In the diffusion of innovation process, innovators enjoy taking risks and are regarded as highly knowledgeable. Marketers want to identify innovators because
A. they prefer products from established market leaders.
B. other consumers defer to their judgment, creating the opportunity for word-of-mouth referrals.
C. they are especially price conscious.
D. they are easily influenced by reminder advertising.
E. they encourage competitors to enter the market.
Answer: B. other consumers defer to their judgment, creating the opportunity for word-of-mouth referrals.