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Everett Rogers 5 AdoptersCategories
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Everett M. Rogers
March 6, 1931 - October 21, 2004
communications scholar pioneer of diffusion of innovations theory writer teacher
term 'early adopter.'
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5 Adopters Categories
Innovators
- Knowledge: Person becomes aware of aninnovation and has some idea of how it functions
Early Adopters
- Persuasion: Person forms a favorable orunfavorable
attitude toward the innovation Early Majority - Decision: Person engages in activities that lead to achoice
to adopt or reject the innovation Late Majority - Implementation: Person puts an innovation intouse Laggards - Confirmation: Person evaluates the results of an
innovation-decision already made
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BlackBerry Models
BlackBerry950
BlackBerry957
BlackBerry
8100
BlackBerry
Bold
BlackBerry
Storm
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Perceptions of Blackberry
Simplistic; clear cut
Elegance
Convenience
Solution
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Innovator (2.5%) theGeek
Definition Adopt new idea
Venturesome and educated
More risk-oriented
Characteristics first farmers to adopt
More cosmopolitan, of higher socioeconomic status than late adopters.
require shorter period of time to adopt to any new idea.
Desire for the rash, the daring, and the risky.
Control of substantial financial resources to absorb possible loss from anunprofitable innovation.
The ability to understand and apply complex technical knowledge.
The ability to cope with a high degree of uncertainty about aninnovation.
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Early Adopter (13.5%) - theCelebrity
Definition Opinion leader guided by respect
Adopt new ideas early but carefully
Demand personalized solutions
Characteristics Part of Social Structure- social leader and popular
Role Model
Respected
Successful
Fickle and easily displeased
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Early Majority (34%) - thePMEB
Definition People who adopt new ideas before the average person
Deliberate
Motivated by evolutionary changes
Characteristics Rarely leader
Frequent interaction with peers,
Deliberate willingness in adopting new ideas and innovations.
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Late Majority (34%) the YoungExecutive
Definition Skeptics
accept new ideas or products after it has gained immense popularity
Characteristics trend followers to a certain extent
Price sensitve
Required bulletproof solutions
Affected by peer pressure
not easily swayed by advertising messages
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Laggard (16%) - the Housewife
Definition Suspicious of changes
Tradition-bound
Unreceptive to new ideas
Characteristics Must be ascertain that the new innovation will not fail
usually affected by peer pressure
not easily swayed by advertising messages
cynical
wary
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Conclusion
Critics behind the model:
Over-simplified model vs. reality
Not predictive
Adoption as per own needs
Disruptive technologies
