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\lˈe͡ɪt məd͡ʒˈɒɹɪtˌi], \lˈeɪt mədʒˈɒɹɪtˌi], \l_ˈeɪ_t m_ə_dʒ_ˈɒ_ɹ_ɪ_t_ˌi]\
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Diffusion of innovation theory holds that the majority group of roughly 34 percent of population is just ahead of the 'laggards' in trying or adopting a new product. This group's members are older and less educated than other groups, except for the laggards. This majority group typically adopts innovations only when forced, and has below-average socio-economic status. They rely primarily on recommendations from friends, neighbors, and relatives, and are not swayed by advertising. Contrast to laggards.
By Henry Campbell Black
