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Consumentengedrag
› 15 Consumer influence and the diffusion of innovations
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Consumentengedrag
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15 Consumer influence and the diffusion of innovations
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Opinion leadership = the process by which one person informally influences consumption actions or attitudes of others, who may be opinion seekers or opinion recipients. Opinion leader = A person who informally gives product information and advice to others. opinion receiver = An individual who either actively seeks product information from others or receives unsolicited information. opinion seeker = Individual who actively seek information and advice about products from others. market maven = Individuals whose influence stems from a general knowledge and market expertise that lead to an early awareness of new products and services. two-step flow of communication theory = Communications model that portrays opinion leaders as direct receivers of information from mass-media sources who, in turn, interpret and transmit this information to the general public. multi-step flow of communication theory = A revision of the traditional two-step theory that shows multiple communication flows: from mass-media to opinion leaders, opinion receivers and information receivers (who neither influence nor are influenced by others); from opinion leaders to opinion receivers; and from opinion receivers to opinion leaders. diffusion of innovations = The framework for exploring the spread of consumer acceptance of new products throughout the social system. diffusion process = The process by which the acceptance of an innovation is spread by communication to members of a social system over a period of time. adoption process = The stages through which an individual consumer passes in arriving at a decision to try (or not to try), to continue using (or discontinue using) a new product. The five stages of the traditional adoption process are awareness, interest, evaluation, trial and adoption (rejection). consumer innovators = Those who are among the first to purchase a new product. innovation = A totally new product, new service, new idea or new practice. continuous innovation = A new product entry that is a modified version of an existing product rather than a totally new product. A continuous innovation has the least disruptive influence on established consumption patterns. dynamically continuous innovation = A new product entry that is sufficiently innovative to have some disruptive effects on established consumption practices. discontinuous innovation = A dramatically new product entry that requires the establishment of new consumption practices. adopt categories = A sequence of categories that described how early (or late) a consumer adopts a new product in relation to other adopters. The five typical categories are: innovators; early adopters; early majority; late majority; laggards.
Ingezonden op 24-03-2013 - 753x bekeken.
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