Deck 15: Consumer influence and diffusion of innovations

Question 1

A _____ innovation requires consumers to adopt new behaviour patterns.

A) continuous.
B) dynamically continuous.
C) discontinuous.
D) dynamically discontinuous.

Answer 1

discontinuous.

Question 2

The study of the various stages of product acceptance or rejection is:

A) acceptance.
B) trial.
C) adoption.
D) product use.

Answer 2

adoption.

Question 3

The diffusion process is:

A) the micro process associated with the spread of innovations from its source to the consuming public.
B) the macro process associated with the spread of an existing product from its source to the consuming public.
C) the macro process associated with the communication of an existing product.
D) the macro process associated with the spread of innovations from its source to the consuming public.

Answer 3

the macro process associated with the spread of innovations from its source to the consuming public.

Question 4

An innovation which is somewhat disruptive but still does not alter established behaviour patterns would be:

A) continuous.
B) discontinuous.
C) dynamically discontinuous.
D) dynamically continuous.

Question 5

A _____ has the least disruptive influence on established patterns of consumption. It involves the introduction of a modified product rather than a totally new product.

A) continuous innovation
B) dynamically continuous innovation
C) discontinuous innovation
D) modified innovation

Question 6

The approach that focuses on the features inherent in the product itself and on the effects these features are likely to have on consumers' established usage patterns deals with a:

A) product-oriented definition.
B) firm-oriented definition.
C) consumer-oriented definition.
D) market-oriented definition.

Question 7

A _____ definition of a product considers a product new if the company is producing it for the first time.

A) firm-oriented
B) product
C) market
D) consumer

Question 8

The _____ process is concerned with how innovations are spread.

A) innovation
B) diffusion
C) viral marketing
D) opinion leadership

Question 9

The micro process that focuses on the stages through which an individual consumer passes in deciding to accept or reject a new product is called:

A) adoption.
B) trial.
C) acceptance.
D) product use.

Question 10

A relatively small number of purchasers and/or a limited amount of time in the market define an innovation when using a:

A) competitor-oriented approach.
B) consumer-oriented approach.
C) market-oriented approach.
D) firm-oriented approach.

Question 11

Discontinuous innovation is:

A) not disruptive with regards to established patterns of consumption, but does alter established behaviour patterns.
B) slightly disruptive with regards to new patterns of consumption, but still does not alter established behaviour patterns.
C) slightly disruptive with regards to established patterns of consumption, but still does not alter established behaviour patterns.
D) not disruptive.

Question 12

The first group of consumers to purchase a new product are:

A) word-of-mouth communicator.
B) consumer innovators.
C) opinion receiver.
D) leading consumers.

Question 13

Time is a critical factor in the diffusion process. It pervades the study of diffusion in three distinct but interrelated ways. Which of the following is not a time diffusion factor?

A) The amount of purchase time.
B) The rate of adoption.
C) The identification of adopter categories.
D) The rate of product disposal.

Question 14

The least disruptive innovation on established patterns is:

A) discontinuous.
B) continuous.
C) dynamically discontinuous.
D) dynamically continuous.

Question 15

Stan is examining what effect a new innovation will have on consumers' established behaviour patterns. Stan has defined an innovation by using a:

A) competitor-oriented definition.
B) firm-oriented definition.
C) product-oriented definition.
D) market-oriented definition.

Question 16

An innovation is any product that a consumer judges to be new and is an example of a:

A) consumer-oriented definition.
B) competitor-oriented definition.
C) product-oriented definition.
D) firm-oriented definition.

Question 17

It is least likely that a product that is perceived as being 'genuinely new' would be a:

A) consumer-oriented innovation.
B) continuous innovation.
C) dynamically continuous innovation.
D) discontinuous innovation.

Question 18

If a product is 'new' to the company, then it would be considered an innovation according to the:

A) product-oriented approach.
B) market-oriented approach.
C) consumer-oriented approach.
D) firm-oriented approach.

Question 19

Which of the following is not one of the basic elements of the diffusion of innovations process?

A) The innovation.
B) The channels of communication.
C) The social system.
D) The political system.

Question 20

The elements of diffusion include:

A) an innovation.
B) channel of communication.
C) the social system.
D) all of the above.

Question 21

The Gillette MACH3 razor was adopted quickly because of its:

A) lower price.
B) compatibility.
C) observability.
D) complexity.

Question 22

The acceptance of convenience food such as frozen potato chips is generally due to their ease of preparation and use. This is an example of the issue of:

A) compatibility.
B) relative advantage.
C) complexity.
D) observability.

Question 23

Salespeople and informal opinion leaders are considered to be:

A) impersonal sources.
B) personal sources.
C) interpersonal sources.
D) intrapersonal sources.

Question 24

Apple Macintosh computers established themselves in the market primarily because they were easier to use than other computers. Their success can be attributed to the issue of:

A) compatibility.
B) observability.
C) relative advantage.
D) complexity.

Question 25

Market-orientated definitions are used to study:

A) the popularity of a new product.
B) the newness of a product in terms of how much potential the consumer judges the product to be new.
C) the newness of a product in terms of how much exposures consumers have to the new product.
D) the newness of a product based on the consumer's perception of the product.

Question 26

The degree to which a consumer feels a new product is consistent with their present needs, values and practices, is a measure of its _____, which is a contributing factor in accepting or rejecting it faster.

A) relative advantage
B) compatibility
C) observability
D) complexity

Question 27

Consumers who do not purchase an innovation because they don't understand how it works would view the innovation as having:

A) low perceived compatibility.
B) low communicability.
C) low trialability.
D) high complexity.

Question 28

A _____ definition of a product considers a product new if the product is new in the eyes of the customer.

A) product
B) firm
C) market
D) consumer-oriented

Question 29

The degree to which a new product is capable of being tried on a limited basis defines its:

A) trialability.
B) observability.
C) relative advantage.
D) complexity.

Question 30

The amount of time that elapses between consumers' initial awareness of a new product or service and the point at which they purchase or reject it is:

A) the rate of adoption.
B) the purchase time.
C) the identification of adopter categories.
D) the purchase period.

Question 31

Thomas has never bought tennis shoes with Velcro fasteners because he perceived them as being for children or old people. This issue concerned the product's:

A) compatibility.
B) complexity.
C) relative advantage.
D) observability.

Question 32

Which of the following approaches to define a new product or service is most favoured by researchers?

A) Product-oriented definition.
B) Firm-oriented definition.
C) Market-oriented definition.
D) Consumer-oriented definition.

Question 33

A modern social system will ease the diffusion of innovations. Which of the following is not a characteristic of a modern social system?

A) A positive attitude toward change.
B) A general respect for education and science.
C) A system in which members see themselves in similar or parallel roles in the future.
D) An emphasis on rational and ordered social relationships rather than on emotional ones.

Question 34

The greater the opportunity to try a new product, the easier it is for consumers to evaluate it and ultimately adopt it. This refers to:

A) trialability.
B) compatibility.
C) observability.
D) complexity.

Question 35

The degree to which consumers feel a new product is consistent with their present needs, values and practices defines the product's:

A) trialability.
B) complexity.
C) relative advantage.
D) compatibility.

Question 36

The carpet salesperson poured soft drink on a carpet sample to show how the specially treated carpet would resist stains. This demonstration was done so the consumer would better understand the product's features and is an example of the product's:

A) relative advantage.
B) compatibility.
C) trialability.
D) observability.

Question 37

Relative advantage is:

A) The degree to which potential consumers perceive a new product as superior to existing substitutes.
B) The degree to which potential consumers perceive a new product as inferior to existing substitutes.
C) The degree to which potential consumers feel that a new product is consistent with their present needs, values and practices.
D) The degree to which a new product is difficult to understand or use.

Question 38

The degree to which consumers perceive a new product as superior to existing substitutes determines its:

A) compatibility.
B) complexity.
C) trialability.
D) relative advantage.

Question 39

Jim believed an innovative new putter helped him consistently hit the golf ball straighter. Compared to other putters, Jim feels this product has:

A) trialability.
B) complexity.
C) relative advantage.
D) observability.

Question 40

A _____ compels consumers to adopt a new behaviour pattern.

A) continuous innovation
B) dynamically continuous innovation
C) discontinuous innovation
D) modified innovation

Question 41

The shortest adoption process would be the adoption of:

A) fashion.
B) fads.
C) product classes.
D) brands.

Question 42

Impersonal and mass-media sources are more important in the _____ stage of the adoption process.

A) awareness
B) trial
C) adoption
D) evaluation

Question 43

Those who are first to purchase a new product are called:

A) initialisers.
B) market mavens.
C) consumer innovators.
D) consumer leaders.

Question 44

Consumers draw conclusions about an innovation based on the information they have collected in the adopter category known as:

A) interest.
B) awareness.
C) evaluation.
D) trial.

Question 45

The stages in the adoption process end:

A) with consumer trial of the product.
B) with consumer adoption of the product.
C) with consumer rejection of the product.
D) with either (b) or (c).

Question 46

In the diffusion of an innovation, the first group a marketer should be concerned with would be the:

A) initialisers.
B) market mavens.
C) opinion leaders.
D) consumer innovators.

Question 47

Of the five adopter categories, which category of adopters is known to adopt new ideas after deliberating for some time?

A) Early adopters.
B) Early majority.
C) Late majority.
D) Scepticals.

Question 48

Five adopter categories are cited as important to marketers. Innovators are the first _____ per cent of people who are venturesome and eager to try new things.

A) 0.5
B) 2.5
C) 13.5
D) 34

Question 49

Which of the following is not one of the five steps of the adoption process?

A) Awareness.
B) Trial.
C) Decision.
D) Evaluation.

Question 50

Neil was among the first 2.5 per cent of adopters to purchase an innovative new 3D television. Neil would be considered a(n):

A) opinion leader.
B) consumer innovator.
C) action purchaser.
D) consumer leader.

Question 51

Which adopter category contains the largest number of opinion leaders?

A) Innovators.
B) Early adopters.
C) Early majority.
D) None of the above.

Question 52

The amount of time that elapses between consumers' initial awareness of the new product and the point at which they purchase or reject it is known as:

A) consideration time.
B) adoption time.
C) evaluation time.
D) purchase time.

Question 53

When a new product is first revealed to a consumer, this is the stage of the adoption process known as:

A) interest.
B) awareness.
C) evaluation.
D) media attention.

Question 54

According to the five stages of the adoption process, the first stage a consumer goes through is:

A) need recognition.
B) awareness.
C) interest.
D) trial.

Question 55

Consumer innovators are:

A) not likely to seek information concerning their specific interests from a variety of informal and mass-media sources.
B) a relatively small group of consumers who are the earliest purchasers of a new product.
C) a relatively small group of consumers who are the last purchasers of a new product.
D) only likely to purchase existing products.

Question 56

Kate has decided she needed more information about the mid-sized car that was the number one seller in Australia last year. For this vehicle, Kate is in the stage of the adoption process known as:

A) interest.
B) awareness.
C) evaluation.
D) trial.

Question 57

When Sony introduces its latest 3D television at a very high price to consumers who are willing to pay top dollar for the latest technology, then gradually lowers the price in a stepwise fashion to attract additional market segments, it is practicing a _____ strategy.

A) market penetration
B) market skimming
C) diffusion
D) product obsolescence

Question 58

The late majority of consumers in the adoption process comprise _____ per cent of the population.

A) 2.5
B) 13.5
C) 34
D) 16

Question 59

If consumers must be convinced that a product has relative advantage, it is likely that the consumer will face an extensive time period that is commonly called:

A) consideration time.
B) adoption time.
C) evaluation time.
D) purchase time.

Question 60

Personal and interpersonal sources are more important in the _____ stage of the adoption process.

A) awareness
B) trial
C) adoption
D) evaluation

Question 61

Consumer publications such as Choice are more likely to be consulted when the product lacks trialability.

Question 62

The invention of radio and television are not examples of dynamically continuous innovations.

Question 63

The demographics of consumer innovators are different from non-innovators. Which of the following is not necessarily a characteristic of a consumer innovator?

A) Relatively young.
B) More likely to be formally educated.
C) Financially more secure.
D) More likely to be male than female.

Question 64

The difference between the diffusion of innovations process and the adoption process is that the adoption process represents the macro view while the diffusion process represents the micro view.

Question 65

A market-oriented definition is used to study the newness of a product in terms of how much exposure consumers have to the new product.

Question 66

Discontinuous innovation allows consumers to maintain current behaviour patterns.

Question 67

Relative advantage is the degree to which a new product is difficult to understand or use.

Question 68

Interpersonal sources tend to be most valuable for creating initial product awareness; however, as the purchase decision progresses, the relative importance of these sources declines whilst the relative importance of the mass media increases.

Question 69

A market-oriented approach to defining innovation judges the newness of a product in terms of how quickly a new product can recoup its development costs.

Question 70

The first group of people to purchase a new product are called consumer innovators.

Question 71

The degree to which consumers feel a new product is consistent with their present needs, values and practices is a measure of the new product's compatibility.

Question 72

The framework for exploring consumer acceptance of new products is drawn from the area of research known as the diffusion of innovations.

Question 73

The rate of adoption is concerned with how long it takes for a new product to be adopted by members of a social system.

Question 74

A continuous innovation has the least disruptive influence on established patterns.

Question 75

The first stage in the adoption process is need recognition.

Question 76

Some researchers define consumer innovators in terms of a personality trait called 'innovativeness'.

Question 77

An innovator describes those consumers who are the first to purchase a new product.

Question 78

In terms of social character, consumer innovators are outer-directed; that is, they rely on their own values or standards when making a decision about a new product. In contrast, non-innovators are inner-directed, relying on others for guidance on how to respond to a new product rather than trusting their own personal values or standards.

Question 79

When the Gillette MACH3 razor was introduced, it lacked compatibility with existing usage patterns.

Question 80

In the adoption process, the persuasion stage describes the consumer engaging in activities that lead to a choice either to adopt or reject the innovation.