Page 193 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour Hitesh Jhanji, Lovely Professional University

Notes Unit 14: Opinion Leadership and Diffusion of Innovation

CONTENTS
Objectives
Introduction

14.1 Opinion Leadership
14.1.1 Characteristics of Opinion Leaders

14.1.2 Marketing Implications
14.2 Diffusion of Innovation
14.2.1 Diffusion of Innovation Process
14.2.2 Adoption Process

14.2.3 Factors Affecting the Diffusion of Innovation
14.2.4 Barriers to Adoption of Innovation

14.2.5 Time Factor and Diffusion Process
14.2.6 Rate of Diffusion
14.2.7 Role of Communication in the Diffusion Process
14.2.8 Cultural Context and Diffusion of Innovation

14.3 Summary
14.4 Keywords
14.5 Self Assessment

14.6 Review Questions
14.7 Further Readings

Objectives

After studying this unit, you will be able to:
Understand the role of opinion leaders

Discuss the concept of diffusion of innovation
Introduction

This unit covers the concepts of opinion leadership and diffusion of innovation. Opinion leaders
are Individual whose ideas and behavior serve as a model to others. Opinion leaders communicate
messages to a primary group, influencing the attitudes and behavior change of their followers.

According to Hubert Gatignon and Thomas S Robertson, an innovation is a product, service,
attribute, or idea that consumers within a market segment perceive as new and that has an effect
on existing consumption patterns.

188 LOVELY PROFESSIONAL UNIVERSITY