Chapter 2 notes
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This 3 page Class Notes was uploaded by Jocelyn Norfleet on Sunday September 13, 2015. The Class Notes belongs to FCS 226 at Illinois State University taught by Ui-Jeen Yu in Fall 2015. Since its upload, it has received 12 views.
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Date Created: 09/13/15
new color or color range new fiber fabric or fabric property modification of a silhouette or detail new way to wear an accessory new mood expressed in style new definition of appropriateness the diffusion process maps the response to the innovation over time acceptance or rejection determines innovations life cycle initial intro is the most critical stage idealization of the process of diffusion far left side represents innovators and opinion leaders without innovators and opinion leaders no diffusion will take place far right side includes the late adopter and laggards majority of population begins to accept in the center section following early adopters compatibility relative advantage perceived risk observability trialability complexity characteristics of an innovation must seem different when compared to what already exists harmony between the innovation and values norms gauge of the difficulty faced by a consumer in understanding and using the innovation relative ease of testing out the innovation before making a decision degree of visibility afforded the innovation Stage 1 innovation stage Introduction and rise Stage 2 culmination stage acceleration and mass acceptance Stage 3 Decline stage decline and obsolescence play a crucial role in initiating and spreading acceptance of innovative fashions found in all social groups in uence others leaders within social groups distant opinion leaders celebrities athletes politicians ect 1 consumer market segmentation demographic characteristics 2 Psychographic such as values attitudes and preferences 3 Geodemographic clustering of similar neighborhoods to create an identity and label 1 Consumer income personal disposable personal income discretionary purchasing power of the dollar 2 Population size and age mix 1 leisure time 2 ethnic in uences 3 status of women 4 social mobility 5 physical mobility 6 faster communications 7 war disaster and crisis 1 boredom 2 curiosity 3 reaction to convention 4 need for self assurance or confidence 5 desire for companionship
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