exam 1

Question 1

Innovators are placed on the right and laggards are placed on the left.

Answer 1

False

Question 2

Time moves vertically. (T or F)

Answer 2

False

Question 3

A majority of adopters are placed in the middle. (T or F)

Answer 3

True

Question 4

The vertical axis represents the number of adopters. (T or F)

Answer 4

True

Question 5

It was introduced by Dr. Rogers in sociology. (T or F)

Answer 5

True

Question 6

Innovators and early adopters account for 30% of the population. (T or F)

Answer 6

False

Question 7

The diffusion curve illustrates how a trend starts, peaks, and then declines among consumers. (T or F)

Answer 7

True

Question 8

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)

Answer 8

true

Question 9

Fashion change agents control the diffusion of an innovation. (T or F)

Answer 9

True

Question 10

Fashion change agents are the best educated or wealthiest people. (T or F)

Answer 10

False

Question 11

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)

Answer 11

true

Question 12

Innovators are young, affluent, educated, and price-sensitive. (T or F)

Answer 12

False

Question 13

Innovators are more likely than others to be asked for advice about clothes

Answer 13

False

Question 14

Innovators are risk takers, but make sure that any fashion that they “get into” has been field tested before (– early
adopters). t or f

Answer 14

False

Question 15

Early adopters are likely to be found in fashion-forward stores featuring the latest “hot” designers. (T or F)

Answer 15

true

Question 16

Fashion followers tend to prefer market-dominated sources for style information compared to opinion leaders. (T
or F)

Answer 16

false

Question 17

Shows how an innovation could spread between social groups and market segments. (T or F)

Answer 17

True

Question 18

. Represents the transmission of the innovation from one company to another, each targeting different consumer
segment. (T or F)

Answer 18

True

Question 19

Visualizes the chaotic period, which is the period of instability as an innovation moves from one market niche to
another. (T or F)

Answer 19

true

Question 20

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)

Answer 20

true

Question 21

The horizontal axis shows the number of cumulative adopters. (T or F)

Answer 21

false

Question 22

It explains the transmission of the innovation from innovators to mass consumers through impersonal and
personal influences. (T or F)

Answer 22

false

Question 23

An —– is something new that is introduced to the public for approval and adoption

Answer 23

innovation

Question 24

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

Answer 24

mainstream

Question 25

Five characteristics that would help or hinder the adoption of an innovation

Answer 25

Relative advantage; compatibility; complexity; trialability; observability

Question 26

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.

Answer 26

complexity

Question 27

Once they are identified, trends must be given a ----- a name or slogan that can be used as a popular identifier

Answer 27

label

Question 28

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 ----

Answer 28

coattail effect

Question 29

The ----- explains how innovations spread within a social system, including the kind of consumers participating in each stage

Answer 29

diffusion process

Question 30

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

Answer 30

two step flow, impersonal, marketer based information, personal, face-to-face influence

Question 31

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)

Answer 31

Trickle across

Question 32

Innovations from subcultural groups outside the mainstream are adapted by the mainstream consumers. (TD, TA, or TU)

Answer 32

trickle up

Question 33

Chase (imitators chase the status markers of the elite) and flight (elite flying away towards new forms of differentiation) pattern. (TD, TA, or TU)

Answer 33

trickle down

Question 34

Experimentations in sub-cultures inspire the runway fashion styles. (TD, TA, or TU)

Answer 34

trickle up

Question 35

Status float phenomenon” by Field (1970). (TD, TA, or TU)

Answer 35

trickle up

Question 36

Depends on mass communication, mass production, and middle class. (TD, TA, or TU)

Answer 36

triple across

Question 37

Depends on fashion leadership (via personal influence) within a social group or strata. (TD, TA, or TU)

Answer 37

triple across

Question 38

Depends on two forces – differentiation and imitation. (TD, TA, or TU)

Answer 38

trickle down

Question 39

Depends on fashion professionals who recognize styles created by consumer stylists in the streets and transfer them to high fashion. (TD, TA, or TU)

Answer 39

trickle up

Question 40

Examples include Flapper of the 20s and Youthquake of the 60s (TD, TA, or TU) Low median age – trickle-up fashions

Answer 40

trickle up

Question 41

Fashion is diffused from the leisure class to the lower classes. (TD, TA, or TU)

Answer 41

trickle down

Question 42

It is also called simultaneous adoption theory (TD, TA, or TU)

Answer 42

trickle across

Question 43

Louis Vuitton’s Spring 2016 collection inspired by Japanese cartoon characters (TD, TA, or TU)

Answer 43

trickle up

Question 44

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)

Answer 44

trickle across

Question 45

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

Answer 45

leisure class

Question 46

----- 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

Answer 46

Conspicuous consumption

Question 47

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.

Question 48

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

Answer 48

erogenous zone

Question 49

---- 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

Answer 49

pendulum swing

Question 50

Behling’s model shows that the direction of fashion change depends on several factors:

Answer 50

the median age of the population, the economic health of the country, and the presence or absence of government regulation

Question 51

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

Answer 51

low, trickled up

Question 52

During time periods when the median age was -----, fashion tended to ----- from the older, wealthy, and influential classes

Answer 52

higher, trickle down

Question 53

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

Answer 53

the median age of population, fashion role models, direction of fashion flow

Question 54

The median age of the population determines the direction of fashion change. (T or F)

Answer 54

true

Question 55

When the role models of a society are from an older, more affluent class, fashion trickles up. (T or F)

Answer 55

false

Question 56

the speed of the fashion process is influenced by the amount of disposable or discretionary income. (T or F)

Answer 56

true

Question 57

The economic depression or governmental regulation influences fashion change. (T or F)

Answer 57

true