diffusion2a
DESCRIPTION
TRANSCRIPT
Diffusion
of
Innovations
Types of Innovations
Continuous
Dynamic Continuous
Discontinuous
Factors Affecting Rate of Diffusion
Relative Advantage
Complexity
Compatibility
Trial ability
Observability
Risk Perceived
knowledge
persuasion
decision
implementation
adoption
rejection
Cont adoption
Later adoption
Discontinuance
Cont rejection
confirmation
2.5%13.5%
34% 34%
16%
TIME
PO
PU
LA
TIO
NRate of Diffusion
Innovators
Early Adopters
Early Majority Late Majority
Laggards
Luxuries/Technology
Fashion
Fad Or Craze
low
high
IMP
OR
TA
NC
E
awar
enes
s
inte
rest
eval
uat
ion
tria
l
adop
tion
Relative importance of info sources in the adoption process
Personal
channels
Mass media
CHARACTERISTICS OF OPINION LEADERS•Product specific
•More experienced
•Credible & Knowledgeable
•More then average media usage
•Higher incomes within their group so more adventurous &risk takers
•More social and interactive
SOURCE or SENDER
OPINION LEADERS
USER or RECEIVER
Two Step Flow of Information
feedback
messageReceiver
[audience]
filter
filter
DestinationSource
[advertiser]
Channel[Media]
Channel[Word of Mouth]
Perceptionprocess
Filters in the Communication Process
•Noise
•Selective Attention
•Selective Perception
•Selective Retention
•Selective Recall