How Laggards Help Decision-Making

W hen a new technology, such as the electric car, comes to market, consumers have to decide if they are going to adopt the innovation, and if so, which of the different brands andmodels to choose. Typically, decision-makers fall into “early adopter” and “laggard” categories [1], according to their propensity to innovate. Previous models have investigated different influences on decision-making [2] but have generally neglected how individuals consider the decisions of others in making up their ownminds. Now Bhargav Karamched of Florida State University and colleagues have developed amodel in which laggards evaluate an innovation by accounting for early