1. Consumer Influence and the
Diffusion of Innovations
Copyright 2007 by Prentice Hall

2. The process by which
the acceptance of an
innovation is spread by
Diffusion
communication to
Process
members of social
system over a period of
time.
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3. The stages through
which an individual
consumer passes in
Adoption arriving at a decision to
Process try (or not to try), to
continue using (or
discontinue using) a new
product.
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4. Elements of the Diffusion
Process
• The Innovation
• The Channels of Communication
• The Social System
• Time
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5. Product Characteristics That
Influence Diffusion
• Relative Advantage
• Compatibility
• Complexity
• Trialability
• Observability
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6. Time and Diffusion
• Purchase Time
• Adopter Categories
• Rate of Adoption
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7. Adopter Categories
Figure 15.8
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8. An Enhanced Adoption Process Model
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