MCDONALD, Heath, CORKINDALE, David & SHARP, Byron 2003. Behavioral versus demographic predictors of early adoption: a critical analysis and comparative test. Journal of Marketing Theory and Practice, 11, 84-95.
Predicting which consumers will be amongst the first to adopt an innovative product is a difficult task but is valuable in allowing effective and efficient use of marketing resources. This paper examines the accuracy of predictions made about likely first adopters based on the most widely accepted theory and compares them to predictions made by examining the relevant past behavior of consumers. A survey of over 1000 consumers examined adoption of an innovative technology: compact fluorescent lightglobes. The results show that variables which were derived from a utility and awareness perspective were a more accurate and managerially useful predictor than the demographic variables derived from the widely accepted theory based on the work of Rogers. It is suggested that these alternative variables could be utilized more readily by marketing managers in many circumstances.