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

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  1. 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 4º 5º 6º “Bandwagon” (positive) “Reverse Bandwagon” (negative)

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

  3. GRANOVETTER I-phone RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º 4º 5º 6º

  4. GRANOVETTER I-phone RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º 4º 5º 6º

  5. G GRANOVETTER I-phone RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º 4º 5º 6º

  6. G GRANOVETTER Wii Sports RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º 4º 5º 6º

  7. G GRANOVETTER Wii Sports RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º 4º 5º 6º

  8. GRANOVETTER Bandwagon Depend for theirutility on joinconsumptionby others RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º 4º 5º 6º Empty restaurant

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

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

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

  12. ROGERS • Diffusion of Innovations by Everett Rogers Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system. RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º 4º 5º 6º Innovation is any new idea, new behavior, new product, new message i.e., a new thing that one brings to you for your adoption.

  13. ROGERS Knowledge Implementation Decision Persuasion Confirmation • Adoption of innovation step process RANKING MUNDIAL DE USUÁRIOS DE INTERNET Person becomes aware of an innovation and has some idea of how it functions 1º 2º 3º 4º 5º 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 innovation-decision already made

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

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

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

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

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

  19. ROGERS • Find the leader in Cyberspace RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º 4º 5º 6º 19

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

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

  22. ROGERS • “Tipping Point” concept * RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º 4º 5º 6º 22

  23. ROGERS • Rogers model evolution Regardless the “experts” opinion, individual before making a decision takes into account the function that indicates how much he can lose with that decision RANKING MUNDIAL DE USUÁRIOS DE INTERNET “Rate of Adoption” 1º 2º 3º 4º 5º 6º There is a huge range of different behaviors between each profile described (continuous model) integrating profiles

  24. ROGERS • Innovation processes follow a normal distribution curve MAJORITY RANKING MUNDIAL DE USUÁRIOS DE INTERNET 1º 2º 3º 4º 5º 6º INNOVATORS LAGGARDS CONTINUOUS PROCESS

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

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