Question 1

Joelle is buying a Blu-ray player before most of the population, but she was deliberate in waiting to make sure that the technology really caught on before purchasing the product. She is best categorized as a member of the:
A) innovators.
B) late adopters.
C) early majority.
D) late majority.

Accepted Answer

Joelle falls into the "early majority" category because she adopts the technology after a significant number of people have, but not so late that it's already reached the majority of the population. She's deliberate and cautious, ensuring the technology has caught on before committing.

Question 2

Explain the concept of reality engineering and what it might have to do with consumer culture.

Accepted Answer

The answer of Explain the concept of reality engineering and...

Question 3

What is advergaming?

Accepted Answer

The answer of What is advergaming?...

Question 4

In the game Everquest, players can enter a Pizza Hut restaurant. This is an example of advergaming.

Accepted Answer

In Everquest, players were able to order pizza from Pizza Hut by typing a command in the game, which is an early example of advergaming, where advertising is integrated into video games.

Question 5

What is the primary difference between an innovator and an early adopter?
A) Early adopters are much the same as innovators except they, as a group, have higher average salaries and more education than do innovators.
B) Innovators are more risk averse than are early adopters.
C) Innovators are more likely to have higher incomes and education levels and are more likely to accept risk than are early adopters.
D) Innovators are less socially active than are early adopters, who tend to be the true trendsetters of a society.

Accepted Answer

Innovators are typically characterized by higher incomes and education levels, and they are more willing to take risks compared to early adopters. Early adopters may follow the trends set by innovators but are generally more cautious.

Question 6

Getting exposure for a product by inserting it into a movie script or television show is a common practice called product placement.

Accepted Answer

Product placement is a marketing strategy where companies pay for their products to be featured in movies, television shows, and other media to gain exposure and associate their brand with certain characters or themes.

Question 7

Dallas is playing an online racing game and sees an Apple ad pop up on the screen. This is a relatively new strategy called:
A) advertising pop-ups.
B) Internet synergy.
C) intrusive attention.
D) advergaming.

Accepted Answer

Advergaming is the practice of using video games to advertise a product, brand, or an organization, which is what is described by an Apple ad appearing in an online racing game.

Question 8

Which of the following statements describes an early adopter?
A) more likely to read specialty magazines
B) prefer to read creative light content
C) high risk taker
D) important to be the first to own a new product

Accepted Answer

The answer of Which of the following statements describes an...

Question 9

Jerri still doesn't have a DVD player. He says he is not ready to have one of these "new-fangled devices." He can be termed a(n):
A) innovator.
B) early adopter.
C) late majority.
D) laggard.

Accepted Answer

Jerri's reluctance to adopt a DVD player, which he refers to as a "new-fangled device," indicates a resistance to adopting new technologies until they have become fully mainstream or even outdated. This behavior is characteristic of a "laggard" in the technology adoption lifecycle, who are the last to adopt an innovation.

Question 10

Why are marketers currently interested in product placement strategy?

Accepted Answer

The answer of Why are marketers currently interested in product...

Question 11

VCRs were introduced in North America via the United States for a period of time before they migrated northward and were adopted by Canadians. This situation can be best described by the process of:
A) diffusion of innovation.
B) competitive differentiation.
C) synchronous adoption.
D) market fixation.

Accepted Answer

The process described is diffusion of innovation, which refers to the way a new idea, product, or practice spreads within a society or from one society to another. In this case, VCRs spreading from the United States to Canada exemplifies this process.

Question 12

How much effect can product placement have on brand popularity and why might this be so?

Accepted Answer

The answer of How much effect can product placement have...

Question 13

Tariq deliberately waits to adopt a new 4K TV because he is concerned about its social acceptance. He wants to make sure it is "fashion-forward" and trusted. However, he plans to purchase it ahead of the majority of people. He can be considered to be a(n):
A) innovator.
B) early adopter.
C) early majority.
D) laggard.

Accepted Answer

Early adopters are individuals who adopt new products soon after their introduction but after the innovators have already done so. They are concerned about social acceptance and want to ensure the product is fashionable and trusted before making a purchase, but still aim to adopt the technology ahead of the majority.

Question 14

Billi likes to be cutting-edge when it comes to electronics. He likes to be the first to try new technologies and is willing to pay a higher price than the average person. He is best classified as a(n):
A) innovator.
B) early adopter.
C) early majority.
D) laggard.

Accepted Answer

Innovators are those who are eager to try new technologies first, often at a higher cost, fitting Billi's description perfectly.

Question 15

New products or services entering the marketplace are called:
A) breakthroughs.
B) diffusion styles.
C) innovations.
D) adoption potentialities.

Accepted Answer

New products or services entering the marketplace are referred to as innovations. This term encompasses any novel idea, method, or item that is introduced to the public.

Question 16

Raj Suka absolutely loves computers. He always knows what is new before it even gets to the computer store. Through a variety of network contacts (including chat rooms), Raj is able to amass a great amount of information to use in his purchase decisions. He doesn't particularly care what others do. He cares about his own likes and dislikes. Raj would most likely fall into which of the following adopter groups with respect to computers?
A) innovators
B) early adopters
C) late adopters
D) early majority

Accepted Answer

Raj's behavior of seeking out the newest technology before it even becomes widely available, along with his reliance on a network of contacts and chat rooms for information, aligns with the characteristics of an innovator. Innovators are eager to try new technologies and are often ahead of trends, not necessarily influenced by the choices of the majority.

Question 17

When Reese's Pieces appeared in the film E.T., sales of the candy jumped.

Accepted Answer

After Reese's Pieces were featured in the 1982 film E.T. the Extra-Terrestrial, sales of the candy significantly increased as a result of the product placement.

Question 18

Katrina really likes a new line of microfibre shirts that has been on the market for a very short period of time. However, she has not bought any because she is concerned people might think of them as being artificial and cheap. She wants to see them being worn more pervasively before buying. Marketers would place her in the ________ category.
A) early majority
B) laggard
C) innovator
D) late majority

Accepted Answer

The answer of Katrina really likes a new line of...

Question 19

When marketers merge online games with interactive advertisements in ways that let companies target specific types of consumers, this is called:
A) advertising pop-ups.
B) Internet synergy.
C) advergaming.
D) net access.

Accepted Answer

Advergaming is the practice of integrating advertising into video games to promote products, brands, or issues. This method allows marketers to target specific consumer groups in an engaging and interactive manner.

Question 20

Explain the concept of reality engineering and give an example.

Accepted Answer

The answer of Explain the concept of reality engineering and...

Quiz 15: The Creation and Diffusion of Culture

Joelle is buying a Blu-ray player before most of the population, but she was deliberate in waiting to make sure that the technology really caught on before purchasing the product. She is best categorized as a member of the:

Explain the concept of reality engineering and what it might have to do with consumer culture.

What is advergaming?

In the game Everquest, players can enter a Pizza Hut restaurant. This is an example of advergaming.

What is the primary difference between an innovator and an early adopter?

Getting exposure for a product by inserting it into a movie script or television show is a common practice called product placement.

Dallas is playing an online racing game and sees an Apple ad pop up on the screen. This is a relatively new strategy called:

Which of the following statements describes an early adopter?

Jerri still doesn't have a DVD player. He says he is not ready to have one of these "new-fangled devices." He can be termed a(n) :

Why are marketers currently interested in product placement strategy?

VCRs were introduced in North America via the United States for a period of time before they migrated northward and were adopted by Canadians. This situation can be best described by the process of:

How much effect can product placement have on brand popularity and why might this be so?

Tariq deliberately waits to adopt a new 4K TV because he is concerned about its social acceptance. He wants to make sure it is "fashion-forward" and trusted. However, he plans to purchase it ahead of the majority of people. He can be considered to be a(n) :

Billi likes to be cutting-edge when it comes to electronics. He likes to be the first to try new technologies and is willing to pay a higher price than the average person. He is best classified as a(n) :

New products or services entering the marketplace are called:

When Reese's Pieces appeared in the film E.T., sales of the candy jumped.

When marketers merge online games with interactive advertisements in ways that let companies target specific types of consumers, this is called:

Explain the concept of reality engineering and give an example.