GRANOVETTER Threshold model in consumer demand when one

GRANOVETTER Threshold model in consumer demand: when one buys depends on the number of previous buyers RANKING MUNDIAL DE USUÁRIOS DE INTERNET Correlations 1º 2º 3º “Bandwagon” (positive) PC/DK-agosto 09 4º 5º “Reverse Bandwagon” (negative) 6º

GRANOVETTER Bandwagon To MUNDIAL get into DE the. USUÁRIOS “swim of. DE things” RANKING INTERNET Status - seeking 1º 2º 3º 4º 5º In order to be fashionable or stylish PC/DK-agosto 09 6º In order to conform with those they wish to be associated with

GRANOVETTER I-phone RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º PC/DK-agosto 09 4º 5º 6º

GRANOVETTER I-phone RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º PC/DK-agosto 09 4º 5º 6º

GRANOVETTER I-phone RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º G PC/DK-agosto 09 4º 5º 6º

GRANOVETTER Wii Sports RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º G PC/DK-agosto 09 4º 5º 6º

GRANOVETTER Wii Sports RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º G PC/DK-agosto 09 4º 5º 6º

GRANOVETTER Bandwagon Depend for their utility on join consumption by others RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º Empty restaurant PC/DK-agosto 09 4º 5º 6º

GRANOVETTER Bandwagon RANKING MUNDIAL DE USUÁRIOS DE INTERNET When services or accessories for one’s purchase are more readily and cheaply available the more others have purchased 1º 2º 3º 4º 5º 6º … and can be a signal of product quality. PC/DK-agosto 09

GRANOVETTER Reverse bandwagon 25 de Março Status - seeking Street/SP RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º PC/DK-agosto 09 may require avoidance or overly popular products 4º 5º 6º

GRANOVETTER … and the same product may be subject to both: bandwagon and reverse RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º 4º 5º People are unwilling to purchase until some minimum number of others has, but that also becomes less appealing once some maximum number is exceeded PC/DK-agosto 09 6º

ROGERS Diffusion of Innovations by Everett Rogers Diffusion is the RANKING MUNDIAL DE USUÁRIOS DE INTERNETprocess by which an 1º 2º 3º innovation is through 4º communicated 5º 6º certain channels over time among the members of a social system. 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-agosto 09

ROGERS Adoption of innovation step process RANKING MUNDIAL DE USUÁRIOS DE INTERNET Person becomes aware of an innovation and has Knowledge 1º 2º 3º Persuasion Decision Implementation Confirmation 4º 5º some idea of how it functions 6º Person forms a favorable or unfavorable attitude toward the innovation Person engages in activities that lead to a choice to adopt or reject the innovation Person puts an innovation into use Person evaluates the results of an innovationdecision already made 13 PC/DK-agosto 09

ROGERS RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º 4º Basic on advant. /disadv. Exposed, not inspired to find more information PC/DK-agosto 09 Seek information, details about innovation

ROGERS Adoption of innovation over time Innovations do not RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º spread equally over different society 4º segments 5º (social 6º groups) but through 5 stages with particular profile of reaction 15 PC/DK-agosto 09

ROGERS 5 particular profile Adopt new ideas Innovators Early Adopters (technologies, concepts, and RANKING MUNDIAL DE USUÁRIOS DE INTERNET behaviors in early stages 1º 2º 3º have some traits of 4º Still 5º 6º innovation (risk concern) Early Majority First sign of diffusion Late Majority Delay its adoption, must be Laggards Mature implementation and clearly its advantages risks involved are smaller 16 PC/DK-agosto 09

ROGERS Affecting the diffusion of an innovation Powerful way for change RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º agents to affect the diffusion of an affect 4º innovation 5º is to 6º opinion leader attitudes. Persuading opinion leaders is the easiest way to foment positive attitudes toward an innovation. Leaders have the knowledge and the social skill to start -of-mouth epidemics PC/DK-agosto 09 word 17

ROGERS Early adopter is the leader If innovators are marketers target, RANKING MUNDIAL DE USUÁRIOS DE INTERNETEarly adopter has influence power to what becomes a market success. 1º 2º 3º 4º 5º 6º Challenge for Marketing: how to find these types that are so valuable? its identity depends on the type of product or service? 18 PC/DK-agosto 09

ROGERS Find the leader in Cyberspace RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º 4º 5º 6º 19 PC/DK-agosto 09

ROGERS “Clicks” analysis helps to unravel diffusion * RANKING MUNDIAL DE USUÁRIOS DE INTERNET Social networking (word-of-mouth about 1º 2º 3º 4º 5º 6º Innovators innovation) E-mails Early Adopters “Searcher” Late Majority * Click, Bill Tancer PC/DK-agosto 09 20

ROGERS “Tipping Point” concept * Ideas and products and RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º messages and behaviors spread just like viruses 4º do. 5º 6º The change happens not gradually but at one dramatic moment, called “Tipping Point” (the message makes an impact). 21 PC/DK-agosto 09 * The Tipping Point, Malcolm Gladwell

ROGERS “Tipping Point” concept * RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º 4º 5º 6º 22 PC/DK-agosto 09

ROGERS Rogers model evolution Regardless the “experts” opinion, RANKING MUNDIAL DE USUÁRIOS DE INTERNET “Rate of Adoption” 1º 2º 3º individual before making a 4º 5º into account 6ºthe decision takes 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) 23 PC/DK-agosto 09

ROGERS Innovation processes follow a normal distribution curve MAJORITY RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º 4º 5º INNOVATORS LAGGARDS CONTINUOUS PROCESS PC/DK-agosto 09 6º 24

ROGERS 5 critical factors influencing innovation diffusion RANKING MUNDIAL DE USUÁRIOS INTERNETgrows if innovation has clear Adoption. DE probability Relative advantages for product, service or current behavior 1º 2º 3º Compatibility Complexity of transition Possibility of testing Visibility of benefits 4º 5º 6º The more innovation is consistent with pre-existing higher the adoption probability Complex changes involved in innovation, reduce adoption likelihood A chance to try an innovation before making a final decision increase adoption likelihood The more obvious innovation benefits the greater adoption likelihood 25 PC/DK-agosto 09