CHAPTER 15 (Innovations: Adoption, Resistance, And Diffusion) 1. Using the telephone as an innovation that once was discontinuous identify examples of products that represent dynamically continuous and continuous innovations based on the original telephone. 2 Identify any innovation that simultaneously satisfies functional, aesthetic/hedonic, and symbolic needs. Briefly explain your example and DO NOT use examples based on food (cf nutrition-bar example discussed in the textbook) or clothing. 3. In chapter 9 (on judgment and decision-making based on low effort), you first encountered the traditional hierarchy-of-effects model for high-effort situations (thinking – feeling – behaving) and the hierarchy-of-effects model for low-effort situations (thinking – behaving -feeling) a: Reconcile the hierarchy-of-effects models discussed in chapter 9 with the adoption decision processes outlined in Exhibit 15.5 by replacing the terms in the exhibit with the applicable terms (“thinking”, “feeling”, or “behaving”) discussed in chapter 9. b: Do you agree that the hierarchy-of-effects models discussed in chapters 9 and 15 are equivalent? c: Under what conditions do consumers engage in the high-effort adoption decision process? 4. The adoption curves are shown in Exhibit 15.6 and Exhibit 15.8 (a&b) represent two different interpretations of the concept of diffusion. Briefly describe these two interpretations. 5 Assign each of the following personality characteristics discussed in chapter 14 to only one of the relevant adopter groups shown in Exhibit 15.6: creativity, dogmatism, optimal stimulation level (high), optimal stimulation level (low), and susceptibility to influence. Briefly discuss your assignments. 6 Which of Hofstede’s value dimensions are referenced in the following excerpt from the textbook (Hoyer et al 2018:413-414): “Adoption of innovations has been linked with culture of origin and the values tied to the culture. One study of 11 European countries found that innovativeness was associated with cultures … that value assertiveness over nurturing, and those that value openness to change over conservatism.” 7.Briefly explain how the characteristics of reference groups discussed in chapter 11 affect the shape of the diffusion curve. 8.Identify one example each of a fashion, a classic, and a current fad — DO NOT use the examples discussed in the textbook. 9.Use construal-level theory to explain the following excerpt from the discussion in the textbook on uncertainty as a factor that influences resistance, adoption, and diffusion (Hoyer et al 2018:418): “Finally, consumers’ specific uncertainty concerns differ according to the length of time before adoption. For example, people are more concerned about the downside of uncertainties such as switching costs when they plan to adopt an innovation in the near future, compared to when adoption is in the distant future.” First define construal-level theory in your own words and then use it to explain the excerpt. 10.Trialability is one of the key consumer learning requirements affecting the resistance, adoption, and diffusion of an innovation. Review chapters 8 and 10 and then answer the following questions: a:Explain the importance of trialability by listing the THREE (3) advantages of acquiring knowledge through direct experience. b: Use the model of learning from experience shown in Exhibit 10.3 to explain why lack of trialability may impede the ado
c: Identify potential decisions consumers may make when faced with nontrialability. d: Explain consumers’ use of an alternative- or attribute-based strategy when faced with nontrialability. First define “alternative-based strategy” and “attribute-based strategy”, and then explain the relevance of these two approaches to instances of nontrialability.
CHAPTER 16 (Symbolic consumer behavior) 1. Use Thanksgiving to explain how meaning is transferred from culture to product to consumer in the United States. Your answer should reference cultural categories, cultural principles, and sources of influence as outlined in Exhibit 16.3. If you are not familiar with Thanksgiving, then use a comparable occasion (eg Mothers Day, New Years Day etc) with which you are familiar. 2.Give a definition of reflexive evaluation and then explain how this concept is related to operant conditioning. 3.Briefly describe social identity theory; be certain to reference the concepts of actual identity schema and ideal identity schema in your answer. Then explain how these concepts relate to understanding consumer behavior by relating them to (a) the key elements of problem recognition as outlined in chapter 7 and (b) associative and aspirational reference groups as discussed in chapter 11. 4.Identify four different offerings that fulfill emblematic, role acquisition, connectedness, and expressiveness functions for you. Briefly explain how these offerings fit with your self-concept and please steer clear of using the examples discussed in the textbook. 5.Identify any offering that has special meaning to you. Explain your attachment to this offering by describing (a) the type of felt involvement you have with it, (b) the type of object of felt involvement it represents, (c) the characteristics of the offering that qualify it as special (cf 16-2c), (d) the reasons that make it special to you (cf 16-2d), and (e) any idiosyncratic considerations that make it special to you (cf 16-2e).