5.6

Question 1

Diffusion

Answer 1

The wide acceptance and sale of a product or innovation

Question 2

Rogers’ Characteristics (5)

Answer 2

1. relative advantage
2. compatibility
3. complexity
4. observability
5. trialability

Question 3

The impact of rogers’ characteristics on consumer adoption of an innovation (5)

Answer 3

Relative advantage - if consumers perceive an innovation as better than the designs that came before it

Compatibility - the designs are considered to be consistent with the social norms and values

Complexity - innovations are perceived as being easy to use

Observability - able to visually see the benefits/ results of the innovation

Trialability - the ability to test/ try out a product before having to purchase it

Question 4

The influence of social media on the diffusion of innovation

Answer 4

Social media can be used to rally support for an innovation by crowd-funding which allows the public to be able to invest in creative innovations

Question 5

Categories of consumers

Answer 5

innovators, early adopters, early majority, late majority, laggards