Adoption Process
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Objective
Diffusion - Adoption Process ✹ Using
the adoption model, identify the process and media used when adopting new innovations.
How do people change habits, buy products?
Stages in the Adoption Process # of people
Awareness
High
Information Low
Interest Evaluation
Adoption of Innovations
Trial Adoption
Adoption of Innovations
Low
High
Adoption of Innovations
✹ Awareness
- Use mass media to provide a little information to a lot of people. ✹ Interest - Provide enough information so that the potential adopter gets interested. ✹ Evaluation - Provide the potential adopter with the information they need to decide whether to try the innovation.
✹ Trial
- Provide information and support to ensure that the trial is successful. ✹ Adoption - Provide supporting materials to ensure continued success and use of the innovation.
Page 1 1
Distribution of Adoption
Communication Strategies for Different Stages of Adoption
✹ Innovators ✹
✹ Early
125
✹
Mass Media
75
Mass Media
✹
50
Targeted Groups
Community & Social Gatherings
✹ ✹
25
One-onOne
Interest
Evaluation
Trail
majority (34%)
Skeptical Adopt only out of necessity or social pressure
✹ Laggards
0 Awareness
majority (34%)
Adopt after intense deliberation
✹ Late
%
adopters (10-15%)
Opinion leaders
✹ Early
100
✹
Adoption
✹
(2.5%)
Risk takers/adventurers
(15%)
Traditionalists Suspicious of new ideas
Example - Buying a New Car
Distribution of Adoption
✹ Awareness ✹ Interest
Frequency Early Early Adopters
✹ Evaluation
Late
✹ Trial
Majority Laggards
Innovators
-2α
-1α
µ
+1α
✹ Adoption
+2α
Time-Rate of Adoption
Application
Evaluation
✹ Select
an innovation and discuss how you would move it through the adoption process. What type of communication would you use at each stage?
✹ Final
Exam
Page 2 2
Diffusion - Adoption Process ✹ Using
the adoption model, identify the process and media used when adopting new innovations.
How do people change habits, buy products?
Stages in the Adoption Process # of people
Awareness
High
Information Low
Interest Evaluation
Adoption of Innovations
Trial Adoption
Adoption of Innovations
Low
High
Adoption of Innovations
✹ Awareness
- Use mass media to provide a little information to a lot of people. ✹ Interest - Provide enough information so that the potential adopter gets interested. ✹ Evaluation - Provide the potential adopter with the information they need to decide whether to try the innovation.
✹ Trial
- Provide information and support to ensure that the trial is successful. ✹ Adoption - Provide supporting materials to ensure continued success and use of the innovation.
Page 1 1
Distribution of Adoption
Communication Strategies for Different Stages of Adoption
✹ Innovators ✹
✹ Early
125
✹
Mass Media
75
Mass Media
✹
50
Targeted Groups
Community & Social Gatherings
✹ ✹
25
One-onOne
Interest
Evaluation
Trail
majority (34%)
Skeptical Adopt only out of necessity or social pressure
✹ Laggards
0 Awareness
majority (34%)
Adopt after intense deliberation
✹ Late
%
adopters (10-15%)
Opinion leaders
✹ Early
100
✹
Adoption
✹
(2.5%)
Risk takers/adventurers
(15%)
Traditionalists Suspicious of new ideas
Example - Buying a New Car
Distribution of Adoption
✹ Awareness ✹ Interest
Frequency Early Early Adopters
✹ Evaluation
Late
✹ Trial
Majority Laggards
Innovators
-2α
-1α
µ
+1α
✹ Adoption
+2α
Time-Rate of Adoption
Application
Evaluation
✹ Select
an innovation and discuss how you would move it through the adoption process. What type of communication would you use at each stage?
✹ Final
Exam
Page 2 2
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