Download - Diffusion2a
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Diffusion
of
Innovations
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Types of Innovations
Continuous
Dynamic Continuous
Discontinuous
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Factors Affecting Rate of Diffusion
Relative Advantage
Complexity
Compatibility
Trial ability
Observability
Risk Perceived
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knowledge
persuasion
decision
implementation
adoption
rejection
Cont adoption
Later adoption
Discontinuance
Cont rejection
confirmation
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2.5%13.5%
34% 34%
16%
TIME
PO
PU
LA
TIO
NRate of Diffusion
Innovators
Early Adopters
Early Majority Late Majority
Laggards
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Luxuries/Technology
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Fashion
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Fad Or Craze
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low
high
IMP
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Relative importance of info sources in the adoption process
Personal
channels
Mass media
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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
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SOURCE or SENDER
OPINION LEADERS
USER or RECEIVER
Two Step Flow of Information
feedback
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messageReceiver
[audience]
filter
filter
DestinationSource
[advertiser]
Channel[Media]
Channel[Word of Mouth]
Perceptionprocess
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Filters in the Communication Process
•Noise
•Selective Attention
•Selective Perception
•Selective Retention
•Selective Recall