Multiple Choice Questions

 This chapter is about the ways that membership of a group affects consumption behaviour. In most cases, people are members of several social groups, and each group has an effect on purchasing and consumption behaviour. Whether one joins a formal group such as a sports club (having been inspired by #TDF2019) or an informal group such as a group of friends in a food club (#cafespicenamaste)!

1. A group that significantly influences its members’ behaviour is called ______.

  1. a significance group
  2. a reference group
  3. an influencer group

Answer: B

The others are invented terms.

2. The groups we see most often (family and friends) are called ______.

  1. primary groups
  2. secondary groups
  3. familiarity groups

Answer: A

These groups have the prime influence on our behaviour.

3. Which of the following is true?

  1. Dissociative groups are ones which everyone wants to join.
  2. Aspirational groups are ones which one wants to join.
  3. Primary groups have an official membership list.

Answer: B

Aspirational groups cater to our aspirations, or hopes.

4. A group to which one belongs by reason of race or gender is called ______.

  1. an aspirational group
  2. an automatic group
  3. a formal group

Answer: B

We are automatically members of these groups, whether we want to be or not.

5. Which of the following is NOT a type of virtual community?

  1. a brand community.
  2. a relationship community.
  3. a product community.

Answer: C

This is an invented term.

6. When an individual goes along with the behaviour of the group without really accepting its beliefs, this is called ______.

  1. conformity
  2. compliance
  3. normative compliance

Answer: B

Adherence without belief: acquiescence.

7. Which of the following is NOT true?

  1. People associate themselves with models who are like them.
  2. People do not associate themselves with attractive models.
  3. People prefer models who seem to have difficulty with a task, but succeed eventually.

Answer: B

People do associate themselves with attractive models.

8. The view that lower-class people imitate upper-class people is called ______.

  1. trickle-down theory.
  2. imitation theory.
  3. class differential theory.

Answer: A

The others are invented terms.

9. The pleasure obtained from airing one’s superior knowledge is called ______.

  1. concern for others
  2. involvement
  3. self-enhancement

Answer: C

The self is enhanced by this behaviour.

10. The use of online communication platforms such as chatrooms, blogs, vlogs, and mobile messaging apps can be collectively banded under the term ______.

  1. word of mouth
  2. word of mouse
  3. word of masses

Answer: B

Web exercise


What do these sites tell us about teenage peer pressure?

How can peer pressure be reduced or channelled more positively?