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Innovation Adoption and Diffusion
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Flashcards
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Confirmation
The stage where consumers seek reinforcement of the decision they have made and may use the innovation to its full potential.
Communication Channels
The means by which information about an innovation is transmitted among members of the social system.
Relative Advantage
How improved an innovation is over the previous generation.
Observability
The extent to which the results of an innovation are visible to others and can influence the adoption.
Compatibility
The level of which an innovation is consistent with existing values, past experiences, and needs of potential adopters.
Trial
The stage where consumers experiment with the innovation on a limited basis.
Adoption
The stage where consumers decide to make full and regular use of the innovation.
Complexity
How difficult an innovation is to understand and use, influencing its adoption.
Trialability
The extent to which an innovation can be experimented with before a commitment is made.
Evaluation
The stage where consumers consider whether trying the innovation makes sense for them.
Social System
The group of individuals who together adopt the innovation and can affect the speed and breadth of its spread.
Awareness
The stage where consumers first become aware of an innovation but lack information about it.
Interest
The stage where consumers are stimulated to seek information about the new innovation.
Opinion Leaders
Individuals who have influence over an individual consumer’s decision to adopt an innovation.
Change Agents
Individuals or groups that influence an innovation’s rate of adoption.
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