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Consumer Heterogeneity in Vehicle Choice

Consumer decisions in vehicle choice are not uniform and can be categorized into distinct groups based on their preferences. A small segment of 'early adopters' is motivated by non-cost factors like environmentalism and will purchase electric vehicles (EVs) even when they are significantly more expensive. Conversely, a segment of 'laggards' exhibits a strong preference for conventional vehicles and will resist switching to EVs even when they become the cheaper option. The majority of consumers fall between these extremes, indicating a willingness to switch to an EV provided it is not substantially more costly than a conventional car.

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Updated 2025-10-03

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