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:

Free Association

A psychoanalytic technique where a patient speaks freely to reveal unconscious thoughts and feelings.

Repressed Memories

Memories that have been unconsciously blocked due to being associated with a high level of stress or trauma, but can sometimes resurface.

Projection

A defense mechanism by which an individual ascribes their own unwanted emotions, traits, or impulses onto someone else.

Reaction Formation

A defense mechanism where an individual unconsciously replaces unacceptable thoughts or feelings with their opposites.