Question 1

What are the reasons a firm might wish to achieve a rapid rate of adoption for a new product? What are the circumstances where a marketer might wish to avoid a rapid rate of adoption? Give an example of the latter.

Accepted Answer

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Question 2

A positive relationship exists between innovative consumer behaviour and heavy usage of a product or service.

Accepted Answer

Innovative consumer behaviour refers to the willingness of consumers to adopt new products or services. Heavy usage of a product or service implies that the consumer is satisfied with the product and hence may be more willing to try out new variations or upgraded versions of the same product. Therefore, there is a positive relationship between a consumer's innovative behaviour and their heavy usage of a product or service.

Question 3

The relationship between innovative behaviour and heavy usage of the product category is negative.

Accepted Answer

The relationship between innovative behaviour and heavy usage of the product category is actually positive. Those who are more innovative are likely to use the product category more heavily.

Question 4

Consumer innovators are more socially accepted and socially involved than non-innovators.

Accepted Answer

Consumer innovators are often seen as trendsetters and opinion leaders, which can lead to increased social acceptance and involvement. They are more likely to be early adopters of new products and technologies and to share their opinions and experiences with others, both online and offline. This can contribute to their perception as influential and socially connected individuals.

Question 5

How do marketers define a consumer innovator? Do consumer innovators in one category tend to be consumer innovators in other categories?

Accepted Answer

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Question 6

Describe the diffusion process for a new product. Briefly describe the four elements of the diffusion process.

Accepted Answer

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Question 7

Consumer innovators tend to be very brand-loyal.

Accepted Answer

Consumer innovators are often open to trying new brands and products, as they are the first to adopt new innovations in the market. They prioritize functionality and value over brand loyalty.

Question 8

Perceived risk is another measure of the likelihood of a consumer trying new brands or products.

Accepted Answer

Perceived risk is a widely studied concept in consumer behavior and refers to the uncertainty or anxiety a consumer feels about a purchase decision. This can include concerns about the quality, safety, or effectiveness of a product or the risk of wasting money or time. Higher perceived risk can discourage consumers from trying new products or brands, while lower perceived risk can make consumers more willing to take a chance on something new.

Question 9

What is use-innovativeness? What are the effects of use-innovativeness on a product's life cycle and acceptance?

Accepted Answer

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Question 10

What are 'adopter categories'? Describe them in detail. What are the problems with this classification of 'adopters'?

Accepted Answer

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Question 11

Social risk and time risk are not part of the seven types of risk relating to the adoption of high-tech products.

Accepted Answer

Social and time risks are actually two of the seven types of risk recognized in the literature on the adoption of high-tech products. The other types of risk are performance risk, financial risk, psychological risk, physical risk, and convenience risk.

Question 12

A)Explain the five stages in the adoption process use an example to illustrate the process. 
B)What criticisms have been made of this five-stage model?

Accepted Answer

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Quiz 15: Consumer influence and diffusion of innovations