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

Question

Quizplus · Accepted Answer

Innovators are the first category of product adopters who are venturesome, highly educated, and use multiple information sources. They are the ones who are willing to take risks and try out new products before they become mainstream. Therefore, option A (innovators) is the correct choice.

The Concept of the Diffusion of Innovation Shows How a Product