1. Which consumer categories facilitate the adoption and diffusion of innovation?

Two main factors influence how an innovation is received by a consumer:

• first, what he perceives to be the characteristics of this innovation;

• then, the consumer's personal characteristics (age, financial means, receptiveness to novelty, lifestyle, etc.).

If you want to focus on your innovative consumers, it's vital to take into account their characteristics and behavior.

Why do the vast majority of consumers resist innovation, while others find it attractive? What are the specific characteristics and role of innovative consumers in the process of innovation adoption and diffusion?

Innovative consumers are constantly looking for novelty in the products that interest them, and for which they are particularly involved and...