Where would you place yourself as a consumer along the adoption curve (1 st part Transcript: Diffusion of Innovation – choose one of the 5 in this part ), and why? Share an example of an adoption behavior to illustrate your self-characterization. For example, do you own a cell phone, a handheld PDA? If so, when did you buy your first one? Are there certain product categories in which you feel you’re more of an innovator than others--for example, electronics or fashion? Given what you know about your tendencies, what is the best marketing strategy to meet you needs? What would a hotel do to appeal to a consumer like you? 3-4 paragraphs Transcript: Diffusion of Innovation Diffusion of innovation is the process by which the adoption of an innovation spreads. The diffusion process is the spread of a new idea from its source of invention or creation to its ultimate users or adopters. The adoption curve illustrates how different groups accept ideas at different times. Consumer innovators The first purchasers of a new good or service. Comprising approximately 2.5% of the population, they are generally young and well educated and don't mind taking a risk. Early adopters The second group to adopt a new product. Comprising approximately 13.5% of the population, they often are opinion leaders well respected by their peers. Early majority Comprising about 34% of the population, these are the people who avoid risk and wait to see if the early adopters like a product before they try it. Late majority An additional 34% of the population who are cautious about new ideas. They adopt a new product as a result of the pressure to conform. They tend to be older and/or below average in income and education. Laggards The remaining 16% of the population who prefer to do things the way they have been done in the past, are very suspicious of new ideas, and are alienated from a rapidly advancing society. They may also simply lack the financial means to take advantage of innovations. Transcript: The Six Steps of the Adoption Process Awareness Consumers are consciously aware that a new hospitality product exists. Building strong awareness requires repeatedly exposing consumers to the new product or service through various forms of promotion. Interest Potential customers want to learn more. Interest can be either active or passive: Customers exhibiting active interest will seek information about the new product or service. This information may be derived from the company itself, from family and friends, from Internet-based sources, or a variety of other origins. Customers exhibiting passive interest won't seek information themselves, but will accept it if it is offered. Evaluation Consumers compare the new product or service with existing offerings. If they perceive an advantage, they will wait for an opportunity to try the new offering. They may "cycle back" to the existing offering if sufficient information is not available, but they will remain interested. Trial T.

1. Where would you place yourself as a consumer along the
adoption curve (1
st
part
Transcript: Diffusion of Innovation – choose one of the 5 in this
part
), and why? Share an example of an adoption behavior to
illustrate your self-characterization. For example, do you own a
cell phone, a handheld PDA? If so, when did you buy your first
one? Are there certain product categories in which you feel
you’re more of an innovator than others--for example,
electronics or fashion?
Given what you know about your tendencies, what is the best
marketing strategy to meet you needs? What would a hotel do to
appeal to a consumer like you?
3-4 paragraphs
Transcript: Diffusion of Innovation
Diffusion of innovation is the process by which the adoption of
an innovation spreads. The diffusion process is the spread of a
new idea from its source of invention or creation to its ultimate
users or adopters. The adoption curve illustrates how different
groups accept ideas at different times.
Consumer innovators
The first purchasers of a new good or service. Comprising
approximately 2.5% of the population, they are generally young
and well educated and don't mind taking a risk.
Early adopters
The second group to adopt a new product. Comprising
approximately 13.5% of the population, they often are opinion
leaders well respected by their peers.
Early majority
Comprising about 34% of the population, these are the people
who avoid risk and wait to see if the early adopters like a
product before they try it.

2. Late majority
An additional 34% of the population who are cautious about
new ideas. They adopt a new product as a result of the pressure
to conform. They tend to be older and/or below average in
income and education.
Laggards
The remaining 16% of the population who prefer to do things
the way they have been done in the past, are very suspicious of
new ideas, and are alienated from a rapidly advancing society.
They may also simply lack the financial means to take
advantage of innovations.
Transcript: The Six Steps of the Adoption Process
Awareness
Consumers are consciously aware that a new hospitality product
exists. Building strong awareness requires repeatedly exposing
consumers to the new product or service through various forms
of promotion.
Interest
Potential customers want to learn more. Interest can be either
active or passive:
Customers exhibiting active interest will seek information about
the new product or service. This information may be derived
from the company itself, from family and friends, from Internet-
based sources, or a variety of other origins.
Customers exhibiting passive interest won't seek information
themselves, but will accept it if it is offered.
Evaluation
Consumers compare the new product or service with existing
offerings. If they perceive an advantage, they will wait for an
opportunity to try the new offering. They may "cycle back" to
the existing offering if sufficient information is not available,
but they will remain interested.
Trial
This is the most important step in the adoption process.
Consumers must overcome the perceived risk of making the

3. wrong decision. The hospitality product may have to create the
opportunity for consumers to experience the facility on a trial
basis to overcome their tendency to forget. In today's electronic
world, that trial may come through Second Life-type platforms.
Decision
Consumers decide either to adopt the product or to reject it.
They may require repeated trials before reaching their decision.
If they adopt it, they become regular users of the product or
service (i.e., the hotel or restaurant, in the case of the
hospitality industry).
Confirmation
Consumers evaluate the wisdom of their decision. If they
originally rejected the product, they may take advantage of
renewed trial offers, which may result in eventual adoption.