Causal hypotheses help businesses understand how they changes that, for example, improve awareness of new products, service quality, customer satisfaction, loyalty, and repurchase. Thus, both descriptive and causal hypotheses are useful in improving , marketing tactics and strategies. For example, if researchers want to predict who will adopt a new technological innovation, there is a great deal of existing research and theory on this topic. The research suggests, for example, that more educated, higher income individuals who are open to learning are more likely to adopt new technologies. The hypotheses who are open to learning are more likely to adopt new technologies. The hypotheses could be summarized as follows: