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Buyer Behavior
Diffusion of Innovation
Definition of Opinion Leadership
The process by which one person, the
opinion leader, informally influences the
actions or attitudes of others, who may be
opinion seekers or merely opinion
recipients.THEY ARE EFFECTIVE BECAUSE THEY:
Are credible Provide positive and negative product information Provide both information and advice Are specialized and category-specific Are both providers and recipients of information
Opinion Leadership Measurement
Self-designating method
Sociometric method
Key informant method
Objective method
Combination methods
What Makes an Opinion Leader?
Knowledge and interest Consumer innovativeness Media habits Personal characteristics
Personality traits Social class Demographic factors
Profile of Opinion Leaders
InnovativenessWillingness to talkSelf-confidenceGregariousnessCognitive differentiation
Generalized AttributesAcross Categories
Profile of Opinion Leaders
InterestKnowledgeSpecial-interest media
exposureSame ageSame social statusSocial exposure outside group
Category-SpecificAttributes
One-Step Communications Flow
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Two-Step Communications Flow
Opinion Leader
CC
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CC
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CC
Multi-Step Communications Flow
OL
CC
CC
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CC
CC
CC
CC
CC
CC
Interpersonal Communication Categories
High on both opinion leadership and opinion seeking.
Opinion Seeking Scores
High Low
Opi
nion
Lea
ders
hip
Low
Hig
h
SociallyIntegrated
SociallyIntegrated
Socially Integrated
Interpersonal Communication Categories
High on opinion leadership, low on opinion seeking.
SociallyIntegratedSocially
IntegratedSocially
Independent
SociallyIndependent
Opinion Seeking Scores
High Low
Opi
nion
Lea
ders
hip
Low
Hig
h
Socially Independent
Interpersonal Communication Categories
Low on opinion leadership, high on opinion seeking.
SociallyIntegratedSocially
Integrated
SociallyDependent
SociallyDependent
SociallyIndependent
SociallyIndependent
Opinion Seeking Scores
High Low
Opi
nion
Lea
ders
hip
Lo
wH
igh
Socially Dependent
Interpersonal Communication Categories
Low on both opinion leadership and opinion seeking.
SociallyIntegratedSocially
Integrated
SociallyDependentSocially
DependentSociallyIsolated
SociallyIsolated
SociallyIndependent
SociallyIndependent
Opinion Seeking Scores
High Low
Opi
nion
Lea
ders
hip
Lo
wH
igh
Socially Isolated
Definitions of “Innovation”
Firm-Oriented Definitions Based on newness to the firm.
Product-Oriented Definitions Based on new product attributes.
Market-Oriented Definitions Based on proportion who have purchased.
Consumer-Oriented Definition Based on consumer judgment of newness.
Telephone-Related Innovations
Answering machineCall forwardingCall waitingVoice mailCaller IDBanking by phoneCall prompting
Answering machineCall forwardingCall waitingVoice mailCaller IDBanking by phoneCall prompting
Hold buttonLine-in-use indicatorRedial buttonAuto dialing featureTouch-tone service800 numbers900 numbers
Hold buttonLine-in-use indicatorRedial buttonAuto dialing featureTouch-tone service800 numbers900 numbers
Nationwide pagingStock market quotesSports scoresTwo-way pagingPager watch
Nationwide pagingStock market quotesSports scoresTwo-way pagingPager watch
Silent alertMessage displaysBuilt-in alarm clockFashion colors
Silent alertMessage displaysBuilt-in alarm clockFashion colors
Fax modemMobile fax machinesHome office systems (fax, copier, comp., etc.)
Fax modemMobile fax machinesHome office systems (fax, copier, comp., etc.)
Plain paper faxSpeed dialingDelayed sendCopy function
Plain paper faxSpeed dialingDelayed sendCopy function
Telephone
Pager
Fax Machine
Discontinuous Dynamically Continuous Continuous
Influences on Diffusion
Relative advantage
Compatibility
Complexity
Trialability
Observability
Influences on Diffusion
Consumer-Dependent Relative advantage Compatibility Perceived risk Complexity Effect on other
innovations Consumer-Independent
Trialability Divisibility Reversibility Realization Communicability Form of innovation
Innovation Characteristics
Influences on Diffusion
Psychological Variables Perception Motivation Personality Value orientation Beliefs Attitudes Previous experience
Demographics Age Education Income
Consumer Characteristics
Influences on Diffusion
Types Marketer-controlled
versus nonmarket-controlled
Personal versus impersonal
Characteristics Credibility Clarity Source similarity Informativeness
Propagation Mechanisms
The Diffusion Curve
The Diffusion Curve
2.5%
Innovators
Innovators — 2.5% — VenturesomeVery eager to try new ideas; acceptable if risk is daring; more cosmopolite social relationship; communicates with other innovators
The Diffusion Curve
2.5% 13.5%
Innovators
EarlyAdopters
Early Adopters — 13.5% — RespectMore integrated into local social system; the persons to check with before adopting a new idea; greatest number of opinion leaders; role models
The Diffusion Curve
2.5% 13.5% 34%
Innovators
EarlyAdopters
EarlyMajority
Early Majority — 34% — Deliberate Adopt new ideas just prior to the average time; seldom hold leadership positions; deliberate for some time before purchasing
The Diffusion Curve
2.5% 13.5% 34% 34%
Innovators
EarlyAdopters
LateMajority
EarlyMajority
Late Majority — 34% — Skeptical Adopt new ideas just after the average time; adoption may be economic necessity and from peer pressure; approach innovation cautiously
The Diffusion Curve
2.5% 13.5% 34% 16%34%
Innovators
EarlyAdopters
LateMajority Laggards
EarlyMajority
Laggards — 16% — TraditionalLast people to adopt an innovation; most parochial in outlook; oriented toward the past; suspicious of the new
Innovation Adoption Process
AWARENESS — Consumers learns the brand name and product attributes.
INTEREST — Consumers relate the product benefits to their own needs.
EVALUATION — Consumers compare the goods with existing alternatives.
TRIAL — Consumers obtain direct or vicarious product experience.
ADOPITON — Consumers choose the innovation as a permanent solution.
Innovation Decision Process
KNOWLEDGE — Exposure and some knowledge of function.
PERSUASION — Favorable or unfavorable attitudes are formed.
DECISION — Choice to adopt or to reject innovation.
IMPLEMENTATION — Innovation is put into use by consumer.
CONFIRMATION — Seeks reinforcement of decision or possible reversal.
Relative Information Importance
Imp
ort
ance
Hig
hLo
w
Personal andinterpersonalsources
Impersonalmass-mediasources
Aw
aren
ess
Inte
rest
Eval
uatio
n
Tria
l
Ado
ptio
n
