Chapter 5

Question 1

typically during the knowledge stage, change agents concentrate their effort’s on

Answer 1

creating awareness knowledge

Question 2

at the persuasive stage of the innovation decision process, which of the following attributes of an innovation are important in making adopters develop an attitude about it

Answer 2

relative advantage, compatibility, complexity

Question 3

never really considering the use of an innovation is an example of

Answer 3

passive rejection

Question 4

A high degree of re-invention of an innovation results in

Answer 4

faster rate of adoption of an innovation and higher degree of sustainability

Question 5

replacement and disenchantment are types of

Answer 5

discontinuance

Question 6

research on innovation decision stages that attempts to determine the sequence of a set of events over time, typically using qualitative methods is called

Answer 6

process research

Question 7

in the Colombia university medical case, doctors who were the first to adopt this new drug did it on a very limited basis, why?

Answer 7

uncertain, did not know how it would work for them, could not compare with peers (uncertain diffusion process)

Question 8

a real time staff meeting in an office is what type of communication channel

Answer 8

interpersonal

Question 9

in developed countries, which communication channels are relatively more important at the persuasion stage

Answer 9

interpersonal channels

Question 10

Which of these is NOT a part of the Bass forecasting model:

Answer 10

forecasting the diffusion of new consumer products in 1969 by Frank Bass
Assumes that potential adopters are influenced by two types of communication channels: mass media and interpersonal
Individuals adopt because of media messages will occur continually throughout the diffusion process but are concentrated in the relatively early time period
Individuals adopting because of interpersonal messages about new product expand in numbers during the first half and thereafter decline in numbers per ensuing time period creates bell shaped S curve
3 parameters: adopters due to media message, adopters due to interpersonal communication channels, and an index of market potential for new product
Does not account too much for developing nations where coefficients in model for media communication might be different, and studies generally focus on single countries rather than globally

Question 11

reinvention typically occurs at what stage of the innovation decision process

Answer 11

implementation stage

Question 12

both columbia university medical study and hybrid corn study found that

Answer 12

the new drug superseded an existing idea just ad hybrid corn had been replaced open-pollinated seed

Question 13

which innovation decision process stage occurs when an individual forms a favorable or an unfavorable attitude towards the innovation

Answer 13

persuasion

Question 14

in the knowledge stage, what do researchers call it when people are likely to expose themselves to communication messages that are consistent with their existing attitudes and beliefs

Answer 14

selective exposure

Question 15

knowledge about bacteria in the context of the antibiotic tetracycline diffused in Illinois physician study is an example of what kind of knowledge

Answer 15

principals knowledge

Question 16

which generalization about earlier knowers, compared to later knowers of an innovation is not correct

Answer 16

something about not being socially connected

Question 17

reinvention can be thought of as an example of

Answer 17

implementation

Question 18

reinvention

Answer 18

the degree to which an innovation is changed or modified by a user in the process of its adoption and implementation

Question 19

in the innovation decision process, dissonance may be reduced by

Answer 19

changing their knowledge, attitudes or actions