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Reference Group and Opinion Leader

Influence and opinion leader

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Reference Group and Opinion Leader

Influence and opinion leader

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COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation.

. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Consumer Behavior
Roger D. Blackwell Paul W. Miniard James F. Engel

Requests for permission to make copies of any part of the work should be mailed to the following address: Permissions Department, Thomson Business and Economics

5109 Natorp Boulevard Mason, OH 45040 8004230563

CHAPTER 13

Group and Personal Influence

Group and Personal Influences on Individuals

Other people, whether as individuals or groups, exert enormous influence on consumers Belonging to groups, trying to fit in, and striving to please others affects every stage in the decision process

Group and Personal Influences on Individuals

Reference group: any person or group of people who significantly influences an individuals behavior May be individuals (celebrities, athletes, or political leaders) or groups of individuals with similarities (musical groups or sports teams)

Personal and Group Influence on Individuals

High Degree of Influence

Types of Personal Influence Influences: Normative Groups Value Expressive Individuals Informational

Transmission

Lifestyles Behaviors Purchases Consumption

Low Degree of Influence

Personal and Group Influence on Individuals

Personal Influences: Groups Individuals

Types of Reference Groups

Primary Groups: a social aggregation that is sufficiently intimate to permit and facilitate unrestricted direct interaction (e.g., family)

Types of Reference Groups

Secondary Groups: also have direct interaction, but it is more sporadic, less comprehensive, and less influential in shaping thought and behavior (e.g., professional associations or community organizations)

Types of Reference Groups

Formal Groups: characterized by a defined structure (often written) and a known list of members and requirements for membership Informal Groups: have less structure than formal groups and are likely to be based on friendship or interests

Types of Reference Groups

Membership: when individuals are recognized as members of a group, they have achieved formal acceptance status in the group Aspirational Groups: exhibit a desire to adopt the norms, values, and behaviors of others with whom the individuals aspire to associate

Types of Reference Groups

Dissociative Groups: groups from which an individual tries to avoid association Virtual Groups: groups that are based on virtual communities rather than geographic ones

Personal and Group Influence on Individuals

Personal Influences: Groups Individuals

Personal and Group Influence on Individuals

Types of Personal Influence Influences: Normative Groups Individuals Value Expressive Informational

Types of Group Influence

Normative: when individuals alter their behaviors or beliefs to meet the expectations of a particular group

Types of Group Influence

Normative: when individuals alter their behaviors or beliefs to meet the expectations of a particular group Value-expressive: when a need for psychological association with a group causes acceptance of its norms, values, attitudes, or behaviors Informational: when people have difficulty assessing product or brand characteristics by their own observations or contact
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Personal and Group Influence on Individuals

Types of Personal Influence Influences: Normative Groups Individuals Value Expressive Informational

Personal and Group Influence on Individuals

Types of Personal Influence Influences: Normative Groups Individuals Value Expressive Informational

Transmission

Personal and Group Influence on Individuals

High Degree of Influence

Types of Personal Influence Influences: Normative Groups Individuals Value Expressive Informational

Transmission

Lifestyles Behaviors Purchases Consumption

Low Degree of Influence

How Reference Groups Influence Individuals

Socialization: permits an individual to know what behavior is likely to result in stability both for the individual and the group

Company manual may explain the dress code in the workplace Informal groups may tell them what styles are most comfortable and easiest to maintain
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

How Reference Groups Influence Individuals

Self-concept: people protect and modify their self-concept by their interactions with group members People can maintain self-concept by conforming to learned roles Testimonial advertising is effective when the self projected in the ad is consistent with the idealized self of the target consumer
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Reference Groups Help Define Self-Concept

How Reference Groups Influence Individuals

Social comparison: individuals often evaluate themselves by comparing themselves to others Consumers often use reference groups as benchmarks to measure their own behaviors, opinions, abilities, and possessions Advertising or television can be sources of social comparison
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

How Reference Groups Influence Individuals

Conformity: a change in beliefs or actions based on real or perceived group pressures
Compliance: when an individual conforms to the wishes of the group without accepting all its beliefs or behaviors

Acceptance: when an individual actually changes his or her beliefs and values to those of the group
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

How Reference Groups Influence Individuals

Factors affecting how likely people are to conform to group norms:

How Reference Groups Influence Individuals

When are people more likely to conform to norms?

How Reference Groups Influence Individuals

Factors affecting how likely people are to conform to group norms:
Desire for social acceptance Degree of experience in situation or with decision Conspicuousness

Complex product or luxury item

Reference Group Influence on Product and Brand Purchase Decisions

PRODUCT Weak Reference Strong Reference Group Influence Group Influence PUBLIC NECESSITIES Influence: Weak product & strong brand (watch, autos, suits) PRIVATE NECESSITIES Influence: Weak product & weak brand (mattress, refrigerator) PUBLIC LUXURIES Influence: Strong product & strong brand (golf clubs, skis, boat) PRIVATE LUXURIES Influence: Strong product & weak brand (TV, icemaker)

How Reference Groups Influence Individuals

Profits of conformity
More likely to occur when the rewards of compliance exceeds its costs

The degree of influence on final outcome is determined by an individuals perception of the profit inherent in the transaction

How Reference Groups Influence Individuals

Conspicuousness
Conformity pressures are not sufficient to induce behavior unless the product or service is publicly conspicuous in its purchase and use Because other will see the product, many consumers will conform rather than risk embarrassment or ridicule Peers send clear signals about product alternatives
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Appealing to Normative Influence in Marketing Strategy

Normative compliance may be less important in industrialized nations as many consumers are putting personal needs ahead of group loyalty Extended families have less face-to-face contact and people are more socially isolated than in the past

Television and mass media expand peoples horizons beyond social circles
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Appealing to Normative Influence in Marketing Strategy

A weakened respect for social norms (anomie) leads some consumers to desire expression of individuality more than group affiliation

High Product Visibility Raises Reference Group Influence

Self-Expression Outside of Social Norms

Celebrity and Other Reference Group Appeals in Advertising

Testimonials: celebrities tout products based on personal usage

Celebrity and Other Reference Group Appeals in Advertising

Testimonials: celebrities tout products based on personal usage Endorsements: celebrities lend their name or likeness to a product without necessarily being an expert in the area

Celebrity and Other Reference Group Appeals in Advertising

Actor or Spokesperson: someone who represents a brand or company for an extended time period

Celebrity and Other Reference Group Appeals in Advertising

Expert appeal: appeal from a person possessing unique information or skills that can help consumers make better purchase decisions than other types of spokespersons Common-man appeal: testimonials from regular consumers with whom most consumers can relate
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Transmission of Influence Through Dyadic Exchanges

Exchange between two individuals that influence these individuals behaviors or beliefs Dyadic exchange requires the exchange of resources (opinions and comments)

Dyadic Exchanges
Word-of-mouth Communication Service Encounters Opinion Leadership

Word-of-Mouth Communication
Word-of-mouth communication: informal transmission of ideas, comments, opinions, and information between two people, neither one of which is a marketer

The receiver gains information about behaviors and choices, which is valuable to the receiver in the decision process
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Word-of-Mouth Communication
The sender increases their confidence in the personal product or behavior choice by persuading others to do the same

Benefits of Word-of-Mouth

Opinion Leadership
Opinion leadership: the sender of information is often considered an opinion leadera person who influences the decisions of others Opinion leaders might be experts in one area but not in others The greater the perceived knowledge of a category, the more likely that persons opinions are to influence others decisions
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Opinion Leadership
Personal influence in the form of opinion leadership is likely to occur when:

An individual has limited knowledge of a product or brand

The person lacks the ability to evaluate the product or service The consumer does not trust advertising and other sources of information

Other information sources have low credibility with the consumer

Opinion Leadership
The individual has a high need for social approval

Strong social ties exist between sender and receiver

The product is complex The product is difficult to test against objective criterion The product is highly visible to others

Characteristics of Opinion Leaders

Opinion leaders and receivers often share similar demographic characteristics and lifestyles, yet they may have greater social status within the same group as followers

The most common characteristic is that opinion leaders are involved with a particular product category

Opinion Leadership
Product innovators: similar to opinion leaders, these individuals are the first to try new products

Overlapping Opinion Leadership

Market mavens: gather much of their information from shopping experiences, openness to information and general market awareness, making them more aware of new products than other people

Overlapping Opinion Leadership

Surrogate consumers (shoppers): an individual who acts as an agent to guide, direct, and conduct activities in the marketplace

Service Encounters
Service encounters: occurs when there is personal communication between a consumer and a marketer May be a consumption experience within a storethe various transactions and services that occur during a retail purchase

May be an experience consuming the specific service a consumer purchases

Service Encounters
Service providers must understand the needs of different customers and match the appropriate sales associate or sales approach to each individual customer

Which customers desire a great deal of assistance and which ones prefer little interaction
Salespeople foster a relationship between buyer and seller
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Service Encounters
Customer intimacy: detailed understanding and focus on customers needs lifestyles and behaviors in an effort to create a deep cultural connections with the customers Reverse customer intimacy: how well marketers facilitate customers knowing the marketer
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

How Personal Influences Are Transmitted

Trickle-down: alleges that lower classes often emulate the behavior of their higher-class counterparts
Influence is transmitted vertically through social classes, when higher classes express wealth through conspicuous consumption, and lower classes copy their behavior

How Personal Influences Are Transmitted

Today, trends are transmitted through mass media and there is very little direct, personal contact between social classes

How Personal Influences Are Transmitted

Two-step Flow

Opinion leaders are the direct receivers of information from advertisements and they interpret and transmit the information to others through word-of-mouth

How Personal Influences Are Transmitted

Two-step Flow
Information Mass Media Opinion Leader Information and Influence Opinion Seekers

How Personal Influences Are Transmitted

Multistep Flow

Information can flow directly to different types of consumers, including opinion leaders, gatekeepers, and opinion seekers and receivers

How Personal Influences Are Transmitted

Multistep Flow

Mass Media

Opinion Leader
Gatekeepers

Opinion Seekers

WOM and Opinion Leaders in Advertising and Marketing Strategy

WOM and personal communication can have a more decisive role in influencing behavior than advertising and other marketerdominated sources
Viewed as a more trustworthy and credible source of information than salespeople or paid advertising
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

WOM and Opinion Leaders in Advertising and Marketing Strategy

Advertising can provide information to consumers about products they might seek from other sources and which may be discussed in WOM
However, consumers dont always trust that the advertiser has their best interests in mind
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

WOM and Opinion Leaders in Advertising and Marketing Strategy

Advertising influences the effectiveness of WOM and vice versa Advertising can provide information about products consumers might not seek from other sources
Advertising can create WOM among consumers and peer groups
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Primary Reliance on Word-Of-Mouth

For some occasions, companies rely on WOM as a substitute for advertising

Primary Reliance on Word-Of-Mouth

For some occasions, companies rely on WOM as a substitute for advertising Retailers such as Wal*Mart and Victorias Secret have demonstrated that advertising can be sharply reduced when word-of-mouth is strong
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Targeting Opinion Leaders

Firms can market to opinion leaders as a distinct segment (once they can be identified) Mass media can be used to target leadership roles and responsibilities with other options such as association memberships, direct mail, and trade or special interest magazines
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Stimulating Word-Of-Mouth
Firms may stimulate WOM by giving away or loaning products to opinion leaders to display and use Organizations may induce opinion leaders to influence consumers

Creating Opinion Leaders

Firms can create opinion leaders by providing incentives for new customers to attract others to the store

Companies can activate search through advertising that encourages consumers to ask a person who owns one or share the experience with a friend
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Creating Opinion Leaders

Managing Negative WOM

Just as positive word-of-mouth can be a great asset to marketers, the opposite can be true when the content in negative Negative WOM is usually given high priority and weighs heavily in decision making

The dissatisfied buyer is more motivated to share information

Monitoring the Content of WOM

Firms can monitor the presence and impact of WOMwhat dissatisfied consumers are saying about the product or company Monitoring rumors which do not always appear in customer complaint reports

Creating a strategy to respond to rumors and negative WOM

Curbing Negative WOM

When something goes terribly wrong, denying the problem is not the answer The best strategy is immediate acknowledgement by a credible company spokesperson as negative WOM rarely goes away by itself

Make sure you have all your facts straight and tell the truth
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Diffusion of Innovations

Diffusion of Innovations
Innovation: any idea or product perceived by the potential adopter to be new Product innovation: any new product recently introduced to the market or perceived to be new when compared to existing products Consumers can view innovations subjectively or objectively
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Diffusion of Innovations
Subjective Innovation: a definition derived from the thought structure of a particular individual or entity Objective innovation: based on external criteria; innovations are ideas, behaviors, or things that are qualitatively different from existing forms

Innovations and New Products

Marketers often use the word new to call attention to products recently introduced to the marketplace The use of the word new in advertising is limited to products available for less than six months

New products can change the way consumers live and how society is organized
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Types of Innovations

Types of Innovations
Classified based on the impact of the innovation on behavior in the social structure

Types of Innovations
Classified based on the impact of the innovation on behavior in the social structure Continuous innovation

Dynamically continuous innovation

Discontinuous innovation

Continuous Innovation
The modification of an existing product rather than the establishment of a totally new product Modification may be in the taste, appearance, performance, or reliability of the existing product

Continuous Innovation

Dynamically Continuous Innovation

May involve either the creation of a new product or a significant alteration of an existing one Does not generally alter established purchase or usage patterns

Dynamically Continuous Innovation

Discontinuous Innovation
Involves the introduction of an entirely new product that significantly alters consumers behavior patterns and lifestyles Examples include automobiles, televisions, videocassette recorders, and computers

Types of Innovations
While innovations are usually considered in terms of new products, they might also be usage basedfinding new uses for old products

Why Some Innovations Succeed and Others Dont

Successful products are those that become culturally anchoredso inextricably a part of a consumers life and sociocultural surroundings that the person-product interface is an important part of the individuals self-concept

Imagine being without personal computers or microwave ovens

Why Some Innovations Succeed and Others Dont

Relative Advantage

Compatibility
Complexity

Trialability
Observability

Relative Advantage
The degree to which consumers may perceive the innovation to offer substantially greater benefits than the product they currently use

Relative Advantage
The degree to which consumers may perceive the innovation to offer substantially greater benefits than the product they currently use
To what degree will the new product be a substitute for existing ones or complement those already in consumers inventories?

New products most likely to succeed appeal strongly to felt consumer needs
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Compatibility
The degree to which a new product is consistent with an individuals existing practices, values, needs, and past experiences of the potential adopters

Compatibility
The degree to which a new product is consistent with an individuals existing practices, values, needs, and past experiences of the potential adopters
How does the innovation blend with products consumers might own? Will it replace other products or will it become a part of an existing system? How does the innovation fit current purchase or consumption behaviors?
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Complexity
The degree to which an innovation is perceived as difficult to understand and use The more complex, the more difficult it will be to gain acceptance Complexity is a deterrent of trying new technology

Complexity
How difficult is the innovation to understand?

How easy is it to explain to consumers in written form and oral communication?

How frustrating will it be to consumers when evaluating products or learning how to use new innovation? How much time will consumers have to devote to learning how to use and care for the product?

Trialability
New products are more apt to succeed when consumers can experiment with or try the idea on a limited basis, with limited financial risk
How can a company encourage consumers to try a new product? Where will consumers be able to try the innovation and how will they receive answers to their questions?
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Observability
The degree to which results from using a new product are visible to friends and neighbors If consumers can see others benefiting from the use of a new product, that innovation is more likely to be successful and diffuse faster

The Diffusion Process

Diffusion: the process by which an innovation (new idea) is communicated through certain channels over time among the members of a social system

The Diffusion Process

Diffusion: the process by which an innovation (new idea) is communicated through certain channels over time among the members of a social system

Includes:
Diffusion of information and communication Consumer decision process Diffusion or demise of innovation
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

The Diffusion Process

Accept C o n s u m e r Reject Diffusion of Innovation

Organization

Influencer

(X number of people)

Diffusion of Information and Communication

Consumer decision process

Demise of Innovation

Factors Affecting Diffusion

Communication (how consumers learn about new products) Time (how long it takes for a person to move from product awareness to product purchase or rejection) Social system (groups or segments to which individuals belong affect adoption or rejection)
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Speed of Diffusion
Diffusion will be faster if:

Supplier is intensely competitive

Suppliers reputation is good Standardized technology is used Vertical coordination among channel members exists Resource commitments are significant
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Consumer Decision Process for Innovations

Rogers Model of Innovation Decision Process

Knowledge: begins when the consumer receives physical or social stimuli that gives exposure and attention to the new product and how it works How a person receives and interprets the knowledge is affected by their personal characteristics
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Rogers Model of Innovation Decision Process

Knowledge

Characteristics of the Decision Making Unit

Rogers Model of Innovation Decision Process

Persuasion: refers to the formation of favorable or unfavorable attitudes towards the innovation

Persuasiveness is related to the perceived risks and consequences of adopting and using the new product

Rogers Model of Innovation Decision Process

Knowledge

Persuasion

Perceived Characteristics of the Innovation

Rogers Model of Innovation Decision Process

Decision: involves a choice between adopting and rejecting the innovation Adoptors are people who have made a decision to use a new product whereas other are nonadoptors Rejection may be active or passive
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Rogers Model of Innovation Decision Process

Knowledge

Persuasion Decision

Adoption

Continued adoption Later adoption Discontinuance Continued Rejection

Rejection

Rogers Model of Innovation Decision Process

Implementation: occurs when the consumer puts an innovation to use The process has been a mental exercise until this point where it requires a behavioral change The strength of the marketing plan may be the critical determinant in a sale resulting
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Rogers Model of Innovation Decision Process

Knowledge

Persuasion Decision

Implementation

Rogers Model of Innovation Decision Process

Confirmation: during this stage, consumer seek reinforcement for their innovation decision Consumer may reverse previous decision due to conflicting messages resulting in dissonance Discontinuance is a serious concern to marketers who strive for continued acceptance
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Rogers Model of Innovation Decision Process

Knowledge

Persuasion Decision

ImplemenConfirmation tation

Rogers Model of Innovation Decision Process

Communication Channels

Knowledge

Persuasion Decision

ImplemenConfirmation tation

Consumer Most Likely to Buy New Products

Marketers need to determine who is most likely to buy the new product while in the development process
Determinants include individuals personalities, social status, education level, and aversion to or acceptance of risk Different adoptor classifications behave differently during the decision process
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Adopter Classes

A= Innovators (2.5%) B= Early Adopters (13.5%) C= Early Majority (34%) D= Late Majority (34%) E= Laggards (16%)
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Consumers Likely to Buy New Products

Innovators: the first consumer group to adopt products Early adopters: opinion leaders and role models for others, with good social skills and respect within larger social systems Early majority: consumers who deliberate extensively before buying new products, yet adopt them just before the average time it takes the target population as a whole
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Consumers Likely to Buy New Products

Late majority: tends to be cautious when evaluating innovations, taking more time than average to adopt them, and often at the pressure of peers Laggards: the last groups that tend to be anchored in the past, are suspicious of the new, and exhibit the lowest level of innovativeness among adopters

Consumers Likely to Buy New Products Innovativeness: the degree to which an individual adopts an innovation earlier than other members of a social system
Cognitive innovators: have a strong preference for new mental experiences Sensory innovators: have a strong preference for new sensory experiences Advertising and other communications can be targeted accordingly
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Managerial Perspectives on Adoption and Diffusion of Innovation

New products for the profitability and long-term financial success of firms
While development groups are producing line and brand extensions, breakthroughs are needed to fuel growth and profits

New product development requires the coordination of marketing, engineering, research and other parts of the firm
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Managerial Perspectives on Adoption and Diffusion of Innovation

Consumer insight helps create products that consumers are likely to adopt
Intuition and information (often gained from consumers through research) leads to the formation of an insight Insights drive the creation of a new or adaptation of an existing product Research is important to the innovation development process
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

Positioning New Products on Insight

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