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Chap 14 Diffusion of Innovations STD
Chap 14 Diffusion of Innovations STD
Learning Outcomes
By the end of this lecture you should understand: 1. The twofold process of the spread and acceptance of innovative products and services within a social system. 2. How innovative products and services spread (or fail to spread) within a social system. 3. How individual consumers decide whether or not to try and adopt a particularly innovative product or service. 4. The personal characteristics of innovators.
Compatibility
Complexity
Trialability
Observability
Awareness: The consumer becomes aware of the new product, but lacks information about it. Interest: The consumer seeks information about the product. Evaluation: The consumer considers whether trying the new product makes sense. Trial: The consumer tries the new product on a small scale to improve his or her estimate of its value. Adoption: The consumer decides to make full and regular use of the new product.
2. 3.
4.
5.
Later modifications to model include a need stage, evaluation and rejection after each stage, and a post-adoption evaluation stage.
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seek information concerning their specific interests from a variety of informal and mass media sources.
Be consumer opinion leaders and provide other consumers with information and advice about new products and influence the acceptance or rejection of new products.
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Concept Check
1. _____ is a macro process concerned with the spread of a new product from its source to the consuming public. a) Adoption b) Assumption c) Diffusion d) Innovation e) Introduction Answer: 2. According to the firm-oriented definition of innovation, copies or modifications of a competitor's product qualify as new. True or False ? Answer:
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Concept Check
3. Which of the following is true of the personality traits of consumer innovators? a) they tend to be inner-directed b) they are highly dogmatic c) they have a high need for conformity d) they tend to be brand loyal e) they have low optimum stimulation levels Answer:
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