Question 1

The Gillette MACH3 razor was adopted quickly because of its:

Accepted Answer

The Gillette MACH3 razor was adopted quickly because of its compatibility. The MACH3 was compatible with existing Gillette razor handles and blades, making it an easy upgrade for customers.

Question 2

The acceptance of convenience food such as frozen potato chips is generally due to their ease of preparation and use. This is an example of the issue of:

Accepted Answer

The answer of The acceptance of convenience food such as...

Question 3

Salespeople and informal opinion leaders are considered to be:

Accepted Answer

The answer of Salespeople and informal opinion leaders are considered...

Question 4

Apple Macintosh computers established themselves in the market primarily because they were easier to use than other computers. Their success can be attributed to the issue of:

Accepted Answer

The answer of Apple Macintosh computers established themselves in the...

Question 5

Market-orientated definitions are used to study:

Accepted Answer

The answer of Market-orientated definitions are used to study:
...

Question 6

The degree to which a consumer feels a new product is consistent with their present needs, values and practices, is a measure of its _____, which is a contributing factor in accepting or rejecting it faster.

Accepted Answer

Compatibility refers to the degree to which a new product fits the consumer's current needs, values, and practices. This is a key factor in the speed of accepting or rejecting a new product. Relative advantage refers to how much better a new product is compared to existing ones, observability refers to how visible the benefits of a new product are, and complexity refers to how difficult a new product is to understand and use.

Question 7

Consumers who do not purchase an innovation because they don't understand how it works would view the innovation as having:

Accepted Answer

Complexity refers to the level of difficulty or confusion consumers experience when trying to understand how to use the innovation. If consumers do not understand how an innovation works, they are likely to perceive it as complex and therefore may choose not to purchase it.

Question 8

A _____ definition of a product considers a product new if the product is new in the eyes of the customer.

Accepted Answer

A consumer-oriented definition of a product considers a product new if it is perceived as new by the customer. This definition focuses on the customer's perception of newness rather than the firm's or the market's definition. It is an important perspective for product innovation and adoption.

Question 9

The degree to which a new product is capable of being tried on a limited basis defines its:

Accepted Answer

Trialability refers to the ease with which a new product can be tried on a limited basis. The other options - observability, relative advantage, and complexity - do not directly relate to the trialability of a new product.

Question 10

The amount of time that elapses between consumers' initial awareness of a new product or service and the point at which they purchase or reject it is:

Accepted Answer

The amount of time between initial awareness and purchase or rejection is commonly referred to as the purchase time. The other answer choices, rate of adoption, identification of adopter categories, and purchase period, are all related concepts but do not specifically refer to the time between initial awareness and purchase or rejection.

Question 11

Thomas has never bought tennis shoes with Velcro fasteners because he perceived them as being for children or old people. This issue concerned the product's:

Accepted Answer

Thomas's perception of tennis shoes with Velcro fasteners as being for children or old people relates to the product's compatibility with his self-image and lifestyle, not to its complexity, relative advantage, or observability. Compatibility refers to how consistent the product is with potential customers' existing values, past experiences, and needs.

Question 12

Which of the following approaches to define a new product or service is most favoured by researchers?

Accepted Answer

The answer of Which of the following approaches to define...

Question 13

A modern social system will ease the diffusion of innovations. Which of the following is not a characteristic of a modern social system?

Accepted Answer

A modern social system values diversity and recognizes the importance of different roles and perspectives. It does not necessarily promote a system where members see themselves in similar or parallel roles in the future.

Question 14

The greater the opportunity to try a new product, the easier it is for consumers to evaluate it and ultimately adopt it. This refers to:

Accepted Answer

The statement is specifically referring to the concept of trialability, which means the ease with which a consumer can try out a new product or service.

Question 15

The degree to which consumers feel a new product is consistent with their present needs, values and practices defines the product's:

Accepted Answer

Compatibility refers to the degree to which a new product is consistent with consumers' present needs, values, and practices.

Question 16

The carpet salesperson poured soft drink on a carpet sample to show how the specially treated carpet would resist stains. This demonstration was done so the consumer would better understand the product's features and is an example of the product's:

Accepted Answer

The demonstration of pouring soft drink on a carpet sample to show how the specially treated carpet would resist stains is an example of observability, as the consumer is able to directly observe and understand the product's features.

Question 17

Relative advantage is:

Accepted Answer

Relative advantage refers to the degree to which a new product is perceived by potential consumers as superior to existing substitutes. It is a key factor in the adoption of new products and can be influenced by various factors such as pricing, quality, and features.

Question 18

The degree to which consumers perceive a new product as superior to existing substitutes determines its:

Accepted Answer

Relative advantage refers to the degree to which a new product is perceived as superior to existing substitutes. It is a key determinant of the adoption or acceptance of a new product by consumers. Compatibility refers to the extent to which a new product is consistent with consumers' existing values, needs, and experiences, while complexity refers to the level of difficulty involved in understanding and using a new product. Trialability refers to the ease with which consumers can experiment with a new product before committing to its purchase.

Question 19

Jim believed an innovative new putter helped him consistently hit the golf ball straighter. Compared to other putters, Jim feels this product has:

Accepted Answer

The concept of relative advantage refers to the perception by the consumer that the innovation is better than the product it replaces. Since Jim believes that the putter helps him consistently hit the golf ball straighter, he believes it has a relative advantage compared to other putters. Therefore, choice C is the best answer.

Question 20

A _____ compels consumers to adopt a new behaviour pattern.

Accepted Answer

Discontinuous innovation is a type of innovation that requires consumers to adopt a completely new behaviour pattern. It is a radical innovation that disrupts existing habits and requires significant learning and effort on the part of consumers. Continuous innovation, on the other hand, refers to small improvements or enhancements to existing products or services, while dynamically continuous innovation requires some adaptation from consumers but does not fundamentally change their behaviour. Modified innovation is not a common term used in innovation theory.

Quiz 15: Consumer influence and diffusion of innovations