Baylor News

One week ago, Dutch Bros Coffee opened a new location in Waco. The opening drew long lines as Baylor students flocked to try the chain’s selection of coffee, tea, lemonade and smoothies. Dr. Tyrha Lindsey-Warren, a clinical assistant professor of marketing, said excitement about a new product drives people to want to try whatever the new thing is. She said these consumers are known as “early adopters” within the product adoption cycle, and college students often fall under that category.

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