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The stage where consumers first become aware of an innovation but lack information about it.

The stage where consumers are stimulated to seek information about the new innovation.

The stage where consumers consider whether trying the innovation makes sense for them.

The stage where consumers experiment with the innovation on a limited basis.

The stage where consumers decide to make full and regular use of the innovation.

The stage where consumers seek reinforcement of the decision they have made and may use the innovation to its full potential.

How improved an innovation is over the previous generation.

The level of which an innovation is consistent with existing values, past experiences, and needs of potential adopters.

How difficult an innovation is to understand and use, influencing its adoption.

The extent to which an innovation can be experimented with before a commitment is made.

The extent to which the results of an innovation are visible to others and can influence the adoption.

The group of individuals who together adopt the innovation and can affect the speed and breadth of its spread.

Individuals who have influence over an individual consumer’s decision to adopt an innovation.

Individuals or groups that influence an innovation’s rate of adoption.