Chapter 15: Consumer Influence and the Diffusion of

Innovations
Multiple Choice Questions:
1. The opinion leadership process is also known as _____.
a. word-of-mouth communications
b. surrogacy
c. mavenship
d. cohort selling
e. peer advertising
(a; Fact, Easy, p. 482)
2. _____ is the process by which one person informally influences the actions or
attitudes of others.
a. Opinion seeking
b. Opinion receipt
c. Opinion leadership
d. Opinion transfer
e. Opinion communication
(c; Fact, Easy, p. 482)
3. The key characteristic of the influence involved in opinion leadership is that _____.
a. it takes place between an opinion giver and an opinion seeker
b. the opinion leader has a close relationship with the opinion seeker
c. the opinion leader is understood to be knowledgeable about the product category
as a result of some formal connection to the commercial selling source
d. the opinion leader is an expert in a variety of different fields, with access to
information that the average consumer does not
e. it is interpersonal and informal, taking place between people who do not represent
a commercial selling source that would gain directly from the sale of something
(e; Understanding, Challenging, p. 482)
4. _____ actively seek information from _____.
a. Opinion receivers; opinion seekers
b. Opinion leaders; opinion seekers
c. Opinion leaders; opinion receivers
d. Opinion seekers; opinion leaders
e. Opinion seekers; opinion receivers
(d; Fact, Moderate, p. 482)

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5. When an opinion seeker has no prior knowledge of the subject area (product or
service), then he is more likely to seek information from _____.
a. a family member.
b. a stranger
c. a salesperson
d. company brochures
e. a coworker
(a; Application, Challenging, p. 482)
6. Opinion leaders are highly credible sources of information because they are usually
perceived as _____ concerning the advice they dispense.
a. consistent
b. objective
c. reliable
d. subjective
e. confident
(b; Understanding, Moderate, p. 483)
7. Jim just bought a new car and takes every opportunity to tell his friends and
neighbors how happy he is with it, as a form of self-confirmation. Jim has taken on
the role of opinion leader in order to resolve any potential _____.
a. postpurchase dissonance
b. feedback
c. viral marketing
d. buzz
e. outsourcing
(a; Application, Moderate, p. 485)
8. In the opinion leader/opinion seeker interaction, which of the following is a
motivation of an opinion leader?
a. reduce the risk of making a purchase commitment
b. learn how to use or consume a product
c. express ones reaction to a stimulating advertisement by telling others about it
d. buy products that have the approval of others, thereby ensuring acceptance
e. reduce search time
(c; Fact, Challenging, p. 486, Table 15.2)
9. In the opinion leader/opinion seeker interaction, which of the following is a
motivation of an opinion receiver?
a. reduce postpurchase uncertainty or dissonance
b. express satisfaction or dissatisfaction with a product or service
c. buy products that have the approval of others, thereby ensuring acceptance
d. gain attention or status
e. express neighborliness and friendship by discussing products or services that may
be useful to others
(c; Fact, Challenging, p. 486, Table 15.2)

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10. Which of the following is a characteristic of a surrogate buyer?

a. more than one can be consulted before making a final decision
b. does not get paid or advice
c. information exchange occurs in the context of a casual interaction
d. high level of accountability
e. usually socially more active than end users
(d; Fact, Challenging, p. 487, Table 15.3)
11. Which of the following is a characteristic of an opinion leader?
a. formal relationship with end users
b. information is exchanged in the form of formal instructions/advice
c. second opinions taken on rare occasions
d. likely to have used the product personally
e. usually hired, therefore gets paid
(d; Fact, Challenging, p. 487, Table 15.3)
12. In the _____ for measuring opinion leadership, respondents are asked to evaluate the
extent to which they have acted as opinion leaders.
a. key informant method
b. objective method
c. sociometric method
d. subjective method
e. self-designating method
(e; Fact, Easy, p. 488)
13. Which method of opinion leadership measurement is most commonly used?
a. the self designating method
b. the sociometric method
c. the key informant method
d. the objective method
e. the subjective method
(a; Fact, Moderate, p. 488)
14. The _____ of measuring opinion leadership is open to bias based on respondents
perception of the desirability of being opinion leaders.
a. key informant method
b. objective method
c. sociometric method
d. subjective method
e. self-designating method
(e; Understanding, Challenging, p. 488)

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15. The _____ for measuring opinion leadership measures the person-to-person informal
communication of consumers concerning products or product categories.
a. key informant method
b. objective method
c. sociometric method
d. subjective method
e. self-designating method
(c; Fact, Moderate, p. 488)
16. The _____ for measuring opinion leadership uses a single individual who is
knowledgeable about the nature of social communications among members of a
specific group to identify the opinion leaders.
a. key informant method
b. objective method
c. sociometric method
d. subjective method
e. self-designating method
(a; Fact, Moderate, p. 488)
17. The _____ is generally not used by marketers because of the difficulties inherent in
identifying an individual who can objectively identify opinion leaders in a relevant
consumer group.
a. key informant method
b. objective method
c. sociometric method
d. subjective method
e. self-designating method
(a; Fact, Moderate, p. 488)
18. The _____ for measuring opinion leadership involves placing new products or newproduct information with selected individuals and then tracing the resulting web of
interpersonal communication concerning the relevant product(s).
a. key informant method
b. objective method
c. sociometric method
d. subjective method
e. self-designating method
(b; Fact, Moderate, p. 489)

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19. One of the advantages of the _____ for measuring opinion leadership is that it is
relatively inexpensive and less time consuming than other methods.
a. key informant method
b. objective method
c. sociometric method
d. subjective method
e. self-designating method
(a; Fact, Moderate, p. 489, Table 15.4)
20. Of the methods discussed for measuring opinion leadership, questions using the
_____ have the greatest degree of validity and are easy to administer.
a. key informant method
b. objective method
c. sociometric method
d. subjective method
e. self-designating method
(c; Fact, Moderate, p. 489, Table 15.4)
21. The _____ is a consumer with a wide range of information about many different types
of products, retail outlets, and other dimensions of the market, who both initiates
discussions with other consumers and responds to requests for market information.
a. surrogate buyer
b. opinion leader
c. market maven
d. opinion seeker
e. purchase pal
(c; Fact, Moderate, p. 491)
22. Which of the following is a characteristic of market mavenism?
a. more interested in newness than price; not bargain conscious
b. aware of new brands in specific product fields
c. knowledgeable about specific product categories
d. no reason to expect an assertive style of shopping and buying
e. involved in many aspects of the marketplace
(e; Understanding, Challenging, p. 492, Table 15.6)
23. Which of the following is a characteristic of consumer innovators?
a. more assertive than other consumers
b. act as opinion leaders for many aspects of the marketplace
c. more value conscious than other consumers; seek bargain prices
d. aware of new brands in many fields
e. knowledgeable about specific product categories
(e; Understanding, Challenging, p. 492, Table 15.6)

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24. The _____ portrays opinion leaders as direct receivers of information from
impersonal mass-media sources, who in turn transmit this information to the masses.
a. two-step flow of communication theory
b. multi-step flow of communication theory
c. adoption process theory
d. three-step flow of communication theory
e. adopter stratification theory
(a; Fact, Moderate, p. 493)
25. The most dangerous negative word of mouth is spread fastest _____.
a. at community events
b. through the Internet
c. via talk shows
d. in an editorial of a local newspaper
e. at work
(b; Fact, Challenging, p. 495)
26. The term _____ describes any strategy that encourages individuals to pass on a
marketing message to others, creating the potential for exponential growth in the
messages exposure and influence.
a. direct-mail advertising
b. viral marketing
c. Internet marketing
d. persuasive marketing
e. global marketing
(b; Fact, Moderate, p. 496)
27. When a HotMail user sends an e-mail, it contains a message tagged on to the bottom
of the e-mail urging recipients to sign up for a free e-mail account with HotMail.
This type of marketing is called _____.
a. viral marketing
b. strategic marketing
c. global marketing
d. persuasive marketing
e. direct-mail advertising
(a; Application, Moderate, p. 496)
28. Julia really liked the most recent horror film she saw, and has told all of her friends
that they should see it. This is known as _____.
a. codified buzz
b. viral marketing
c. uncodified buzz
d. persuasive marketing
e. strategic sharing
(c; Application, Moderate, p. 498)

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29. Trial versions, testimonials, observable usage, and hosted chat rooms are examples of
_____.
a. uncodified buzz
b. persuasive marketing
c. strategic sharing
d. codified buzz
e. viral marketing
(d; Application, Moderate, p. 498)
30. In the broadest sense, _____ is a macro process concerned with the spread of a new
product from its source to the consuming public, whereas _____ is a micro process
that focuses on the stages through which an individual consumer passes when
deciding to accept or reject a new product.
a. innovation; diffusion
b. adoption; diffusion
c. development; innovation
d. communication; development
e. diffusion; adoption
(e; Understanding, Challenging, p. 499)
31. _____ are the first to purchase a new product.
a. Opinion leaders
b. Consumer innovators
c. Laggards
d. Early adopters
e. Market mavens
(b; Fact, Easy, p. 500)
32. The process of _____ is concerned with how innovations spread.
a. innovation
b. adoption
c. success
d. diffusion
e. influence
(d; Fact, Easy, p. 500)
33. Fizzy Cola just came out with a cherry-flavored cola. Fizzy Cherry is not the first
cherry-flavored cola on the market, but it is still considered to be new, based on a
_____ approach to defining innovation.
a. product-oriented
b. market-oriented
c. firm-oriented
d. communications-oriented
e. consumer-oriented
(c; Application, Moderate, p. 501)

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34. Continuous innovation, dynamically continuous innovation, and discontinuous

innovation are types of product innovations based on a _____ definition of
innovation.
a. product-oriented
b. market-oriented
c. firm-oriented
d. communications-oriented
e. consumer-oriented
(a; Fact, Easy, p. 501)
35. Hershey has traditionally made its Kisses from solid milk chocolate. When Hershey
came out with Kisses with almonds in them, this constituted _____.
a. discontinuous innovation
b. circular innovation
c. dynamically continuous innovation
d. straight-line innovation
e. continuous innovation
(e; Application, Moderate, p. 501)
36. The development of MP3 players, when consumers were used to listening to their
music on CD or cassette tape players, constitutes _____.
a. discontinuous innovation
b. circular innovation
c. dynamically continuous innovation
d. straight-line innovation
e. continuous innovation
(c; Application, Moderate, p. 501)
37. 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, constitutes
_____.
a. discontinuous innovation
b. circular innovation
c. dynamically continuous innovation
d. straight-line innovation
e. continuous innovation
(a; Application, Challenging, p. 501)
38. A _____ approach to defining innovation judges the newness of a product in terms of
how much exposure consumers have to the new product.
a. product-oriented
b. market-oriented
c. firm-oriented
d. communications-oriented
e. consumer-oriented
(b; Fact, Moderate, p. 501)

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39. A _____ has the least disruptive influence on established patterns of consumption. It
involves the introduction of a modified product rather than a totally new product.
a. discontinuous innovation
b. circular innovation
c. dynamically continuous innovation
d. straight-line innovation
e. continuous innovation
(e; Understanding, Challenging, p. 501)
40. A _____ is somewhat disruptive with regards to established patterns of consumption,
but still does not alter established behavior patterns.
a. discontinuous innovation
b. circular innovation
c. dynamically continuous innovation
d. straight-line innovation
e. continuous innovation
(c; Fact, Challenging, p. 501)
41. A _____ requires consumers to adopt new behavior patterns.
a. discontinuous innovation
b. circular innovation
c. dynamically continuous innovation
d. straight-line innovation
e. continuous innovation
(a; Fact, Challenging, p. 501)
42. A _____ approach uses consumer perceptions of newness to define innovation, rather
than physical features or market realities.
a. product-oriented
b. market-oriented
c. firm-oriented
d. communications-oriented
e. consumer-oriented
(e; Fact, Moderate, p. 501)
43. The degree to which potential customers perceive new product as superior to existing
substitutes is its _____.
a. relative advantage
b. compatibility
c. complexity
d. trialability
e. observability
(a; Fact, Easy, p. 503)

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44. Trying to market a depilatory cream to men as an alternative to shaving would be

very difficult due to a lack of _____ between the cream and mens existing shaving
routines.
a. relative advantage
b. compatibility
c. complexity
d. trialability
e. observability
(b; Application, Moderate, p. 504)
45. _____ refers to the degree to which a new product is difficult to understand or use.
a. Relative advantage
b. Compatibility
c. Complexity
d. Trialability
e. Observability
(c; Fact, Easy, p. 504)
46. Many software companies allow customers to use limited versions of their software
free for 30 days. This strategy tries to increase the diffusion of a new product through
increasing _____.
a. relative advantage
b. compatibility
c. complexity
d. trialability
e. observability
(d; Application, Moderate, p. 504)
47. Trendy items such as fashion accessories tend to diffuse more easily than products
used in private because fashion accessories have greater _____.
a. relative advantage
b. compatibility
c. complexity
d. trialability
e. observability
(e; Application, Easy, p. 504)

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48. Carl needs a new cell phone, but when he goes to the store to purchase one, he finds
himself to be flooded with such a confusing array of new products and product
variations that he decides to just stick to his old phone instead. Carl has experienced
_____.
a. postpurchase dissonance
b. innovation overload
c. market mavenism
d. trialability
e. viral marketing
(b; Application, Easy, p. 505)
49. A _____ is a physical, social, or cultural environment to which people belong and
within which they function.
a. social hub
b. trial
c. social system
d. market
e. innovation
(c; Fact, Easy, p. 506)
50. Innovators, early adopters, early majority, late majority, and laggards are all _____.
a. adopter categories
b. diffusion stages
c. communications theories
d. marketing strategies
e. innovation strategies
(a; Fact, Easy, p. 508)
51. The _____ adopter category is often an individual who serves as a bridge to other
networks, an opinion broker between groups, rather than within groups.
a. innovator
b. early adopter
c. early majority
d. late majority
e. laggard
(a; Understanding, Moderate, p. 508)
52. The _____ is concerned with how quickly a new product is accepted by those who
will ultimately adopt it.
a. adopter category
b. purchase time
c. social system
d. evaluation
e. rate of adoption
(d; Fact, Easy, p. 509)

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53. Awareness, interest, evaluation, trial, and adoption/rejection are the five stages of
_____.
a. adopter categorization
b. purchase time
c. the adoption process
d. buyer behavior
e. social systems
(c; Fact, Easy, p. 511)
54. Which of the following is true of the personality traits of consumer innovators?
a. they tend to be inner-directed
b. they are highly dogmatic
c. they have a high need for conformity
d. they tend to be brand loyal
e. they have low optimum stimulation levels
(a; Understanding, Challenging, p. 515)
55. Which o the following is true of the demographics of consumer innovators?
a. they tend to be older than noninnovators
b. they have less formal education
c. they have higher personal or family incomes
d. they are likely to have lower occupational status
e. they tend to be more downscale than other consumer segments
(c; Understanding, Moderate, p. 517)
Multiple Choice Mini Cases:
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. 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 isnt worth visiting.
56. In the COPY MINI CASE, Speedy Copys direct-mail campaign attempts to enhance
_____ in order to speed the diffusion of the use of its store.
a. relative advantage
b. compatibility
c. complexity
d. trialability
e. observability
(d; Application, Challenging, p. 504)

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57. In the COPY MINI CASE, Ken makes a point of trying the new store on its opening
day. This makes Ken a(n) _____.
a. innovator
b. early adopter
c. early majority
d. late majority
e. laggard
(a; Application, Moderate, p. 508, Table 15.12)
58. In the COPY MINI CASE, when Ken tells his friends that the store is not worth
visiting, he is creating _____.
a. feedback
b. uncodified buzz
c. codified buzz
d. innovation
e. adoption
(b; Application, Challenging, p. 498)
59. At the end of the COPY MINI CASE, what stage of the adoption process has reached
the _____ stage of the adoption process.
a. awareness
b. interest
c. evaluation
d. trial
e. adoption/rejection
(e; Application, Moderate, p. 489, Table 15.4)
CAR MINI CASE: Marksman Motors is a manufacturer of SUVs. In order to encourage
consumers to consider a Marksman vehicle, Marksman dealerships offer an overnight
test-drive, where consumers are able to drive the car for 24 hours to see if they like it.
They have found the overnight test-drive to be especially popular with people who tend to
adopt new ideas just after the average time and who approach innovations cautiously.
Recently, in response to the popularity of other manufacturers gas-electric hybrid SUVs,
Marksman Motors has come out with a new model, the Evergreen, that is a gas-electric
hybrid SUV. In order to promote the Evergreen, the manufacturer sent a voucher to Car
and Driver Magazine subscribers for a free 3-day test-drive of the Evergreen, to be used
at local Marksman dealerships..
60. In the CAR MINI CASE, the overnight test-drive is designed to encourage
consumers to reach the _____ stage of the adoption process.
a. awareness
b. interest
c. evaluation
d. trial
e. adoption/rejection
(d; Application, Moderate, p. 489, Table 15.4)

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61. In the CAR MINI CASE, the overnight test-drive is especially popular with members
of the _____ adopter category.
a. innovator
b. early adopter
c. early majority
d. late majority
e. laggard
(d; Application, Challenging, p. 508, Table 15.12)
62. In the CAR MINI CASE, the Evergreens gas-electric hybrid motor is considered a
_____.
a. continuous innovation
b. circular innovation
c. dynamically continuous innovation
d. direct innovation
e. discontinuous innovation
(a; Application, Challenging, p. 501)
63. In the CAR MINI CASE, by sending a voucher specifically to Car and Driver
subscribers, Marksman Motors is trying to get _____ to try the Evergreen.
a. market mavens
b. laggards
c. opinion leaders
d. viral marketers
e. surrogate buyers
(c; Application, Challenging, p. 490)
TABLE MINI CASE: Cynthia is looking to buy a new coffee table. Her friend, Steve, has
very tasteful furniture in his home and seems to know quite a bit about furniture, so
Cynthia asks Steve for advice on what style of coffee table would best suit her living
room, and which brands to consider. Cynthia spends about three weeks looking at
different coffee tables before she makes her decision.
64. At the beginning of the TABLE MINI CASE, Cynthia is at the _____ stage of the
adoption process.
a. awareness
b. interest
c. evaluation
d. trial
e. adoption/rejection
(b; Application, Challenging, p. 512, Table 15.14)

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65. In the TABLE MINI CASE, Cynthia is the _____.

a. opinion leader
b. market maven
c. surrogate buyer
d. opinion seeker
e. viral marketer
(d; Application, Easy, p. 482)
66. In the TABLE MINI CASE, Steve is the _____.
a. opinion leader
b. market maven
c. surrogate buyer
d. opinion seeker
e. viral marketer
(a; Application, Easy, p. 482)
67. In the TABLE MINI CASE, the _____ is three weeks.
a. adopter category
b. communication flow
c. rate of adoption
d. skimming policy
e. purchase time
(e; Application, Challenging, p. 507)
True/False Questions:
68. The roles of opinion seeker and opinion leader are static opinion leaders are never
considered opinion seekers.
(False; Understanding, Easy, p. 484)
69. When an information seeker feels that he or she knows little about a particular
product or service, a strong-tie source will be sought, but when the consumer has
some prior knowledge of the subject area, then a weak-tie source is acceptable.
(True; Understanding, Moderate, p. 482)
70. A friends recommendation is more likely to make a consumer feel more
comfortable with a company than a consumers previous experience.
(True; Fact, Challenging, p. 483)
71. Because opinion leaders often base their product comments on firsthand experience,
their advice increases the perceived risk or anxiety inherent in buying new products
for opinion receivers.
(False; Understanding, Easy, p. 484)

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72. The fact that opinion leaders provide both favorable and unfavorable information
detracts from their credibility.
(False; Understanding, Easy, p. 484)
73. Opinion leaders are more likely to dispense positive product information.
(True; Fact, Moderate, p. 484)
74. Consumers are generally much more likely to share a negative experience than a
positive one.
(True; Fact, Moderate, p. 484)
75. Male purchase pals are more likely to be used as sources of product category
expertise, product information, ad retail store and price information, whereas female
purchase pals are more often used for moral support and to increase confidence in the
buyers decisions.
(True; Fact, Challenging, p. 487)
76. The most popular measurement method of opinion leadership is the self-designating
method.
(True; Fact, Challenging, p. 488)
77. Often more than one third of the people studied in a consumer research project are
classified as opinion leaders with respect to some self-selected product category.
(True; Fact, Challenging, p. 491)
78. Surrogate buyers are motivated by a sense of obligation to share information, a desire
to help others, and the feeling of pleasure that comes with telling others about
products.
(False; Understanding, Challenging, p. 487)
79. Market mavens tend to be price insensitive.
(False; Fact, Moderate, p. 491)
80. The multistep flow of communication theory views the opinion leader as an
intermediary between the impersonal mass media and the majority of society.
(False; Understanding, Easy, p. 493)
81. The objective of a promotional strategy of stimulation is to run advertisements or a
direct-marketing program that is sufficiently interesting and informative to provoke
consumers into discussing the benefits of the product with others.
(True; Understanding, Moderate, p. 494)
82. Product-specific opinion leaders can be created by taking socially involved or
influential people and deliberately increasing their enthusiasm for a product category.
(True; Fact, Easy, p. 494)

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83. Use innovativeness involves meeting an old need with a new product specifically
designed for that purpose.
(False; Understanding, Moderate, p. 502)
84. The social system serves as the boundary within which the diffusion of a new product
is examined.
(True; Understanding, Moderate, p. 506)
85. Purchase time refers to the amount of time consumers us a product or service before
they feel comfortable talking to others about their experiences.
(False; Fact, Easy, p. 507)
86. Longer purchase times typically lead to faster diffusion of innovations.
(False; Understanding, Easy, p. 508)
87. The first set of people who purchase a new product are called early adopters.
(False; Fact, Easy, p. 514)
88. The traditional five adopter categories present in diffusion literature include all
potential consumers present in the marketplace.
(False; Understanding, Challenging, p. 509)
89. In general, the diffusion of products worldwide is becoming a more rapid
phenomenon.
(True; Fact, Moderate, p. 509)
90. Impersonal mass-media sources tend to be most valuable for creating initial
awareness; as purchase decision progresses, however, the relative importance of these
sources declines while the relative importance of interpersonal sources increases.
(True; Understanding, Challenging, p. 513)
91. Consumer innovators are not as interested as late adopters or nonadopters in the
product categories that they are among the first to purchase.
(False; Fact, Easy, p. 514)
92. Consumer innovators provide other consumers with information and advice about
new products, and those who receive which advice frequently follow it.
(True; Understanding, Easy, p. 514)
93. Consumer innovators are low-risk perceivers.
(True; Understanding, Easy, p. 516)
94. Consumer innovators are less likely to be deal prone.
(False; Fact, Moderate, p. 516)

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95. Innovators tend to watch more television than noninnovators.

(False; Fact, Moderate, p. 517)
96. Consumer innovators are more socially accepted and socially involved than
noninnovators.
(True; Fact, Easy, p. 517)
97. The overlap of innovativeness across product categories seems to be limited to
product categories that are closely related to the same basic interest area.
(True; Fact, Moderate, p. 517)
Essay Questions:
98.

Opinion leaders are considered to be highly credible sources of information. Why

is this so?
Answer:

Opinion leaders are highly credible sources of information because they are usually
perceived as objective concerning the product or service information or advice they
dispense. Their intentions are perceived as being in the interests of the opinion
recipients because they receive no compensation for the advice and apparently have
no ax to grind. Because opinion leaders often base their product comments on
firsthand experience, their advice reduces the perceived risk or anxiety inherent in
buying new products for the opinion receiver.
(Understanding, Moderate, p. 483-484)
99.

Identify and give example of each of the four kinds of product or service
information opinion leaders are likely to transmit during a conversation.
Answer:

The following four types of product or service information are presented in the text.
Students make give any appropriate example.
Which of several brands is best: Honda offers the best value for money when it
comes to gas-electric hybrid cars.
How to best use a specific product: I have always found brie cheese to taste best
when served at room temperature.
Where to shop: Of the grocery stores in our area, Harris Teeter has the freshest
produce.
Who provides the best service: You should consider having Economy
Exterminators have a look. Their service has always been consistent and their
people are very knowledgeable and friendly.
(Application, Moderate, p. 484)

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100.

Identify and discuss the needs of opinion receivers.

Answer:

Opinion receivers satisfy a variety of needs by engaging in product-related

conversations. First, they obtain new-product or new-usage information. Second,
they reduce their perceived risk by receiving first hand knowledge from a user about a
specific product or brand. Third, they reduce the search time entailed in the
identification of a needed product or service. Moreover, opinion receivers can be
certain of receiving the approval of the opinion leader if they follow that persons
product endorsement or advice and purchase the product.
(Understanding, Challenging, p. 486)
101. Describe the generalized profile of opinion leaders.
Answer:
Although the generalized profile of opinion leaders is likely to be influenced by the
context of specific product categories, the evidence indicates that opinion leaders
across all product categories generally exhibit a variety of defining characteristics:
Opinion leaders reveal a keen sense of knowledge and interest in the particular
product or service area, and they are likely to be consumer innovators.
Opinion leaders demonstrate a greater willingness to talk about the product,
service or topic.
Opinion leaders are more self-confident.
Opinion leaders are more outgoing and gregarious.
Within the context of a specific subject area, opinion leaders receive more
information via nonpersonal sources and are considered to have expertise in
their area of influence.
Opinion leaders usually belong to the same socioeconomic and age groups as
their opinion receivers.
Opinion leader tend to have greater exposure to media specifically relevant to
his or her area of interest than the nonleader.
(Fact, Challenging, p. 490)

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102. Identify and discuss four characteristics that typify a modern social system.
Answer:
Students may choose and discuss any four of the following characteristics:
A positive attitude toward change
An advanced technology and skilled labor force
A general respect for education and science
An emphasis on rational and ordered social relationships rather than on
emotional ones
An outreach perspective, in which members of the system frequently interact
with outsiders, thus facilitating the entrance of new ideas into the social
system
A system in which members can readily see themselves in quite different roles
(Fact, Moderate, p. 506)
103. Identify and describe each of the five adopter categories.
Answer:

Innovators (2.5%): very eager to try new ideas; acceptable if risk is daring;
more cosmopolite social relationships; communicate with other innovators
Early Adopters (13.5%): more integrated into the local social system; the
persons to check with before adopting a new idea; category contains greatest
number of opinion leaders; are role models
Early Majority (34%): adopt new ideas just prior to the average time; seldom
hold leadership positions; deliberate for some time before adopting
Late Majority (34%): adopt new ideas just after the average time; adopting
may be both an economic necessity and a reaction to peer pressures;
innovations approached cautiously
Laggards (16%): the last people to adopt an innovation; most localite in
outlook; oriented to the past; suspicious of the new
(Fact, Moderate, p. 508, Table 15.12)

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104. What is the marketing significance of rate of adoption? How can a slower rate of
adoption be beneficial to the marketer?
Answer:
The rate of adoption is concerned with how long it takes a new product or service to
be adopted by members of a social system. The objective in marketing new
products is usually to gain wide acceptance of the product as quickly as possible.
Marketers desire a rapid rate of product adoption to penetrate the market and
quickly establish market leadership. Rapid product adoption also demonstrates to
market intermediaries that the product is worthy of their full and continued support.
This is called a penetration policy.
Under certain circumstances, marketers might prefer to avoid a rapid rate of
adoption for a new product. Marketers who wish to use a pricing strategy that will
enable them to recoup their development costs quickly might follow a skimming
policy, whereby they first make the product available at a very high price to
consumers who are willing to pay top dollar and then gradually lower the price in a
stepwise fashion to attract additional market segments at each price reduction
plateau.
(Understanding, Challenging, p. 509)
105. Identify and give examples of what happens during each of the five stages of the
adoption process.
Answer:

Awareness: the consumer is first exposed to the product innovation, e.g. Mark
sees the new video iPod advertised in a magazine
Interest: the consumer is interest in the product and searches for additional
information, e.g. Mark goes to the Apple website to find out more about the
video iPod
Evaluation: the consumer decides whether or not to believe that this product
or service will satisfy the need, e.g. Mark decides that the new video iPod
would be perfect for listening to music and watching TV on his 30-minute
train commute to work each day
Trial: the consumer uses the product on a limited basis, e.g. Mark buys a video
iPod at his local Apple store, but saves the receipt so that he can return it in a
few days if he decides he doesnt really like it
Adoption/Rejection: if trial is favorable, the consumer decides to use the
product on a full rather than a limited basis if unfavorable, the consumer
decides to reject it, e.g. Mark finds that watching videos on such a small
screen while on the train makes him sea-sick, and so decides that he doesnt
really like it and returns the iPod
(Application, Moderate, p. 512, Table 15.14)

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106. In what ways is the traditional adoption process model inadequate in its depiction of
the consumer adoption process?
Answer:
Although the traditional adoption process model is insightful in its simplicity, it
does not adequately reflect the full complexity of the consumer adoption process.
For one, it does not adequately acknowledge that there is quite often a need or
problem-recognition stage that consumers face before acquiring an awareness of
potential options or solutions. Moreover, the adoption process does not adequately
provide for the possibility of evaluation and rejection of a new product or service
after each stage, especially after trial. Finally, it does not explicitly include
postadoption or postpurchase evaluation, which can lead to strengthened
commitment or to a decision to discontinue use.
(Understanding, Challenging, p. 512)
107. Discuss the attitude of the consumer innovator toward risk.
Answer:
Consumer innovators seem to be more receptive to the unfamiliar and the unique;
they are more willing to rely on their own values or standards than o the judgment
of others. They also are willing to run the risk of a poor product choice to increase
their exposure to new products that will be satisfying.
(Understanding, Easy, p. 516)

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