CLEP Marketing

Answer: B - Digital film makers anticipate developments in lighting technology and purchase the newest products available after intense research and judgment in what is termed high-effort hierarchy of effects. This concept explains how consumers adopt innovations and purchase innovative products. High-effort information search involves a thorough review of the innovations (for example, the latest in lighting technology) and understanding how the current offering improves on previous ones. Once this research is complete, the consumer forms an attitude about the innovation and makes a purchase decision. This process is in comparison to a low-effort hierarchy of effects, which means that consumers do not spend much time researching an innovation or making a purchase decision.