Question

Roger, an affluent college graduate, buys gadgets on the day of their launch in the market. He reads expert reviews on the Internet, and is not influenced by the opinions of his family and friends while choosing products. Roger is most likely to belong to the category of _____ in the context of diffusion of innovation.

a. the late majority
b. innovators
c. the early majority
d. early adopters

Answer 1

The correct answer is B. Innovators

Step-by-step explanation:

Roger, an affluent college graduate, buys gadgets on the day of their launch in the market. He reads expert reviews on the Internet, and is not influenced by the opinions of his family and friends while choosing products. Roger is most likely to belong to the category of Innovators in the context of diffusion of innovation.

Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread. Rogers proposes that four main elements influence the spread of a new idea: 1. the innovation itself, 2. communication channels,3.time, and 4. a social system.

Being innovative means doing things differently or doing things that have never been done before. An innovator is someone who has embraced this idea and creates environments in which employees are given the tools and resources to challenge the status quo, push boundaries and achieve growth.