The single group within society that is most vulnerable to reference group influence is:
a. the older consumer who feels somewhat left out of things.
b. unmarried women, many of whom feel a need for stability in their lives.
c. new immigrants who want to capture the American dream.
d. children, who base most of their buying decisions on outside influences.
Answer is D
It is crucial for marketers to focus their marketing strategies on opinion leaders in a group as opinion leaders:
a. limit their purchases to the products and services typical of the social class they belong to, rather than imitating the reference group.
b. represent the only medium to carry information about products to general public.
c. represent the trendsetters who purchase products before others in the group and then influence the buying decisions of other group members.
d. possess the highest purchasing power in a group.
Answer is C
_____ are determined by occupation, income, education, family background, and residence location.
a. Class rankings
b. Opinion leaders
c. Reference groups
d. Subcultures
Answer is A
A(n) _____ role is seen when the partners independently make equal numbers of decisions regarding household purchases.
a. syncratic
b. husband-dominant
c. autonomic
d. wife-dominant
Answer is C
Autonomic role in decision making differs from syncratic role as autonomic role:
a. occurs when the husband makes most of the purchase decisions.
b. occurs when the partners independently make equal number of purchase decisions.
c. occurs when the wife is allowed to make certain purchase decisions independently.
d. occurs when both the partners jointly make purchase decisions.
Answer is B