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The process by which the acceptance of an innovation is spread by communication to members of social system over a period of time.
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Adoption Process
The stages through which an individual consumer passes in arriving at a decision to try (or not to try), to continue using (or discontinue using) a new product.
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Firm-oriented definitions
Defining Innovations
Product-oriented definitions
Continuous-- introduction of modified pdct rather than a
totally new pdct
Market-oriented definitions
Based on consumer exposure ( A pdct is considered
new if used by small percentage of potential market or been on the market for a relatively short period of time )
Consumer-oriented definitions
Consumer judges it as new----- consumer perception
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Telephone Innovations
Telephone a discontinuous innovation of major magnitude has produced a variety of both dynamically continuous
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Identification of Adopter Categories--Where consumers stand in relation to other consumers in time of their purchase--- Innovators, Early Adopters, Early Majority ,Late Majority, Laggards
Adopter Categories
A sequence of categories that describes how early (or late) a consumer adopts a new product in relation to other adopters.
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Adopter Categories
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Evaluation of Alternatives
Purchase Decision Postpurchase Behavior
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Interest
Evaluation
Trial
Adoption (Rejection)
If trial is favorable, consumer decides to use the product on a full, rather than a limited basis--if unfavorable, the consumer decides to reject it.
Since the HDTV set cannot be tried like a small tube of toothpaste, Eric buys the TV at this local electronics store on his way home from work. The store offers a 14-day full refund policy. Eric loves his new HDTV set and expects many year of service from it.
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Issues in Profiling Consumer Innovators Defining the Consumer Innovator Interest in the Product Category The Innovator Is an Opinion Leader Personality Traits ( uniqueness, take risks ) Media Habits( Innovators have more exposure to
magazines & low exposure to TV )
Demographic Characteristics(
Tend to be younger )
Innovators