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:

Inequity

A condition of unfairness or imbalanced treatment, where rewards do not match the efforts or contributions of individuals or groups.

Expectancy Theory

A motivational theory suggesting that individuals are likely to engage in behaviors based on the expected outcome and the attractiveness of that outcome.

Cross-cultural

Pertaining to or comparing different cultures or societies, especially to understand cultural differences or similarities.

Culture Bound

Refers to the notion that behaviors and interpretations are strongly influenced by cultural context, making them difficult to apply universally.