IB Design & Tech Chapter 5.6

Term
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Diffusion
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Terms in this set (16)
Diffusion
The processes or mechanisms through which a new product or service is accepted by the market.
Rogers' Four Main Elements that Influence the Spread of Ideas
Innovation, Communication Channels, Time, and a Social System
Relative Advantage
The degree to which consumers rate the merits of a new product relative to the product it supersedes.
Factors include: prestige, functionality, fashion trends, features, etc.
Compatibility
How well consumers determine that the innovation reflects their expectations.
Encompasses degree of difficulty and may extend from consumers' difficulty in use.
Observability
The profile or visibility of positive results attributed to product ownership.
Trialability
The level to which an innovation may be examined, tested or trialled on a limited basis to improve consumer confidence in the feature set, appropriateness or reliability of an innovation.
Consumerism
A set of behaviours found in all cultures predominantly based around the consumption of goods and services.
Also a means of transmitting information about societal values and norms through social interaction.
Lifestyle
Refers to the social groupings of people based around how they use their resources such as time, space, and money.
Consumer Value Belief Systems
Relate to people's attitudes, principles, and core values about what is good and right, and notions of quality and desirability.
Social Network
The pattern of friendship, advice, communication or support which exists among the members of a social system
InnovatorsThe smallest group and the earliest to adopt of the consumer groups. They are characterized by individuals who are very well informed and highly adventurous in their purchasing patterns.Categories of ConsumersInnovators, Early Adopters, Early Majority, Late Majority, and LaggardsEarly AdoptersLooking to be the first amongst the mainstream population to purchase new products. This group is generally well informed and has the financial resources to make purchases, often at premium prices.Early MajorityA pragmatic group of consumers who are looking for confirmation about the quality and functionality of a new product. While they are not leaders, they still make a decision just before the majority of the market.Late MajorityMore cautious and skeptical about innovations. They will make a purchase only after the majority of the consumer group have paved the way.LaggardsThis group is more resistant to change and its opinions are often based in the past on what has been proven to be successful. This group most likely has the least financial resources at their disposal, and as such must be totally convinced before adopting.

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