pc/dk-agosto09 2º2º3º3º4º4º5º5º ranking mundial de usuÁrios de internet 1º1º6º6º...

PC/DK-agosto09

2º 3º 4º 5ºRANKING MUNDIAL DE USUÁRIOS DE INTERNET

1º 6º

Threshold model in consumer demand: when one buys depends on the number of previous buyers

GRANOVETTER

“Bandwagon”(positive)

“Reverse Bandwagon”(negative)

Correlations

PC/DK-agosto09


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GRANOVETTER

Bandwagon

Status - seeking

To get into the “swim of things”

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

In order to be fashionable or stylish

PC/DK-agosto09


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GRANOVETTER

I-phone

PC/DK-agosto09


1º 6º G

GRANOVETTER

I-phone

PC/DK-agosto09


1º 6º G

GRANOVETTER

Wii Sports

PC/DK-agosto09


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GRANOVETTER

Bandwagon

Empty restaurant

Depend for their

utility on join

consumptionby others

PC/DK-agosto09


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GRANOVETTER

Bandwagon

When services or accessories for one’s purchase aremore readily and cheaply available the more

others have purchased

… and can be a signal of product quality.

PC/DK-agosto09


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GRANOVETTER

Reverse bandwagon

Status - seeking may require

avoidance or overly popular

products

25 de MarçoStreet/SP

PC/DK-agosto09


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GRANOVETTER

People are unwilling to purchase until some minimumnumber of others has, but that also becomes lessappealing once some maximum number is exceeded

… and the same product may besubject to both: bandwagon and reverse

PC/DK-agosto09

2º 3º 4ºRANKING MUNDIAL DE USUÁRIOS DE INTERNET

1º 5º 6º

Diffusion is the

process by which

an innovation is

communicated

through certain

channels over

time among the

members of a

social system.

ROGERS

Diffusion of Innovations by Everett Rogers

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

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Adoption of innovation step process

ROGERS

Knowledge Person becomes aware of an innovation

and has some idea of how it functions

PersuasionPerson forms a favorable or unfavorable

attitude toward the innovation

DecisionPerson engages in activities that lead

to a choice to adopt or reject the

innovation

Implementation Person puts an innovation into use

ConfirmationPerson evaluates the results of an

innovation-decision already made

PC/DK-agosto09

2º 3º 4ºRANKING MUNDIAL DE USUÁRIOS DE INTERNET

1º

ROGERS

Exposed, not inspired to find

more information

Seek information,details about innovation

Basic on advant./disadv.

PC/DK-agosto09

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Innovations do

not spread

equally over

different

society segments

(social groups)

but through 5

stages with

particular

profile of

reaction

ROGERS

Adoption of innovation over time

PC/DK-agosto09

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5 particular profile

Innovators

Early

AdoptersEarly

MajorityLate

MajorityLaggards

Adopt new ideas

(technologies,

concepts, and behaviors

in early stagesStill have some traits

of innovation (risk

concern)

First sign of diffusion

Delay its adoption,

must be clearly its

advantagesMature implementation

and risks involved are

smaller

ROGERS

PC/DK-agosto09

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Powerful way for

change agents to

affect the

diffusion of an

innovation is to

affect opinion

leader attitudes.

Persuading opinion

leaders is the

easiest way to

foment positive

attitudes toward

an innovation.

ROGERS

Leaders have the knowledge and the social skill to

start word-of-mouth epidemics

Affecting the diffusion of an innovation

PC/DK-agosto09

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ROGERS

If innovators are marketers target, Early adopter has influence power to what becomes amarket success.

Challenge for Marketing: how to find these types that are so valuable? itsidentity depends on the type of product or service?

Early adopter is the leader

PC/DK-agosto09

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ROGERS

Find the leader in Cyberspace

PC/DK-agosto09

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“Clicks” analysis helps to unravel diffusion *

Social

networking

(word-of-mouth

about innovation)

Early

Adopters

Late

Majority

Innovators

E-

mails

“Searcher”

ROGERS

* Click, Bill

Tancer

PC/DK-agosto09

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1º 6º

Ideas and products

and messages and

behaviors spread

just like viruses

do.

The change happens

not gradually but

at one dramatic

moment, called

“Tipping Point”

(the message makes

an impact) .

ROGERS

* The Tipping Point, Malcolm

Gladwell

“Tipping Point” concept *

PC/DK-agosto09

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ROGERS

“Tipping Point” concept *

PC/DK-agosto09

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Rogers model evolution

ROGERS

“Rate of

Adoption”

Regardless the “experts”

opinion, individual before

making a decision takes

into account the 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)

PC/DK-agosto09

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Innovation processes follow a normal distribution curve

INNOVATORS LAGGARDS

MAJORITY

CONTINUOUS PROCESS

ROGERS

PC/DK-agosto09

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5 critical factors influencing innovation diffusion

ROGERS

Relative advantage

Compatibility

Complexity of

transitionPossibility of

testingVisibility of

benefits

Adoption probability grows if

innovation has clear advantages for

product, service or current behaviorThe more innovation is consistent with

pre-existing higher the adoption

probabilityComplex changes involved in innovation,

reduce adoption likelihood

A chance to try an innovation before

making a final decision increase

adoption likelihoodThe more obvious innovation benefits

the greater adoption likelihood

pc/dk-agosto09 2º2º3º3º4º4º5º5º ranking mundial de usuÁrios de internet 1º1º6º6º...

Documents

ranking mundial

reverse slide

phone slide

stylish slide

granovetter bandwagon

g granovetter wii sports

granovetter people

o streetsp slide