| A | B |
|---|
| Social power | describes the capacity to alter the actions of others. |
| legitimate power | Power that is granted by virtue or a social agreement, such as the authority we give to police |
| Social identity theory | argue(s) that each of us has several "selves that relate to groups." |
| referent | power that someone has due to the qualities of that person and the desire to copy his/her behaviors |
| conform | why consumers do THIS is because of cultural pressures, fear of deviance, commitment |
| Anti-brand communities | a new kind of avoidance group against products or companies that has grown in popularity through the Web |
| Opinion leaders | THESE people are frequently able to influence others' attitudes or behavior |
| Aspirational group | type of reference group if someone wants to be "just like Mike" (basketball star Michael Jordan) |
| Avoidance groups | If a person is unclean and unkempt they would be a part of THIS group for most people |
| committed | According to the principle of least interest, the person who is least THIS has the most power in the relationship. |
| Expert power | derives from the knowledge that a consumer possesses about a content area |
| surrogate consumer | a marketing intermediary retained by a consumer to guide what that consumer buys |
| sociometric | these methods trace communication patterns among members of a group |
| norms | Within groups, informal rules of behavior |
| Fear of deviance | occurs when an individual may have reason to believe that the group will apply sanctions to punish nonconforming behavior |
| Social loafing | happens when we do not devote as much time and effort to a task as we could because our contribution is part of a larger group effect |
| market maven | stays on top of what was happening in the marketplace, but isn't necessarily the first to purchase items when they first came out |
| word-of-mouth communication | telling someone about a great new store for instance |
| generalized | opinion leaders, whose recommendations people see for ALL purchases. |
| impression | refers to a view or exposure to an advertising message |
| homophily | Someone who has the same college degree, belongs to the same social class, and attends the same church would have THIS |
| Opinion seekers | are generally more involved in a product category and actively search for information. |
| Viral marketing | refers to the strategy of getting visitors to a Web site to forward information on the site of their friends in order to make more consumers aware of a product |
| blogs | A type of virtual community of consumption based on sharing online journals |
| social network | A set of socially relevant nodes connected by one or more relations |
