GRANOVETTER

Threshold model in consumer demand: when one buys

depends on the number of previous buyers

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Correlations

1 2 3
Bandwagon
(positive)

PC/DK-agosto09

4 5

Reverse Bandwagon
(negative)

GRANOVETTER

Bandwagon

To MUNDIAL
get into the
swim ofDE
things
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DE USURIOS
INTERNET

Status - seeking

1 2 3

4 5

In order to be fashionable or stylish

PC/DK-agosto09

In order to conform with those they wish to be associated with

GRANOVETTER

I-phone

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1 2 3

PC/DK-agosto09

4 5

GRANOVETTER

I-phone

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1 2 3

PC/DK-agosto09

4 5

GRANOVETTER

I-phone

RANKING MUNDIAL DE USURIOS DE INTERNET

1 2 3
G

PC/DK-agosto09

4 5

GRANOVETTER

Wii Sports

RANKING MUNDIAL DE USURIOS DE INTERNET

1 2 3
G

PC/DK-agosto09

4 5

GRANOVETTER

Wii Sports

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1 2 3
G

PC/DK-agosto09

4 5

GRANOVETTER

Bandwagon

Depend for their

utility on join
consumption
by others

RANKING MUNDIAL DE USURIOS DE INTERNET

1 2 3

Empty
restaurant
PC/DK-agosto09

4 5

GRANOVETTER

Bandwagon

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When services or accessories for ones purchase are

more readily and cheaply available the more
others have purchased

1 2 3

4 5

and can be a signal of product quality.

PC/DK-agosto09

GRANOVETTER

Reverse bandwagon

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

1 2 3

PC/DK-agosto09

may require
avoidance or overly
popular products

4 5

GRANOVETTER

and the same product may be

subject to both: bandwagon and reverse

RANKING MUNDIAL DE USURIOS DE INTERNET

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

PC/DK-agosto09

ROGERS

Diffusion of Innovations by Everett Rogers

Diffusion is the
process by which an

RANKING MUNDIAL DE USURIOS DE INTERNET

1 2 3

innovation is

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

Innovation is any new idea, new behavior, new product, new

message i.e., a new thing that one brings to you for your
adoption.

PC/DK-agosto09

ROGERS

Adoption of innovation step process

RANKING MUNDIAL DE USURIOS

DE INTERNET
Person becomes
aware of an innovation and has

Knowledge

1 2 3

Persuasion
Decision
Implementation
Confirmation

4 5

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

13
PC/DK-agosto09

ROGERS

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1 2 3

Basic on
advant./disadv.
Exposed,
not inspired to find
more information

PC/DK-agosto09

Seek information,
details about
innovation

ROGERS

Adoption of innovation over time

Innovations do not
spread equally over

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1 2 3

different society

(social
4 segments
5
6
groups) but through
5 stages with
particular profile of
reaction

15
PC/DK-agosto09

ROGERS

5 particular profile
Adopt new ideas

Innovators

(technologies, concepts, and

RANKING MUNDIAL DE USURIOS DE INTERNET
behaviors in early stages

Early Adopters

1 2 3

have some traits

of
4 Still
5
6
innovation (risk concern)

Early Majority

First sign of diffusion

Late Majority

Delay its adoption, must be

Laggards

Mature implementation and

clearly its advantages

risks involved are smaller

16
PC/DK-agosto09

ROGERS

Affecting the diffusion of an innovation

Powerful way for change
agents to affect the

RANKING MUNDIAL DE USURIOS DE INTERNET

1 2 3

diffusion of an

is to affect
4 innovation
5
6
opinion leader
attitudes.
Persuading opinion
leaders is the easiest
way to foment positive
attitudes toward an
innovation.

Leaders have the knowledge and the social skill to start

word-of-mouth epidemics
PC/DK-agosto09

17

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?

18
PC/DK-agosto09

ROGERS

Find the leader in Cyberspace

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1 2 3

4 5

19
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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 20

PC/DK-agosto09

ROGERS

Tipping Point concept *

Ideas and products and
messages and behaviors

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1 2 3

spread just like viruses

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

22
PC/DK-agosto09

ROGERS

Rogers model evolution

Regardless the experts opinion,

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Rate of
Adoption

1 2 3

individual before making a

decision takes
4
5 into account
6the

function that indicates how much

he can lose with that decision

integrating
profiles

There is a huge range of different

behaviors between each profile
described (continuous model)

23
PC/DK-agosto09

ROGERS

Innovation processes follow a normal distribution curve

MAJORITY
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1 2 3

4 5

INNOVATORS

LAGGARDS

CONTINUOUS PROCESS
PC/DK-agosto09

24

ROGERS

5 critical factors influencing innovation diffusion

AdoptionDE
probability
RANKING MUNDIAL DE USURIOS
INTERNETgrows if innovation has clear
advantages for product, service or current behavior

Relative advantage

1 2 3

Compatibility
Complexity of transition
Possibility of testing
Visibility of benefits

4 5

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

25
PC/DK-agosto09