Question 1

________, the degree to which a new product is difficult to understand or use, is especially important when it comes to innovation in high-tech consumer products.
A) Relative advantage
B) Compatibility
C) Complexity
D) Trialability
E) Observability

Accepted Answer

Complexity refers to how difficult a new product is to understand or use, which is a crucial factor in the adoption and success of innovations, particularly in the high-tech consumer products sector.

Question 2

Custom Interiors, an interior design firm, sends a holiday basket of Florida citrus fruit to its accounting firm. This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting

Accepted Answer

This is an example of intergroup gifting because the gift is being sent from one group (Custom Interiors) to another group (its accounting firm), representing a gesture of appreciation or goodwill between two distinct groups.

Question 3

________ can be thought of as the gift exchange that takes place between a giver and a recipient.
A) Postpurchase evaluation
B) Loyalty programs
C) Gifting behavior
D) Permission marketing
E) Long-term commitment purchase

Accepted Answer

Gifting behavior specifically refers to the actions and decisions involved in choosing and giving a gift to another person, which involves an exchange between a giver and a recipient.

Question 4

COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to apply to colleges. She has decided to apply to the University of Pennsylvania, Cornell, and Princeton. She chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far away from home. A college counselor had suggested to her that Columbia has a comparable reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having any particular advantage over the schools to which she had already decided to apply. She is eventually accepted to, and decides to attend Cornell University. Upon arriving on campus, Evelyn immediately notices a deliberate effort on the part of the college to make new students not only feel at home, but that they have absolutely made the right decision in attending Cornell.
-In the COLLEGE MINI CASE, Cornell is part of Evelyn's ________.
A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set

Accepted Answer

Cornell is part of Evelyn's evoked set, which refers to the group of brands (or in this case, colleges) a consumer considers during the decision-making process. Evelyn considered and eventually chose Cornell among other options, indicating it was in her evoked set.

Question 5

Barry buys a necklace as a gift for his girlfriend. This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting

Accepted Answer

Interpersonal gifting refers to the act of giving gifts between individuals, such as Barry buying a necklace for his girlfriend.

Question 6

COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to apply to colleges. She has decided to apply to the University of Pennsylvania, Cornell, and Princeton. She chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far away from home. A college counselor had suggested to her that Columbia has a comparable reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having any particular advantage over the schools to which she had already decided to apply. She is eventually accepted to, and decides to attend Cornell University. Upon arriving on campus, Evelyn immediately notices a deliberate effort on the part of the college to make new students not only feel at home, but that they have absolutely made the right decision in attending Cornell.
-In the COLLEGE MINI CASE, when Cornell tries to convince students that they have made the right decision, they are trying to encourage a positive ________.
A) need recognition
B) postpurchase evaluation
C) purchase behavior
D) evaluation of alternatives
E) prepurchase evaluation

Accepted Answer

Cornell's efforts to make new students feel they have made the right decision is an example of encouraging a positive postpurchase evaluation, where the focus is on ensuring satisfaction after the decision to attend has been made.

Question 7

________ implies the notion of a trade-off of benefits - like the features of the purchased item - versus the sacrifice necessary to purchase it - like the time investment and the price.
A) Satisfaction
B) Dissonance
C) Value
D) Influence
E) Perception

Accepted Answer

Value implies the notion of a trade-off between the benefits of the purchased item (features, quality, etc.) and the sacrifices necessary to purchase it (cost, time investment).

Question 8

GIFT MINI CASE: Winston needs to buy his girlfriend, Vanessa, a gift for her birthday. He knows she will expect the "perfect" gift. He feels like boyfriends are "supposed" to get their girlfriends jewelry or perfume. His older sister recommends a necklace or earrings. While he's at the jewelry store, he also buys a watch for himself, rationalizing that he hardly ever buys stuff for himself and he "deserves it."
-In the GIFT MINI CASE, when Winston gives Vanessa a gift for her birthday, this is known as ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting

Accepted Answer

Interpersonal gifting refers to the act of giving gifts between individuals, in this case, Winston giving Vanessa a gift for her birthday.

Question 9

COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to apply to colleges. She has decided to apply to the University of Pennsylvania, Cornell, and Princeton. She chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far away from home. A college counselor had suggested to her that Columbia has a comparable reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having any particular advantage over the schools to which she had already decided to apply. She is eventually accepted to, and decides to attend Cornell University. Upon arriving on campus, Evelyn immediately notices a deliberate effort on the part of the college to make new students not only feel at home, but that they have absolutely made the right decision in attending Cornell.
-In the COLLEGE MINI CASE, Columbia is part of Evelyn's ________.
A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set

Accepted Answer

Columbia is part of Evelyn's inert set because she is aware of it but perceives it as neither significantly better nor worse than her other options, leading to its exclusion from her final choices.

Question 10

________ is a macro process concerned with the spread of a new product from its source to the consuming public.
A) Adoption of innovations
B) Assumption
C) Diffusion of innovations
D) Innovation
E) Introduction

Accepted Answer

Diffusion of innovations is the correct term for the process that describes how a new product or idea spreads through a population or social system over time.

Question 11

The Lambert family (which has five family members) gives their babysitter a high school graduation gift. This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting

Accepted Answer

Intercategory gifting occurs when a gift is given from one group to another, such as a family giving a gift to a babysitter.

Question 12

COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to apply to colleges. She has decided to apply to the University of Pennsylvania, Cornell, and Princeton. She chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far away from home. A college counselor had suggested to her that Columbia has a comparable reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having any particular advantage over the schools to which she had already decided to apply. She is eventually accepted to, and decides to attend Cornell University. Upon arriving on campus, Evelyn immediately notices a deliberate effort on the part of the college to make new students not only feel at home, but that they have absolutely made the right decision in attending Cornell.
-In the COLLEGE MINI CASE, Yale is part of Evelyn's ________.
A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set

Accepted Answer

The answer of COLLEGE MINI CASE: Evelyn is a high-school...

Question 13

The degree to which potential customers perceive new products as superior to existing substitutes is its ________.
A) relative advantage
B) compatibility
C) complexity
D) trialability
E) observability

Accepted Answer

Relative advantage is the degree to which an innovation or new product is perceived as better than the existing alternatives. This concept is a key factor in the adoption and success of new products in the market.

Question 14

Many software companies allow customers to use limited versions of their software free for 30 days. This strategy tries to increase the diffusion of a new product through increasing ________.
A) relative advantage
B) compatibility
C) complexity
D) trialability
E) observability

Accepted Answer

Trialability refers to the extent to which a new product can be experimented with on a limited basis. Offering a free trial allows customers to experience the product before committing to a purchase, thus increasing its trialability.

Question 15

Marge and Steve treat themselves (a small family unit) to a Caribbean cruise for their 25^th wedding anniversary. This is an example of ________. A) interpersonal gifting B) intercategory gifting C) intergroup gifting D) intrapersonal gifting E) intragroup gifting

Accepted Answer

This is an example of intragroup gifting, where members of a small group (in this case, a family unit) give a gift to the group itself, celebrating a significant event or milestone together.

Question 16

Kim finishes a big project for school and treats herself to a coffee and piece of cake at Starbucks. This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting

Accepted Answer

This is an example of intrapersonal gifting because Kim is giving a gift to herself as a form of reward or celebration for completing a big project.

Question 17

A ________ involves the introduction of a modified product rather than a totally new product, and has the least disruptive influence on established patterns.
A) discontinuous innovation
B) dynamically discontinuous innovation
C) dynamically continuous innovation
D) statically continuous innovation
E) continuous innovation

Accepted Answer

Continuous innovation involves minor changes to existing products and does not significantly alter consumer behavior or established patterns.

Question 18

COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to apply to colleges. She has decided to apply to the University of Pennsylvania, Cornell, and Princeton. She chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far away from home. A college counselor had suggested to her that Columbia has a comparable reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having any particular advantage over the schools to which she had already decided to apply. She is eventually accepted to, and decides to attend Cornell University. Upon arriving on campus, Evelyn immediately notices a deliberate effort on the part of the college to make new students not only feel at home, but that they have absolutely made the right decision in attending Cornell.
-In the COLLEGE MINI CASE, Evelyn's college counselor is a(n) ________ source of prepurchase information.
A) impersonal
B) affective
C) cognitive
D) inert
E) personal

Accepted Answer

The college counselor is a personal source of prepurchase information because they provide advice and information based on personal interaction and knowledge, as opposed to impersonal sources like advertisements or brochures.

Question 19

Digital cameras and digital video recorders were somewhat disruptive to consumers, but did not change the basic behavior patterns established with photography and film. These are best described as ________.
A) discontinuous innovations
B) dynamically discontinuous innovations
C) dynamically continuous innovations
D) statically continuous innovations
E) continuous innovations

Accepted Answer

Digital cameras and digital video recorders are examples of dynamically continuous innovations because they introduced new technology that improved upon existing products (film cameras and video recorders) without drastically changing how consumers used them.

Question 20

During the ________ stage of the adoption process, the consumer undertakes a "mental trial" of the innovation.
A) awareness
B) trial
C) adoption
D) interest
E) evaluation

Accepted Answer

During the evaluation stage, the consumer mentally assesses the innovation to decide whether it makes sense to try it.

Quiz 14: Consumer Decision Making and Diffusion of Innovations

________, the degree to which a new product is difficult to understand or use, is especially important when it comes to innovation in high-tech consumer products.

Custom Interiors, an interior design firm, sends a holiday basket of Florida citrus fruit to its accounting firm. This is an example of ________.

________ can be thought of as the gift exchange that takes place between a giver and a recipient.

Barry buys a necklace as a gift for his girlfriend. This is an example of ________.

________ implies the notion of a trade-off of benefits - like the features of the purchased item - versus the sacrifice necessary to purchase it - like the time investment and the price.

________ is a macro process concerned with the spread of a new product from its source to the consuming public.

The Lambert family (which has five family members) gives their babysitter a high school graduation gift. This is an example of ________.

The degree to which potential customers perceive new products as superior to existing substitutes is its ________.

Many software companies allow customers to use limited versions of their software free for 30 days. This strategy tries to increase the diffusion of a new product through increasing ________.

Marge and Steve treat themselves (a small family unit) to a Caribbean cruise for their 25th wedding anniversary. This is an example of ________.

Kim finishes a big project for school and treats herself to a coffee and piece of cake at Starbucks. This is an example of ________.

A ________ involves the introduction of a modified product rather than a totally new product, and has the least disruptive influence on established patterns.

Digital cameras and digital video recorders were somewhat disruptive to consumers, but did not change the basic behavior patterns established with photography and film. These are best described as ________.

During the ________ stage of the adoption process, the consumer undertakes a "mental trial" of the innovation.

Marge and Steve treat themselves (a small family unit) to a Caribbean cruise for their 25^th wedding anniversary. This is an example of ________.