Explain, how Individual Differences are seen in Innovativeness? / Who are the various types of adopter groups?
Answer: People differ greatly in their readiness to try new products. In each product area, there are “consumption preference” and early adaptors. Other individuals adopt new products much latter. The five adopter groups have differing values;
1. Innovators 2.5 are venturesome—they try new ideas at some risk.
2. Early adopters 13.5 are guided by respect—they are opinion leaders in their communities and adopt some new ideas early but carefully.
3. The early majorities 34 are deliberate—although they rarely are leaders, they adopt new ideas before the average person.
4. The late majorities 34 are skeptical—they adopt an innovation only after a majority of people have tried it.
5. Laggards 16 are tradition bound—they are suspicious of changes and adopt the innovation only when it has become something of a tradition itself.
