Question

Given below are two statements:
Statement I: Early adopters are literate, have a higher income and more social contacts than average members of the social system
Statement II: Early adopters have more opinion leadership
In light of the above statements, choose the correct answer from the options given below:

• A. Both Statement I and Statement II are true
• B. Both Statement I and Statement II are false
• C. Statement I is correct but Statement II is false
• D. Statement I is incorrect but Statement II is true

Hint:

Rogers' Adopter Categories: Innovators ($2.5\%$, venturesome) $\rightarrow$ Early Adopters ($13.5\%$, highest opinion leadership) $\rightarrow$ Early Majority ($34\%$) $\rightarrow$ Late Majority ($34\%$) $\rightarrow$ Laggards ($16\%$).

Answer 1

The Correct Option is A

Step 1: Understanding the Concept:
Everett Rogers' adopter categorization identifies socioeconomic and communication characteristics of adopter categories.

Step 2: Detailed Explanation:
According to Everett Rogers' Diffusion of Innovations:
1. Early Adopters ($13.5\%$ of population): Are respected local community leaders with higher formal education, higher socioeconomic status, greater social participation, and extensive mass media exposure compared to late adopters. Hence, Statement I is true.
2. Opinion Leadership: Early adopters hold the highest degree of opinion leadership in most social systems. Potential adopters look to them for advice and trusted evaluation before adopting an innovation. Hence, Statement II is true.

Step 3: Final Answer:
Therefore, Both Statement I and Statement II are true, matching option (A).