Objective

Diffusion - Adoption Process

✹ Using the adoption model, identify the
process and media used when adopting
new innovations.

How do people change

Stages in the Adoption Process
habits, buy products? # of people Information
High Low
Awareness
Interest
Evaluation
Adoption of Trial
Innovations Adoption
Low High

Adoption of Innovations Adoption of Innovations

✹ Awareness - Use mass media to provide a
✹ Trial - Provide information and support
little information to a lot of people.
to ensure that the trial is successful.
✹ Interest - Provide enough information so
that the potential adopter gets interested. ✹ Adoption - Provide supporting materials
✹ Evaluation - Provide the potential adopter to ensure continued success and use of
with the information they need to decide the innovation.
whether to try the innovation.

Page 1
1
 Communication Strategies for Distribution of Adoption
✹ Innovators (2.5%)
Different Stages of Adoption ✹ Risk takers/adventurers

✹ Early adopters (10-15%)

125
✹ Opinion leaders
Mass Media
100 ✹ Early majority (34%)
Mass
Media ✹ Adopt after intense deliberation
75
% ✹ Late majority (34%)
50 Targeted
Groups Community &
Social Gatherings
✹ Skeptical
✹ Adopt only out of necessity or social pressure
25 One-on-
One
✹ Laggards (15%)
0
Awareness Interest Evaluation Trail Adoption ✹ Traditionalists
✹ Suspicious of new ideas

Distribution of Adoption Example - Buying a

New Car
✹ Awareness
Frequency ✹ Interest

Early Late
✹ Evaluation
Early
Adopters
Majority ✹ Trial
Innovators Laggards
✹ Adoption
-2α -1α µ +1α +2α
Time-Rate of Adoption

Application Evaluation
✹ Select an innovation and discuss how ✹ Final Exam
you would move it through the
adoption process. What type of
communication would you use at each
stage?

Page 2
2