Page 203 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes 14.2.7 Role of Communication in the Diffusion Process

In the definition of diffusion process we saw that communication is a key element that influences
diffusion across markets. Consumers rely on marketer controlled mass media advertising for
information about new product introductions. Advertising campaigns are designed to create
awareness among potential consumers and communicate relevant information about features
and benefits. H David Strutton and James R Lumpkin studied the adoption of self-diagnostic
medical devices among elderly consumers and reported that early adopters were more dependent
on mass media for information. Subsequently, they show greater reliance on friends and family
members to help them evaluate new products and word-of-mouth influence increases in
importance as early adopters progress from awareness to knowledge, evaluation, trial and
adoption.
In the case of later adopters, word-of-mouth tends to be the most important influence throughout
the adoption process. They learn about innovations from friends and neighbours rather than the
mass media. To create awareness among early adopters, the role of mass media advertising
providing informational content is more important in the process of diffusion. For later adopters,
advertisers can try to encourage favourable word-of-mouth by using influential spokespersons.

Word-of-mouth Influence Across Groups

For diffusion to occur across groups, positive word-of-mouth must first start within groups.
However, favourable word-of-mouth within just groups is not sufficient for diffusion to occur
but requires the spread of information across different groups. This does happen because
consumers spread information by interacting with individuals outside their own groups.
Groups are classified as homophilous and heterophilous. Individual within homophilous groups
are likely to be similar and are bound by stronger reference group ties such as family and peer
group. Individuals within heterophilous groups tend to be dissimilar and ties that hold them
together are weak, such as work associates at higher or lower levels in an organisational hierarchy
or acquaintances with whom the consumer has only occasional contact. Some word-of-mouth
communication about new products or ideas occurs between acquaintances in heterophilous
groups and is often referred to as the strength of weak ties, because the weak ties of such groups
ate strong enough to stimulate the process of diffusion. A study by Jacqueline Johnson Brown
and Peter H Reingen found that most word-of-mouth occurred in homophilous groups (between
friend and relatives), while among heterophilous groups, word-of-mouth occurred in only 18%
of communications among individuals.

14.2.8 Cultural Context and Diffusion of Innovation

Culture may have an important influence on the diffusion of innovation. Two concepts are
worth considering in this regard: cultural context and cultural homogeneity.
Low-context cultures are those that rely primarily on verbal and written communication in
transmitting meaning. They place more value on individual initiative and rely more on mass
media for communication. The concept of heterophilous groups can be applied to low-context
cultures which are more disparate with wider differences among groups. United States and
Western Europe would be described as low-context/heterophilous cultures.
High-context cultures rely primarily on non-verbal communication, with little difference in
norms, values and socio-economic status among groups. The emphasis on non-verbal
communication means that such cultures will place more value on interpersonal contacts and
associations. In high-context cultures more value is placed on group than on the individual and
the emphasis is on subscribing to the norms and long-standing rituals of society. Most of the Far
Eastern countries would qualify as high-context/homophilous cultures.

198 LOVELY PROFESSIONAL UNIVERSITY