and DIFFUSION of
Innovations
The Adoption Process
The decision stages that focus on internal
consumer influences (psychological/social)
that lead to innovation acceptance/rejection
TIME
CONFIRMATION IMPLEMENTATIONS
2.5% Innovators
Nonadopters
– Refuse to change
No way!
Diffusion of innovation research traces the spread
of product acceptance across its product life cycle
Market Market Market Sales
Introduction Growth Maturity Decline
Total Industry
Sales
Total Industry
Profit
$0
Tim
– e
Stage customers:
COMPANY
MESSAGE
OPINION
LEADERS
TARGET AUDIENCES
Positions of Status
Potential target
audiences
Demo days
Characteristics of New
Product Success
OBSERVABILITY - is the opportunity for
buyers to see the newness (+)