Which product adoption category includes consumers who are hesitant to adopt new products until they become widely accepted?

The category that includes consumers who are hesitant to adopt new products until they become widely accepted is indeed the late mainstream adopters. This group is characterized by a more cautious approach to adopting new innovations. They tend to wait until a product has proven itself in the marketplace and has gained significant acceptance among earlier adopters and mainstream users.

Late mainstream adopters typically seek reassurance through peer usage and popularity before committing to a purchase. This behavior often stems from a desire for stability and a preference for products that are well-established, as they may be less willing to take risks on newer or untested innovations. As a result, they typically make their purchasing decisions based on social proof and the experiences of others within their peer groups.

In contrast, innovators and early adopters are the first groups to embrace new products, often driven by curiosity and a willingness to take risks. Lagging adopters, on the other hand, are the last to adopt an innovation, usually due to a strong preference for tradition and established products. Understanding these distinctions is essential in marketing strategies, as each group requires different approaches in terms of communication, engagement, and persuasion.