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| Proposed change from status quo that is percieved as new |
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| the adoption of the innovation, using both interpersonal and mass/social media |
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| Diffusion speeds depend on |
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-Innovation Features-Relative advantage, compatibility, complexity
-the message
-channels
-amount of time that passes |
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| shifts happen slowly at first, then critical mass is achieved and change happens rapidly |
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| Ventursome risk takers, cosmopolites |
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| Like to try new things, pretty vocal about interests, central in networks |
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| Not emotional about change, deliborate shoppers |
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-Knowledge stage
-Persuasion Stage
-Decision Stage
-Implementation Stage
-Confirmation Stage |
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| Individual learns of ideas existence, lacks info about it |
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| people develop interest, seek additional information, change agent is critical |
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| Mental application of innovation-person sees it, person decides to try it |
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| Application on small scale, determines unitility, often changes routine |
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| Seek information to confirm decision to adopt, imatators enter market, other innovations spring from the need satisfied by the innovation |
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| Strategies to Increase Adoption |
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Definition
-Know target market
-plan marketing stategy
-readjust innovation to majority marker
-allow market to evaluation and try innovation
-select messages carefully
-evaluate campaign effects |
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