In terms of social character, consumer innovators are outer-directed; that is, they rely on their own values or standards when making a decision about a new product. In contrast, non-innovators are inner-directed, relying on others for guidance on how to respond to a new product rather than trusting their own personal values or standards.

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Consumer innovators are often described as inner-directed, meaning they rely on their own values or standards when making decisions about new products. In contrast, non-innovators are more likely to be outer-directed, looking to others for guidance and approval.

In Terms of Social Character, Consumer Innovators Are Outer-Directed; That