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:

Cochlear Implants

Electronic medical devices that replace the function of the damaged inner ear by providing sound signals directly to the brain.

Auditory Nerve

The axon bundle that transmits neural impulses from the organ of Corti to the brain.

Cones and Rods

Specialized cells in the retina of the eye responsible for detecting light and color (cones) and low-light vision (rods).