This video takes a look at the diffusion of innovation to understand how a brand progresses from a niche product to a mass-market hit.
- In the 1970s, skateboarders were outlaws.…Today, skateboarding is about as edgy…as going for a bike ride.…More kids ride skateboards than play basketball…and many of them snap up pricey t-shirts,…skate shoes, helmets, and other accessories.…The progression of skateboarding from a cult-like activity…with rebellious undertones to a mainstream sport…mirrors the journey many products…and services take through popular culture.…
Diffusion of innovations refers to the process…whereby a new product, service,…or idea spreads through a population.…Almost all innovations follow a similar pattern.…First, only a trickle of people decide to try it.…These typically are consumers who are on the edge…in some way and thus not too worried…about doing something really different.…Then, more and more consumers decide to adopt it,…until sometimes it seems like almost everyone is buying it,…if it's a hit.…
This snowball effect can propel a product…to widespread acceptance in a fairly short period of time.…That's especially true when consumers…
First, learn the importance of consumer behavior in helping us understand when, why, and how purchasing decisions are made. Michael shares how factors such as color, shape, and sound influence our perception of brands and products. He discusses gender identity and products geared towards different genders, as well as how consumer lifestyles, values, and attitudes affect product preferences. Michael also goes into external influences on consumer behavior, covering how groups make decisions and how ideas spread. Finally, Michael explores the role emotion plays in purchase decisions, and how you can structure messages to maximize persuasion.
- Sensory marketing as a strategic tool
- How gender identity can affect product choice
- Personality and brand image
- Decision-making in groups
- Retailing as theater
- How ideas spread through the market
- Persuasive communications
- Influencing consumer behavior