The Concept of the Diffusion of Innovation Shows How a Product

Multiple Choice

The concept of the diffusion of innovation shows how a product "diffuses" or spreads through the population over time. The consumer population is divided into five categories of product adopters based on when they adopt (i.e., first buy) a new product. Each product adopter category has a unique profile. Consumers who are venturesome, higher educated, and use multiple information sources are called __________ product adopters.

A) innovators
B) early adopters
C) early majority
D) late majority
E) laggards