Exam 14: Consumers and the Diffusion of Innovations

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.

Although consumers can carry beepers so that their business offices or families can contact them,a cellular telephone enables users to be in nearly instant communication with the world and allows users to both receive and place calls.This is known as the ________ of cellular phones.

________ is the most widespread concern of consumer innovators when it comes to innovation in high-tech consumer products.

How has the relative importance of information sources changed in recent years with regard to the adoption process?

________ refers to the degree to which a new product is difficult to understand or use.

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 degree to which a new product can be tried on a limited basis is known as ________.

All new products have an equal potential for consumer acceptance.

Purchase time refers to the amount of time consumers use a product or service before they feel comfortable talking to others about their experiences.

Under the ________ approach to defining innovation,copies or modifications of a competitor's product would qualify as new.

A ________ requires consumers to adopt new behavior patterns.

Innovators tend to watch more television than noninnovators.

According to the ________ approach to defining innovation,products are considered new if they have been purchased by a relatively small percentage of the potential market or if they have been on the market for a relatively short period of time.

A particular innovation may diffuse differently throughout different cultures.

The development of small cassette players that users could easily carry with them,instead of having to play their music on stationary pieces of equipment,constituted ________.

Hershey has traditionally made its Kisses from solid milk chocolate.When Hershey came out with Kisses with almonds in them,this constituted ________.

The social system serves as the boundary within which the diffusion of a new product is examined.

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.

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 ________.

The first people to purchase a new product are considered ________.