Trends Report

The Psychology Of Early Adopters

Three Concepts From Academic Psychology Can Help Sell Newer Products

November 17th, 2009
James McQuivey, PhD, VP, Research Director
James McQuivey, PhD VP, Research Director
Abe Garon, null
Abe Garon
With contributors:
J. P. Gownder , Laura Wiramihardja , Erik Hood

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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