More on the Diffusion of Innovation.

This graph shows the popularity of a new innovative technological product.

An innovator creates product for consumers to buy.

Early adopters buy the cool and the new.

More people see it and purchase it. They are the early majority.

Soon everybody is buying one. They are the late majority.

Laggards finally give in and make a purchase. (technology is not high

on their list of priorities).

The consumer decides which innovations to pursue according to the expected outcome of an adoption decision. The expectations are continually monitored.

Source: Media Now, 4th edition. Straubhaar & LaRose.