Question 1

If the adoption process is a low-effort one,it is best for marketers to

Accepted Answer

A)  use an information-intensive approach. 
B)  give consumers written information. 
C)  give consumers oral information. 
D)  encourage trial. 
E)  reduce risk. 
A)  use an information-intensive approach. 
B)  give consumers written information. 
C)  give consumers oral information. 
D)  encourage trial. 
E)  reduce risk.

Question 2

Modernity is the extent to which consumers in the social system realize that modern equipment is better than old equipment.

Accepted Answer

A) True 
 B)False

Question 3

If an innovation is to spread through the market,it

Accepted Answer

A)  must appeal to each of the adopter groups. 
B)  only needs to appeal to innovators. 
C)  only needs to appeal to early majority consumers. 
D)  must first appeal to the lower classes. 
E)  must only appeal to the middle classes. 
A)  must appeal to each of the adopter groups. 
B)  only needs to appeal to innovators. 
C)  only needs to appeal to early majority consumers. 
D)  must first appeal to the lower classes. 
E)  must only appeal to the middle classes.

Question 4

Margaret refuses to upgrade to Windows 2007 because she understands and is comfortable with Windows 98.This could be considered a symbolic innovation.

Accepted Answer

A) True 
 B)False

Question 5

Something that is old can also be considered an innovation if it

Accepted Answer

A)  is especially appealing for nostalgia. 
B)  is especially appealing because it is a sacred object. 
C)  becomes a gift. 
D)  serves as a product that fulfills basic needs. 
E)  is introduced to a new market segment. 
A)  is especially appealing for nostalgia. 
B)  is especially appealing because it is a sacred object. 
C)  becomes a gift. 
D)  serves as a product that fulfills basic needs. 
E)  is introduced to a new market segment.

Question 6

Sales of personal computers have led to the creation and sales of other products such as floppy disks,modems,and DVD drives.This is an example of how ____ often spawn(s)peripheral products and associated innovations.

Accepted Answer

A)  new types of public relations and advertising 
B)  an increase in hedonic consumption 
C)  an increase in continuous innovations 
D)  a decrease in spending 
E)  discontinuous and dynamically continuous innovations 
A)  new types of public relations and advertising 
B)  an increase in hedonic consumption 
C)  an increase in continuous innovations 
D)  a decrease in spending 
E)  discontinuous and dynamically continuous innovations

Question 7

3M has introduced a new sponge that has an antimicrobial polymer designed to kill bacteria and germs and reduce the odors associated with wet sponges.This is best thought of as an example of a

Accepted Answer

A)  cannibalization product. 
B)  continuous innovation. 
C)  dynamically continuous innovation. 
D)  discontinuous innovation. 
E)  hedonically schematic innovation. 
A)  cannibalization product. 
B)  continuous innovation. 
C)  dynamically continuous innovation. 
D)  discontinuous innovation. 
E)  hedonically schematic innovation.

Question 8

____ has (have)two dimensions: observability and social value.

Accepted Answer

A)  Social relevance 
B)  Fungability 
C)  Periodicity 
D)  Hierarchical effects 
E)  Sociality 
A)  Social relevance 
B)  Fungability 
C)  Periodicity 
D)  Hierarchical effects 
E)  Sociality

Question 9

Horned- and wire-rimmed glasses were perceived as old-fashioned until they became associated with intellectualism in the 1980s.This does not show that the product is new,but rather the ____ is (are)new.

Accepted Answer

A)  design 
B)  features 
C)  brand name 
D)  meaning associated with the product 
E)  technology associated with the product 
A)  design 
B)  features 
C)  brand name 
D)  meaning associated with the product 
E)  technology associated with the product

Question 10

Ideas cannot be described as innovations.

Accepted Answer

A) True 
 B)False

Question 11

A ____ is an innovation with a very short product life cycle.

Accepted Answer

A)  blip 
B)  flash 
C)  fad 
D)  fashion 
E)  classic 
A)  blip 
B)  flash 
C)  fad 
D)  fashion 
E)  classic

Question 12

Mark just refused to buy a personal computer.He continued to refuse even when his boss pressured him to buy a computer on which to work from home.This is best thought of as

Accepted Answer

A)  hedging. 
B)  arbitraging. 
C)  resistance. 
D)  scheming. 
E)  referencing. 
A)  hedging. 
B)  arbitraging. 
C)  resistance. 
D)  scheming. 
E)  referencing.

Question 13

A successful innovation that has a moderately long and potentially cyclical product life cycle is known as a

Accepted Answer

A)  fashion. 
B)  fad. 
C)  prototype. 
D)  protocycle. 
E)  moderate innovation. 
A)  fashion. 
B)  fad. 
C)  prototype. 
D)  protocycle. 
E)  moderate innovation.

Question 14

To be considered an innovation,a product must offer functional benefits that are better than existing products.

Accepted Answer

A) True 
 B)False

Question 15

All of the following could make a product or service an innovation except if it

Accepted Answer

A)  involves only new marketing communications pitches. 
B)  is new to the marketplace. 
C)  is perceived as new by consumers. 
D)  is defined as new by a certain segment. 
E)  involves changes in consumption patterns. 
A)  involves only new marketing communications pitches. 
B)  is new to the marketplace. 
C)  is perceived as new by consumers. 
D)  is defined as new by a certain segment. 
E)  involves changes in consumption patterns.

Question 16

Innovations are

Accepted Answer

A)  created only out of a sense of public service. 
B)  critical to sales and future growth. 
C)  only important for services. 
D)  only important for products. 
E)  important primarily when the economy is expanding. 
A)  created only out of a sense of public service. 
B)  critical to sales and future growth. 
C)  only important for services. 
D)  only important for products. 
E)  important primarily when the economy is expanding.

Question 17

Some researchers claim that innovators are those who

Accepted Answer

A)  are low in need for cognition. 
B)  adopt innovations according to the low-effort hierarchy of effects. 
C)  make a decision to buy a product independent of the decision of others. 
D)  adopt innovations on the opinions of others. 
E)  are cognitive misers. 
A)  are low in need for cognition. 
B)  adopt innovations according to the low-effort hierarchy of effects. 
C)  make a decision to buy a product independent of the decision of others. 
D)  adopt innovations on the opinions of others. 
E)  are cognitive misers.

Question 18

By virtue of their experience with the innovation,innovators may

Accepted Answer

A)  have a greater degree of resistance to the innovation. 
B)  be slower to adopt the innovation. 
C)  be more easily influenced by a reference group. 
D)  be less receptive to information about new products. 
E)  communicate information to others. 
A)  have a greater degree of resistance to the innovation. 
B)  be slower to adopt the innovation. 
C)  be more easily influenced by a reference group. 
D)  be less receptive to information about new products. 
E)  communicate information to others.

Question 19

Companies whose innovations are not adopted because switching costs are too high should create incentives for switching,to lower those costs.

Accepted Answer

A) True 
 B)False

Question 20

Do innovations always benefit society? Explain your answer.

Accepted Answer

Innovations do not always benefit societ

If the adoption process is a low-effort one,it is best for marketers to

Modernity is the extent to which consumers in the social system realize that modern equipment is better than old equipment.

If an innovation is to spread through the market,it

Margaret refuses to upgrade to Windows 2007 because she understands and is comfortable with Windows 98.This could be considered a symbolic innovation.

Something that is old can also be considered an innovation if it

Sales of personal computers have led to the creation and sales of other products such as floppy disks,modems,and DVD drives.This is an example of how ____ often spawn(s)peripheral products and associated innovations.

3M has introduced a new sponge that has an antimicrobial polymer designed to kill bacteria and germs and reduce the odors associated with wet sponges.This is best thought of as an example of a

____ has (have)two dimensions: observability and social value.

Horned- and wire-rimmed glasses were perceived as old-fashioned until they became associated with intellectualism in the 1980s.This does not show that the product is new,but rather the ____ is (are)new.

Ideas cannot be described as innovations.

A ____ is an innovation with a very short product life cycle.

Mark just refused to buy a personal computer.He continued to refuse even when his boss pressured him to buy a computer on which to work from home.This is best thought of as

A successful innovation that has a moderately long and potentially cyclical product life cycle is known as a

To be considered an innovation,a product must offer functional benefits that are better than existing products.

All of the following could make a product or service an innovation except if it

Innovations are

Some researchers claim that innovators are those who

By virtue of their experience with the innovation,innovators may

Companies whose innovations are not adopted because switching costs are too high should create incentives for switching,to lower those costs.

Do innovations always benefit society? Explain your answer.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High Effort

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Symbolic Consumer Behavior

Marketing,Ethics,and Social Responsibility in Today's Consumer Society

Filters

Exam 15: Innovations: Adoption, Resistance, and Diffusion

If the adoption process is a low-effort one,it is best for marketers to

Modernity is the extent to which consumers in the social system realize that modern equipment is better than old equipment.

If an innovation is to spread through the market,it

Margaret refuses to upgrade to Windows 2007 because she understands and is comfortable with Windows 98.This could be considered a symbolic innovation.

Something that is old can also be considered an innovation if it

Sales of personal computers have led to the creation and sales of other products such as floppy disks,modems,and DVD drives.This is an example of how ____ often spawn(s)peripheral products and associated innovations.

3M has introduced a new sponge that has an antimicrobial polymer designed to kill bacteria and germs and reduce the odors associated with wet sponges.This is best thought of as an example of a

____ has (have)two dimensions: observability and social value.

Horned- and wire-rimmed glasses were perceived as old-fashioned until they became associated with intellectualism in the 1980s.This does not show that the product is new,but rather the ____ is (are)new.

Ideas cannot be described as innovations.

A ____ is an innovation with a very short product life cycle.

Mark just refused to buy a personal computer.He continued to refuse even when his boss pressured him to buy a computer on which to work from home.This is best thought of as

A successful innovation that has a moderately long and potentially cyclical product life cycle is known as a

To be considered an innovation,a product must offer functional benefits that are better than existing products.

All of the following could make a product or service an innovation except if it

Innovations are

Some researchers claim that innovators are those who

By virtue of their experience with the innovation,innovators may

Companies whose innovations are not adopted because switching costs are too high should create incentives for switching,to lower those costs.

Do innovations always benefit society? Explain your answer.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High Effort

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Symbolic Consumer Behavior

Marketing,Ethics,and Social Responsibility in Today's Consumer Society

Filters