a marketing term describing the five population subgroups, determined according to the sequence in which they adopt a new product or service. The term was first mentioned in 1962 by E. M. Rogers in ...

Based on new data, we replicate Mahajan et al.’s (1990) paper on adopter categories and Goldenberg et al.’s (2002) paper on saddles and offer explanations and extensions. We use a new dataset to ...

Five groups into which customers can be placed according to the time it takes them to adopt a new product or service. The five categories are: Innovators – those who are the first to adopt a new ...