Consumer Behavior Mod 12Adoption


The acceptance and continued use of a product or brand by an individual.

Adoption Process

The sequence of stages of adopting a brand or product, including
awareness, comprehension, attitude, legitimization, trial, and
finally, adoption.

Categories of Adopters

The classification of consumers on the basis of time of adoption,
where those who adopt new products at approximately the same time have
similar characteristics.

Codified Buzz

Messaging that is incubated, fostered, and underwritten by the firm,
such as endorsements, product usage, testimonials, hosted chat rooms, etc.


The degree to which an innovation is consistent with existing
consumer values and past experiences of adopters; greater
compatibility should result in faster diffusion


Refers to how difficult the innovation is to understand and use;
diffusion tends to be slowed for more complex items.

Consequential WOM

When consumers pass on messages about marketing campaigns or brands
they are directly exposed to.

Conversation Catalysts

An influencer segmentation system known to describe types of
influencers. According to this system they have determined that nearly
20 million Americans qualify as influencers, and where three
significant criteria have been identified that determine whether or
not a person is an influencer: means, motive, and opportunity.


The magnitude of the financial resources required to obtain and
operate this innovation; those higher in cost would be expected to
diffuse more slowly.

Diffusion Process

The adoption of new products and services over time by consumers
within social systems as encouraged by marketing activities.

Early Adopters

The category of adopters (13.5 percent of a market) who are the
second group to adopt an innovation.

Early Majority

The category of adopters who are third in line to adopt an
innovation; and the most deliberate and one of the largest (34%) of
all adopter categories.

Experiential WOM

The most common and powerful word of mouth form, which results from a
consumer�s direct experience with a product or service, particularly
when that experience deviates from what�s expected, and typically
accounts for 50 to 80 percent of word-of-mouth activity in any given
product category.

Guerrilla Marketing

Focuses on using low-cost, creative, unconventional, and effective
strategies of marketing, especially marketing communications.


1. Any idea, practice, or material artifact perceived to be new by
the relevant adopting unit; 2. a continuum or range of newness based
on the product�s effect on established consumption patterns.


The category of adopter who is the first to adopt new products,
typically constituting 2.5% of the market.

Intentional WOM

When marketers use celebrity endorsements to gain positive buzz for a
product launch.


The category of adopters (16 percent of a market) who are the last
group to adopt an innovation.

Late Majority

The category of adopters (34 percent of a market) who adopt an
innovation just after the average consumer in the market place.

Market Mavens

Individuals who have information about many kinds of products, places
to shop, and other facets of markets, and who initiate discussions
with consumers and respond to their requests for market information.

Observability (or Communicability)

The conspicuousness of the innovation; new products that are highly
visible in social situations are those that will be communicated most
readily to other adopters.

Opinion leaders

People who are able, in a given situation, to exert personal
influence; the ones to whom others look for advice and information.

Personal Influence

The effect or change in a person�s attitudes or behavior as a result
of communication with others.

Relative Advantage

The degree to which an innovation is perceived as superior to
preceding products or those with which it will compete.

Social Hub

A person who directs social traffic and has a wide social network of
relationships and brings these people together for the pleasure of
enjoying their company.

Trialability (or Divisibility)

The extent to which an innovation may be tried on a limited basis;
where an item cannot be sampled on a small, less-expensive scale,
diffusion is retarded.

Uncodified Buzz

When an innovator uses a new product, sees a new movie, etc. that he
or she likes, and starts telling others about it.

Viral or Buzz Marketing

Any strategy that encourages individuals to pass on a marketing
message to others, creating the potential for exponential growth in
the message�s exposure and influence.

Word of Mouth (WOM)

Interpersonal communication within networks that reflects our preferences.

Word of Mouth Marketing Association (WOMMA)

The official trade association that represents the interests of the
word of mouth and social media industry.