schiffmantif中山大学吴柏林教授“广告心理学(清华大学出版社)”绝密资料.docVIP

Chapter 10: Reference Groups and Family Influences Multiple Choice Questions: A _____ may be defined as two or more people who interact to accomplish either individual goals or mutual goals. reference group target market market segment group (d; Difficulty 1, p. 330) A group may be defined as two or more people who interact to accomplish: individual goals. mutual goals. common goals. a and b (d; Difficulty 1, p. 330) A group to which a person either belongs or would qualify for membership in is called a _____ group. membership reference normative symbolic (a; Difficulty 1, p. 330) A group in which an individual is not likely to receive membership, despite acting like a member by adopting the group’s values, attitudes, and behavior is called a _____ group. membership reference normative symbolic (d; Difficulty 1, p. 330) A _____ group is any person or group that serves as a point of comparison for an individual in forming either general or specific values, attitudes, or a specific guide for behavior. membership reference normative symbolic (b; Difficulty 1, p. 330) A reference group is characterized by all the following except that it: serves as a frame of reference for individuals and their purchase decisions. places restrictions on group size and membership. does not require that consumers identify with a tangible group. helps individuals in forming their attitudes, values and behaviors. (b; Difficulty 3, p. 330) An example of a child’s _____ group is the immediate family, which is likely to play an important role in molding the child’s general consumer values and behavior. symbolic reference normative reference membership (c; Difficulty 2, p. 330) _____ reference groups influence the development of a basic code of behavior, _____ reference groups influence the expression of specific consumer attitudes and behavior. Normative; comparative Symbolic; normative Comparative; normative Direct; indirect (a; Difficulty 3, p. 331) _____ groups con