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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
Consumer Innovation

Chapter Objectives

After completing this chapter, you should be able to:

I.

Distinguish characteristics of innovations that influence their rate of diffusion and help determine their market success.

II.

Distinguish diffusion and adoption process.

III.

Describe reasons for resistance to change and for discontinuance.

IV.

Describe strategies for changing attitudes and behavior

V.

Understand how innovation and adoption processes are influences by environmental, cultural, and social system factors.

VI.

Identify and distinguish opinion leaders, market mavens, and innovative consumers important in the discussion of innovations.

VII.

Describe differences among consumers based on their time of adoption of innovations.

VIII.

Describe a common adoption decision.




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