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
“Bandwagon”
(positive)
PC/DK-agosto09
4º 5º
“Reverse Bandwagon”
(negative)
6º
GRANOVETTER
Bandwagon
To MUNDIAL
get into the
“swim of DE
things”
RANKING
DE USUÁRIOS
INTERNET
Status - seeking
1º 2º 3º
4º 5º
In order to be fashionable or stylish
PC/DK-agosto09
6º
In order to conform with those they wish to be associated with
GRANOVETTER
I-phone
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
1º 2º 3º
PC/DK-agosto09
4º 5º
6º
GRANOVETTER
I-phone
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
1º 2º 3º
PC/DK-agosto09
4º 5º
6º
GRANOVETTER
I-phone
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
1º 2º 3º
G
PC/DK-agosto09
4º 5º
6º
GRANOVETTER
Wii Sports
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
1º 2º 3º
G
PC/DK-agosto09
4º 5º
6º
GRANOVETTER
Wii Sports
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
1º 2º 3º
G
PC/DK-agosto09
4º 5º
6º
GRANOVETTER
Bandwagon
Depend for their
utility on join
consumption
by others
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
1º 2º 3º
Empty
restaurant
PC/DK-agosto09
4º 5º
6º
GRANOVETTER
Bandwagon
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
When services or accessories for one’s purchase are
more readily and cheaply available the more
others have purchased
1º 2º 3º
4º 5º
6º
… and can be a signal of product quality.
PC/DK-agosto09
GRANOVETTER
Reverse bandwagon
25 de Março
Status - seeking
Street/SP
RANKING MUNDIAL
DE USUÁRIOS DE INTERNET
1º 2º 3º
PC/DK-agosto09
may require
avoidance or overly
popular products
4º 5º
6º
GRANOVETTER
… and the same product may be
subject to both: bandwagon and reverse
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
1º 2º 3º
4º 5º
People are unwilling to purchase until some minimum
number of others has, but that also becomes less
appealing once some maximum number is exceeded
PC/DK-agosto09
6º
ROGERS
Diffusion of Innovations by Everett Rogers
Diffusion is the
RANKING MUNDIAL DE USUÁRIOS DE INTERNETprocess by which an
1º 2º 3º
innovation is
4º communicated
5º
6º
through certain
channels over time
among the members
of a social system.
Innovation is any new idea, new behavior, new product,
new message i.e., a new thing that one brings to you for
your adoption.
PC/DK-agosto09
ROGERS
Adoption of innovation step process
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
Person becomes aware of an innovation and has
Knowledge
1º 2º 3º
Persuasion
Decision
Implementation
Confirmation
4º 5º
some idea of how it functions
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 innovationdecision already made
13
PC/DK-agosto09
ROGERS
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
1º 2º 3º
4º
Basic on
advant./disadv.
Exposed,
not inspired to find
more information
PC/DK-agosto09
Seek information,
details about
innovation
ROGERS
Adoption of innovation over time
Innovations do not
spread equally over
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
1º 2º 3º
different society
4º segments
5º (social6º
groups) but through
5 stages with
particular profile of
reaction
15
PC/DK-agosto09
ROGERS
5 particular profile
Adopt new ideas
Innovators
(technologies, concepts, and
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
behaviors in early stages
Early Adopters
1º 2º 3º
have some traits
of
4º Still5º
6º
innovation (risk concern)
Early Majority
First sign of diffusion
Late Majority
Delay its adoption, must be
Laggards
Mature implementation and
clearly its advantages
risks involved are smaller
16
PC/DK-agosto09
ROGERS
Affecting the diffusion of an innovation
Powerful way for change
agents to affect the
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
1º 2º 3º
diffusion of an
affect
4º innovation
5º is to6º
opinion leader
attitudes.
Persuading opinion
leaders is the easiest
way to foment positive
attitudes toward an
innovation.
Leaders have the knowledge and the social skill to start
word-of-mouth epidemics
PC/DK-agosto09
17
ROGERS
Early adopter is the leader
If innovators are
marketers target,
RANKING MUNDIAL DE USUÁRIOS DE INTERNETEarly adopter has
influence power to
what becomes a
market success.
1º 2º 3º
4º 5º
6º
Challenge for
Marketing: how to
find these types that
are so valuable? its
identity depends on
the type of product
or service?
18
PC/DK-agosto09
ROGERS
Find the leader in Cyberspace
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
1º 2º 3º
4º 5º
6º
19
PC/DK-agosto09
ROGERS
“Clicks” analysis helps to unravel diffusion *
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
Social networking
(word-of-mouth about
1º 2º 3º
4º 5º
6º
Innovators
innovation)
E-mails
Early Adopters
“Searcher”
Late Majority
* Click, Bill Tancer
PC/DK-agosto09
20
ROGERS
“Tipping Point” concept *
Ideas and products and
messages and behaviors
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
1º 2º 3º
spread just like viruses
4º do.5º
6º
The change happens not
gradually but at one
dramatic moment,
called “Tipping Point”
(the message makes an
impact) .
21
PC/DK-agosto09
* The Tipping Point, Malcolm Gladwell
ROGERS
“Tipping Point” concept *
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
1º 2º 3º
4º 5º
6º
22
PC/DK-agosto09
ROGERS
Rogers model evolution
Regardless the “experts” opinion,
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
“Rate of
Adoption”
1º 2º 3º
individual before making a
decision takes
4º
5º into account
6ºthe
function that indicates how much
he can lose with that decision
integrating
profiles
There is a huge range of different
behaviors between each profile
described (continuous model)
23
PC/DK-agosto09
ROGERS
Innovation processes follow a normal distribution curve
MAJORITY
RANKING MUNDIAL DE USUÁRIOS DE INTERNET
1º 2º 3º
4º 5º
INNOVATORS
LAGGARDS
CONTINUOUS PROCESS
PC/DK-agosto09
6º
24
ROGERS
5 critical factors influencing innovation diffusion
RANKING MUNDIAL DE USUÁRIOS
INTERNETgrows if innovation has clear
AdoptionDE
probability
Relative advantage
advantages for product, service or current behavior
1º 2º 3º
Compatibility
Complexity of transition
Possibility of testing
Visibility of benefits
4º 5º
6º
The more innovation is consistent with pre-existing
higher the adoption probability
Complex changes involved in innovation, reduce
adoption likelihood
A chance to try an innovation before making a final
decision increase adoption likelihood
The more obvious innovation benefits the greater
adoption likelihood
25
PC/DK-agosto09