Both groups like to see themselves as members of a particular industry first, businesspeople second, and purchasers of technology third. Pragmatists, however, have more confidence in technology as a potential benefit and in their ability to make sound technology purchases. Conservatives are considerably more nervous about both. They are willing to go along, up to a point, with pragmatists they respect, but they are still slightly unnerved by pragmatists’ overall self-confidence. So, once again, the reference base has partial value in transitioning between adoption segments.
