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A negative correlation means that:
Two-Step Flow Theory
A communication theory that suggests information from the media moves in two distinct stages: first to opinion leaders, who in turn pass it on to a wider population.
Early Adopters
Individuals or organizations that begin using a new product, technology, or innovation early in its life cycle, often influencing others.
Diffusion of Innovations Theory
A sociological model that explains how new ideas, practices, or products gain momentum and spread through a specific population or society over time.
Public Awareness
The extent to which the general population is informed about an issue, cause, or brand, often as a result of targeted information campaigns.
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