GRANOVETTER

Threshold model in consumer demand: when one buys depends on the number of previous buyers

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1 2 3
Bandwagon (positive)

Correlations

4 5

Reverse Bandwagon (negative)

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GRANOVETTER

Bandwagon

To MUNDIAL get into the swim of DE things RANKING DE USURIOS INTERNET

Status - seeking

1 2 3

In order to conform with those they wish to be associated with In order to be fashionable or stylish

4 5

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GRANOVETTER

I-phone

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1 2 3

4 5

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GRANOVETTER

I-phone

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1 2 3

4 5

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GRANOVETTER

I-phone

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1 2 3
G

4 5

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GRANOVETTER

Wii Sports

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1 2 3
G

4 5

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GRANOVETTER

Wii Sports

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1 2 3
G

4 5

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GRANOVETTER

Bandwagon

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1 2 3

4 5

Depend for their utility on join consumption by others

Empty restaurant
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GRANOVETTER

Bandwagon

When services or accessories for ones purchase are more readily and cheaply available the more others have purchased

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1 2 3

4 5

and can be a signal of product quality.

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GRANOVETTER

Reverse bandwagon

25 de Maro Status - seeking Street/SP RANKING MUNDIAL DE USURIOS DE INTERNET

1 2 3

may require avoidance or overly popular products

4 5

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GRANOVETTER

and the same product may be subject to both: bandwagon and reverse

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1 2 3

4 5

People are unwilling to purchase until some minimum number of others has, but that also becomes less appealing once some maximum number is exceeded

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ROGERS

Diffusion of Innovations by Everett Rogers

Diffusion is the
RANKING MUNDIAL DE USURIOS DE INTERNETprocess by which an

1 2 3

4 communicated 5 6
through certain channels over time among the members of a social system.

innovation is

Innovation is any new idea, new behavior, new product, new message i.e., a new thing that one brings to you for your adoption.

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ROGERS

Adoption of innovation step process

Knowledge Persuasion Decision

RANKING MUNDIAL DE USURIOS DE INTERNET Person becomes aware of an innovation and has

1 2 3

some idea of how it functions

Person forms a favorable or unfavorable attitude toward the innovation Person engages in activities that lead to a choice to adopt or reject the innovation

4 5

Implementation Confirmation

Person puts an innovation into use Person evaluates the results of an innovationdecision already made

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ROGERS

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1 2 3

Basic on advant./disadv. Exposed, not inspired to find more information Seek information, details about innovation

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ROGERS

Adoption of innovation over time

Innovations do not
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spread equally over

different society

1 2 3

4 segments 5 (social6
groups) but through 5 stages with particular profile of reaction

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ROGERS

5 particular profile
Adopt new ideas

Innovators Early Adopters Early Majority Late Majority Laggards

(technologies, concepts, and

RANKING MUNDIAL DE USURIOS DE INTERNET behaviors in early stages

1 2 3

have some traits of 4 Still5 6

innovation (risk concern) First sign of diffusion Delay its adoption, must be clearly its advantages Mature implementation and risks involved are smaller

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ROGERS

Affecting the diffusion of an innovation

Powerful way for change
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agents to affect the

diffusion of an opinion leader attitudes. Persuading opinion leaders is the easiest way to foment positive attitudes toward an

1 2 3

affect 4 innovation 5 is to6

innovation.

Leaders have the knowledge and the social skill to start word-of-mouth epidemics
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ROGERS

Early adopter is the leader

If innovators are marketers target, RANKING MUNDIAL DE USURIOS DE INTERNETEarly adopter has influence power to what becomes a market success.

1 2 3

4 5

Challenge for Marketing: how to find these types that are so valuable? its identity depends on the type of product or service?

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ROGERS

Find the leader in Cyberspace

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1 2 3

4 5

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ROGERS

Clicks analysis helps to unravel diffusion *

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Social networking
(word-of-mouth about

1 2 3

4 5
Innovators

innovation)

E-mails

Early Adopters

Searcher

Late Majority

* Click, Bill Tancer PC/DK-agosto09

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ROGERS

Tipping Point concept *

Ideas and products and
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messages and behaviors

spread just like viruses

1 2 3

4 do. 5

The change happens not

gradually but at one

dramatic moment, called Tipping Point (the message makes an impact) .

21
PC/DK-agosto09 * The Tipping Point, Malcolm Gladwell

ROGERS

Tipping Point concept *

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1 2 3

4 5

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ROGERS

Rogers model evolution

Regardless the experts opinion, RANKING MUNDIAL DE USURIOS DE INTERNET

Rate of Adoption

1 2 3

decision takes 4 5 into account 6the

function that indicates how much he can lose with that decision

individual before making a

integrating

profiles

There is a huge range of different behaviors between each profile described (continuous model)

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ROGERS

Innovation processes follow a normal distribution curve

MAJORITY
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1 2 3

4 5

INNOVATORS

LAGGARDS

CONTINUOUS PROCESS
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ROGERS

5 critical factors influencing innovation diffusion

Relative advantage Compatibility

RANKING MUNDIAL DE USURIOS DE INTERNET Adoption probability grows if innovation has clear

1 2 3

advantages for product, service or current behavior The more innovation is consistent with pre-existing higher the adoption probability Complex changes involved in innovation, reduce adoption likelihood A chance to try an innovation before making a final decision increase adoption likelihood The more obvious innovation benefits the greater adoption likelihood

4 5

Complexity of transition Possibility of testing Visibility of benefits

25
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