Académique Documents
Professionnel Documents
Culture Documents
Threshold model in consumer demand: when one buys depends on the number of previous buyers
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Bandwagon (positive)
Correlations
4 5
PC/DK-agosto09
GRANOVETTER
Bandwagon
Status - seeking
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In order to conform with those they wish to be associated with In order to be fashionable or stylish
4 5
PC/DK-agosto09
GRANOVETTER
I-phone
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4 5
PC/DK-agosto09
GRANOVETTER
I-phone
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4 5
PC/DK-agosto09
GRANOVETTER
I-phone
1 2 3
G
4 5
PC/DK-agosto09
GRANOVETTER
Wii Sports
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G
4 5
PC/DK-agosto09
GRANOVETTER
Wii Sports
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G
4 5
PC/DK-agosto09
GRANOVETTER
Bandwagon
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4 5
Empty restaurant
PC/DK-agosto09
GRANOVETTER
Bandwagon
When services or accessories for ones purchase are more readily and cheaply available the more others have purchased
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4 5
PC/DK-agosto09
GRANOVETTER
Reverse bandwagon
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4 5
PC/DK-agosto09
GRANOVETTER
and the same product may be subject to both: bandwagon and reverse
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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
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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.
PC/DK-agosto09
ROGERS
RANKING MUNDIAL DE USURIOS DE INTERNET Person becomes aware of an innovation and has
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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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PC/DK-agosto09
ROGERS
1 2 3
Basic on advant./disadv. Exposed, not inspired to find more information Seek information, details about innovation
PC/DK-agosto09
ROGERS
1 2 3
4 segments 5 (social6
groups) but through 5 stages with particular profile of reaction
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PC/DK-agosto09
ROGERS
5 particular profile
Adopt new ideas
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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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PC/DK-agosto09
ROGERS
1 2 3
innovation.
Leaders have the knowledge and the social skill to start word-of-mouth epidemics
PC/DK-agosto09
17
ROGERS
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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PC/DK-agosto09
ROGERS
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4 5
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PC/DK-agosto09
ROGERS
Social networking
(word-of-mouth about
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4 5
Innovators
innovation)
E-mails
Early Adopters
Searcher
Late Majority
20
ROGERS
1 2 3
4 do. 5
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PC/DK-agosto09 * The Tipping Point, Malcolm Gladwell
ROGERS
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4 5
22
PC/DK-agosto09
ROGERS
Rate of Adoption
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integrating
profiles
There is a huge range of different behaviors between each profile described (continuous model)
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PC/DK-agosto09
ROGERS
MAJORITY
RANKING MUNDIAL DE USURIOS DE INTERNET
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4 5
INNOVATORS
LAGGARDS
CONTINUOUS PROCESS
PC/DK-agosto09
24
ROGERS
RANKING MUNDIAL DE USURIOS DE INTERNET Adoption probability grows if innovation has clear
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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
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PC/DK-agosto09