exam 1

Question 1

everyone is creative but

Answer 1

creativity can be very different from one individual to the next

Question 2

the Torrance creativity index turned out to be a good indicator of

Answer 2

Creative accomplishments as adults

Question 3

according to Creativity Crisis in America, American creativity scores

Answer 3

are decreasing

Question 4

people who do not understand cognitive preferences tend to

Answer 4

personalize and/or avoid conflict

Question 5

it is important for marketers and product innovators to recognize that on some level,

Answer 5

all consumer purchase decisions are emotional

Question 6

the Weird Rules of Creativity article recommended for increased innovation

Answer 6

hire people you don’t like, promote people who oppose your ideas, get people arguing

Question 7

according to Newsweek’s Creativity in America article, the accepted definition of creativity is

Answer 7

the production of something original and useful

Question 8

the most widely recognized cognitive distinction is

Answer 8

between left brain and right brain

Question 9

according to Putting Your Whole Brain to Work, the biggest barrier to recognizing the contributions of people unlike you is

Answer 9

ego

Question 10

the two factors driving the increased need for innovation are

Answer 10

commoditization of products and increasing consumer expectations

Question 11

creativity requires

Answer 11

constant shifting between the left and right halves of your brain

Question 12

according to Sir Ken Robinson the thing that stifles creativity in children is

Answer 12

the education system

Question 13

According to James Marsh, companies need to

Answer 13

exploit existing businesses while exploring new ones

Question 14

the capabilities of a startup company test to reside in their

Answer 14

resources (especially their people)

Question 15

as companies grow, the factors that determine what a company can and cannot do tend to be

Answer 15

processes and values

Question 16

established companies tend to ignore disruptive technologies because

Answer 16

gross margins are too small and the market opportunity is too small

Question 17

one of the basic truths in Christensen’s article on Disruptive Technology is that

Answer 17

technology supply greatly exceeds market demand

Question 18

a disruptive technology disrupts

Answer 18

existing business models

Question 19

industrial engineers primary responsibility is

Answer 19

the user experience, including aesthetic appeal, functional interfaces, and emotional appeal

Question 20

the three areas that come together in any new product development include

Answer 20

technology, design, and user needs

Question 21

a design language is

Answer 21

a set of signs, symbols, and icons

Question 22

according to the article Designing Breakthrough Products most companies pursue a product development strategy of

Answer 22

technology substitution

Question 23

according to the article Designing Breakthrough Products, a product development strategy aimed at transcending existing needs to develop breakthrough products is called a

Answer 23

technology epiphany

Question 24

phenomenology is

Answer 24

the study of how people experience life

Question 25

ethnography is

Answer 25

the systematic study of people and cultures

Question 26

behavioral artifacts are

Answer 26

observed behaviors, what you would capture with a video camera

Question 27

it’s important for researchers to look beyond behavioral artifacts and

Answer 27

try to understand emotions, values, and culture

Question 28

the reasons experience innovation is difficult for companies includes

Answer 28

no single owner has authority over the customer experience (often involves thousands of employees;
it requires mastering competencies companies often lack;
it requires a new mindset - a cultural change

Question 29

the elements of experience design space include

Answer 29

the individual consumer in the center, surrounded by events, context, involvement, and personal meaning

Question 30

the three co-creators of value in experience innovation include

Answer 30

the company and its network, the consumer, and the consumer community