Problem solving

Limited Extended

Risk low high

Involvement low high

Info search little extensive

Passive Active
 Problem solving

Limited Extended
Prominent many
Alternative criteria criteria

Evaluation Non compensatory

compensatory

Similar Significant
alternatives differences

Not many many

Purchase shops shops

Influenced communication
By store with store
displays personnel
 How does
a consumer
choose a
NEW
product ?
New Product?
iPod
 Stages in the Adoption
Process
Awareness: Consumer is aware of
product, but lacks information.
Interest: Consumer seeks
Information about new product.

Evaluation: Consumer considers

trying new product.
Trial: Consumer tries new
product on a small scale.

Adoption: Consumer decides

to make regular use of product.
Adopter Categories
Percentage of Adopters

Early Majority Late Majority

Innovators

Early
34% 34% Laggards
Adopters

13.5% 16%
2.5% Time of Adoption
Early Late
Characteristics of
Innovations
• Innovation is something new, five factors
that affect the rate at which innovations are
adopted include

Relative advantage
Compatibility
Complexity
Divisibility
Communicability
Return
Group Activity
• Solve the Jigsaw
• Scissors
• Newspaper
• Glue / Stapler
The
The Motivation
Motivation
Process
ProcessTension
Tension

Drive
DriveStrength
Strength

Drive
DriveDirection
Direction

Behavior Processes
Behavior that
cause
people
Want
Want to behave
as they do

Goal
Goal
 Motivational
Motivational
Strength
Strength
Factors
Factors Affecting
Affecting Strength
Strength
Drive
Drive Theory
Theory
Biological needs produce
unpleasant states of arousal. We
try to reduce this and return to
balanced state – ‘homeostatic’.
Expectancy
Expectancy Theory
Theory
Behaviour is largely influenced by
expectations of achieving
desirable outcomes (+ve ones) ,
rather than pushed from within.
 The
The ABC
ABC Model
Model of
of Attitudes
Attitudes

Affect
Affect Behavior
Behavior Cognition
Cognition

e ls ns o ut
F e n tio a b
o u t t e t h g e f s
a b A0 In Sm l i
Be the A
0
o
the 2 d bout
a A 0

the