of a company or product that always
has something bad to say (ihatestarbucks.com).
also need to worry about rumors that aren't true. marketers need to debunk
the rumors right away.
Why do people engage:
,product-related conversation factors:
1. high involvement with product (pleasure)
2. knowledgeable about the product (impressing others)
3. genuine concern for others (avoid wasting money)
rumor transmission - correct answer ✔transmission of misinformation.
(telephone game) information changing from person to person.
Opinion leadership - correct answer ✔we are most likely to seek advice from
someone who knows a lot about a product. OL frequently influence others'
attitudes/behaviors. they are valuable sources of information because of:
expertise, unbiased knowledge, highly interconnected in communities (social
standing), and hands-on product experience (absorb risk)
1. Generalized opinion leader: somebody who's recommendation we seek for
all types of purchases.
2. Monomorphic experts: people who are experts in one field
3. Polymorphic experts: people who are experts in several fields
expertise tends to overlap across similar categories so it is rare to find a
generalized OL. OLs are also opinion seekers, they are more likely to talk
about products with others and solicit other's opinions. casual interaction
prompted by situation rather than a lecture type situation
Market Maven - correct answer ✔someone who seems to have a lot of
information about the market place in general. actively involved in transmitting
marketplace information of all types. just into shopping and staying on top of
what's happening in the marketplace. solid overall knowledge of how and
where to procure products. most likely to say:
"I like introducing new brands/products to friends"
"People ask me for information about products, places to shop, or sales"
"My friends think of me as a good source of info when it comes to new
products or sales"
,surrogate consumers - correct answer ✔active influencer in many
categories. They are compensated for their advice (difference between OL
and market mavens) A marketing intermediary who is hired to provide input
into purchase decisions. Ex. Interior decorators, stockbrokers, professional
shoppers, college consultants, etc. Consumer relinquishes control over
decision-making functions. surrogate make the purchase on behalf of the
consumers. marketers tend to over look the influence of surrogates, they
should target surrogates along with consumers because surrogates are the
ones actually sifting through products.
Types of social influence - correct answer ✔1.
Value-expressive/Identification: wish to identify with group/person/hero (ex.
buying nikes to identify with certain athletes we like)
2. Normative social influence: meet society/group's expectations (ex. what our
friends are buying, buying a nice dress for a job interview because it's
expected by society)
3. Informational social influence: information to help make decisions
(ex.opinion leaders, market maven, surrogate consumers)
Reference groups - correct answer ✔person or group of people that
significantly influences an individual's behavior. can provide "norms" and
values. part of the:
consumer socialization process: process by which young people acquire
skills, knowledge, and attitudes relevant to becoming Consumers in the
market place.
1. Primary groups: groups with whom we have face-to-face interaction. direct
contact. family, friends, contacts, no choice with these references
2. Secondary groups: no direct contact (e.g. celebrities, influencers) don't
have as much influence on us because we don't have direct contact but we
have a choice in these secondary groups
3 Types Of Reference Groups:
, 1. Aspiration groups: groups that we admire and desire to be like. marketers
use spokespeople that represent this group and associate products with the
aspiration group if marketers know consumer's aspiration groups.
2. Identity/Associative groups: groups to which we currently belong (ex. ncsu
students id with athletes wearing our ncsu merch)
3. Dissociative groups: groups we do not want to emulate. (ex. good for social
marketing campaigns like non-smoking ads)
these groups change over time but they have always been with us
In-group vs. Out-group - correct answer ✔In-group: group to which a person
perceives he/she belongs (identity groups) see more favorably
Out-group: all other groups (dissociative groups)
beliefs:
view in-group members more favorably. greater complexity for in-group
schemas. more variability for in-group members. less extreme overall
evaluations
Brand community - correct answer ✔a specialized group of consumers with
a structured set of relationships involving a particular brand, fellow customers
of that brand, and the product in use.
characteristics of reference groups - correct answer ✔1. Group
Attractiveness: when members perceive a group as being very attractive, they
have stronger intentions to conform to what the group does, even if its illicit
consumption behavior. (should make substance abusers less attractive)
2. Formality: reference groups vary in formality. for example frats, athletic
teams, clubs, and classes are formally structured with rules outlining the
criteria for group membership and expected behavior of members. other
groups are more ad hoc, less organized, and less structured (friends, people
who attend the same party of vacation)
3. Similarity among members: groups vary in Homophily (overall similarity
among members in the social system). reference group influence is strong
answers verified to pass 2025
General sources of information/influence - correct answer ✔1. Marketer-
dominated
2. Non-marketer-dominated
Marketer-dominated sources - correct answer ✔influence delivered from a
marketing agent, for example, via mass media, advertising, personal selling.
(ex. via personally include salespeople, service representatives, customer
service)
Non-marketer-dominated source - correct answer ✔influence delivered from
an entity outside a marketing organization, for example, via personally,
friends, family, WOM, and casual encounters. (ex. via mass media include
news items, movie reviews, internet sites.
social influences - correct answer ✔information by and implicit or explicit
pressures from individuals, groups, and the mass media that affects how a
person behaves
Word of mouth communication - correct answer ✔product information
transmitted by individuals to individuals. more reliable/trustworthy form of
marketing. influences 2/3 of all sales of goods. it's powerful when we are
unfamiliar with product category. Viral Marketing: C2C. Negative WOM is easy
to spread and more powerful, especially online.
Determined Detractors: persisting critics of a company or product that always
has something bad to say (ihatestarbucks.com).
also need to worry about rumors that aren't true. marketers need to debunk
the rumors right away.
Why do people engage:
,product-related conversation factors:
1. high involvement with product (pleasure)
2. knowledgeable about the product (impressing others)
3. genuine concern for others (avoid wasting money)
rumor transmission - correct answer ✔transmission of misinformation.
(telephone game) information changing from person to person.
Opinion leadership - correct answer ✔we are most likely to seek advice from
someone who knows a lot about a product. OL frequently influence others'
attitudes/behaviors. they are valuable sources of information because of:
expertise, unbiased knowledge, highly interconnected in communities (social
standing), and hands-on product experience (absorb risk)
1. Generalized opinion leader: somebody who's recommendation we seek for
all types of purchases.
2. Monomorphic experts: people who are experts in one field
3. Polymorphic experts: people who are experts in several fields
expertise tends to overlap across similar categories so it is rare to find a
generalized OL. OLs are also opinion seekers, they are more likely to talk
about products with others and solicit other's opinions. casual interaction
prompted by situation rather than a lecture type situation
Market Maven - correct answer ✔someone who seems to have a lot of
information about the market place in general. actively involved in transmitting
marketplace information of all types. just into shopping and staying on top of
what's happening in the marketplace. solid overall knowledge of how and
where to procure products. most likely to say:
"I like introducing new brands/products to friends"
"People ask me for information about products, places to shop, or sales"
"My friends think of me as a good source of info when it comes to new
products or sales"
,surrogate consumers - correct answer ✔active influencer in many
categories. They are compensated for their advice (difference between OL
and market mavens) A marketing intermediary who is hired to provide input
into purchase decisions. Ex. Interior decorators, stockbrokers, professional
shoppers, college consultants, etc. Consumer relinquishes control over
decision-making functions. surrogate make the purchase on behalf of the
consumers. marketers tend to over look the influence of surrogates, they
should target surrogates along with consumers because surrogates are the
ones actually sifting through products.
Types of social influence - correct answer ✔1.
Value-expressive/Identification: wish to identify with group/person/hero (ex.
buying nikes to identify with certain athletes we like)
2. Normative social influence: meet society/group's expectations (ex. what our
friends are buying, buying a nice dress for a job interview because it's
expected by society)
3. Informational social influence: information to help make decisions
(ex.opinion leaders, market maven, surrogate consumers)
Reference groups - correct answer ✔person or group of people that
significantly influences an individual's behavior. can provide "norms" and
values. part of the:
consumer socialization process: process by which young people acquire
skills, knowledge, and attitudes relevant to becoming Consumers in the
market place.
1. Primary groups: groups with whom we have face-to-face interaction. direct
contact. family, friends, contacts, no choice with these references
2. Secondary groups: no direct contact (e.g. celebrities, influencers) don't
have as much influence on us because we don't have direct contact but we
have a choice in these secondary groups
3 Types Of Reference Groups:
, 1. Aspiration groups: groups that we admire and desire to be like. marketers
use spokespeople that represent this group and associate products with the
aspiration group if marketers know consumer's aspiration groups.
2. Identity/Associative groups: groups to which we currently belong (ex. ncsu
students id with athletes wearing our ncsu merch)
3. Dissociative groups: groups we do not want to emulate. (ex. good for social
marketing campaigns like non-smoking ads)
these groups change over time but they have always been with us
In-group vs. Out-group - correct answer ✔In-group: group to which a person
perceives he/she belongs (identity groups) see more favorably
Out-group: all other groups (dissociative groups)
beliefs:
view in-group members more favorably. greater complexity for in-group
schemas. more variability for in-group members. less extreme overall
evaluations
Brand community - correct answer ✔a specialized group of consumers with
a structured set of relationships involving a particular brand, fellow customers
of that brand, and the product in use.
characteristics of reference groups - correct answer ✔1. Group
Attractiveness: when members perceive a group as being very attractive, they
have stronger intentions to conform to what the group does, even if its illicit
consumption behavior. (should make substance abusers less attractive)
2. Formality: reference groups vary in formality. for example frats, athletic
teams, clubs, and classes are formally structured with rules outlining the
criteria for group membership and expected behavior of members. other
groups are more ad hoc, less organized, and less structured (friends, people
who attend the same party of vacation)
3. Similarity among members: groups vary in Homophily (overall similarity
among members in the social system). reference group influence is strong
