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:

Prevalence

The total number of cases of a disorder occurring in a population over a specific period of time.

United States

A country located primarily in North America, comprised of 50 states, a federal district, five major self-governing territories, and various possessions.

Mania

A mental state characterized by extremely elevated mood, energy, and activity levels, often associated with bipolar disorder.

Neurotransmitter

Chemicals in the nervous system that transmit signals between neurons or from neurons to muscles.