Reference groups

Brand personality

Which of the following would be the best illustration of a subculture?

A. a religion
B. a group of close friends
C. your university
D. a fraternity or sorority
E. your occupation

A person's ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior.

A. subculture
B. family
C. social class
D. reference groups
E. social networks

Jason writes a weekly column in his school's newspaper about movies he has seen, books he has read, and concerts he has attended. His column provides information and opinions. Feedback from his fellow students is positive, and they are appreciative of the advice that is given. Which of the following would be the most apt(恰当的) description of the role played by Jason?

A. silent majority
B. protestor
C. protector
D. adapter
E. opinion leader

For a high school student, Tim is highly concerned about environmental issues. He is a strong supporter of the garbage recycling and afforestation campaigns taken up by the environmental activists in his neighborhood. He wants to become a full time volunteer for their upcoming wildlife protection program and has even saved money to contribute to the cause. This group of environmental activists can be categorized under which of the following reference groups?

A. primary group
B. secondary group
C. aspirational group
D. dissociative group
E. cognitive group

Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n) ________.

A. transactional leader
B. opinion leader
C. role model
D. gate-keeper
E. international marketer

A(n) ________ group is one whose values or behavior an individual rejects.

A. aspirational
B. dissociative
C. membership
D. primary
E. procreational

The family in a buyer's life consisting of parents and siblings is the ________.

A. family of procreation
B. family of influence
C. family of efficiency
D. family of orientation
E. purchasing family

Marriage, childbirth, and divorce constitute the ________ that shape the consumption pattern of individuals.

A. psychological life cycle
B. product life cycle
C. social status
D. post-puberty cycles
E. critical life events