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The ADOPTION and DIFFUSION of Innovations

The ADOPTION and DIFFUSION of Innovations. Diffusion Process. The process by which the acceptance of an innovation is spread by communication to members of a social system over a period of time. Elements of the Diffusion Process. The Innovation. Firm-oriented definitions

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The ADOPTION and DIFFUSION of Innovations

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  1. The ADOPTION and DIFFUSION of Innovations

  2. Diffusion Process The process by which the acceptance of an innovation is spread by communication to members of a social system over a period of time.

  3. Elements of the Diffusion Process

  4. The Innovation • Firm-oriented definitions • Product is “new” to the company II. Product-oriented definitions • Continuous • Dynamically continuous • Discontinuous

  5. What Kind of Innovation Is Shown Here, and Why?

  6. Continuous Innovation – The Product is Modified

  7. The Innovation III. Market-oriented definitions • Based on consumer exposure IV. Consumer-oriented definitions • Consumer judges it as “new”

  8. The InnovationProduct Characteristics

  9. Channels of Communication • Channels of communication • Marketer to consumer • Consumer to consumer • Influential impersonal sources

  10. The Social System • Modern social systems accept more innovation due to their: • Positive attitude toward change • Advanced technology and skilled labor force • Respect for education and science • Emphasis on rational and ordered social relationships • An outreach perspective where members interact with outsiders • A system where members can see themselves in different roles

  11. Time • Purchase Time • Adopter Categories • Rate of Adoption

  12. Adopter Categories

  13. Rate of Adoption • How long does it take a new product to be adopted by the members of a social system?

  14. 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.

  15. Stages in Adoption Process

  16. Stages in Adoption Process (continued)

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