Consider a farmer's decision about whether to purchase a new variety of maize (corn) seeds advertised as resulting in higher yields (amount of maize produced per area planted). (a) Describe how the concepts of performance risk, reliability risk, and fit risk might apply in the case of the farmer's adoption decision for these new maize seeds. (b) Give examples of how at least two types of marketing tools might increase the likelihood that the farmer adopts the new seeds.

a) Discuss risk concepts
b) Provide marketing examples
c) Both a and b
d) None of the above