Question

Andrew is really important to marketers. He has the capacity to influence others in the choices they make, is respected by others for his knowledge, and is seen by others to be a credible source of information. Andrew is part of WHAT GROUP when it comes to consumer adoption?

A) Laggards
B) Early Majority
C) Early Adopters
D) Innovators

Answer 1

Andrew is part of the Early Adopters group in the context of consumer adoption because of his ability to influence and his recognition as a credible source.

Step-by-step explanation:

Based on the description given, Andrew is part of the group known as opinion leaders, who have the capacity to influence others in their choices and are seen as credible sources of information. In the context of consumer adoption and diffusion of innovation theory, Andrew is most likely an Early Adopter. Early Adopters are characterized by their ability to influence others' decisions due to their respected status and knowledge. They are not the first to embrace new products or ideas, like Innovators, but they are instrumental in the broader adoption of an innovation within society. They play a critical role in the word-of-mouth that helps new concepts to gain wider acceptance.