• Innovators: Technology enthusiasts
• Early adopters: Opinion leaders
• Early Majority: Deliberate pragmatists
• Late Majority: Skeptical conservatives
• Laggards: Tradition bound
The effect one person has on another’s attitude or purchase probability
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Companies often target innovators and early adopters with product rollouts
Relative advantageCompatibilityComplexityDivisibilityCommunicability
Organization’s readiness to adopt innovations