3. ADOPTION OF NEW PRODUCT DEVELOPMENT
Product factors -
Need fulfillment
Relative advantage
Compatibility
Complexity
Visible
Trialability
Consumer factors –
Personality
Innovativeness
Openness to experience
Demographical factors:
age, income, education, etc.
Motivational factors
4. MAJORITY VS MINORITY
Is majority influence more “powerful” than minority influence?
When a minority is faced with majority pressure…
Who wins?
Who is more likely to conform?
How many people will conform to a unanimous majority as opposed to a
consistent minority?
From this perspective the majority is always more powerful.
5. MINORITY INFLUENCE
Minority influence exemplified in TV play & film “Twelve Angry
Men”
12 jurors have to decide over the guilt or innocence of a young
man charged with the murder of his father.
At outset of the play a single juror in the murder trial favours acquittal,
other 11 jurors favour conviction
By end of play unanimously ‘not guilty’
The minority (of 1) has influenced a majority jury
6. EXPERIMENTAL PARADIGM
Moscovici et al (1969)
Responses to consistent minority influence
Told female Ss that in colour perception experiment
Task was to judge the colour of a series of slides that would vary in
intensity of colour and name this colour aloud when seated in a row of
groups of 6.
In each group there were 2 confederates
(Control group of 6 naïve Ss).
8. VARIATIONS
Two subjects as confederates
One subject as confederate
Inconsistent confederate
Change order of confederates
9. PERCENT OF GREEN RESPONSES GIVEN BY MAJORITY SS
0
1
2
3
4
5
6
7
8
9
Control Inconsistent Consistent
Minority Influence
10. BEHAVIOURAL STYLE
Key factor in minority influence is consistency of
behavioural style
Consistent:
Across time & situation (diachronic consistency)
Across individuals (synchronic consistency)
Strength of conviction
11. THEORY OF MINORITY CONVERSION
Moscovici (1980)
Majorities produce public compliance rather than conversion
Direct, immediate, temporary effect of social influence
Minorities challenge beliefs and produce private conversion
Indirect, delayed, private effect of social influence
12. THRESHOLD MODEL OF CONSUMER:
BANDWAGON AND REVERSE
When one buys depends on the number of other
Bandwagon
Reverse
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GRANOVETTER
I-phone
15. BANDWAGON VS REVERSE BANDWAGON
When services or accessories for one’s purchase are more readily and
cheaply available the more others have purchased...can be a signal of
product quality
People are unwilling to purchase until some minimum number of others
has (Bandwagon), but that also becomes less appealing once some
maximum number is exceeded (Reverse)
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Innovations do not
spread equally over
different society
segments (social groups)
but through 5 stages
with particular profile of
reaction
Adoption of innovation over time
17. EARLY ADOPTER IS THE KEY!
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If innovators are
marketers target, Early
adopter has influence
power to what becomes a
market success.
Challenge for Marketing:
how to find these types
that are so valuable? its
identity depends on the
type of product or service?
19. TIPPING POINT
TP: the moment of critical mass, the threshold, the boiling point
Ideas and products and messages and behaviors spread just like viruses
do.
The change happens not gradually but at one dramatic moment, called
“Tipping Point” (the message makes an impact) .
20. GANGNAM STYLE – THE LAW OF THE FEW
1 Earliest notable reaction video by K-pop
fans Katy and Mindy Anderson, July 18, 2012
2 Earliest notable parody by K-pop bloggers
Simon and Martina Stawski, July 23
3a Earliest celebrity comment by Robbie
Williams on his personal blog, July 28
3b First featured in the foreign tabloid
newspaper Ilta-Sanomat, Finland, July 28
4 First celebrity tweet by T-Pain, July 29
5 Picked up by Neetzan Zimmerman from
the social blog Gawker, July 30
6 Featued in CNN International, August 3
7 Psy appears at the Dodgers
Stadium, August 20
8 Katy Perry shares the Gangnam Style music
video with her 25 million followers on
Twitter, August 21