Diffusion modified for class

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Diffusion modified for class

  1. 1. Consumer Influence and the Diffusion of Innovations Copyright 2007 by Prentice Hall
  2. 2. The process by which the acceptance of an innovation is spread by Diffusion communication to Process members of social system over a period of time.Copyright 2007 by Prentice Hall 15 - 2
  3. 3. The stages through which an individual consumer passes in Adoption arriving at a decision to Process try (or not to try), to continue using (or discontinue using) a new product.Copyright 2007 by Prentice Hall 15 - 3
  4. 4. Elements of the Diffusion Process • The Innovation • The Channels of Communication • The Social System • TimeCopyright 2007 by Prentice Hall 15 - 4
  5. 5. Product Characteristics That Influence Diffusion • Relative Advantage • Compatibility • Complexity • Trialability • ObservabilityCopyright 2007 by Prentice Hall 15 - 5
  6. 6. Time and Diffusion • Purchase Time • Adopter Categories • Rate of AdoptionCopyright 2007 by Prentice Hall 15 - 6
  7. 7. Adopter Categories Figure 15.8Copyright 2007 by Prentice Hall 15 - 7
  8. 8. An Enhanced Adoption Process ModelCopyright 2007 by Prentice Hall 15 - 8

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