Question 10:
What effect of belonging to a group would a brand manager considering their own brand's community be most concerned about?
A. The Undesired Self
B. Social Life
C. Deindividuation
D. The Avoidance Self
E. Risky Shift

Question 11:
What type of opinion leader are real estate agents?
A. Surrogate Consumer
B. Polymorphic
C. Generalized
D. Market Maven
E. Monomorphic

Question 12:
Journalists that write and report on all facets of specific markets or industries can be thought of as what type of opinion leader?
A. Surrogate Consumer
B. Generalized
C. Monomorphic
D. Market Maven
E. Polymorphic

Question 13:
Word-of-mouth (WOM) is thought to influence approximately 25% of all sales.
A. True
B. False

Question 14:
What form of social power does a brand assert when it offers bonus loyalty points?
A. Expert Power
B. Reward Power
C. Legitimate Power
D. Information Power
E. Coercive Power
F. Referent Power

Question 15:
Although you rarely gamble, you decide to join your friends on a trip to a local casino. While there, you begin placing large bets on games of chance while talking to your friends about your likely chance of winning. As a consumer, you are most likely exhibiting what effect of group participation?
A. The Avoidance Self
B. Social Life
C. The Undesired Self
D. Dedication

Question 16:
What types of social power would a brand evangelist have to influence a brand-centric social group (e.g., a brand community)? Select all that apply.
A. Expert Power
B. Information Power
C. Referent Power
D. Legitimate Power
E. Coercive Power
F. Reward Power

Question 17:
Word-of-mouth (WOM) refers to the exchange of information and opinions about consumption experiences between consumers. In general, we expect WOM to be more influential in circumstances where:
A. Opinion leaders
B. Avoidance groups
C. Private member rewards club
D. Brand communities
E. Aspiration groups

Question 18:
Marketers need to fully understand that dissociative groups are important reference groups for consumers.
A. True
B. False

A brand manager considering their own brand's community would be most concerned about the effect of Deindividuation.

Answer 11: Real estate agents are Surrogate Consumers.

Answer 12: Journalists that write and report on all facets of specific markets or industries can be thought of as Market Mavens.

Answer 13: Word-of-mouth (WOM) is thought to influence approximately 25% of all sales. True.

Answer 14: When a brand offers bonus loyalty points, it asserts Reward Power.

Answer 15: As a consumer, placing large bets on games of chance while talking to friends about your likely chance of winning while at a casino exhibits the effect of Social Facilitation.

Answer 16: A brand evangelist would have Expert Power, Information Power, Referent Power, and Reward Power to influence a brand-centric social group.

Answer 17: In general, we expect WOM to be more influential in circumstances where there are Opinion Leaders, Aspiration Groups, or Private Member Rewards Clubs.

Answer 18: Marketers need to fully understand that dissociative groups are important reference groups for consumers. True.

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