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Exam 15: Innovations: Adoption, Resistance, and Diffusion

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Question 41

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

A) True
B) False

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Question 42

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Innovation can be defined as:

A) an offering that is perceived as new by consumers within a market segment and that has an effect on existing consumption patterns.
B) the creation of value through customers' participation in new product development, among other marketing activities.
C) the usage of technology to facilitate human togetherness, and reduce human separation.
D) a concept that suggests that products go through an initial introductory period followed by periods of sales growth, maturity, and decline.
E) the degree to which consumers influence each other in the diffusion of a new product.

F) A) and C)
G) None of the above

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Question 43

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Innovations vary in how much behavioral change they require on the part of consumers.

Margaret refuses to upgrade her laptop to the latest version of the operating system because she is more comfortable with the current version. This can be considered a symbolic innovation.

In the context of consumer behavior, resistance refers to:

GreenMachine, a hybrid car, is considered to be more fuel-efficient and environment friendly than a traditional gasoline-powered car. GreenMachine is an example of a(n) _____.

A successful innovation that has a moderately long and potentially cyclical product life cycle is known as a(n) _____.

One way to characterize innovations is to describe the degree of change that they create in our consumption patterns.

Innovations are always good for society at large.

Among factors that influence resistance, adoption, and diffusion, _____ refers to the extent to which an innovation follows established guidelines for what seems appropriate in the category.

Identify the differences between adoption and diffusion of an innovation.

Diffusion reflects the behaviors of an individual.

John is a successful attorney who refuses to adopt an electronic file system and instead keeps paper records. He fears that if something is not written down it is not permanent. In this scenario, John is considered a laggard.

The _____ are more conservative, wary of progress, and rely on tradition.

The _____ are the slowest group to adopt an innovation, and are considered skeptics.

Describe how high-effort and low-effort adoption decisions differ

With a low-effort hierarchy of effects, the time between awareness of an innovation and its trial or adoption may be brief.

Shine&Lime Inc. 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 _____.

In the 1980s, almost everybody owned a novelty called a Sound Boxer. This product was a musical device that played a musical note at the press of a button. The sales of this product rapidly grew and just as rapidly fell. In terms of the Product Life Cycle, the Sound Boxer was a:

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