2

of communication

sender message receiver

encode decode

of communication

sender message receiver

encode decode

Mass Media

opinion

leader

receiver

receiver receiver

receiver

Mass Media

opinion

leader

receiver

receiver receiver

receiver

Receptive to new ideas, ‘early adopters’

Early majority

34%

Late majority

34% Laggards 16%

Early adopters

13½%

Innovators 2½%

Market %

Time

Need to understand the characteristics of innovators and early adopters

diffusion of innovations…

Limited trial possible?

Raise the profile of various social issues

Information Search

Extended problem solving

Social

Physical

learning…

feeling…

doing…

Attention

Desire

Interest

Action

Awareness

Interest

Evaluation

Trial

Adoption

Unawareness

Awareness

Comprehension

Conviction

Action

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

AIDA The Innovation-Adoption Model

The Hierarchy-of-Effects Model

DAGMAR

Colley, 1961 Lavidge and

Steiner, 1961 Lewis, 1898 Rogers, 1962

Product specification

Decision Making Unit

End user

first time

modifications

routine

Some decision-making processes are very linear and basic