adopter categories

categories into which consumers who buy a new product or service can be grouped on the basis of how soon they adopt the innovation after it first appears on the market. The five main categories are innovators (see consumer innovator), early adopters, early majority, late majority, and laggards. Analysis of adopter categories is important in determining the likely success of a new product or service and in devising the most effective strategies for marketing it.

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Psychology term of the day

February 12th 2025

ethics of animal research

the complex set of issues relating to the ethics of manipulating nonhuman animals experimentally, holding them in captivity, and using them for the purpose of research. Some argue that any animal research is unethical because animals cannot give informed consent. Others see value in animal research if the animals are well cared for and treated humanely. See animal care and use; Institutional Animal Care and Use Committee.