MOOC Adoption Lifecycle and Innovation Adoption at the Individual Level

Question 1

Adoption

Answer 1

Acceptance of an innovation by people in society or by specific markets - different people reach differently to new things

Question 2

Adoption lifecycle

Answer 2

Represents number of people adopting a product over time from the moment it becomes available

Question 3

Adoption lifecycle 5 different sections

Answer 3

Innovators
Early adopters
Early majority
Late majority
Laggards

Question 4

Innovators

Answer 4

No difficulty with complex, new tech and embrace the challenge instead

Question 5

Early adopters

Answer 5

Don’t focus on tech itself but are more enthusiastic about applications of an innovation and are very imaginative about uses

Question 6

Early majority

Answer 6

Innovations more practically and care about how the innovation can be useful to them - need clarifications about use

Question 7

Late majortiy

Answer 7

Need to be extremely sure that the product has strong support system and that it will not disappoint

Question 8

Laggards

Answer 8

Assess innovations skeptically and only accept very few that seem interesting to them

Question 9

Chasm (innovation lifecycle)

Answer 9

Gap that indicates that there is a big difference between early adopters and early majority. Early adopters are visionaries, early majority need to be confident before accepting innovation

Question 10

Early adopters vs early majority

Answer 10

Early adopters - intuitive, take risks, motivated by possible opportunities
Early majority - analytical, manage risks, choose for certainty, choose products that have use for them

Question 11

For innovators and early adopters to accept, innovation should be: (innovation central)

Answer 11

Best product
Elegant architecture
Unique functionality

Question 12

For mainstream market accept: (market central)

Answer 12

Cater to largest group of customers in its category
Current standard
High quality of customer support

Question 13

Crossing the chasm

Answer 13

Adapt innovation to fit more attractive mainstream market

e.g. Apple mini no graphical interface - next iteration graphical interface for mainstream market

Question 14

Kahneman evaluation of alternatives points

Answer 14

Value is subjective
Point of reference - when evaluating innovation
Improvements are gains, shortcoming are losses
Losses have far bigger impact than improvements

Question 15

Kahneman conclusions (betting scenario)

Answer 15

People only participate when the value of the potential gain is higher than the value of potential loss
Once people have something they want to keep it

Question 16

Status quo bias

Answer 16

Phenomenon that people prefer to keep things the way they are

Question 17

Endowment effect (Kahneman)

Answer 17

Tendency of people to attach more value to what they have than to what they gain (mug example)
People ask two to four times more for giving up what they have than for what they are willing to spend