1. Innovations
Laptops
Before laptops were invented, computers tended to be huge and heavy, which made it hard to carry. So when the idea of laptops was innovated, people found it extremely helpful to just carry their computers around and use it whenever and wherever they want.
2. Communication Channels
Target
Target has created a detailed data-base for every of its consumers. It sends out coupons for different kinds of products according to the things that the consumers bought earlier. For example, Target sends coupons for baby items for a pregnant woman according to the items she bought, such as supplements like calcium, magnesium.
3. Time
Hybrid Corn Adoption
The thing about hybrid corn is that it was not adopted instantaneously. In fact, adoption occurred over more than ten years, and most farmers only dedicated a fraction on their fields to the new corn in the first years after the adoption.
Hybrid Corn Adoption
The thing about hybrid corn is that it was not adopted instantaneously. In fact, adoption occurred over more than ten years, and most farmers only dedicated a fraction on their fields to the new corn in the first years after the adoption.
4. Social System
iPhone 6 Buyers
When iPhone 6 came out, people with high financial ability tend to buy it first. Or even some people are able to get it before it was released. Then they show off it to people with similar financial ability like them but are more careful. People with average financial ability would buy the product after a few months after it was released, when is the time they find it is a safe buy. People with low average financial ability would buy iPhone 6 after iPhone 6s is released, when is the time iPhone 6's price decreases a lot.
iPhone 6 Buyers
When iPhone 6 came out, people with high financial ability tend to buy it first. Or even some people are able to get it before it was released. Then they show off it to people with similar financial ability like them but are more careful. People with average financial ability would buy the product after a few months after it was released, when is the time they find it is a safe buy. People with low average financial ability would buy iPhone 6 after iPhone 6s is released, when is the time iPhone 6's price decreases a lot.
The Impact of Roger's Characteristics On Consumer Adoption
1. Relative Advantage
iPhone 5C
Ideas often solve problems for which another solution already exists. Changing from one idea or product to another requires some cost, even if it is just the emotional trauma of ditching something that was known and appreciated for a while. Product manufacturers often add more features to new products than competitors or older products. The might even make things pink to appeal to young girls.
1. Relative Advantage
iPhone 5C
Ideas often solve problems for which another solution already exists. Changing from one idea or product to another requires some cost, even if it is just the emotional trauma of ditching something that was known and appreciated for a while. Product manufacturers often add more features to new products than competitors or older products. The might even make things pink to appeal to young girls.
2. Compatibility
Mobile Phones
An idea is easier to accept if it fits in with existing ideas and mental models. If it does not, then significant rebuilding or restructuring of concepts may be needed, which would increases effort and so decreases the chance of adoption. When mobile phones were invented, the idea of a phone already existed, making it more attractive. They also were made so you could phone fixed land-line phones as well as other cell phones.
Mobile Phones
An idea is easier to accept if it fits in with existing ideas and mental models. If it does not, then significant rebuilding or restructuring of concepts may be needed, which would increases effort and so decreases the chance of adoption. When mobile phones were invented, the idea of a phone already existed, making it more attractive. They also were made so you could phone fixed land-line phones as well as other cell phones.
3. Complexity
Atom Balls
A product or idea that is simple to understand and use is easier to learn and so adopt. If I try to use something and find it too difficult, I am less likely to blame myself and more likely to blame the product. In selling something, it is common to find a grossly simplified model being presented in order to get the idea across. The structure of atoms is often presented as simple balls that stick together, rather than quarks and other quanta in EM fields.
Atom Balls
A product or idea that is simple to understand and use is easier to learn and so adopt. If I try to use something and find it too difficult, I am less likely to blame myself and more likely to blame the product. In selling something, it is common to find a grossly simplified model being presented in order to get the idea across. The structure of atoms is often presented as simple balls that stick together, rather than quarks and other quanta in EM fields.
4. Observability
Savory Spice Shop
Like trialability, being able to see the idea or product, particularly in action, removes the perceived problem of having to fully adopt something to find out whether or not it works for you. A producer of a new type of vegetable gives cookery demonstrations in shopping malls to spread ideas about how easy it is to prepare and how attractive it is in presentation.
Savory Spice Shop
Like trialability, being able to see the idea or product, particularly in action, removes the perceived problem of having to fully adopt something to find out whether or not it works for you. A producer of a new type of vegetable gives cookery demonstrations in shopping malls to spread ideas about how easy it is to prepare and how attractive it is in presentation.
5. Trialability
League of Legends
If I can safely try out the idea without having to throw away the system I am using already, I can remove the risk that the idea will not work for me. Shops often have products out on display so customers can try them out. Or like League of Legends put out the new map of the game, or a new champion for a small potion of players for a few days and ask their feedback. Then they decide whether to use the new map.
League of Legends
If I can safely try out the idea without having to throw away the system I am using already, I can remove the risk that the idea will not work for me. Shops often have products out on display so customers can try them out. Or like League of Legends put out the new map of the game, or a new champion for a small potion of players for a few days and ask their feedback. Then they decide whether to use the new map.
Social Roots of Consumerism
1. Lifestyle
Electric Car
The upper class's tastes, lifestyles, and preferences trickle down to become the standard for all consumers. Electric car was invented when people were paying much more attention to environment than they had ever done. It started use electricity as its energy source rather than gas, which was a band new idea for consumers and it helped the product to be sold.
1. Lifestyle
Electric Car
The upper class's tastes, lifestyles, and preferences trickle down to become the standard for all consumers. Electric car was invented when people were paying much more attention to environment than they had ever done. It started use electricity as its energy source rather than gas, which was a band new idea for consumers and it helped the product to be sold.
2. Value
Organic Good
One new value system in 21st century for food is healthy is more important than the taste. It makes people to start buying more organic food and eat less McDonald. In the mean time, many companies and individuals jumps out to the organic farming area. Nowadays even KFC is promoting similar things.
Organic Good
One new value system in 21st century for food is healthy is more important than the taste. It makes people to start buying more organic food and eat less McDonald. In the mean time, many companies and individuals jumps out to the organic farming area. Nowadays even KFC is promoting similar things.
3. Identity
"Local Buying" Movements
People are from different places, which are the most obvious character that determines our identity. Because after the “what’s your name” question, it must be “where are you from”. The “local buying” movement demonstrates how people’s identity affect their buying choices. For example, there are some movements in China, saying “don’t buy Japanese products”, when these two countries have politic issues.
"Local Buying" Movements
People are from different places, which are the most obvious character that determines our identity. Because after the “what’s your name” question, it must be “where are you from”. The “local buying” movement demonstrates how people’s identity affect their buying choices. For example, there are some movements in China, saying “don’t buy Japanese products”, when these two countries have politic issues.
Issues of Big Companies When Attempting To Satisfy Consumers
1. Trying too hard to solve current issues that ignoring the future
Kodak used to dominate photographic film. But it forgot to look at the bigger picture when many other companies are developing on digital photograph. The result is Kodak finally bankrupted in January 2012.
2. Overestimating Consumers' Adaptability
Sumsung, the only company that can compare to Apple in mobile phone area, rarely open exclusive shops, while Apple opens tons of exclusive shops and hired employees to teach people the new features of their products.
3. Raising Ethical Issues.
Companies can raise great ethical issues when they give false or inappropriate information on their advertisement. For example, some advertisements that may be ok for adults can be extremely inappropriate for children; however, children are the main people that watch most TVs.
4. Ignoring Different Cultures
For example, many companies in the West world always try to open up their Eastern markets; however, they always ignore the fact that Eastern people may have huge cultural differences with them, which means they cannot do the same way of advertising than they used to do.
Categories of Consumers
1. Innovators
2. Early Adopters
3. Early Majorities
4. Late Majorities
5. Laggards
We take the iPhone 6 as the example again. When iPhone 6 came out, people who spent 24 hours to wait for the iphone are the innovators. And those most of these people have high financial ability that they can take the risk. People who buy the iphone a few weeks after it came out are early adopters. They also have high financial ability but they are more careful than innovators. Then we have early majorities and late majorities, like people who bought the iPhone a few months after it came out. They both have average financial ability, but late majorities are more skeptical than early majorities. Finally we have laggards, who might buy iPhone6 after iPhone7 came out. These people tend to have low social statues and financial abilities, and they always have aversions to changing.
Source Cited
1. http://changingminds.org/disciplines/communication/diffusion/ideas_that_spread.htm
2. http://en.wikipedia.org/wiki/Diffusion_of_innovations
3. http://monopoly.wikia.com/wiki/Bankruptcy
4. http://en.wikipedia.org/wiki/Eastman_Kodak
5. http://sloanreview.mit.edu/article/how-to-drive-customer-satisfaction/
6. http://www.globalissues.org/article/237/children-as-consumers
7. http://en.wikipedia.org/wiki/Local_purchasing
8. http://en.wikipedia.org/wiki/Organic_movement
9. https://adventurelightingblog.wordpress.com/2010/03/18/buying-local-a-bright-idea/
10. http://www.fullcircle.com/goodfoodlife/2013/01/22/how-organic-produce-delivery-can-make-you-
11. happier-and-healthier/
12. https://signup.leagueoflegends.com/en/signup/index
13. http://www.carlustblog.com/2010/01/in-defense-of-the-electric-car.html
14. http://carolinasstudenttravel.com/savory-spice-shop/
15. http://www.dreamsrain.com/2011/06/01/do-you-still-remember-these-oldest-golden-nokia-mobile-phones/
16. http://www.macrumors.com/roundup/iphone-5c/
17. http://blog.tapiture.com/iphone6-line/
18. http://en.wikipedia.org/wiki/Target_Corporation
19. http://www.engadget.com/2013/03/29/vizio-spring-laptop-desktop-pricing-ship-date/