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,highly educated,and use multiple information sources are called __________.

Question

Quizplus · Accepted Answer

Innovators are the first category of product adopters, and they tend to be venturesome, highly educated, and use multiple information sources. Therefore, choice A is the best answer. Early adopters, the second category of adopters, tend to be opinion leaders and play an important role in the product diffusion process. The early majority and late majority adopters are more cautious and tend to adopt a new product only after it has been tested and proven successful by others. Laggards, the final category of adopters, are typically resistant to change and adopt a new product only when it is absolutely necessary.

Concept of the Diffusion of Innovation Shows How a Product