In the Diffusion of Innovation Process, Innovators Enjoy Taking Risks

question 56

Multiple Choice

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)they encourage competitors to enter the market.

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Definitions:

Responding

The act of reacting to stimuli or situations in the environment.

Electric Shock

A sudden discharge of electricity through a part of the body, often used as an aversive stimulus in conditioning studies.

Passive

Accepting or allowing what happens without active response or resistance.

Negative Punishment

involves removing a desirable stimulus after a behavior to decrease the likelihood of that behavior occurring again.