Professional Documents
Culture Documents
The Innovation
The Channels of Communication
The Social System
Time
Defining Innovations
Firm-oriented definitions
Product-oriented definitions
Market-oriented definitions
Consumer-oriented definitions
Product-Oriented
Definitions
Continuous
Innovation
Dynamically
Continuous
Innovation
Discontinuous
Innovation
Telephone Innovations
Relative Advantage
Compatibility
Complexity
Trialability
Observability
Characteristics That Influence Diffusion
CHARACTERISTICS EXAMPLES
Early Laggards
Adopters
13.5% Early Late 16%
Majority Majority
Innovators 34%
34%
2.5%
• 2.5% of population
• Venturesome
• Very eager to try new ideas
• Acceptable if risk is daring
• More cosmopolite social relationships
• Communicates with other innovators
Early Adopters: Description
• 13.5% of population
• Respected
• More integrated into the local social system
• The persons to check with before adopting a
new idea
• Category contains greatest number of
opinion leaders
• Are role models
Early Majority: Description
• 34% of population
• Deliberate
• Adopt new ideas just prior to the average
time
• Seldom hold leadership positions
• Deliberate for some time before adopting
Late Majority: Description
• 34% of population
• Skeptical
• Adopt new ideas just after the average
time
• Adopting may be both an economic
necessity and a reaction to peer pressures
• Innovations approached cautiously
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
Stages in Adoption Process
WHAT HAPPENS
NAME OF DURING THIS EXAMPLE
STAGE STAGE
Consumer is first Janet sees an ad for a new MP3 player in
Awareness exposed to the product the magazine she is reading.
innovation.
Consumer is interested in Janet reads about the MP3 player on the
the product and searches manufacturer’s Web site and then goes to
Interest
for additional an electronics store near her apartment and
information. has a salesperson show her a unit.
Consumer decides After talking to a knowledgeable friend,
whether or not to believe Janet decides that this MP3 player will
that this product or allow her to easily download the MP3 files
Evaluation
service will satisfy the that she has on her computer. She also
need--a kind of “mental feels that the unit’s size is small enough to
trial.” easily fit into her beltpack.
Stages in Adoption Process
WHAT HAPPENS
NAME OF DURING THIS EXAMPLE
STAGE STAGE
Consumer uses the Since an MP3 player cannot be “tried” like
product on a limited a small tube of toothpaste, Janet buys the
Trial basis MP3 player online from Amazon.com,
which offers a 30-day full refund policy.
Discontinuation or
Rejection
Rejection
Evaluation
Pre-existing Adoption
problem or Awareness Interest Evaluation Trial or
Need Rejection
Adoption or Rejection
Postadoption or
Postpurchase
Evaluation
Discontinuation
The Relative Importance of Different Types of
Information Sources in the Adoption Process
High
Personal and
interpersonal
sources
Importance
Impersonal
mass-media
sources
Low Evaluation
Interest
Awareness
Trial
Adoption
Issues in Profiling
Consumer Innovators
Defining the Consumer Innovator
Interest in the Product Category
The Innovator Is an Opinion Leader
Personality Traits
Media Habits
Social Characteristics
Demographic Characteristics
Are There Generalized Consumer
Innovators?