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:

Disputes

Conflicts or disagreements arising from differing interests, values, or understandings between parties.

Cognitive Bias

Refers to the systematic pattern of deviation from norm or rationality in judgment, whereby inferences about other people and situations may be drawn in an illogical fashion.

Particular Frame

A specific perspective or point of view adopted in evaluating or analyzing a situation, which can influence perceptions and outcomes.

Secondary Concerns

Issues or considerations that are not of primary importance but may still influence outcomes or decisions.