communication assignment on diffusion
Daniel M Main Card
diffusion_assignment_.docxTake a look at the diffusion graph on the following page.
Which products diffuse more quickly than others? What obstacles existed or didn’t exist that would result in different patterns? Try to use terms from notes for individual and group diffusion.
Individual
1. Knowledge – 1st exposure to innovation, desire to find out more.
3. Decision – debate between whether to accept or reject innovation.
4. Implementation – Individual employs innovation. Judges its usefulness.
5. Confirmation – Finalizes choice to continue using innovation
Group
1. Innovations are NOT adopted by all individuals within a group
2. Innovations are NOT adopted at the same time
3. Histrogram—5 Categories of Adopters
a. innovators – these are the people who get new iphone before available to markets; if they like the product they will provide strong reviews and set the trend for everyone else
b. early adopters – standing in day long line for new iphone
c. early majority – they will get it when it is more easily available to them; fewer barriers to getting innovation
d. late majority – these are the people who won’t get a new iphone until their current one breaks; can be a variety of reasons as to why they don’t get them sooner – just don’t care, or can’t
e. laggards – there are different types of laggards, these can be people who are just not into trends and just wait forever, or th
ose who don’t realize there is a trend (like parents getting on FB eventually); some laggards never adopt (me – I hate Apple products)
