Podcast
Questions and Answers
Which adopter category is characterized by suspicion and a slower pace of adoption?
Which adopter category is characterized by suspicion and a slower pace of adoption?
Innovators are typically less educated and socially mobile than other adopter categories.
Innovators are typically less educated and socially mobile than other adopter categories.
False
What role do early adopters play in their local reference groups?
What role do early adopters play in their local reference groups?
Opinion leaders
The group that is often older and less socially mobile than innovators and early adopters is known as the ______.
The group that is often older and less socially mobile than innovators and early adopters is known as the ______.
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Match the following adopter categories with their characteristics:
Match the following adopter categories with their characteristics:
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Which type of innovation involves minor changes that are unimportant to the consumer?
Which type of innovation involves minor changes that are unimportant to the consumer?
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Dynamically continuous innovation requires major changes in a behavior of significant importance to the individual.
Dynamically continuous innovation requires major changes in a behavior of significant importance to the individual.
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Name one factor that affects the rate of diffusion of innovation.
Name one factor that affects the rate of diffusion of innovation.
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The process by which innovations spread throughout a market is known as __________.
The process by which innovations spread throughout a market is known as __________.
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What is meant by 'relative advantage' in the context of diffusion of innovation?
What is meant by 'relative advantage' in the context of diffusion of innovation?
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Match the following categories of innovation with their descriptions:
Match the following categories of innovation with their descriptions:
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Observability is a factor that can slow down the diffusion of innovation.
Observability is a factor that can slow down the diffusion of innovation.
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The first phase of the diffusion process typically involves a period of __________ growth.
The first phase of the diffusion process typically involves a period of __________ growth.
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Study Notes
Diffusion of Innovation
- Innovation is defined as an idea, practice, or product perceived as new.
- Innovations are categorized as continuous, dynamically continuous, or discontinuous based on the degree of behavioral change required.
- Continuous innovations involve minor changes; dynamically continuous require moderate changes in important behaviors or major changes in less important ones; discontinuous innovations require substantial changes in behaviors of notable importance.
- The diffusion process describes the spread of innovations across a market (small or large).
- Diffusion typically follows a pattern of slow growth, rapid growth, and slow growth.
- Factors influencing the rate of diffusion include:
- Compatibility: Innovation aligns with consumer values.
- Relative advantage: Innovation perceived as better than existing options.
- Complexity: Ease of understanding and use.
- Observability: How easily positive effects are seen.
- Trialability: Ease of low-cost or low-risk testing.
- Perceived risk: Low financial, physical, or social risk. Perceived risk includes: the likelihood of poor performance, its consequences, and how to reverse negative outcomes.
Innovation Adopter Categories
- Multiple categories of adopters consume innovations over time.
- Innovators: Risk-takers, use various information sources, more educated and socially mobile.
- Early adopters: Opinion leaders, rely on interpersonal sources (like innovators) for information.
- Early majority: Cautious, adopt after innovators and early adopters; generally older, less educated, and less socially mobile; primarily obtain info through interpersonal communication.
- Late majority: Skeptical, adopt mainly due to social pressure. Generally older, lower social status and mobility.
- Laggards: Reluctant to adopt, limited exposure to outside information, primarily use local sources.
Diffusion Curve
- Represents the distribution of adopters over time.
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Description
Explore the essential concepts of the diffusion of innovation, including various types of innovations and the factors affecting their adoption. Understand how innovations spread in markets and the patterns observed during their diffusion process. This quiz will enhance your understanding of innovation and its implications.
