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

According to diffusion of innovation theory, early adopters rely more on mass media for awareness and information, while later adopters depend more on interpersonal communication.

Answer 2

Alternate approach — Adoption curve stage reasoning:
Rogers' diffusion of innovation model places adopters on a bell curve, Innovators, Early Adopters, Early Majority, Late Majority, and Laggards, ordered by how quickly they adopt an innovation. Innovators and Early Adopters act before local social networks have much information to share, so they must rely heavily on impersonal sources like mass media (radio, print, extension bulletins) to first learn about an innovation. As adoption spreads, the Early Majority, Late Majority, and Laggards increasingly observe and consult peers who have already adopted, so interpersonal channels become progressively more influential than mass media for these later groups.
Since Early Adopters sit at the stage where peer experience is not yet widely available, they depend relatively more on mass media than on interpersonal channels, confirming option Early adopters.