Test Bank CH5

Question 1

1) Individuals and households that buy or acquire goods and services for personal consumption make up the ________.
A) consumer market
B) market offering
C) market mix
D) subculture
E) social class

Answer 1

A

Question 2

2) Companies can research many aspects of buying decisions. However, the one that is the most difficult to identify is ________.
A) what consumers buy
B) how and how much they buy
C) why they buy
D) when they buy
E) where they buy

Answer 2

C

Question 3

3) According to the model of buyer behavior, which of the following is one of the two primary parts of a “buyer’s black box”?
A) technological stimuli
B) buyer’s decision process
C) buyer’s spending habits
D) social stimuli
E) promotion stimuli

Answer 3

B

Question 4

4) Marketing stimuli consist of the four Ps. Which of the following is NOT one of these?
A) product
B) packaging
C) price
D) promotion
E) place

Answer 4

B

Question 5

5) In the model of buyer behavior, which of the following is NOT a major type of force or event in the buyer’s environment?
A) economic
B) technological
C) social
D) political
E) cultural

Answer 5

D

Question 6

6) ________ is the most basic determinant of a person’s wants and behavior.
A) Culture
B) Brand personality
C) Cognitive dissonance
D) Motive
E) Attitude

Answer 6

A

Question 7

7) Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.
A) cultural universals
B) reference groups
C) subcultures
D) monocultures
E) social networks

Answer 7

C

Question 8

8) Subcultures include nationalities, religions, geographic regions, and ________.
A) genders
B) ages
C) professions
D) racial groups
E) income levels

Answer 8

D

Question 9

9) Hispanic Americans tend to be deeply family oriented and make shopping a family affair. Older consumers are brand loyal, while younger Hispanics have shown increasing price sensitivity and willingness to choose store brands. Hispanic Americans make up a ________.
A) subculture
B) social class
C) social network
D) life-cycle stage
E) lifestyle

Answer 9

A

Question 10

10) Many companies use ethnically specific themes in their mainstream marketing strategy because marketers have realized that insights gleaned from ethnic consumers can influence their broader markets. This type of marketing is known as ________.
A) total market strategy
B) buzz marketing
C) social networking
D) word-of-mouth marketing
E) life-style marketing

Answer 10

A

Question 11

11) ________ are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.
A) Social classes
B) Societal norms
C) Reference groups
D) Universal cultures
E) Social networks

Answer 11

A

Question 12

12) Consumer purchases are influenced strongly by characteristics that marketers cannot control but must take into account, including cultural, social, psychological, and ________ characteristics.
A) economic
B) professional
C) medical
D) personal
E) genetic

Answer 12

D

Question 13

13) Which of the following statements is true of cultural factors that influence consumer behavior?
A) Cultural influences on buying behavior are identical across countries.
B) Social classes show distinct product and brand preferences in areas such as clothing and travel.
C) Subcultures include nationalities and racial groups, but exclude religions.
D) Subcultures are groups within which each individual has a unique and distinct value system.
E) Hispanic Americans and African Americans are examples of racially segregated groups and not subcultures.

Answer 13

B

Question 14

14) Which of the following statements is true of social classes?
A) Social classes are society’s temporary divisions.
B) Members of a social class have unique and distinct values, interests, and behaviors.
C) People within a social class tend to exhibit similar buying behavior.
D) Income is the single factor that determines social class.
E) Social classes universally exhibit identical product and brand preference

Answer 14

C

Question 15

15) Family is one of the ________ factors that influence consumer behavior.
A) regional
B) social
C) personal
D) psychological
E) business

Answer 15

B

Question 16

16) ________ are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday in the NBA or WNBA.
A) Membership groups
B) Aspirational groups
C) Leading adopters
D) Subcultures
E) Reference groups

Answer 16

B

Question 17

17) A shoe manufacturing company uses ads featuring the members of a country music band with the hope that the band’s fans will see them wearing the company’s shoes and hence purchase the same brand of shoes. The shoe company believes that the band portrays the image of a ________ to the band’s fans.
A) membership group
B) reference group
C) status symbol
D) subculture
E) lifestyle

Answer 17

B

Question 18

18) Word-of-mouth influence comes to consumers from family, colleagues, and ________.
A) investors
B) athletes
C) neighbors
D) entertainment celebrities
E) friends

Answer 18

E

Question 19

19) Rachel loves fashion and is always seen wearing the trendiest fashion outfits. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for the latest fashion at great deals. Most of her friends and colleagues follow her fashion tips. Rachel portrays the image of a(n) ________.
A) surrogate consumer
B) lagging adopter
C) opinion leader
D) brand personality
E) social networker

Answer 19

C

Question 20

20) ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.
A) Opinion leaders
B) Innovators
C) Surrogate consumers
D) Stealth marketers
E) Lagging adopter

Answer 20

A

Question 21

21) Opinion leaders are also referred to as ________.
A) leading adopters
B) lower uppers
C) innovators
D) lagging adopters
E) surrogate consumers

Answer 21

A

Question 22

22) ________ are ambassadors who enthusiastically share their passion for a company’s products with large circles of friends and acquaintances.
A) Leading adopters
B) Brand evangelists
C) Surrogate consumers
D) Market mavens
E) Innovators

Answer 22

B

Question 23

23) Companies that use brand ambassadors are most likely involved in ________ marketing.
A) ambush
B) spam
C) buzz
D) viral
E) database

Answer 23

C

Question 24

24) Facebook, Snapchat and LinkedIn are all examples of ________.
A) brand alliances
B) opinion leaders
C) social networks
D) early adopters
E) market mavens

Answer 24

C

Question 25

25) Which of the following is characteristic of online social networks?
A) use of one-way communication techniques
B) negligible adoption rates
C) guaranteed positive results
D) easy methods to measure results
E) interactive media content

Answer 25

E

Question 26

26) What is the most important consumer buying organization in society?
A) family
B) social class
C) membership group
D) subculture
E) reference group

Answer 26

A

Question 27

27) ________ traditionally has been considered the main purchasing agent for the family in the areas of food, household products, and clothing, although this is changing as more work outside the home.
A) A teenager
B) The husband
C) The wife
D) The couple together
E) The parent

Answer 27

C

Question 28

28) A ________ consists of the activities an individual is expected to perform, according to the people around him/her.
A) motive
B) role
C) lifestyle
D) life cycle
E) perception

Answer 28

B

Question 29

29) A buyer’s decisions are influenced by ________ such as the buyer’s age and life-cycle stage, occupation, economic situation, lifestyle, personality, and self-concept.
A) personal characteristics
B) stereotypes
C) perceptions
D) attitudes
E) psychographics

Answer 29

A

Question 30

30) Life-stage changes usually result from ________.
A) birthdays
B) mentors
C) friends
D) life-changing events
E) siblings

Answer 30

D

Question 31

31) Life-stage segmentation allows marketers to create targeted, actionable, and ________ campaigns based on how people consume and interact with brands.
A) inexpensive
B) professional
C) multimedia
D) social media
E) personalized

Answer 31

E

Question 32

32) Since a person’s economic situation will affect her store and product choices, marketers watch trends in spending, personal income, interest rates, and ________.
A) employment
B) savings
C) home purchases
D) rents
E) fuel prices

Answer 32

B

Question 33

33) ________ is a person’s pattern of living as expressed in his/her psychographics, and it includes the individual’s activities, interests, and opinions.
A) Personality
B) Culture
C) Lifestyle
D) Motive
E) Social class

Answer 33

C

Question 34

34) In the context of the AIO dimensions for measuring consumers’ lifestyles, “A” stands for ________.
A) activities
B) achievements
C) admirations
D) attitudes
E) associations

Answer 34

A

Question 35

35) A current trend in the United States involves rediscovering the benefits of home-cooked food and the use of organic ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to cook healthy and nutritious meals. This change in ________ is one of the reasons for the increasing demand for organic ingredients.
A) self-concept
B) subculture
C) lifestyle
D) personality
E) life-cycle

Answer 35

C

Question 36

36) ________ refers to the unique psychological characteristics that distinguish an individual or group.
A) Attitude
B) Belief
C) Perception
D) Personality
E) Self-awareness

Answer 36

D

Question 37

37) Which of the following terms refers to a specific mix of human traits that may be attributed to a particular brand?
A) brand perception
B) brand identity
C) brand personality
D) brand concept
E) brand equity

Answer 37

C

Question 38

38) Shoez Inc., a manufacturer of shoes, has recently launched a brand of sturdy shoes ideal for hiking and other outdoor activities. Which of the following brand personalities could be best associated with the new brand?
A) sincerity
B) excitement
C) sophistication
D) competence
E) ruggedness

Answer 38

E

Question 39

39) Many marketers use the self-concept premise that people’s possessions contribute to and reflect their identities—that is, “we are what we consume.” According to this premise, consumers ________.
A) buy products to support their self-image
B) rarely identify with brand personalities
C) are affected by opinion leaders
D) compare product brands
E) conduct primary research

Answer 39

A

Question 40

40) Harley-Davidson promotes its motorcycles with images of independence, freedom, and power. Harley-Davidson has created a ________.
A) motive
B) life-cycle stage
C) self-concept
D) brand personality
E) self-actualization need

Answer 40

D

Question 41

55) A marketer of women’s hair care products targeting Chinese customers created an advertising message that told women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of customers’ ________.
A) social class
B) life-cycle stage
C) self-concept
D) status
E) role

Answer 41

C

Question 42

56) A person’s buying choices are influenced by four major psychological factors. Which of the following is NOT one of these factors?
A) motivation
B) perception
C) association
D) learning
E) beliefs

Answer 42

C

Question 43

57) A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.
A) stimulus
B) perception
C) culture
D) motive
E) tradition

Answer 43

D

Question 44

58) According to Freud, a person’s buying decisions are primarily affected by ________.
A) family influences
B) societal expectations
C) brand images
D) cultural norms
E) subconscious motives

Answer 44

E

Question 45

45) Many marketers now use ________ research to dig deeply into consumer psyches and develop better marketing strategies.
A) analytical
B) interpretive
C) causal
D) descriptive
E) experiential

Answer 45

B

Question 46

60) ________ refers to qualitative research designed to probe consumers’ hidden, subconscious motivations.
A) Perception analysis
B) Subliminal analysis
C) Motivation research
D) Need recognition
E) Market segmentation

Answer 46

C

Question 47

61) A marketing research company asked members of a focus group to describe several brands as animals. The purpose of the request is to measure the prestige of the various brands. This is an example of ________.
A) brand strength analysis
B) interpretive consumer research
C) quantitative research
D) buzz marketing
E) brand extension

Answer 47

B

Question 48

62) Maslow’s theory is that ________ can be arranged in a hierarchy.
A) marketing stimuli
B) personal beliefs
C) perceptions
D) human needs
E) decisions

Answer 48

D

Question 49

49) Which of the following is NOT part of Maslow’s hierarchy of needs?
A) physiological needs
B) safety needs
C) spiritual needs
D) esteem needs
E) social needs

Answer 49

C

Question 50

50) According to Maslow’s hierarchy of needs, which of the following is the LEAST pressing need?
A) physiological needs
B) social needs
C) esteem needs
D) self-actualization needs
E) safety needs

Answer 50

D

Question 51

51) ________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.
A) Motivation
B) Perception
C) Dissonance
D) Learning
E) Self-actualization

Answer 51

B

Question 52

52) People cannot focus on all of the stimuli that surround them each day. A person’s tendency to screen out most of the information is called ________.
A) subliminal retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive inertia

Answer 52

D

Question 53

53) People tend to interpret new information in a way that will support what they already believe. This is called ________.
A) selective retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive bias

Answer 53

B

Question 54

54) ________ means that consumers are likely to remember good points made about a brand they favor and forget good points made about competing brands.
A) Selective attention
B) Selective retention
C) Cognitive dissonance
D) Selective distortion
E) Cognitive bias

Answer 54

B

Question 55

55) Mark has long supported a particular brand of footwear and has always bought that brand. Recently, the footwear manufacturer was embroiled in a controversy for using child labor at its manufacturing plants. Mark doubts the news reports and continues to purchase the same brand of footwear. It is most accurate to say that Mark displays ________.
A) selective distortion
B) cognitive dissonance
C) selective retention
D) selective attention
E) consumer ethnocentrism

Answer 55

A

Question 56

56) Juana looked at the September issue of her favorite fashion magazine and did not find anything particularly interesting despite the fact that the magazine had several advertisements that were targeted at Juana’s demographic. The only thing that interested her was an article about an upcoming fashion show. Which consumer behavior is being illustrated in this instance?
A) subliminal advertising
B) groupthink
C) selective attention
D) social loafing
E) consumer ethnocentrism

Answer 56

C

Question 57

57) Stephanie and John wanted to purchase a high-end sports car. They viewed a commercial for a particular sports car that highlighted the cost, design, and power of the car. After viewing the ad, Stephanie felt that the car’s price was acceptable, considering the superior and unique design. John thought that the car was expensive owing to the high power engine installed in it. They used the information in different ways, focusing on issues that each considered important. Which of the following concepts does this scenario demonstrate?
A) selective distortion
B) consumer ethnocentrism
C) selective retention
D) selective attention
E) cognitive dissonance

Answer 57

A

Question 58

72) Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________.
A) alternative evaluation
B) subliminal advertising
C) selective retention
D) cognitive dissonance
E) selective communication

Answer 58

B

Question 59

59) ________ describes changes in an individual’s behavior arising from experience.
A) Lifestyle
B) Learning
C) Perception
D) Cognitive dissonance
E) Selective attention

Answer 59

B

Question 60

60) ________ are minor stimuli that determine where, when, and how a person responds to an idea.
A) Cues
B) Drives
C) Reinforcers
D) Cognitions
E) Impulses

Answer 60

A

Question 61

61) A(n) ________ is a descriptive thought that a person has about something.
A) lifestyle
B) motive
C) belief
D) attitude
E) cognition

Answer 61

C

Question 62

62) A(n) ________ is a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.
A) lifestyle
B) motive
C) belief
D) attitude
E) perception

Answer 62

D

Question 63

63) Which of the following would each consumer segment attracted to The Attic Trunk have in common with the other consumer segments?
A) habitual buying behaviors
B) self-concepts
C) AIO dimensions
D) life-cycle stages
E) aspirational groups

Answer 63

C

Question 64

64) When consumers are highly involved with the purchase of an expensive product and they perceive significant differences among brands, they most likely will exhibit ________.
A) consumer capitalism
B) complex buying behavior
C) consumer ethnocentrism
D) dissonance-reducing buying behavior
E) variety-seeking buying behavior

Answer 64

B

Question 65

65) George is buying his first house. He has spent a month looking at houses and comparing attributes such as price and location. He has contacted several real estate agents to look at different types of houses. George is most likely exhibiting ________.
A) variety-seeking buying behavior
B) complex buying behavior
C) consumer capitalism
D) dissonance-reducing buying behavior
E) marketing myopia

Answer 65

B

Question 66

66) When consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands, they most likely will exhibit ________.
A) habitual buying behavior
B) complex buying behavior
C) impulse buying behavior
D) dissonance-reducing buying behavior
E) consumer capitalism

Answer 66

D

Question 67

67) For the past ten years, Bill and Margaret have saved money to go to the Super Bowl
should their team, the Chicago Bears, reach the finals of the NFC championship. This is the year, and several tour companies offer attractive, but very similar, packages to the game. Since all packages are pretty much the same, they have chosen one that fits their budget. Bill and Margaret are most likely exhibiting ________.
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) consumer capitalism
E) consumer ethnocentrism

Answer 67

B

Question 68

68) Which of the following consumer buying behaviors is related to conditions of low- consumer involvement and little significant brand difference?
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) consumer capitalism

Answer 68

C

Question 69

69) Pat thought he had received the best deal on his new car. Shortly after buying the car, Pat started to notice certain disadvantages of his new car as he learned more about other cars available in the market. Pat is experiencing ________.
A) dissonance-reducing buying behavior
B) need recognition
C) postpurchase dissonance
D) marketing myopia
E) complex buying behavior

Answer 69

C

Question 70

70) Which of the following would a marketer LEAST likely do to encourage habitual buying behavior?
A) dominate shelf space
B) run frequent reminder ads
C) keep shelves fully stocked
D) stress unique features in ads
E) offer lower prices and coupons

Answer 70

D

Question 71

71) Eduardo usually purchases the same breakfast cereal, the kind he grew up eating. Eduardo exhibits ________.
A) dissonance-reducing buying behavior
B) complex buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) conspicuous consumption behavior

Answer 71

C

Question 72

72) Carrie tends to purchase various brands of bath soap. She has never been loyal to a specific brand; instead she does a lot of brand switching. Carrie exhibits ________.
A) dissonance-reducing buying behavior
B) complex buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) conspicuous consumption behavior

Answer 72

D

Question 73

73) When customers have low involvement in a purchase but perceive significant brand differences, they will most likely engage in ________.
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) consumer ethnocentrism

Answer 73

D

Question 74

74) The buyer decision process consists of five stages. Which of the following is NOT one of these stages?
A) need recognition
B) information search
C) conspicuous consumption
D) purchase decision
E) postpurchase behavior

Answer 74

C

Question 75

75) The buying decision process starts with ________, in which the buyer spots a problem.
A) need recognition
B) information search
C) impulse purchases
D) buyer’s remorse
E) alternative evaluation

Answer 75

A

Question 76

76) An invitation to go skiing over the weekend forced Donna to look at her current wardrobe. She realized that she required a warmer coat. Which of the following stages of the buyer decision process does Donna exemplify?
A) product evaluation
B) situational analysis
C) need recognition
D) problem screening
E) information search

Answer 76

C

Question 77

77) Donna wants to buy a new coat. During the ________ stage of the buyer decision process she will ask her friends to recommend stores that sell good quality winterwear clothing. She will also go through newspapers and magazines to look out for offers and sales on coats.
A) product evaluation
B) alternative evaluation
C) need recognition
D) information search
E) purchase decision

Answer 77

D

Question 78

78) If a consumer’s drive is strong and a satisfying product is near at hand, the consumer is likely to purchase the product at that time. If not, the consumer may store the need in memory or undertake ________.
A) consumer ethnocentrism
B) buyer’s remorse
C) a need recognition
D) an information search
E) cognitive dissonance

Answer 78

D

Question 79

79) James has decided to buy a new vehicle. His brother John has recently purchased a new truck and recommends the same model to James. James finally decides to buy the same truck. Which of the following sources of information has most likely influenced James’ purchase decision?
A) experiential sources
B) public sources
C) personal sources
D) commercial sources
E) market mavens

Answer 79

C

Question 80

80) John has decided to buy a particular smartphone that he saw reviewed online. Which of the following sources of information has most likely influenced John’s purchase decision?
A) laggards
B) commercial sources
C) public sources
D) personal sources
E) market mavens

Answer 80

C

Question 81

81) Marketers realize that their commercial sources ________ the buyer.
A) legitimize products
B) attract
C) evaluate products
D) personalize products to
E) inform

Answer 81

E

Question 82

82) The information sources that are the most effective at influencing a consumer’s purchase decision are ________. These sources legitimize or evaluate products for the buyer.
A) commercial
B) public
C) experimental
D) personal
E) attitudinal

Answer 82

D

Question 83

83) Marketers describe the way a consumer processes information to arrive at brand choices as ________.
A) alternative evaluation
B) information search
C) impulse buying
D) consumer capitalism
E) cognitive dissonance

Answer 83

A

Question 84

84) Robert has taken up cycling as a hobby and as a way to maintain his physical fitness. He wants to buy a hydration system since he will need a lot of water as he cycles. Having gathered a great deal of information, he has finally narrowed down his choices to three systems: Waterbags for Roadies, Supertanker Hydropacks, and Fast Water. Robert is in the ________ stage of the buyer decision process.
A) need recognition
B) evaluation of alternatives
C) product trial
D) postpurchase evaluation
E) information search

Answer 84

B

Question 85

85) Generally, the consumer’s purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. Which of the following is one of these factors?
A) economic risks
B) attitudes of others
C) cognitive dissonance
D) alternative evaluation
E) buyer’s remorse

Answer 85

B

Question 86

86) After the purchase of a product, consumers will be either satisfied or dissatisfied and engage in ________.
A) consumer capitalism
B) alternative evaluation
C) postpurchase behavior
D) consumer ethnocentrism
E) information searches

Answer 86

C

Question 87

87) The relationship between the consumer’s expectations and the product’s ________ determines whether the buyer is satisfied or dissatisfied with a purchase.
A) perceived performance
B) brand personality
C) market reach
D) consumer market
E) market share

Answer 87

A

Question 88

88) A particular automobile company works to keep its customers happy after each sale, aiming to delight each one of them in order to increase their customer lifetime value. Which of the following steps of the buyer decision process does the company exemplify?
A) need recognition
B) information search
C) evaluation of alternatives
D) purchase decision
E) postpurchase behavior

Answer 88

E

Question 89

89) A particular automobile company works to keep its customers happy after each sale, aiming to delight each one of them in order to increase their customer lifetime value. Which of the following steps of the buyer decision process does the company exemplify?
A) need recognition
B) information search
C) evaluation of alternatives
D) purchase decision
E) postpurchase behavior

Answer 89

E

Question 90

90) Almost all major purchases result in ________, or discomfort caused by postpurchase conflict.
A) need recognition
B) cognitive dissonance
C) consumer ethnocentrism
D) conspicuous consumption
E) consumer capitalism

Answer 90

B

Question 91

91) When a customer feels uneasy about losing out on the benefits of a brand not purchased, she is likely to experience ________.
A) selective retention
B) selective attention
C) selective distortion
D) cognitive dissonance
E) consumer ethnocentrism

Answer 91

D

Question 92

92) Consumers learn about new products for the first time and make the decision to buy those products during the ________.
A) need recognition stage
B) adoption process
C) evaluation process
D) trial process
E) quality assessment stage

Answer 92

B

Question 93

93) Which of the following is the first stage in the new product adoption process?
A) awareness
B) adoption
C) evaluation
D) interest
E) trial

Answer 93

A

Question 94

94) Which of the following is the adoption process stage at which the consumer considers whether trying the new product makes sense?
A) awareness
B) interest
C) evaluation
D) adoption
E) trial

Answer 94

C

Question 95

95) Cameron loves to own and be up-to-date on the latest technological gadgets available in the market. Among his friends, he is always the first to own the latest electronic gadgets. He loves trying out new products before others. Cameron most likely belongs to the ________ adopter group.
A) innovator
B) surrogate consumer
C) late mainstream
D) early mainstream
E) lagging

Answer 95

A

Question 96

96) Five characteristics are important in influencing an innovation’s rate of adoption. Which of the following is NOT one of those characteristics?
A) relative advantage
B) compatibility
C) consumability
D) complexity
E) communicability

Answer 96

C

Question 97

97) In the context of product characteristics that influence the rate of adoption, ________ refers to the degree to which the innovation fits the values and experiences of potential consumers.
A) communicability
B) relative advantage
C) compatibility
D) complexity
E) divisibility

Answer 97

C

Question 98

98) Which of the following product characteristics refers to the degree to which the innovation appears superior to existing products?
A) compatibility
B) divisibility
C) communicability
D) relative advantage
E) complexity

Answer 98

D

Question 99

99) Which of the following best describes divisibility of an innovation that influences the rate of adoption?
A) It is the degree to which the innovation is difficult to understand.
B) It is the degree to which the results of using the innovation can be observed or described to others.
C) It is the degree to which the innovation appears superior to existing products.
D) It is the degree to which the innovation may be tried on a limited basis.
E) It is the degree to which the innovation fits the values and experiences of potential consumer

Answer 99

D

Question 100

100) Relative advantage, compatibility, complexity, divisibility, and communicability are all characteristics of ________.
A) alternative evaluations
B) the degree of buyer involvement
C) a product’s rate of adoption
D) unexpected situational factors
E) postpurchase behaviors

Answer 100

C