Which group is characterized as often being opinion leaders who influence others to adopt new behaviors?

The early majority adopters group is characterized as individuals who are often seen as opinion leaders within their communities or social circles. These individuals tend to take a more cautious approach than innovators, who are the first to adopt new ideas or technologies, but they play a crucial role in the diffusion of innovations. Early majority adopters examine the experiences and feedback from the innovators and early adopters before making their own decisions. Because they are typically held in higher esteem by their peers, their adoption of new behaviors can significantly influence others to follow suit. This social influence helps bridge the gap between the innovators and the larger population, thereby facilitating wider acceptance of new innovations.

In contrast, innovators are the pioneers and the first to adopt new ideas, but they may not hold the same sway over others as the early majority adopters do. Late adopters are generally more resistant to change and are less likely to influence their peers. Non-adopters, meanwhile, completely reject new innovations, meaning they do not serve as a positive influence in promoting new behaviors.