The concept of the diffusion of innovation shows how a product "diffuses" or spreads through the population over time. The consumer population is divided into five categories of product adopters based on when they adopt (i.e., first buy) a new product. Each product adopter category has a unique profile. Consumers who are venturesome, higher educated, and use multiple information sources are called __________ product adopters.

Question

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Innovators are the first group of consumers to adopt a new product. They are willing to take risks and they tend to be higher educated and have multiple sources of information.

The Concept of the Diffusion of Innovation Shows How a Product