Download - IMC Lecture 2
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2
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of communication
sender message receiver
encode decode
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of communication
sender message receiver
encode decode
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Mass Media
opinion
leader
receiver
receiver receiver
receiver
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Mass Media
opinion
leader
receiver
receiver receiver
receiver
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Receptive to new ideas, ‘early adopters’
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Early majority
34%
Late majority
34% Laggards 16%
Early adopters
13½%
Innovators 2½%
Market %
Time
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Need to understand the characteristics of innovators and early adopters
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diffusion of innovations…
Limited trial possible?
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Raise the profile of various social issues
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Information Search
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Extended problem solving
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Social
Physical
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learning…
feeling…
doing…
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Attention
Desire
Interest
Action
Awareness
Interest
Evaluation
Trial
Adoption
Unawareness
Awareness
Comprehension
Conviction
Action
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
AIDA The Innovation-Adoption Model
The Hierarchy-of-Effects Model
DAGMAR
Colley, 1961 Lavidge and
Steiner, 1961 Lewis, 1898 Rogers, 1962
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Product specification
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Decision Making Unit
End user
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first time
modifications
routine
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Some decision-making processes are very linear and basic