| Adopter categories | Five groups of adopters of any given innovation based on the relative time at which they adopt.
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| Adoption process | A series of distinct steps or stages individual consumers presumably go through.
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| Asch phenomenon | The naïve subject almost always agrees with the incorrect judgment of the others.
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| Aspiration reference groups | Nonmembership groups with a positive attraction.
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| Blogs | Personalized journals where people and organizations can keep a running dialogue.
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| Brand community | A nongeographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm.
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| Buzz | The exponential expansion of WOM.
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| Community | Characterized by consciousness of kind, shared rituals and traditions, and a sense of more responsibility.
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| Consumption subculture | A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity.
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| Diffusion process | The manner in which innovation spread throughout a market.
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| Dissociative reference groups | Groups with negative desirability.
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| Early adopters | Tend to be opinion leaders in local reference groups.
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| Early majority | Consumers who tend to be cautious about innovations.
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| Enduring involvement | A greater long-term involvement with the product category than the non-opinion leaders in the group.
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| Group | Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent.
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| Identification influence | Also called value-expressive, occurs when individuals have internalized the group's values and norms.
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| Informational influence | Occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information.
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| Innovation | An idea, practice, or product perceived to be new by the relevant individual or group.
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| Innovators | Venturesome risk takers.
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| Laggards | Locally oriented and engage in limited social interaction.
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| Late majority | Members who are skeptical about innovations.
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| Market mavens | Both initiate discussions with others about products and shopping and respond to requests for market information.
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| Multistep flow of communication | Involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources.
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| Normative influence | Occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction.
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| Online guides | Online opinion leaders.
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| Opinion leader | An individual who actively filters, interprets, or provides product and brand relevant information to their family, friends, and colleagues.
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| Primary group | Groups characterized by frequent interpersonal contact.
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| Reference group | A groups whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior.
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| Secondary group | Groups characterized by limited interpersonal contact.
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| Two-step flow of communication | The process of one person receiving information form the mass media or other sources and passing it on to others.
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| Viral marketing | An online "pass-it-along" strategy. It "uses electronic communications to trigger brand messages throughout a widespread network of buyers."
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| Virtual community | A community that interacts over time around a topic of interest on the Internet.
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| Word-of-mouth (WOM) communication | Individuals sharing information with other individuals.
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