Cammy loves to know about and purchase the most up-to-date technological gadgets. Among her friends, she is almost always the first to own the newest electronic product. Often the products that Cammy buys become adopted by large groups of consumers, but occasionally Cammy will purchase a product that is adopted by only a small portion of the population. To which of the following adopter groups does Cammy belong?

Question

BlackTom AI · Accepted Answer

The question describes Cammy as someone who loves knowing about and purchasing the most up-to-date gadgets, is usually the first to own a new electronic product, and sometimes buys products adopted by only a small portion of the population. This clearly points to the adopter category known as innovators, who are the first group in the diffusion of innovations to adopt new technologies and are characterized by a willingness to take risks and try new ideas early on.

Option 1: middle upper. This is not a standard adopter category in the diffusion of innovations framework, so labeling Cammy as 'middle upper' is not meaningful or supported by established terminology.

Option 2: innovators. This is the correct category for someone who is eager to try new technologies as soon as they appear and often leads adoption before the majority.

Option 3: laggards. Laggards are the last to adopt new ideas, typically resisting or delaying adoption until it becomes almost unavoidable or until older options are no longer available. This contradicts Cammy’s described behavior.

Option 4: early majority. The early majority adopt after innovators and early adopters, but they are more deliberate and cautious, not the quickest to try the latest gadgets. Cammy’s tendency to be first rules this out.

Option 5: late majority. The late majority adopts even later than the early majority, often due to social pressure or perceived necessity, which does not fit Cammy’s pattern of being first to own new products.

In summary, Cammy’s pattern of consistently chasing the newest gadgets and often leading adoption aligns with the innovators category, while the other options describe later, more cautious groups that do not match her described behavior.

MKTG1199 Module 4: Wrap-Up

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