The Concept of the Diffusion of Innovation Shows How a Product

question 326

Multiple Choice

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 leaders in social settings and have slightly above average education are called

• A)innovators.
• B)early adopters.
• C)early majority.
• D)late majority.
• E)laggards.

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Definitions:

Internal Locus

An individual's belief that they can control their life events and outcomes, as opposed to external forces having that control.

External Locus

The belief that external forces or situations beyond one's own control dictate the outcomes of one's actions.

Lower Status

The ranking or position that is considered inferior or less prestigious within a social or organizational hierarchy.

Higher Status

Describes a position of greater power, respect, or social standing compared to others.