ENVI 405 Lecture Notes - Lecture 4: Solomon Asch, Consumer Reports, Peer Pressure
Legitimacy
The extent to which the innovation follows the established guidelines in what seems appropriate in the
category
Ex: Rock & roll and rap music were initially seen as deviant in the norms
Social Relevance
the extent to which the innovation can be observed by others
Adaptability
the extent to which the innovation can fit with existing products are styles
Ex: clothing styles
High-Effort Hierarchy of Needs
think about it carefully, gather as much information as possible, then form an attitude based on this
information
Low-Effort Hierarchy of Needs
a purchase of an innovation based on limited decision-making effort
Adapter Categories
how early (or late) a consumer adopts a new product on relation to other adopters
Innovators
2.5% of the population Venturesome
Very eager to try new ideas Acceptable if risk is daring
More cosmopolitan social relationships
Communicates with other innovators
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Want to be the first to get latest technology
Early Adopters
13.5% of the population
Respected More integrated into the local social system
The persons to check with before adopting a new idea Category contains greatest number of opinion
leaders
Are role models
Seeking improvements to lifestyle efficiency
Early Majority
34% of the population
Deliberate Adopt new ideas just prior to average time
Seldom hold leadership positions
Deliberate for some time before adopting
Company reputation, technological reliability
Late Majority
34% of the population
Skeptical
Adopt new ideas just after the average time
Adopting may be both an economic necessity and a reaction to peer pressure Innovations approached
cautiously
Product Bundles
Laggards
16% of the population Traditional
The last people to adopt an innovation
Most "local lite" in outlook Oriented to the past
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Suspicions of the new
Solomon Asch
conducted the experiment on conformity where people where asked to judge the length of the times
Social Influences
information by and pressures from individuals, groups, and the mass media that affect how a person
behaves
Non-Marketer Dominated Influence
Source: an entity outside a marketing organization
Delivered via Mass Media
News, internet sites, celebrities. Clubs, consumer reports
Delivered personally
Word of mouth Family, friends, neighbors, even strangers
Marketer-Dominated Influence
Source: marketing agent
Delivered via Mass Media Advertising, sales promotions, publicity, special events
Deliver Personally
In retail outlets, at consumers homes, over the phone, or at trade shows Salespeople, sales reps,
customer service agents
Opinion leaders
an individual who acts as an information broker between the mass media and the opinions and
behaviors of an individual or group
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find more resources at oneclass.com
Document Summary
The extent to which the innovation follows the established guidelines in what seems appropriate in the category. Ex: rock & roll and rap music were initially seen as deviant in the norms. Social relevance the extent to which the innovation can be observed by others. Adaptability the extent to which the innovation can fit with existing products are styles. High-effort hierarchy of needs think about it carefully, gather as much information as possible, then form an attitude based on this information. Low-effort hierarchy of needs a purchase of an innovation based on limited decision-making effort. Adapter categories how early (or late) a consumer adopts a new product on relation to other adopters. Very eager to try new ideas acceptable if risk is daring. Want to be the first to get latest technology. Respected more integrated into the local social system. The persons to check with before adopting a new idea category contains greatest number of opinion leaders.
