exam 1 Flashcards
chapter 2
Innovators are placed on the right and laggards are placed on the left.
False
Time moves vertically. (T or F)
False
A majority of adopters are placed in the middle. (T or F)
True
The vertical axis represents the number of adopters. (T or F)
True
It was introduced by Dr. Rogers in sociology. (T or F)
True
Innovators and early adopters account for 30% of the population. (T or F)
False
The diffusion curve illustrates how a trend starts, peaks, and then declines among consumers. (T or F)
True
Rogers’ 1962 original model shows a very small group of innovators who begin the diffusion process, followed by
a larger group of opinion leaders (=early adopters). Together these consumers are change agents. (T or F)
true
Fashion change agents control the diffusion of an innovation. (T or F)
True
Fashion change agents are the best educated or wealthiest people. (T or F)
False
When others recognize them for their abilities, fashion change agents become “influentials” who establish the
standards of how to wear new styles for others in the group. (T or F)
true
Innovators are young, affluent, educated, and price-sensitive. (T or F)
False
Innovators are more likely than others to be asked for advice about clothes
False
Innovators are risk takers, but make sure that any fashion that they “get into” has been field tested before (– early
adopters). t or f
False
Early adopters are likely to be found in fashion-forward stores featuring the latest “hot” designers. (T or F)
true
Fashion followers tend to prefer market-dominated sources for style information compared to opinion leaders. (T
or F)
false
Shows how an innovation could spread between social groups and market segments. (T or F)
True
. Represents the transmission of the innovation from one company to another, each targeting different consumer
segment. (T or F)
True
Visualizes the chaotic period, which is the period of instability as an innovation moves from one market niche to
another. (T or F)
true
Provides the forecaster with a way to structure observations, determine potential markets for the innovation, and
estimate the timing when the innovation will reach new consumer segments. (T or F)
true
The horizontal axis shows the number of cumulative adopters. (T or F)
false
It explains the transmission of the innovation from innovators to mass consumers through impersonal and
personal influences. (T or F)
false
An —– is something new that is introduced to the public for approval and adoption
innovation
Innovations have the potential to become —- trends only if they have a desirable set of tangible and
intangible benefits and can be modified and expressed in different ways to appeal to a broader public
mainstream
Five characteristics that would help or hinder the adoption of an innovation
Relative advantage; compatibility; complexity; trialability; observability
Among the characteristic of an innovation, which of the following is the barrier to adoption of innovation? Others
would speed the adoption of an innovation.
complexity
Once they are identified, trends must be given a —– a name or slogan that can be used as a popular identifier
label
A label makes a trend easy for consumers to comprehend and remember. With this label comes a surge in
interest in the trend. This surge of interest catches the attention of people in the industry who recognize the
potential of the trend and rush to produce it in their own lines. This phenomenon is called the —-
coattail effect
The —– explains how innovations spread within a social system, including the kind of consumers
participating in each stage
diffusion process
The theoretical model of diffusion for the Rogers model (1962) shows a — . The first step involves
transmission of new ideas through the —- influence of mass media and —— to
innovators and opinion leaders (early adopters). The second step depends on the ——-
within social groups as new ideas move from fashion leaders to fashion followers
two step flow, impersonal, marketer based information, personal, face-to-face influence
Depends on the ability of fashion retailers to introduce new fashions quickly and facilitate the rapid diffusion of the
fashions to all levels of the market. (TD, TA, or TU)
Trickle across
Innovations from subcultural groups outside the mainstream are adapted by the mainstream consumers. (TD, TA,
or TU)
trickle up
Chase (imitators chase the status markers of the elite) and flight (elite flying away towards new forms of
differentiation) pattern. (TD, TA, or TU)
trickle down
Experimentations in sub-cultures inspire the runway fashion styles. (TD, TA, or TU)
trickle up
Status float phenomenon” by Field (1970). (TD, TA, or TU)
trickle up
Depends on mass communication, mass production, and middle class. (TD, TA, or TU)
triple across
Depends on fashion leadership (via personal influence) within a social group or strata. (TD, TA, or TU)
triple across
Depends on two forces – differentiation and imitation. (TD, TA, or TU)
trickle down
Depends on fashion professionals who recognize styles created by consumer stylists in the streets and transfer
them to high fashion. (TD, TA, or TU)
trickle up
Examples include Flapper of the 20s and Youthquake of the 60s (TD, TA, or TU)
Low median age – trickle-up fashions
trickle up
Fashion is diffused from the leisure class to the lower classes. (TD, TA, or TU)
trickle down
It is also called simultaneous adoption theory (TD, TA, or TU)
trickle across
Louis Vuitton’s Spring 2016 collection inspired by Japanese cartoon characters (TD, TA, or TU)
trickle up
The rapid diffusion of fashion to all levels of the market based on the ability of the fashion industry to knockoff
designer fashion quickly. (TD, TA, or TU)
trickle across
Economist Thorstein Veblen (1899) described the upper level of the social system as the —-. Members
of the leisure class displayed wealth in several distinctive ways. In each of these displays, wealth serves as a
background for the activities that were the hallmark of the times
leisure class
—– occurs when members of the upper class display their wealth through their
extravagant lifestyle. In Veblen’s time, philanthropy, art collecting, acquisition of homes and furnishings, and
wearing haute couture garments demonstrated conspicuous consumption
Conspicuous consumption
George Field (1970) proposed the status float phenomenon (=trickle-up theory of fashion change). To support his
view, Field cited specific examples from the culture which include influence of African-American culture, emphasis
on youth culture, gender fluidity in fashion, mixing of the classes, and style leadership by prostitutes.
Laver (1973) suggested that fashion changed systematically by covering one part of the body while uncovering
another. Parts of the female body, which are exposed by a fashion, lose their erotic power over time. When this
happens, the fashion goes out of style. Another part of body, one that has been hidden during the previous
period, becomes focus of attention for the next fashion cycle. The newly emphasized part of the body becomes an
erogenous zone
—- of fashion can be visualized as moving from a point of exaggeration in one direction toward
one in the opposite direction. The midpoint represents the classic form as a compromise between the two
extremes
pendulum swing
Behling’s model shows that the direction of fashion change depends on several factors:
the median age of the
population, the economic health of the country, and the presence or absence of government regulation
During time periods when the median age was –– the 1920s, and the mid-1960s to mid-1970s – fashion looks
— from youthful consumers to the market as a whole
low, trickled up
During time periods when the median age was —–, fashion tended to —– from the older, wealthy, and
influential classes
higher, trickle down
Behling’s model shows a relationship between the —– and —– Events that can alter this directional flow are a depressed economy or regulation of
fashion by governmental decree, as during wartime rationing
the median age of population, fashion role models, direction of fashion flow
The median age of the population determines the direction of fashion change. (T or F)
true
When the role models of a society are from an older, more affluent class, fashion trickles up. (T or F)
false
the speed of the fashion process is influenced by the amount of disposable or discretionary income. (T or F)
true
The economic depression or governmental regulation influences fashion change. (T or F)
true
