5.6 Flashcards
diffusion
wide acceptance and sale of a product
list rogers 5 characteristics of of innovation
relative advantage
compatibility
complexity
observability
trialability
relative advantage
consumers more likely to adopt an innovation if they think it will offer benefits that they cannot currently get from an existing solution
it is the extent to which the innovation is more productive, efficient, costs less etc
compatibility
extent to which an innovation is compatible with consumers existing values, norms and behaviours
an innovation needs to be socially acceptable to be implemented
complexity
if consumers struggle to use or interact with an innovation, they are less likely to engage with it
observability
consumers like to be able to see the benefits of a new innovation
It reduces uncertainty and risk to any investment consumers make
trialability
consumers are not always willing to make a full commitment to an innovation without knowing if it really suits them.
examples –> money back guarantees, try-before-you-buy and test-drives
consumerism
acquiring goods/services to fulfil a persons needs and desires
factors consumerism is related to
lifestyle (more leisure time, acquisition of things aligning with status)
values (exploring self expression through material objects)
identity (people defining themselves through the products they use)
positive influence of trends and media on consumer choice
increased awareness of new products
informed purchasing decisions
support for small businesses
promotion of social responsibility
negative influence of trends and media on consumer choice
disinformation
unrealistic expectations, body image issues
promotion of consumerism, encouragement of impulsive buying
loss of diversity
