In terms of new product adoptions, consumer-generated reviews and discussions can be important vehicles for reaching:

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Consumer-generated reviews and discussions are often relied upon by early adopters, who are typically more inclined to seek out and consider others' opinions before trying a new product themselves. Innovators are more likely to rely on their own intuition and experience to adopt a product, while the early majority and late majority are more cautious and may wait for more concrete evidence of a product's success before trying it.

In Terms of New Product Adoptions, Consumer-Generated Reviews and Discussions