WEEK 4 - DIFFUSION AND ADOPTION PROCESS
PRODUCT-ORIENTED DEFINITIONS
- continuous - dynamically continuous - discontinuous
1.0 DIFFUSION OF INNOVATION
-• How an innovation spreads through a market. -The process by which an innovation is communicated through certain channels over time among the members of a social system
STAGES IN THE ADOPTION PROCESS (buyer)
1. Awareness 2. Interest 3. Evaluation 4. Trial 5. Adoption/rejection
Time and the Adopter Categories
1. Innovators ; adopt new innovation,change agents, risk taker, 2. Early adopters; opinion leaders here, "visionaries" 3. Early majority; want proven reliable service or product, "pragmatists" 4. Late majority; cautious,"conservative" 5. Laggards; slow to adapt "skeptics"
1.1 Five stages in the decision innovation process (seller)
1. KNOWLEDGE - Awareness of product (educate) 2. PERSUASION - Convey benefits - Attitude formation 3. DECISION - Make a choice based on the pros & cons 4. IMPLEMENTATION - innovation into use, decide the usefulness 5. CONFIRMATION - evaluate of retention or abandonment of the product
impact of groups on communications ;
1. Need to belong - or not to 2. necessity or luxury; public or private
PRODUCT CHARACTERISTICS THAT INFLUENCE DIFFUSION
1. Relative advantage; degree that makes it better 2. Compatibility; meets the needs of the consumers 3. Complexity; difficulty of understanding it. 4. Trialability; ability to be tested 5. Observability; ability to asses it role/purpose
1.2 Elements of the Diffusion Process
- the innovation; A new product/service, technology or ideas in a society. - the channels of communication; is the medium through which a message is sent to its intended receiver. - the social system; network of relationships - time
