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Copyright 2006Pearson Education Canada Inc.

Consumer Influence and theDiffusion of Innovations

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Defining Innovations

Firm-oriented definitions

Product-oriented definitions

Market-oriented definitions Consumer-oriented definitions

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Product-Oriented Definitions

Continuous

Innovation

DynamicallyContinuous

Innovation

DiscontinuousInnovation

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Factors That Affect the Diffusion

of Innovations The Innovation

The Channels of Communication

The Social System Time

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Social System and Diffusion

Does the target market have:

A positive attitude towards change?

Technological skill?

A general respect for education and science?

A focus on rational and ordered social

relationship?

An outreach perspective?

The ability to accept different roles?

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Time and Diffusion

Purchase Time

Adopter Categories

Rate of Adoption

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Adopter CategoriesAdopter Categories

A sequence of categories that describes how

early (or late) a consumer adopts a new

product in relation to other adopters.

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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

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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

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Rate of Adoption

Insert Figure 13-16 A, B and C as small

graphs; if that is not possible, then have one

or two of them.

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The Profile of a Consumer

Innovator Interest in the Product Category

The Innovator Is an Opinion Leader

Personality Traits Purchase and consumption characteristics

Media Habits

Social Characteristics

Demographic Characteristics

Are There Generalized Consumer Innovators?