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Personal Influence: Change in A Persons Attitude or Behavior As A Result of Communication With Others
Personal Influence: Change in A Persons Attitude or Behavior As A Result of Communication With Others
Opinion Leadership
The process by which one person (the opinion leader) informally influences the consumption actions or attitudes of others who may be opinion seekers or opinion recipients.
Opinion Leader
Opinion Receiver
During a coffee break, a co-worker talks about the movie he saw last night and recommends seeing it. A person shows a friend photographs of his recent Australian Outback vacation and the friend suggests that using a polarizing filter might produce better pictures.
Should have a social class position Greater exposure in mass media Greater interest & knowledge in area on influence Possess differentiating feature
Self involvement
Attention, superiority, seeking confirmation Need to share ones feelings Release of tension (product benefits) Caused due to the ad ( good / funny ad)
Social involvement
Product involvement
Message involvement
New-product or new usage information Reduction of perceived risk Reduction of search time Receiving the approval of the opinion leader
A Comparison of Motivations
OPINION LEADERS
SELF-IMPROVEMENT MOTIVATIONS Reduce post-purchase uncertainty or dissonance Gain attention or status Assert superiority and expertise Feel like an adventurer PRODUCT-INVOLVEMENT MOTIVATIONS Express satisfaction or dissatisfaction with a product or service Learn what products are new in the marketplace
OPINION RECEIVERS
Reduce the risk of making a purchase commitment Reduce search time
Market Maven
Individuals whose influence stems from a general knowledge or market expertise that leads to an early awareness of new products and services.
Characteristics
Expertise is of general nature Need not be early adopters Higher media exposure Scout for more info.: shopping / net More probability if women : role Limited use : communicate change in price , store location
Diffusion Process
The process by which the acceptance of an innovation is spread by communication to members of social system over a period of time.
Adoption Process
The stages through which an individual consumer passes in arriving at a decision to try (or not to try), to continue using (or discontinue using) a new product.
DEFINING INNOVATIONS
Any idea , practice or material perceived to be new by the relevant adopting unit
Observability
Cost
Adopter Categories
A sequence of categories that describes how early (or late) a consumer adopts a new product in relation to other adopters.
Adopter Categories
Laggards
16%
Late majority
Laggards
Use mass adv. To promote brand preference Product demonstration and stress on warranty schemes Spend on promotion
Innovators: Description
2.5% of population Venturesome Very eager to try new ideas Acceptable if risk is daring More cosmopolite social
Laggards: Description
16% of population Traditional The last people to adopt an innovation Most localite in outlook Oriented to the past Suspicious of the new
Consumer is first Janet sees an ad for a new MP3 exposed to the product player in the magazine she is reading. innovation. Consumer is interested in the product and searches for additional information. Consumer decides Janet reads about the MP3 player on the manufacturers Web site and then goes to an electronics store near her apartment and has a salesperson show her a unit. After talking to a knowledgeable friend, Janet decides that this MP3 player will allow her to easily download the MP3 files that she has on her computer. She also feels that the units size is small enough to easily fit into her beltpack.
Interest
whether or not to believe that this Evaluation product or service will satisfy the need--a kind of mental trial.
Trial
Adoption (Rejection )
If trial is favorable, consumer decides to use the product on a full, rather than a limited basis--if unfavorable, the consumer decides to reject it.
Since an MP3 player cannot be tried like a small tube of toothpaste, Janet buys the MP3 player online from Amazon.com, which offers a 30-day full refund policy. Janet finds that the MP3 player is easy to use and that the sound quality is excellent. She keeps the MP3 player.