Question 1

Consumers are often more uncertain about the usefulness of a discontinuous (vs. a continuous) innovation.

Accepted Answer

A) True 
 B)False

Question 2

In the context of innovation, discuss the five consumer adopter categories and their characteristics.

Accepted Answer

In the context of innovation, the five c

Question 3

A discontinuous innovation is defined as:

Accepted Answer

A)  a product that pushes all similar products out of the market. 
B)  a product that disrupts consumers' lives. 
C)  a product that disrupts a firm's marketing operations. 
D)  a product that is so new that we have never known anything like it before. 
E)  a product that has new social meanings carried by its use and ownership. 
A)  a product that pushes all similar products out of the market. 
B)  a product that disrupts consumers' lives. 
C)  a product that disrupts a firm's marketing operations. 
D)  a product that is so new that we have never known anything like it before. 
E)  a product that has new social meanings carried by its use and ownership.

Question 4

Jonathan always wore horned-rimmed glasses when he was in school and was always ridiculed because of them. However, in college, he was praised for his smart and intelligent looking glasses even though he wore the same kind of glasses. Horned- and wire-rimmed glasses were considered old-fashioned until they became associated with intellectualism in the 1980s. From the above scenario, it can be understood that when Jonathan entered college his glasses were perceived as a symbolic innovation because:

Accepted Answer

A)  the design of his glasses was observed as new. 
B)  the features associated with his glasses were new. 
C)  the brand name associated with his glasses was new. 
D)  the meaning associated with his glasses was new. 
E)  the technology associated with his glasses was new. 
A)  the design of his glasses was observed as new. 
B)  the features associated with his glasses were new. 
C)  the brand name associated with his glasses was new. 
D)  the meaning associated with his glasses was new. 
E)  the technology associated with his glasses was new.

Question 5

Which of the following is true of a dynamically continuous innovation?

Accepted Answer

A)  It has the ability to convey meaning about a consumer's reference group. 
B)  It has a limited effect on existing consumption patterns. 
C)  It has a pronounced effect on consumption practices. 
D)  It has the potential to start a new product category. 
E)  It has the same usage as the products that came before it. 
A)  It has the ability to convey meaning about a consumer's reference group. 
B)  It has a limited effect on existing consumption patterns. 
C)  It has a pronounced effect on consumption practices. 
D)  It has the potential to start a new product category. 
E)  It has the same usage as the products that came before it.

Question 6

A _____ is a successful innovation with a lengthy product life cycle.

Accepted Answer

A)  blip 
B)  flash 
C)  spat 
D)  fashion 
E)  classic 
A)  blip 
B)  flash 
C)  spat 
D)  fashion 
E)  classic

Question 7

Discuss innovations from a marketing viewpoint.

Accepted Answer

From a marketing viewpoint, innovations

Question 8

A _____ is a successful innovation that has a very short product life cycle.

Accepted Answer

A)  blip 
B)  flash 
C)  fad 
D)  fashion 
E)  classic 
A)  blip 
B)  flash 
C)  fad 
D)  fashion 
E)  classic

Question 9

The _____ are pragmatists, seeking innovations that offer incremental, predictable improvements on an existing technology.

Accepted Answer

A)  laggards 
B)  innovators 
C)  early adopters 
D)  late-majority consumers 
E)  early-majority consumers 
A)  laggards 
B)  innovators 
C)  early adopters 
D)  late-majority consumers 
E)  early-majority consumers

Question 10

Product diffusion and the product life cycle are related but different concepts.

Accepted Answer

A) True 
 B)False

Question 11

Discuss and give examples of the two types of diffusion curves.

Accepted Answer

Diffusion curves can be categorized into

Question 12

Which of the following is true of innovators?

Accepted Answer

A)  They are known to plan carefully. 
B)  They deliberate for a long time. 
C)  They do less planning and deliberation. 
D)  They engage in attribute-based decision making. 
E)  They use whole evaluations while making decisions. 
A)  They are known to plan carefully. 
B)  They deliberate for a long time. 
C)  They do less planning and deliberation. 
D)  They engage in attribute-based decision making. 
E)  They use whole evaluations while making decisions.

Question 13

Legitimacy of an innovation refers to the legality of its channels of distribution.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is true of symbolic innovations?

Accepted Answer

A)  They offer benefits in product performance over existing alternatives. 
B)  They appeal to our pleasure-seeking and/or sensory needs. 
C)  They have new social meaning carried by their use and ownership. 
D)  They are only incremental improvements. 
E)  They usually spawn other innovations and product forms. 
A)  They offer benefits in product performance over existing alternatives. 
B)  They appeal to our pleasure-seeking and/or sensory needs. 
C)  They have new social meaning carried by their use and ownership. 
D)  They are only incremental improvements. 
E)  They usually spawn other innovations and product forms.

Question 15

Which of the following characteristics of a social system could result in the slowing of an innovation's diffusion?

Accepted Answer

A)  A high degree of modernity 
B)  A high degree of homophily 
C)  A high degree of physical distance between members 
D)  A high degree of trialability of the innovation 
E)  A high degree of compatibility of the innovation
A high degree of physical distance between members 
A)  A high degree of modernity 
B)  A high degree of homophily 
C)  A high degree of physical distance between members 
D)  A high degree of trialability of the innovation 
E)  A high degree of compatibility of the innovation
A high degree of physical distance between members

Question 16

Consumers perceive that an innovation has value if it offers greater perceived benefits or lower perceived costs than existing alternatives do.

Accepted Answer

A) True 
 B)False

Question 17

Explain the potential benefits of cocreation in innovation.

Accepted Answer

Cocreation in innovation has the potenti

Question 18

Identify the influences on the rates of diffusion of an innovation.

Accepted Answer

The rates of diffusion of an innovation

Question 19

Trackanddeliver.com is an online retail store that does not require a fixed delivery location and delivers goods to the current location of the customer by tracking the customer's cell phone location. This way customers need not be at home when a package arrives nor have the package delivered to a neighbor. In this scenario, Trackanddeliver.com is considered as a _____.

Accepted Answer

A)  symbolic innovation 
B)  discontinuous innovation 
C)  radical innovation 
D)  hedonic innovation 
E)  functional innovation 
A)  symbolic innovation 
B)  discontinuous innovation 
C)  radical innovation 
D)  hedonic innovation 
E)  functional innovation

Question 20

The _____ starts out quickly, with a large percentage of the market purchasing as soon as possible.

Accepted Answer

A)  bell-shaped diffusion curve 
B)  S-shaped diffusion curve 
C)  exponential diffusion curve 
D)  linear diffusion curve 
E)  M-shaped diffusion curve 
A)  bell-shaped diffusion curve 
B)  S-shaped diffusion curve 
C)  exponential diffusion curve 
D)  linear diffusion curve 
E)  M-shaped diffusion curve

Consumers are often more uncertain about the usefulness of a discontinuous (vs. a continuous) innovation.

In the context of innovation, discuss the five consumer adopter categories and their characteristics.

A discontinuous innovation is defined as:

Which of the following is true of a dynamically continuous innovation?

A _____ is a successful innovation with a lengthy product life cycle.

Discuss innovations from a marketing viewpoint.

A _____ is a successful innovation that has a very short product life cycle.

The _____ are pragmatists, seeking innovations that offer incremental, predictable improvements on an existing technology.

Product diffusion and the product life cycle are related but different concepts.

Discuss and give examples of the two types of diffusion curves.

Which of the following is true of innovators?

Legitimacy of an innovation refers to the legality of its channels of distribution.

Which of the following is true of symbolic innovations?

Which of the following characteristics of a social system could result in the slowing of an innovation's diffusion?

Consumers perceive that an innovation has value if it offers greater perceived benefits or lower perceived costs than existing alternatives do.

Explain the potential benefits of cocreation in innovation.

Identify the influences on the rates of diffusion of an innovation.

The _____ starts out quickly, with a large percentage of the market purchasing as soon as possible.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High Effort

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters

Exam 15: Innovations: Adoption, Resistance, and Diffusion

Consumers are often more uncertain about the usefulness of a discontinuous (vs. a continuous) innovation.

In the context of innovation, discuss the five consumer adopter categories and their characteristics.

A discontinuous innovation is defined as:

Which of the following is true of a dynamically continuous innovation?

A _____ is a successful innovation with a lengthy product life cycle.

Discuss innovations from a marketing viewpoint.

A _____ is a successful innovation that has a very short product life cycle.

The _____ are pragmatists, seeking innovations that offer incremental, predictable improvements on an existing technology.

Product diffusion and the product life cycle are related but different concepts.

Discuss and give examples of the two types of diffusion curves.

Which of the following is true of innovators?

Legitimacy of an innovation refers to the legality of its channels of distribution.

Which of the following is true of symbolic innovations?

Which of the following characteristics of a social system could result in the slowing of an innovation's diffusion?

Consumers perceive that an innovation has value if it offers greater perceived benefits or lower perceived costs than existing alternatives do.

Explain the potential benefits of cocreation in innovation.

Identify the influences on the rates of diffusion of an innovation.

The _____ starts out quickly, with a large percentage of the market purchasing as soon as possible.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High Effort

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters