Question 1

____ innovations are those that offer benefits in product performance over existing alternatives.

Accepted Answer

Functional innovations refer to those that offer benefits in product performance over existing alternatives. Features, symbolic, hedonic, and egoistic innovations refer to other aspects of product innovation.

Question 2

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

Accepted Answer

If the adoption process is low-effort, it means that the consumers are less likely to be motivated to seek out a lot of information about the product. In such situations, encouraging trial can be more effective in convincing consumers to adopt the product. This allows the consumers to try out the product with minimal effort and risk, making it easier for them to make a purchasing decision.

Question 3

Hedonic innovations are new products,services,or ideas that

Accepted Answer

Hedonic innovations appeal to our pleasure-seeking and/or sensory needs. This means that they prioritize the emotional and sensory experience of the consumer over the practical benefits or performance improvements of the product.

Question 4

A new trend for sorority girls on some U.S.college campuses is to tattoo their ankles.Previously tattoos were considered to be a sign of masculinity.Therefore this practice could be considered a(n)____ innovation.

Accepted Answer

The fact that sorority girls are getting tattoos on their ankles suggests that tattoos are now being used as a symbol of femininity and individuality, rather than just masculinity. This represents a symbolic innovation, as the meaning of tattoos has changed from their traditional association with men.

Question 5

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

The sales of personal computers and the subsequent creation and sales of related products like floppy disks, modems, and DVD drives illustrate how discontinuous and dynamically continuous innovations often lead to the development of peripheral products and associated innovations. Discontinuous innovations introduce a new product category, while dynamically continuous innovations significantly change or enhance an existing product category, both of which can spur the creation of related products or technologies.

Question 6

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

Mark's refusal to buy a personal computer despite his boss pressuring him is a form of resistance.

Question 7

Because the success of new offerings is so important to companies,marketers are often interested in understanding how consumers choose to buy an innovation.This process is known as

Accepted Answer

The process of how consumers choose to buy an innovation is known as adoption. Option B, referencing, refers to the process of consumers seeking out opinions and recommendations from others before making a purchase decision. Option C, innovating, refers to the process of introducing new products or services into the market. Option D, creating, refers to the process of developing and designing new products or services. Option E, designating, is not a term commonly used in marketing and is not relevant to the process of how consumers choose to buy an innovation.

Question 8

Resistance is

Accepted Answer

Resistance is a concept separate from adoption. Adoption refers to the process of accepting and using a new idea, product, or innovation, while resistance refers to the obstacles people might face during this process. Resistance can occur at any stage of adoption, but it is not a stage in itself.

Question 9

The notebook computer offers the benefit of portability that desktop computers do not.This is best classified as a(n)____ innovation.

Accepted Answer

The benefit of portability offered by the notebook computer is a functional innovation, as it provides users with a new or improved function that was not previously available with traditional desktop computers.

Question 10

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

The statement mentions that the change in perception of horned- and wire-rimmed glasses was due to the meaning associated with the product (i.e, being associated with intellectualism in the 1980s). This suggests that the product design and features may have remained the same, but the meaning attached to it changed. The brand name and technology associated with the product are not mentioned in the statement.

Question 11

New styles of clothing that convey membership in a particular ethnic,age,or gender group may be regarded as ____ innovations.

Accepted Answer

Symbolic innovations refer to new products or services that convey meanings and values to their users beyond their basic functional purpose. New clothing styles that communicate membership in a certain ethnic, age, or gender group serve as symbols of identity and social status, rather than simply providing functional benefits such as protection from the weather.

Question 12

New forms of dance,new types of music,new clothing styles,and new types of food would all qualify as ____ innovations.

Accepted Answer

Aesthetic innovations focus on creating new or innovative forms of art, music, fashion, etc. The examples given in the question (dance, music, clothing, and food) are all related to aesthetic innovations. Aesthetic innovations usually aim to enhance the sensory experience or the aesthetic appeal of the product or service.

Question 13

Resistance refers to

Accepted Answer

Resistance refers to consumers' desires not to buy an innovation. It is a common obstacle faced by marketers when attempting to introduce new products or ideas to the market. Consumers may resist an innovation due to factors such as lack of awareness or understanding, concern about the risks or side effects, or preference for familiar products or brands.

Question 14

Breadth of an innovation refers to

Accepted Answer

Breadth of an innovation refers to the new and different uses of a new product. This encompasses the range of applications and markets that the product can address, indicating the potential for its success and impact.

Question 15

Hybrid vehicles are more fuel-efficient and better for the environment than traditional gasoline-powered cars.Hybrid vehicles are an example of a(n)____ innovation.

Accepted Answer

Hybrid vehicles are a functional innovation because they improve upon the traditional gasoline-powered car by being more fuel-efficient and better for the environment.

Question 16

Low-effort hierarchy of effects occurs when the new product

Accepted Answer

Low-effort hierarchy of effects occurs when there is less involvement and risk associated with the product. In such cases, consumers tend to adopt the product without much thinking or processing of information. This can be seen in the case where fewer people are involved and there is less risk associated with the product. In contrast, high-effort hierarchy of effects would involve central route processing where consumers take the time to think and process information before making a decision. The other options are not related to the concept of low-effort hierarchy of effects.

Question 17

With low-effort hierarchy of effects,attitudes are based on

Accepted Answer

Attitudes based on trial experience are considered low-effort hierarchy of effects.

Question 18

Symbolic innovations are products,services,attributes,or ideas that

Accepted Answer

Symbolic innovations have new social meaning and often address consumers' desire to express their identity and social status. They go beyond product performance and appeal to consumers' emotions and aspirations. A good example of symbolic innovation is the iPhone, which is not just a phone but also a symbol of sophistication, innovation, and social status.

Question 19

All of the following issues regarding a particular innovation might be of great interest to marketers except

Accepted Answer

While consumer information processing speed may be of interest to psychologists or cognitive scientists, it is not a major concern for marketers when it comes to promoting a particular innovation. The other options listed all directly relate to consumer behavior and adoption of the innovation, which are crucial for marketers to understand.

Question 20

Upon finding out about the new type of toddler toy,Ying looked up a review in a magazine,asked several friends,and thought carefully about it before making up her mind.This is an example of

Accepted Answer

High-effort hierarchy of effects involves extensive information processing and a rational decision-making process. Ying's behavior of looking up a review in a magazine, asking several friends, and carefully thinking about it before making a decision suggests that she followed a high-effort hierarchy of effects.

Quiz 15: Innovations: Adoption, Resistance, and Diffusion