Download VTU (Visvesvaraya Technological University) MBA 3rd Semester (Third Semester) 16MBAMM301-Consumer Behaviour CB Chapter 6 Important Lecture Notes (MBA Study Material Notes)
Diffusion of Innovation
Module 7
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
Consumer Influence and
Diffusion of Innovation
Module 7
? https:// www.youtube.com/watch?v=nUxDqIeiXt0
? https:// www.youtube.com/watch?v=ONgMa3kpjGE
Opinion Leadership
? The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekers or opinion recipients
Dynamics of opinion Leaders
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Have Prescreened,
Evaluated, and
Synthesized
Product Information
Are Similar to
the Consumer in
Values and
Beliefs
Have
Prescreened,
Evaluated, and
Synthesized
Product
Information
Are Socially
Active in
Their Community
Are Technically
Competent and
Have Expert
Power
Are Often Among
the First to Buy
New Products
Opinion
Leaders
Characteristics of Opinion
Leaders
Innovative
Communicators
Are Opinion
Seekers
Market
Maven
Innovators
Key
Characteristics
of
Opinion
Leaders
Opinion Leadership Scale
Measuring Opinion Leadership
SELF-DESIGNATING
METHOD
?Do you influence other
people in their
selection of products??
Each respondent is asked a series
of questions to determine the
degree to which he or she
perceives himself or herself to be
an opinion leader.
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS ASKED DESCRIPTION OF METHOD
SOCIOMETRIC METHOD Members of a social system are
asked to identify to whom they
give advice and to whom they go
for advice.
?Whom do you
ask???Who asks you for
info about that product
category??
Measuring Opinion Leadership -continued
OPINION LEADERSHIP
MEASUREMENT METHOD
SAMPLE QUESTIONS
ASKED
DESCRIPTION OF METHOD
KEY INFORMANT
METHOD
?Who are the most
influential people in
the group??
Carefully selected key informants in a
social system are asked to designate
opinion leaders.
Artificially places individuals in a
position to act as opinion leaders and
measures results of their efforts.
?Have you tried the
product?
OBJECTIVE METHOD
Opinion Leadership and Marketing Strategy
? Identify and provide samples to opinion leaders
? Design programs to stimulate opinion leadership
? Develop ads simulating opinion leadership
? Create opinion leaders
? Control negative word-of-mouth communication
How to create opinion leaders..?
? 1-?Tell?the?truth:???Always?tell?the?truth?to?the?the?opinion?leaders,?or?
it?will?harm?your?company?and?the?goodwill?of?the?opinion?leader.?
When?a?company?believes?its?products,?then?that?is?the?best?method?
to?create?opinion?leaders.
? 2-?Do?not?create?enemies:???Creating?enemies?is?also?like?creating?
negative?opinion?leaders,?they?will?kill?your?brand?and?you?will?find?it?
difficult?to?enter?in?such?target?segment.
? 3-?The?brand?value:???Brand value is the most simple and the best
thing that can make opinion leaders, for example we can say Apple,
obviously the opinion leaders are high for that company because of
its brand value and the trust.
? 4-?Experience:???Opinion leaders must have experienced the quality,
value and the benefits of the product or service without that there is
no opinion leader. This is why celebrities are acting as opinion leader
for almost all the personal care products.
The Interpersonal Flow of
Communication
? Two-Step Flow
? A communication model that portrays opinion leaders as
direct receivers of information from mass media sources who,
in turn, interpret and transmit this information.
? Multi-step Flow
? A revision of the traditional two-step theory that shows
multiple communication flows
Copyright ? 2006 Pearson Education
Canada Inc.
13-20
Copyright ? 2006 Pearson Education
Canada Inc.
13-21 13-22
Diffusion Process
? The process by which the acceptance of an
innovation is spread by communication to
members of social system over a period of
time.
Defining Innovations
? Firm-oriented definitions
? Product-oriented definitions
? Market-oriented definitions
? Consumer-oriented definitions
Product-Oriented Definitions
Continuous Innovation
Dynamically Continuous
Innovation
Discontinuous
Innovation
13-33
Social System and Diffusion
Does the target market have:
? A positive attitude towards change?
? Technological skill?
? A general respect for education and science?
? A focus on rational and ordered social
relationship?
? An outreach perspective?
? The ability to accept different roles?
13-34
Time and Diffusion
? Purchase Time
? Adopter Categories
? Rate of Adoption
13-35
Adoption Process
? The stages through which an individual consumer
passes in arriving at a decision to try (or not to try), to
continue using (or discontinue using) a new product.
Source : Copyright ? 2006 Pearson Education Canada Inc. 13-36
Adoption Categories
? A sequence of categories that describes how early (or late) a
consumer adopts a new product in relation to other adopters.
Source : Copyright ? 2006 Pearson Education Canada Inc.
13-38
Early Adopters: Description
? 13.5% of population
? Respected
? More integrated into the local social system
? The persons to check with before adopting a new idea
? Category contains greatest number of opinion leaders
? Are role models
Early Majority: Description
? 34% of population
? Deliberate
? Adopt new ideas just prior to the average time
? Seldom hold leadership positions
? Deliberate for some time before adopting
Late Majority: Description
? 34% of population
? Skeptical
? Adopt new ideas just after the average time
? Adopting may be both an economic necessity and a reaction to peer
pressures
? Innovations approached cautiously
Laggards: Description
? 16% of population
? Traditional
? The last people to adopt an innovation
? Most ?localite? in outlook
? Oriented to the past
? Suspicious of the new
Rate of Adoption
? Insert Figure 13-16 A, B and C as small graphs; if that is
not possible, then have one or two of them.
Copyright ? 2006 Pearson Education
Canada Inc.
13-44
Post Purchase Processes
? Post Purchase Processes
? Customer satisfaction
? Customer commitment/ loyalty
FirstRanker.com - FirstRanker's Choice
This post was last modified on 18 February 2020