Question

Steven, a construction worker, tends to buy a new gadget if most of his friends have them and only after they've teased him about not having the gadget yet. He relies on reviews from his friends rather than on television or newspaper advertisements to make his purchase decisions. It can be inferred that when it comes to the diffusion of innovation, Steven belongs to the group of _____.

a. innovatorsb. early majorityc. late majorityd. early adopters

Answer 1

Answer: late majority

Explanation: In simple words, it refers to the group of people who are last to accept a new technology or product that comes to the market.

These are the group of individuals who remains satisfied with their existing level of technical knowledge and utility and are resistant to any change with respect to it.

In the given case, Steven adopted for new gadget only when his friends pressurized him to do so. Thus, we can conclude that Steve belongs to the group of late majority.