81.
Which factor affecting the spread of innovations refers to the consistency with the individual’s
and group’s values or beliefs?
82.
Which of the following is NOT an adopter category?
83.
Which adopter group represents the first 2.5 percent to adopt an innovation?
84.
Charles was the last person on his block to purchase a color television set, and that was in the
1980s. He just couldn’t see the reason to purchase a new color television if his old one was
working just fine. He finally purchased one because his old TV stopped working. In terms of
adopter categories, Charles would be classified as a(n) _____.
85.
Potential obstacles to rapid market acceptance of an innovation are known as _____.
True / False Questions
86.
A reference group is a group whose presumed perspectives or values are being used by an
individual as the basis for his or her current behavior.
87.
(p. 224)
Roughly half of online teens report using social networking sites.
88.
The top reason consumers want to interact with firms on social media is to be entertained.
89.
A brand community is a non-geographically bound community, based on a structured set of
A brand community is a geographically bound community, based on a structured set of social
relationships among owners of a brand and the psychological relationship they have with the
brand itself, the product in use, and the firm.
90.
Brand communities are relevant for basically any type of products.
91.
An e-community is a community that interacts over time around a topic of interest on the
Internet.
92.
Reference group influence can take three forms: informative, normative, and identification.
93.
(p. 228)
Group influence is strongest when the use of the product or brand is visible to the group.
94.
Spectators consume other people’s content by reading blogs and watching videos.
95.
Positive experiences are more powerful motivators of WOM than are negative experiences.
96.
Enduring involvement leads to enhanced knowledge about and experience with the product
category or activity.
97.
Generalized market influencers are referred to as opinion leaders.
98.
Advertising can stimulate and simulate word-of-mouth but not opinion leadership.
99.
Buzz is generally supported by large advertising budgets.
100.
Adoption of a discontinuous innovation requires major changes in behavior of significant
importance to the individual or group.
101.
The more the purchase and use of an innovation are consistent with the individual’s and
group’s values or beliefs, the more rapid the diffusion.
Essay Questions
102.
There are several types of groups that share a set of norms, values, or beliefs. Discuss any
three of them.
103.
Describe the four types of consumption subcultures and their importance for marketing.
104.
Consumers interact with social media for four reasons other than entertainment or marketing.
Name them.
105.
You are a marketing manager and want to use the power of reference groups to influence
consumers. Reference group influence can take three forms. Name and describe each, and
explain how you could use each type of influence in an advertisement.
106.
Discuss the five determinants of the degree of reference group influence on a consumer.
107.
Compare and contrast the categories of innovations, and give an example of each.
108.
Apple recently came out with the video iPod, which allows users to download video content
from the Internet. Very soon after the introduction of this innovation, television shows were
made available for consumers to purchase or to obtain for free. This has brought about a
rather radical change in the way viewers consume television, and some have predicted that
this will create significant changes in the current business model for television networks and
program producers. Discuss five of the many factors discussed in the chapter that will
influence the spread of this innovation.