In the diffusion of innovation process,innovators enjoy taking risks and are regarded as highly knowledgeable.Marketers want to identify innovators because:
A) they prefer products from established market leaders.
B) other consumers defer to their judgment,creating the opportunity for word-of-mouth referrals.
C) they are especially price conscious.
D) they are easily influenced by reminder advertising.
E) all of these.

Question

Quizplus · Accepted Answer

Innovators are regarded as highly knowledgeable and enjoy taking risks. Other consumers often defer to their judgment, creating the opportunity for positive word-of-mouth referrals. Therefore, marketers want to identify and target innovators to take advantage of this influence on other consumers. Option A, C, and D are incorrect as there is no evidence to support these statements in regards to innovators.

In the Diffusion of Innovation Process,innovators Enjoy Taking Risks and Are