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November 17, 2009 The Psychology Of Early AdoptersThree Concepts From Academic Psychology Can Help Sell Newer Productsby Abe Garon, James L. McQuivey, Ph.D. with J.P. Gownder, Erik Hood, Laura Wiramihardja |
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Executive Summary
Understanding how and why consumers experience the drive to adopt new products can help consumer product strategists trying to sell newer products. Concepts from academic psychology can be wedded to Forrester's Technographics segmentation to demonstrate how information, novelty, and status drive early adoption. Consumers motivated by career, family, and entertainment experience these drives differently; understanding these differences will allow product strategists to more effectively design, market, and sell new consumer products.
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