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.

Question

Quizplus · Accepted Answer

Innovators are highly knowledgeable and enjoy taking risks, and their opinions are often highly respected by other consumers. This creates the opportunity for word-of-mouth referrals, which can be very valuable for marketers. Innovators are not necessarily price-conscious, easily influenced by reminder advertising, or likely to encourage competitors to enter the market. They may prefer products from established market leaders, but this is not the main reason why marketers want to identify them.

In the Diffusion of Innovation Process, Innovators Enjoy Taking Risks