1. Diffusion
of
Innovations

2. Types of
Innovations
Continuous
Dynamic Continuous
Discontinuous

3. Factors Affecting Rate of Diffusion
Relative Advantage
Complexity
Compatibility
Trial ability
Observability
Risk Perceived

4. knowledge
persuasion
Cont adoption
adoption
Later adoption
decision
rejection
implementation
Discontinuance
confirmation
Cont
rejection

5. POPULATION
Rate of Diffusion
Late Majority
Early Majority
Early Adopters
34%
34%
Laggards
Innovators
2.5%
13.5%
16%
TIME

6. L
uxuries/ echnology
T

7. F
ashion

8. F Or Craze
ad

9. Relative importance of info sources in the
adoption process
Personal
high
IMPORTANCE
channels
trial
evaluation
interest
awareness
low
adoption
Mass media

10. CHARACTERISTICS OF OPINION
LEADERS
•Product specific
•More experienced
•Credible & Knowledgeable
•More then average media usage
•Higher incomes within their group so more
adventurous &risk takers
•More social and interactive

11. Two Step Flow of Information
SOURCE or SENDER
OPINION LEADERS
USER or RECEIVER
feedbac
k

12. Perception
process
f
i
Source
l
[advertiser] message t
e
r
Channel
[Media]
Receiver
[audience]
f
i
l
t
e
r
Destination
Channel
[Word of Mouth]

13. F
ilters in the Communication P
rocess
•Noise
•Selective Attention
•Selective P
erception
•Selective R
etention
•Selective R
ecall