Deck 15: Innovations: Adoption, Resistance, and Diffusion

Question 1

In the low-effort hierarchy of effects,consumers will try an innovation before forming an attitude about it.

Answer 1

True

Question 2

The four stages of the product life cycle are: (1)introduction,(2)growth,(3)maturity,and (4)decline.

Answer 2

True

Question 3

Panera Bread adds a new item on its menu every 8 weeks.

Answer 3

True

Question 4

Most new products are continuous innovations.

Question 5

To be considered an innovation,a product must offer functional benefits that are better than existing products.

Question 6

Companies whose innovations are not adopted because switching costs are too high should create incentives for switching,to lower those costs.

Question 7

Digital cameras were a continuous innovation when they were introduced.

Question 8

Modernity is the extent to which consumers in the social system realize that modern equipment is better than old equipment.

Question 9

The Internet was a discontinuous innovation.

Question 10

Baking soda has a sizable innovation width in that it has many different uses.

Question 11

Margaret refuses to upgrade to Windows 2007 because she understands and is comfortable with Windows 98.This could be considered a symbolic innovation.

Question 12

Studies indicate that the earlier someone adopts an innovation,the more prestige is associated with it.

Question 13

Diffusion reflects the behaviors of an individual.

Question 14

John is a successful attorney,but he refuses to adopt an electronic file system and instead keeps paper records.His fear is that if something is not written down it is not permanent.John would be considered a laggard.

Question 15

An innovation does not necessarily have to be new as long as consumers perceive it as new.

Question 16

NorthWest Energy has a new program encouraging consumers to use energy efficient CFL bulbs instead of traditional incandescent bulbs.This program is an innovation.

Question 17

Research indicates that consumers are more uncertain about the usefulness of a continuous innovation than discontinuous innovation.

Question 18

Characteristics of the social system may affect the speed of a products' diffusion.

Question 19

Ideas cannot be described as innovations.

Question 20

Ronald waited about a year after it was introduced to get a new HD DVD player.He is considered an innovator.

Question 21

Marketers classify innovations in three main ways: (1)the degree of novelty,(2)the type of benefits offered,and (3)the

A) styles available.
B) features affected.
C) breadth of innovation.
D) length of time to adoption.
E) size of potential market.

Question 22

A continuous innovation is one that has

A) new affective tags attached in consumers' minds.
B) a limited effect on existing consumption patterns.
C) a pronounced effect on our consumption practices.
D) the potential to start a new product category.
E) old associations but a new name.

Question 23

The more compatible a product is with a consumer's existing products,the more likely it is that they will not purchase it.

Question 24

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

Question 25

Most new products are ____ innovations.

A) continuous
B) dynamically continuous
C) discontinuous
D) dynamic
E) dynamically discontinuous

Question 26

The consequences of innovation on society are always positive.

Question 27

All of the following could make a product or service an innovation except if it

A) involves only new marketing communications pitches.
B) is new to the marketplace.
C) is perceived as new by consumers.
D) is defined as new by a certain segment.
E) involves changes in consumption patterns.

Question 28

Movies downloaded from the Internet can be considered an innovation of a(n)

A) idea.
B) service.
C) good.
D) packaging.
E) function.

Question 29

A calculator with a special chip that allows faster calculations is an innovation

A) only if it processes a certain degree faster than the previous generation of chip.
B) only if it is perceived so by consumers.
C) regardless of the impressions of others.
D) only if it has a brand image.
E) for those who have bought the product but not for others.

Question 30

Innovations are

A) created only out of a sense of public service.
B) critical to sales and future growth.
C) only important for services.
D) only important for products.
E) important primarily when the economy is expanding.

Question 31

Social marketers have been active in persuading consumers to adopt energy conservation,smoke-free workplaces,and abstinence from drugs.These are best thought of as ____ innovations.

A) product
B) ethnic emblem
C) service
D) idea
E) product attribute

Question 32

A dynamically continuous innovation has

A) new affective tags attached in consumers' minds.
B) a limited effect on existing consumption patterns.
C) a pronounced effect on our existing consumption practices.
D) the potential to start a new product category.
E) old associations but a new name.

Question 33

Services such as home shopping and direct mail are innovations primarily because they involve

A) new marketing communications pitches.
B) new brand names.
C) radical innovation.
D) new technology.
E) changes in consumption patterns.

Question 34

When they were invented,airplanes fundamentally affected how,when,and where consumers traveled.At the time they were invented,they were regarded as a

A) cannibalization product.
B) continuous innovation.
C) dynamically continuous innovation.
D) discontinuous innovation.
E) hedonically schematic innovation.

Question 35

3M has introduced a new sponge that has an antimicrobial polymer designed to kill bacteria and germs and reduce the odors associated with wet sponges.This is best thought of as an example of a

A) cannibalization product.
B) continuous innovation.
C) dynamically continuous innovation.
D) discontinuous innovation.
E) hedonically schematic innovation.

Question 36

E-mail is a ____ because it changes the way we sent documents to other people,which is a pronounced effect on consumption practices that were previously used.

A) cannibalization product
B) continuous innovation
C) dynamically continuous innovation
D) discontinuous innovation
E) hedonically schematic innovation

Question 37

Something that is perceived as new by consumers within a market segment and that has an effect on existing consumption patterns is known as a(n)

A) innovation.
B) offering.
C) good.
D) autonomic emblem.
E) syncratic emblem.

Question 38

A discontinuous innovation is defined as a product that

A) cannibalizes other products.
B) disrupts consumers' lives.
C) disrupts a firm's marketing operations.
D) is so new that we have never known anything like it before.
E) is a hedonically schematic innovation.

Question 39

Products like TVs and VCRs may be seen as new to consumers in Third World countries even though we regard them as established products.These products are innovations in Third World countries now because they

A) involve new marketing communications pitches.
B) are entirely new products.
C) are radical innovations.
D) are defined as new by those markets.
E) involve new brand names.

Question 40

Something that is old can also be considered an innovation if it

A) is especially appealing for nostalgia.
B) is especially appealing because it is a sacred object.
C) becomes a gift.
D) serves as a product that fulfills basic needs.
E) is introduced to a new market segment.

Question 41

____ innovations are those that offer benefits in product performance over existing alternatives.

A) Functional
B) Feature
C) Symbolic
D) Hedonic
E) Egoistic

Question 42

If the adoption process is a low-effort one,it is best for marketers to

A) use an information-intensive approach.
B) give consumers written information.
C) give consumers oral information.
D) encourage trial.
E) reduce risk.

Question 43

Hedonic innovations are new products,services,or ideas that

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

Question 44

A new trend for sorority girls on some U.S.college campuses is to tattoo their ankles.Previously tattoos were considered to be a sign of masculinity.Therefore this practice could be considered a(n)____ innovation.

A) functional
B) hedonic
C) discontinuous
D) symbolic
E) expressive

Question 45

Sales of personal computers have led to the creation and sales of other products such as floppy disks,modems,and DVD drives.This is an example of how ____ often spawn(s)peripheral products and associated innovations.

A) new types of public relations and advertising
B) an increase in hedonic consumption
C) an increase in continuous innovations
D) a decrease in spending
E) discontinuous and dynamically continuous innovations

Question 46

Mark just refused to buy a personal computer.He continued to refuse even when his boss pressured him to buy a computer on which to work from home.This is best thought of as

A) hedging.
B) arbitraging.
C) resistance.
D) scheming.
E) referencing.

Question 47

Because the success of new offerings is so important to companies,marketers are often interested in understanding how consumers choose to buy an innovation.This process is known as

A) adoption.
B) referencing.
C) innovating.
D) creating.
E) designating.

Question 48

Resistance is

A) a part of adoption.
B) closely related to adoption.
C) the last stage of adoption.
D) the second stage of adoption.
E) a concept separate from adoption.

Question 49

The notebook computer offers the benefit of portability that desktop computers do not.This is best classified as a(n)____ innovation.

A) functional
B) aesthetic
C) symbolic
D) attribute-based
E) serial

Question 50

Horned- and wire-rimmed glasses were perceived as old-fashioned until they became associated with intellectualism in the 1980s.This does not show that the product is new,but rather the ____ is (are)new.

A) design
B) features
C) brand name
D) meaning associated with the product
E) technology associated with the product

Question 51

New styles of clothing that convey membership in a particular ethnic,age,or gender group may be regarded as ____ innovations.

A) functional
B) radical
C) symbolic
D) attribute-based
E) serial

Question 52

New forms of dance,new types of music,new clothing styles,and new types of food would all qualify as ____ innovations.

A) functional
B) aesthetic
C) discontinuous
D) attribute-based
E) serial

Question 53

Resistance refers to

A) the degree of consumer anger over dangerous products.
B) the degree of consumer anger over pornographic materials.
C) the slowness of marketing communications to build up a brand image.
D) consumers' desires not to buy an innovation.
E) the refusal of consumers to remember the brand name of products bought on sale.

Question 54

Breadth of an innovation refers to

A) the number of different ideas that went into the invention of the new product.
B) the rate of continuity.
C) the rate of discontinuity.
D) the innovativeness scale invented by IBS in the early 1920s.
E) the new and different uses of a new product.

Question 55

Hybrid vehicles are more fuel-efficient and better for the environment than traditional gasoline-powered cars.Hybrid vehicles are an example of a(n)____ innovation.

A) functional
B) hedonic
C) symbolic
D) aesthetic
E) Hybrid vehicles are not considered an innovation as vehicles already existed before their introduction.

Question 56

Low-effort hierarchy of effects occurs when the new product

A) is high priced but less interesting to the consumer.
B) involves less risk, and fewer people are involved.
C) involves central route processing.
D) takes a long time to be adopted but is suddenly rapidly adopted by everyone.
E) takes a short time to be adopted but is only adopted by half the consumers.

Question 57

With low-effort hierarchy of effects,attitudes are based on

A) careful thought.
B) advertising.
C) trial experience.
D) a lot of information.
E) attribute-based processing.

Question 58

Symbolic innovations are products,services,attributes,or ideas that

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

Question 59

All of the following issues regarding a particular innovation might be of great interest to marketers except

A) whether consumers will adopt the innovation.
B) consumer information processing speed.
C) whether consumers will resist the innovation.
D) how consumers will adopt the product.
E) when, in relation to others, a consumer buys the innovation.

Question 60

Upon finding out about the new type of toddler toy,Ying looked up a review in a magazine,asked several friends,and thought carefully about it before making up her mind.This is an example of

A) high-effort hierarchy of effects.
B) low-effort hierarchy of effects.
C) peripheral processing.
D) heuristic processing.
E) schema probing.

Question 61

Innovators tend to have all of the following characteristics except they

A) have a great deal of social influence beyond their immediate groups.
B) are high in need for stimulation.
C) are heavily involved in media.
D) are heavy users within the product category.
E) are low in need for cognition.

Question 62

All of the following are adopter groups except

A) early refusers.
B) innovators.
C) laggards.
D) early adopters.
E) the late majority.

Question 63

By virtue of their experience with the innovation,innovators may

A) have a greater degree of resistance to the innovation.
B) be slower to adopt the innovation.
C) be more easily influenced by a reference group.
D) be less receptive to information about new products.
E) communicate information to others.

Question 64

With an S-shaped diffusion curve,products

A) spread through the market relatively rapidly at first but then slow down.
B) first spread through the market relatively slowly.
C) decline and then rise before finally declining.
D) exhibit only satisfactory performance.
E) spread at a much more rapid pace than they do with M-shaped curves.

Question 65

While some studies have shown innovators to be less dogmatic than others,most research on the relationship between ____ reveals that they are not strongly related.

A) interest in the product category and innovativeness
B) interest in the product category and being a laggard
C) resistance and being a laggard
D) personality traits and innovativeness
E) resistance and innovativeness

Question 66

The ____ diffusion curve starts out more quickly,with a large percentage of the market purchasing as soon as possible.

A) inverted-U-shaped
B) S-shaped
C) exponential
D) U-shaped
E) M-shaped

Question 67

Innovators are

A) early refusers.
B) the smallest group of innovation adopters.
C) laggards.
D) skeptical.
E) the late majority.

Question 68

Because innovators adopt innovations independent of the opinions of other people,they

A) will be easily influenced by their reference group.
B) will be easily influenced by their peer group.
C) may process information about innovations through peripheral route processing.
D) are more receptive to information about new products.
E) are less receptive to information about new products.

Question 69

____ in adopting innovations have been characterized as deliberate.

A) Early refusers
B) Innovators
C) Early adopters
D) The late majority
E) The early majority

Question 70

Some researchers claim that innovators are those who

A) are low in need for cognition.
B) adopt innovations according to the low-effort hierarchy of effects.
C) make a decision to buy a product independent of the decision of others.
D) adopt innovations on the opinions of others.
E) are cognitive misers.

Question 71

Innovators

A) have little social influence.
B) tend to be opinion leaders.
C) tend to be followers.
D) have a need for the instruction of others.
E) tend to be dependent.

Question 72

Diffusion

A) reflects the behavior of groups of consumers within the market.
B) assesses the attitudes of individual consumers within the market.
C) is almost always inward.
D) assesses the behavior of individual consumers within the market.
E) is adoption by heavy users of a new product.

Question 73

A successful innovation that has a moderately long and potentially cyclical product life cycle is known as a

A) fashion.
B) fad.
C) prototype.
D) protocycle.
E) moderate innovation.

Question 74

Innovators have been found to differ from others in how they make decisions.They

A) carefully plan.
B) deliberate for a long time.
C) do less planning and deliberation.
D) engage in attribute-based decision making.
E) utilize whole evaluations in their decision making.

Question 75

If an innovation is to spread through the market,it

A) must appeal to each of the adopter groups.
B) only needs to appeal to innovators.
C) only needs to appeal to early majority consumers.
D) must first appeal to the lower classes.
E) must only appeal to the middle classes.

Question 76

____ of innovations have been characterized as respectable.

A) Early refusers
B) Innovators
C) Early adopters
D) The late majority
E) The early majority

Question 77

Some have criticized the five-category scheme of adopter groups because it assumes that

A) people are rational individuals.
B) there are the same five categories for every innovation.
C) people can recall a lot of information.
D) people are cognitive misers.
E) the number of consumers who adopt an innovation form an S-shaped curve.

Question 78

The diffusion curves reflect the

A) time period under analysis.
B) total sales in dollars.
C) total sales volume.
D) percentage of the population who have adopted the product.
E) total number adopting the innovation.

Question 79

____ of innovations have been characterized as skeptical.

A) Early refusers
B) Innovators
C) Early adopters
D) The late majority
E) The early majority

Question 80

The diffusion of microwave ovens was very slow.Then,diffusion increased dramatically as consumers became more aware and knowledgeable of microwave technology and as more products compatible with microwave technology came onto the market.The diffusion pattern for this product is

A) inverted-U shaped.
B) S-shaped.
C) exponential.
D) U-shaped.
E) M-shaped.