Download - New Product Adoption
Marketing Communications and New Product Adoption
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Adoption ProcessAdoption Process
Innovation
Related
Characteristics
Relative
Advantage
Compatibility
Complexity
Trialability
Observability
Relative AdvantageRelative Advantage
• A product innovation is perceived as better than existing alternatives
• Positively correlated with an innovation’s adoption rate
• Exist when a new product offers:» Better performance, increased comfort,
saving in time and effort, or immediacy of reward
Relative AdvantageRelative Advantage
An illustration of
relative advantage
Relative AdvantageRelative Advantage
Another illustration
of relative advantage
CompatibilityCompatibility
• An innovation is perceived to fit into a person’s way of doing things
• The greater compatibility, the more rapid a product’s rate of adoption
• Overcome perception of incompatibility through heavy advertising to persuade consumers
CompatibilityCompatibility
A compatibility
problem
CompatibilityCompatibility
An effort to regain compatibility
ComplexityComplexity
• An innovation’s degree of perceived difficulty
• The more difficult, the slower the rate of adoption
ComplexityComplexity
Offsetting perceivedproduct complexity
TrialabilityTrialability
• An innovation can be used on a limited basis prior to making a full blown commitment
• The trial experience serves to reduce the risk of a consumer’s being dissatisfied with a product after having permanently committed to it through outright purchase
Adoption ProcessAdoption Process
An effort to
promote
vicarious trial
ObservabilityObservability
• The product user or other people can observe the positive effects of new product usage
• The higher the visibility, the more rapid the adoption rate
Stimulating Stimulating Word of Mouth InfluenceWord of Mouth Influence
• Positive word-of-mouth communication is critical in the success of a new product or service
• Unfavorable WOM have devastating effects because consumers seem to place more weight on negative information in making evaluations
Opinion LeaderOpinion Leader
• A person who frequently influences other individuals’ attitudes or overt behavior
• An informer, persuader, and confirmer
• Influence is typically limited to one or several consumption topics
• Influence moves horizontally through a social class
Opinion LeadersOpinion Leaders
Characteristics
• More cosmopolitan• More gregarious• Slightly higher socioeconomics status• Generally more innovative• Willing to act differently
Opinion LeadersOpinion Leaders
Market Mavens
Individuals who have information about
many kinds of products, places to shop,
and other facets of markets, and initiate
discussions with consumers and respond
to requests from customers from market
information
Questions for Measuring Opinion Leadership
SINGLE-QUESTION APPROACH:1. In the last 6 months have you been asked your advice or opinion about
golf equipment?Yes___ No___
MULTIPLE-QUESTION APPROACH:(Measured on a 5-point bipolar “Agree/Disagree” scale)
1. Friends and neighbors frequently ask my advice about golf equipment.2. I sometimes influence the types of golf equipment friends buy.3. My friends come to me more often than I go to them about golf equipment.4. I feel that I am generally regarded by my friends as a good source of
advice about golf equipment.5. I can think of at least three people whom I have spoken to about golf
equipment in the past six months.
Tactics: “Seeding the Market”Tactics: “Seeding the Market”
• Supplying advance samples in key markets to people who are likely to be influential.
• Finding cheerleeders who will get the talk started.