Rogers’ four main elements that influence the spread of new ideas (innovation, communication channels, time and a social system) rely heavily on human capital. The ideas must be widely accepted in order to be self- sustainable. Designers must consider various cultures and communities to predict how, why and at what rate new ideas and technology will be adopted. Show
By categorizing consumers, the designer can identify particular segments with a market sector to gain feedback. By engaging with these stereotypes, the designer can utilize their experiences with a prototype in order to guide further development. Diffusion and innovationDiffusion is the wide acceptance and sale of a product or innovation. A good article from PSU The impact of Rogers’ characteristics on consumer adoption of an innovationRogers’ Characteristics from the Open University The impact of Rogers’ characteristics on consumer adoption of an innovation can be considered in terms of:
Quoted from http://www.soc.iastate.edu/sapp/soc415Diffusion1.html “In general, innovations that are perceived as having relative advantages, being more compatible, less complex, observable, and trialable will diffuse more rapidly than other innovations.In general, innovations that are perceived as having relative advantages, being more compatible, less complex, observable, and trialable will diffuse more rapidly than other innovations.” – Open Uni Social roots of consumerism
Issues for companies in the global marketplace when attempting to satisfy consumer needs in relation to lifestyle, values and identity The influence of social media on the diffusion of innovationConsumers can influence diffusion of innovation. When considering the influence of social media in rallying support for boycotting of some products/systems, students can explore the concepts behind organizations such as Kickstarter, Sellaband, Seedrs and CrowdCube, which act as crowd-funding platforms for creative products and projects. They can also examine the role of social networks such as Facebook®, LinkedIn® and Twitter® as methods of raising brand awareness. The influence of trends and the media on consumer choiceStudents will need to consider how consumer choices are influenced by trends and the media, including advertising through magazines, television, radio, sponsorship and outdoor advertising; product placement through film and television; product endorsement; and so on. Categories of consumersCustomer CharactericsThis in relation to how adopt consumers technology:
International-mindedness:The origin of Rogers’ theory in one or two areas may lead to inappropriate application on a global basis. Positive and negative aspects may be opposite in different regions/countries. Theory of knowledge:Design takes into account cultural differences. Are other areas of knowledge universal or culture specific? Something extraWhat is the degree to which an innovation appears superior to existing products?Relative advantage: the degree to which the innovation appears superior to existing products.
Which of the following refers to the degree to which an innovation fits the values and experiences of potential consumers?Compatibility – is 'the degree to which the innovation is perceived as being consistent with existing values, past experiences, and needs of potential adopters.
Is the degree to which the results of using an innovation can be observed or describe to others?Observability is the degree in which the innovation or its results can be seen by others likely to adopt it.
Is the degree to which an innovation may be tried?Divisibility. The degree to which the innovation may be tried on a limited basis. Consumers can test-drive electric cars, a positive for the adoption rate.
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