Lauren Diaz is strongly influenced by her peer group--and she often adopts a new product only after they have pressured her to try it. She makes little use of mass media and salespeople as sources of information. In terms of the adoption curve, she is
A) a laggard.
B) a late majority.
C) an early adopter.
D) an innovator.
E) an early majority.
Ans: B) a late majority.
The late majority are cautious about new ideas. Often they are older and more set in their ways, so they are less likely to follow early adopters. Strong social pressure from their own peer group may be needed before they adopt a new product.
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