Question 1

Gary saw an advertisement for a cool new version of the iPhone that is scheduled for release in 2 months.Gary is really excited about the new phone,but needs to wait an additional month after scheduled release for his current cellular service contract to expire so he can switch service providers to the one that offers the new iPhone.When his current service contract expires,Gary immediately switches service providers and purchases the iPhone.Gary's purchase time was ________.
A) 5 months
B) 4 months
C) 3 months
D) 2 months
E) 1 month

Accepted Answer

Gary saw the advertisement for the new iPhone that is scheduled for release in 2 months. Then he needs to wait an additional month for his current cellular service contract to expire. Therefore, Gary's purchase time was 2+1=3 months.

Question 2

The ________ category tends to perceive little risk in adopting new products.These consumers are even willing to pay high prices for newly-introduced products because they enjoy being the first to own them.
A) innovator
B) early adopter
C) early majority
D) late majority
E) laggard

Accepted Answer

Innovators are the first group of consumers to adopt new products and tend to perceive little risk in doing so. They are also willing to pay premium prices for newly-introduced products because of their desire to be the first to own them. The other categories, such as early adopters and early majority, also adopt new products relatively early on but may exhibit less risk-taking behavior and less willingness to pay premium prices.

Question 3

Innovators,early adopters,early majority,late majority,and laggards are all ________.
A) adopter categories
B) diffusion stages
C) communications theories
D) marketing strategies
E) innovation strategies

Accepted Answer

Innovators, early adopters, early majority, late majority, and laggards are all different categories of adopters in the diffusion of innovation theory. This theory helps marketers to understand how a new product or service is adopted by different types of consumers.

Question 4

Which of the following characteristics typify a modern social system?
A) an unskilled labor force
B) members of the system rarely interact with outsiders
C) members see themselves as locked into a single role
D) a general respect for education and science
E) an emphasis on emotional social relationships

Accepted Answer

A general respect for education and science is a characteristic of modern social systems, as they rely on specialized knowledge and expertise in various fields to function effectively.

Answer: E 
 An emphasis on emotional social relationships is also a characteristic of modern social systems, as they value interpersonal connections and understanding emotions as important components of social interactions.

Question 5

The ________ constitutes the first half of the "mass market" of consumers who would purchase a somewhat-established product.
A) innovator
B) early adopter
C) early majority
D) late majority
E) laggard

Accepted Answer

The early majority consists of consumers who are willing to try a product after it has been on the market for some time and have seen the product's success with early adopters. They make up the first half of the "mass market" of consumers who would purchase a somewhat-established product.

Question 6

The members of the ________ category of adopters take a relatively long time to evaluate whether or not they would benefit from owning a product and,most likely,perceive more risk in all consumption situations than members of the preceding adopter groups.
A) innovator
B) early adopter
C) early majority
D) late majority
E) laggard

Accepted Answer

The late majority category of adopters takes a long time to evaluate whether or not they would benefit from owning a product and perceive more risk in all consumption situations compared to the preceding adopter groups. This group tends to adopt new products only after they have become mainstream and socially accepted.

Question 7

Awareness,interest,evaluation,trial,and adoption/rejection are the five stages of ________.
A) adopter categorization
B) purchase time
C) the adoption process
D) buyer behavior
E) social systems

Accepted Answer

The five stages mentioned (awareness, interest, evaluation, trial, and adoption/rejection) are specifically related to the adoption process, which is the process through which consumers decide to adopt or reject a new product or innovation. Therefore, the correct answer is C.

Question 8

Which of the following is true of the personality traits of consumer innovators?
A) they tend to be inner-directed
B) they are highly dogmatic
C) they have a high need for conformity
D) they tend to be brand loyal
E) they have low optimum stimulation levels

Accepted Answer

Consumer innovators tend to be inner-directed, meaning they are independent and rely on their own internal values and beliefs to guide their behavior.

Answer: D 
 Consumer innovators generally have a lower level of brand loyalty, as they are more willing to try new products and brands. They are also more likely to seek out novelty and variety in their consumption behavior.

Question 9

COPY MINI CASE: Speedy Copy just opened a new store in South Hills Shopping Center.The store offers copy, fax, and binding services, and sells related office supplies.To encourage people to visit the store, Speedy Copy sends a flier to local homes and businesses with a coupon for using their services.In an attempt to discourage similar stores from opening in the surrounding shopping centers, Speedy Copy has priced its services to be very inexpensive, in the hopes that increased consumer purchase volumes will balance out the store's decreased profit margin. Ken works just down the street from South Hills Shopping Center and makes a point of visiting Speedy Copy on its opening day.He finds the store to be understaffed and under equipped to meet his needs and sends an e-mail to his friends at work, telling them that the store isn't worth visiting.
-In the COPY MINI CASE,Speedy Copy's direct-mail campaign attempts to enhance ________ in order to speed the diffusion of the use of its store.
A) relative advantage
B) compatibility
C) complexity
D) trialability
E) observability

Accepted Answer

The direct-mail campaign with a coupon for using their services is meant to encourage trialability, or the ease of trying out the store's services, in order to speed up the diffusion of the use of its store.

Question 10

The ________ is likely to buy a new product within a short period of time of introduction,although these consumers are not likely to be among the first group to buy the product.
A) innovator
B) early adopter
C) early majority
D) late majority
E) laggard

Accepted Answer

The answer of The ________ is likely to buy a...

Question 11

The members of the ________ category of adopters are the very last consumers to purchase a new product.They are generally high risk-perceivers and the last ones to recognize the value of innovative products.
A) innovator
B) early adopter
C) early majority
D) late majority
E) laggard

Accepted Answer

The description matches that of the "laggard" category, who are typically the last to adopt a new product and tend to be risk-averse.

Question 12

________ refers to 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.
A) Purchase time
B) Adoption time
C) Innovation time
D) Diffusion time
E) Consumer duration

Accepted Answer

The answer of ________ refers to the amount of time...

Question 13

Consumers are more likely to exhibit an inclination to innovate if their culture can be characterized by ________.
A) a high power distance
B) strong uncertainty avoidance
C) value for hierarchical relationships
D) a willingness to accept uncertainty
E) a cultural value for high earnings, achievement, and assertiveness

Accepted Answer

Consumers who are willing to accept uncertainty are more likely to take risks and try new products or services, which is a key characteristic of innovation. High power distance, strong uncertainty avoidance, and a value for hierarchical relationships are all associated with a more conservative, risk-averse approach to decision-making. A cultural value for high earnings, achievement, and assertiveness may encourage entrepreneurial behavior, but it does not necessarily indicate an inclination to try new products or services.

Question 14

According to recent research,effective promotional strategy for a new product that is to be immediately adopted should focus on ________.
A) how to deal with the constraints of adoption, such as switching costs
B) the desirable reasons for adoption
C) how popular the product is likely to be
D) the performance of the product
E) how many units of the product have already been sold

Accepted Answer

The correct answer is A because effective promotional strategy for a new product that is to be immediately adopted should focus on how to deal with the constraints of adoption, such as switching costs.

Question 15

When a product is first introduced,the ________ consider purchasing it to be risky because it is new.After a relatively small but not insignificant number of consumers purchased the product (and probably after the price has gone down),they conclude that purchasing the product is wise.
A) innovators
B) early adopters
C) early majority
D) late majority
E) laggards

Accepted Answer

The early majority are the consumers who adopt a product after it has been tried and tested by a smaller group of people, such as the innovators and early adopters. They are still cautious but are less risk-averse than the earlier groups. They wait for the price to drop and for positive reviews and feedback before deciding to purchase. This matches the scenario described in the question.

Question 16

The ________ is concerned with how long it takes a new product or service to be adopted by members of a social system.
A) adopter category
B) purchase time
C) social system
D) rate of adoption
E) evaluation

Accepted Answer

The rate of adoption refers to the speed at which a new product or service is adopted by members of a social system. It is concerned with how quickly or slowly the product or service is taken up by different groups of people within the social system. The other options, such as adopter category, purchase time, social system, and evaluation, are related concepts, but they do not specifically address the rate of adoption.

Question 17

Which of the following is true of the demographics of consumer innovators?
A) they tend to be older than noninnovators
B) they have less formal education
C) they have higher personal or family incomes
D) they are likely to have lower occupational status
E) they tend to be more downscale than other consumer segments

Accepted Answer

Research has shown that consumer innovators tend to have higher personal or family incomes. They are also likely to have higher levels of education and occupational status. Option A is incorrect as they tend to be younger than noninnovators. Option B is incorrect as they have higher levels of education. Option D is incorrect as they have higher occupational status. Option E is incorrect as they tend to be more upscale.

Question 18

A(n)________ involves first making a new product available at a very high price to consumers who are willing to pay top dollar,and then gradually lowering the price in a stepwise fashion to attract additional market segments at each price reduction plateau.
A) adopter categorization
B) adoption process
C) penetration policy
D) skimming policy
E) social system

Accepted Answer

The description given in the question matches the skimming policy pricing strategy. It involves starting with a high price, usually for a new or innovative product, and then progressively lowering the price to appeal to broader market segments. This strategy is intended to achieve maximum profits at the start, before competitors enter the market and begin to compete on price.

Question 19

A(n)________ involves setting a relatively low introductory price designed to discourage competition from entering the market.
A) adopter categorization
B) adoption process
C) penetration policy
D) skimming policy
E) social system

Accepted Answer

A penetration policy involves setting a low introductory price to attract customers and deter competitors from entering the market.

Question 20

The ________ is the earliest consumer to buy a new product.
A) innovator
B) early adopter
C) early majority
D) late majority
E) laggard

Accepted Answer

The innovator is the first consumer to adopt a new product. They are willing to take risks and try out new things, even if there is little information available about the product or its benefits.

Quiz 14: Consumers and the Diffusion of Innovations

The ________ category tends to perceive little risk in adopting new products.These consumers are even willing to pay high prices for newly-introduced products because they enjoy being the first to own them.

Innovators,early adopters,early majority,late majority,and laggards are all ________.

Which of the following characteristics typify a modern social system?

The ________ constitutes the first half of the "mass market" of consumers who would purchase a somewhat-established product.

The members of the ________ category of adopters take a relatively long time to evaluate whether or not they would benefit from owning a product and,most likely,perceive more risk in all consumption situations than members of the preceding adopter groups.

Awareness,interest,evaluation,trial,and adoption/rejection are the five stages of ________.

Which of the following is true of the personality traits of consumer innovators?

The ________ is likely to buy a new product within a short period of time of introduction,although these consumers are not likely to be among the first group to buy the product.

The members of the ________ category of adopters are the very last consumers to purchase a new product.They are generally high risk-perceivers and the last ones to recognize the value of innovative products.

________ refers to 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.

Consumers are more likely to exhibit an inclination to innovate if their culture can be characterized by ________.

According to recent research,effective promotional strategy for a new product that is to be immediately adopted should focus on ________.

When a product is first introduced,the ________ consider purchasing it to be risky because it is new.After a relatively small but not insignificant number of consumers purchased the product (and probably after the price has gone down) ,they conclude that purchasing the product is wise.

The ________ is concerned with how long it takes a new product or service to be adopted by members of a social system.

Which of the following is true of the demographics of consumer innovators?

A(n) ________ involves first making a new product available at a very high price to consumers who are willing to pay top dollar,and then gradually lowering the price in a stepwise fashion to attract additional market segments at each price reduction plateau.

A(n) ________ involves setting a relatively low introductory price designed to discourage competition from entering the market.

The ________ is the earliest consumer to buy a new product.