Lexus has a new webpage, www.lstudio.com, that has several series of webisodes for consumers to watch. Viewers can send the webisodes to their friends via email. Lexus is hoping to spread the buzz about its webpage through
a.
rumors.
b.
germ warfare.
c.
bacterial marketing.
d.
viral marketing.
e.
social network analysis.
Answer: D
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Consumer Behavior Chapter 11
- Which of the following is not a way to deal with rumors about your brand?
- ____ refers to whether information is positive or negative.
- The ____ technique suggests that compliance is enhanced by getting an individual to agree first to a small favor, then a larger one, and then an even larger one.
- With the ____ technique, the consumer is first asked to comply with a very large and possibly outrageous request, followed by a smaller and more reasonable request.
- The extent to which a group has the capacity to deliver rewards and sanctions, also known as ____, can influence the degree of normative influence.
- In Weight Watchers, consumers who adhere to the norms by losing weight are rewarded by group praise. This is an example of a marketer
- Reference groups are most likely to influence whether we buy a ____ good.
- When a salesperson puts too much pressure on someone to buy, the consumer may react by rejecting everything that is for sale or even by buying from another salesperson. This is known as
- Although Clay rarely drinks, he will have a beer when at a party or out with friends so he will not be the only one not drinking. This is an example of Clay ____ to the group's behavior.
- ____ is doing what the group or social influence asks.
- Normative influence affects ____, which is the likelihood that consumers will buy what others in their group buy.
- Normative influence is
- One study of Canadian children found that roughly 25 percent of the requests made to Santa Claus were for things they had seen on TV. This is best thought of as an example of
- Consumer and government groups have been vocal opponents of violence and sex in television, arguing that such programming has negative socializing effects on young people. This is an example of how consumer goods can
- The impact of reference groups as socializing agents
- All of the following are examples of ways in which parents influence the purchasing habits of children except
- For older children, ____ is (are) the most effective method for parents to instill values.
- Stephanie learned the brands she should buy and products that were important first from her parents and then from her peers. This is best thought of as an example of
- ____ is the process by which individuals acquire the skills, knowledge, values, and attitudes that are relevant for functioning in a given domain.
- Markets in which social relationships among buyers and sellers change the way the market operates are known as ____ markets.
- Organizations like Equinox, Amway, and Tupperware target individual customers as selling agents and rely on their interpersonal networks for direct-selling efforts. This is best thought of as an example of marketers using weak ties to
- Weak ties
- A variant of Verizon's IN calling program gave customers discounts when they identified the names and telephone numbers of up to 20 people whom they frequently called. This is an example of
- All of the following characteristics of reference groups would allow for quick dissemination of information except