UNIT-6 MKT 251

The two-step flow model of communication posits that mass media messages primarily reach the general population via:

• Trickle-down flow
• Multi-step flow
• Horizontal flow
• Direct flow

An extension of the two-step flow that recognizes influence passing through multiple layers of interpersonal networks is known as:

• Trickle-up theory
• Trickle-down theory
• Trickle-across theory
• Bubble-up theory

The theory suggesting that new ideas spread vertically from higher to lower social classes is:

• Trickle-down theory
• Trickle-up theory
• Multi-step flow
• Status float

The theory explaining how street fashion or music trends move from lower socioeconomic groups to higher up is:

• Trickle-down theory
• Trickle-up theory
• Trickle-across theory
• Two-step flow

Horizontal spread of innovations within the same social class or peer group is described by:

• Close family members
• Acquaintances outside one's immediate circle
• Mass media only
• Strong emotional bonds

The "strength of weak ties" concept explains why new information often comes from:

• Visibility
• Observability
• Cost
• Durability

In diffusion of innovations theory, the five perceived attributes influencing adoption rate are relative advantage, compatibility, complexity, trialability, and:

• Relative advantage
• Compatibility
• Complexity
• Trialability

The attribute of an innovation that negatively correlates with adoption speed when high is:

• Early adopters
• Innovators
• Early majority
• Laggards

The adopter category comprising approximately 2.5% of the population and characterized by venturesomeness is:

• Tradition-bound
• Respected locals who serve as role models
• Skeptical and cautious
• Isolated from social systems

Early adopters, comprising about 13.5% of adopters, are typically:

• Just before the average member of society
• Just after the average member of society
• First, with high risk tolerance
• Last, with strong resistance