Question

Mass media channels are relatively more important than interpersonal channels for

• A. Laggard
• B. Late Adopters
• C. Early adopters
• D. Early Majority

Hint:

Mass media plays a key role for early adopters in adopting innovations.

Answer 1

The Correct Option is C

Step 1: Adopter categories run Innovators, Early Adopters, Early Majority, Late Majority, Laggards.
Step 2: Early adopters act before peers have experience to share, so they rely more on mass media for information.
Step 3: Later groups (Majority, Laggards) increasingly rely on interpersonal contact with those who already adopted.
Step 4: Correct option, Early adopters.