Ease of communications, consumer confidence and speed of decision making innovators bribes, but a total budget of these groups is negligible for most industries. At the opposite pole to the novelty of the relationship is another group – conservatives. Before you buy anything, these consumers seek to maximize its decision to reinforce people's experience. In fact, their decision to buy – not their own. Before conservatives get first-hand experience to evaluate the purchase, this is filled with reviews, all consumer information space, from personal communications to Internet and media. Before buying the Conservatives have appreciated innovators, followers, early and late majority, who took over the acquisition of substantially all the risks.

Conservatives can only use the well- explored the benefits at the time, like all other consumers are searching for a replacement. The main feature of the Conservatives as a consumer group – the unacceptability of the risks associated with consumption. Such caution is justified many factors, among which the most noticeable demographic and historical determinants. With age, for example, consumers are careful to include novelty, because behind accumulates more and more vital practices, including the negative. The regional remote manifestations of innovation – a rarity as a relatively low level of income leads to frugality and pragmatism in consumption. Actually, income level is completely self-sufficient factor of influence on the tendency toward conservatism: a lack of income limits the space for high-risk consumer eksperimenov. Nevertheless, conservatism remains the property of the individual, not just one feature of a lifestyle.