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Consumer and Technology

Consumer and Technology. 09182007. Diffusion. The process of how technology is spread through society The uptake of that technology The use of that technology The decline of that technology Where does it start, where does it, where does it end up Several theories. Theoretical.

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Consumer and Technology

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  1. Consumer and Technology 09182007

  2. Diffusion • The process of how technology is spread through society • The uptake of that technology • The use of that technology • The decline of that technology • Where does it start, where does it, where does it end up • Several theories

  3. Theoretical • Lazarsfeld and Katz proposed a two-step mode; that innovation moves from opinion leaders to that of the general public • Trickle Down effect (general economics)—that it will flow downward from society through those that can afford it (iPhone) through innovation to those that can afford it (other classes) • Everett Rogers-5 stage adoption • Geoffrey Moore’s, Crossing the Chasm, based on Rogers model and extends it • Technology driven models stipulate that technology adoption will be adopted with ease of use; innovation is driven by need for that product

  4. Diffusion of Innovation • Everett Rogers (1962, Diffusion of Innovation) identified five (5) types of psyche (personalities) for the adoption of innovation/technology. • innovators - venturesome, educated, multiple info sources, greater propensity to take risk • early adopters - social leaders, popular, educated • early majority - deliberate, many informal social contacts • late majority - skeptical, traditional, lower socio-economic status • laggards - neighbors and friends are main info sources, fear of debt

  5. Roger’s Life Cycle How do the two compare?

  6. Roger’s Five Stage Model Parameters • Knowledge - learning about the existence and function of the innovation • Persuasion - becoming convinced of the value of the innovation • Decision - committing to the adoption of the innovation • Implementation - putting it to use • Confirmation - the ultimate acceptance (or rejection) of the innovation

  7. Geoffrey Moore’s Chasm Model • This is basically a modification of Everett Rogers' theory applied to technology markets and with a chasm added. According to Moore, the marketer should focus on one group of customers at a time, using each group as a base for marketing to the next group. The most difficult step is making the transition between visionaries (early adopters) and pragmatists (early majority). This is the chasm that he refers to. If a successful firm can create a bandwagon effect in which the momentum builds and the product becomes a de facto standard. Then all will rally around the product and be adopted across all lines of classes.

  8. So how is this used • Technology Exercise • It is through examining the promotional power of technology • Through the examination of information • Through tracking technology • Understanding consumer need, desires, wants

  9. Yet… • Question: With the proliferation of technology, new and old, how do we handle the information overload, the impulse to buy (especially, when we have little to no funds); Who really is driving the need for innovation and new technologies?

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