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Unformatted text preview: Adoption is an individuals decision to become a regular user of a product. An innovation is any good, service, or idea that someone perceives as new, no matter how long its history. Innovation diffusion process is the spread of a new idea from its source of invention or creation to its ultimate users or adopters. Adopters of new products move through five stages: Awareness, Interest, Evaluation, Trial, Adoption Five adopter groups: innovators, early adopters, early majority, late majority, laggards Personal influence is the effect one person has on anothers attitude or purchase probability. Five characteristics influence the rate of adoption of an innovation: relative advantage, compatibility, complexity, divisibility, and communicability....
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This note was uploaded on 03/02/2011 for the course MRKT 685 taught by Professor Choi during the Spring '11 term at Rutgers.
- Spring '11