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Early adopters are known to gravitate towards products that will make others think the adopter is fashionable and cutting-edge.
The early adopters or lighthouse customers are the early customers of a product or technology. They are individuals or businesses who are the first to use a new product, innovation, or technology before the majority of members of the market. They are usually risk-takers and trendsetters and have a considerable influence on the new product’s success or failure. They are likely to pay a higher price for the product than later adopters as view this as elevating their social status. Early adopters thus gravitate towards the new products thinking it will make them look fashionable and cutting-edge. The term has its origin in Everett M. Rogers' Diffusion of Innovations.
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