Innovation%20and%20Adoption - • Complexity •...

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Innovation and Adoption Caleb Warren Buyer Behavior Fall 2008
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Adoption and Innovation Innovation – any market offering perceived as new Adoption – trying or experiencing the new market offering S-shaped adoption curve
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Adopter Segments * Note: This slide shows rate of adoption; it is the first derivative of the s-shaped, cumulative adoption curve
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Degree of Novelty Discontinuous innovations require large change in behavior considered new product category e.g. car, computer Continuous innovations require little change in behavior considered same product category modification of an existing product e.g. Frosted Cheerios, PC w/flat screen
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Prerequisites for Adoption Relative advantage Compatibility Trialability
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Unformatted text preview: • Complexity • Observability Fashion Cycles • Fad • Rapid diffusion and a short life-cycle • Nonutilitarian / small relative advantage • Often impulse purchases • Exponential adoption curve Fashion Cycles • Classic • Extremely long lifecycle • “anti-fashion” • Cyclical fashions • Go in and out of style • Often associated with image products (e.g. cloths) and hedonic products (e.g. toys) Classics Rock and Roll Hip Hop Fads / Cyclical Fashions Disco Boy Bands Fad or Trend? • Does it fit with basic lifestlye changes? • Is there a utilitarian benefit? • Can it be personalized? • Is it a trend or a side-effect? • Who has adopted the change?...
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