The Wave Runner is a marina which retails recreational water gear. The Wave Runner recently started promoting an O'Brien trick ski that has an innovative design. This same ski is offered at a lower price under a less prestigious brand name, but consumers perceive the O'Brien ski to be a higher quality product. In this case, the O'Brien ski is favored because of the product's perceived _____.
a. observability
b. trialability
c. relative advantage
d. complexity
e. compatibility
Question 2Which of the following agencies deals with consumers' privacy concerns for Facebook?
a. Commission on Civil Rights
b. Federal Trade Commission
c. Small Business Administration
d. National Labor Relations Board
e. Corporation for Public Broadcasting
Question 3Trialability is tied closely to the concept of _____.
a. sensation transfer
b. perceived risk
c. memory cues
d. association enhancement
e. sensation transference
Question 4Google's Double Click is an example of a _____.
a. location-based check-in
b. promoted account
c. privacy policy
d. blogging tool
e. third-party data tracking firm
Question 5The extent to which an innovation can be used on a limited basis prior to making a full-blown commitment is referred to as _____.
a. relative advantage
b. compatibility
c. complexity
d. observability
e. trialability
Question 6Which of the following is one of the four general privacy principles that apply to social media?
a. access
b. income
c. benefit
d. cooperation
e. All of these are correct.
Question 7An innovation's degree of perceived difficulty is referred to as _____.
a. compatibility
b. relative advantage
c. complexity
d. trialability
e. observability
Question 8Facebook's earliest days were highlighted by asking members to choose between photos of two people to distinguish who was the _____ among the two at Harvard University.
a. smartest
b. hottest
c. dorkiest
d. most likely to succeed
e. richest
Question 9Rugby was initially considered a men's sport, but societal attitudes have changed and more schools have women's rugby teams. This change in societal attitudes toward women playing rugby represents increased _____ for this activity.
a. relative advantage
b. trialability
c. compatibility
d. complexity
e. observability
Question 10The idea for Facebook originated with online photo books of _____.
a. Harvard dorms
b. Stanford dorms
c. MySpace sorority groups
d. MySpace dating rings
e. None of these are correct.
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