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Diffusion - Adoption Process Objective

✹ Using the adoption model, identify the process and media used when adopting new innovations.

How do people change habits, buy products?

Adoption of Innovations

Stages in the Adoption Process

Awareness

Interest

Evaluation

Trial

Adoption

# of people InformationHigh

HighLow

Low

Adoption of Innovations✹ Awareness - Use mass media to provide a

little information to a lot of people.✹ Interest - Provide enough information so

that the potential adopter gets interested.✹ Evaluation - Provide the potential adopter

with the information they need to decide whether to try the innovation.

Adoption of Innovations✹ Trial - Provide information and support

to ensure that the trial is successful.✹ Adoption - Provide supporting materials

to ensure continued success and use of the innovation.

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Communication Strategies for Different Stages of Adoption

0

25

50

75

100

125

Awareness Interest Evaluation Trail Adoption

%Community &

Social Gatherings

Targeted Groups

Mass Media

One-on-One

Mass Media

✹ Innovators (2.5%)✹ Risk takers/adventurers

✹ Early adopters (10-15%)✹ Opinion leaders

✹ Early majority (34%)✹ Adopt after intense deliberation

✹ Late majority (34%)✹ Skeptical✹ Adopt only out of necessity or social pressure

✹ Laggards (15%)✹ Traditionalists✹ Suspicious of new ideas

Distribution of Adoption

Distribution of Adoption

Frequency

Time-Rate of Adoptionµ-1α +1α-2α +2α

Innovators

EarlyAdopters

MajorityEarly Late

Laggards

Example - Buying a New Car

✹ Awareness✹ Interest✹ Evaluation✹ Trial✹ Adoption

Application✹ Select an innovation and discuss how

you would move it through the adoption process. What type of communication would you use at each stage?

Evaluation✹ Final Exam