Module: Consumer Innovation Adoption

Module Specifications.

Current Academic Year 2024 - 2025

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Date posted: September 2024

Module Title	Consumer Innovation Adoption
Module Code	MT5227 (ITS) / MAD1031 (Banner)
Faculty	DCU Business School	School	DCU Business School
Module Co-ordinator	Peter Robbins
Module Teachers	-
NFQ level	9	Credit Rating	7.5
Pre-requisite	Not Available
Co-requisite	Not Available
Compatibles	Not Available
Incompatibles	Not Available

None

Description

The launch of a new food product into the marketplace is not the endpoint of the innovation process. Successful innovation is not inventors innovating - it’s consumers adopting. Innovation adoption research has considered how and why consumers adopt an innovation. Research has also used social psychology theories such as the theory of reasoned action and the theory of planned behavior, which explain volitional choice more generally, to understand innovation adoption. So called ‘grand models’ of consumer decision making typically include the five steps of problem recognition, information search, alternative evaluation, choice and outcome evaluation. The process of adoption has five stages: a knowledge stage (i.e., awareness of the innovation), a persuasion stage (i.e., evaluation of the innovation), a decision stage (i.e., intention to adopt or not), an implementation stage (i.e., actual behavior) and finally, a confirmation stage. The Rogers diffusion curve has a number of stages to help an idea/product/brand to get from selling only to early adopters to managing to convert the majority of the market. A variety of factors influences the adoption process and the adoption decision in general. Existing research distinguishes three groups of factors: characteristics of the potential adopter, innovation characteristics and external variables. In this module, students will learn how to structure the innovation to give it the absolute maximum chance of crossing the chasm and going mainstream. They will learn about adoption triggers and how to create factors that motivate, support or enable an individual to overcome consumer resistance to adopt an innovation by inducing the transition between non-adoption and adoption.

Learning Outcomes

1. Be familiar with the various individual and social psychology theories and parameters at play in the diffusion and adoption of new markets for innovations
2. Design innovation developments and launches to optimize the likelihood of successful adoption for the user’s psychology perspective
3. Be aware of the phases of the diffusion and adoption of new products, services and ideas and understand the need to target each phase appropriately
4. Understand the steps firms can take to try to ensure the success of their new product launches.

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Workshop	24	Workshops with interactive exploration of prescribed reading, case studies and ongoing assignments reviews and lectures.
Independent Study	75	Independent study
Group work	50	Group project work
Total Workload: 149

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

The economics of innovation

The Innovation Diffusion Curve

How to cross the chasm

Strategies for Finding and using early adopters

Co-creation and lead user innovation

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Group assignment	For the group element, students will be asked to investigate, research and identify critical factors in certain successful case histories where the diffusion of innovation has been successful, generally in the food, beverage and horticulture area. Students will be required to analyse the strategy and write a detailed critique	30%	As required
Assignment	Individual Assignment - 4000 Words Crowdfunding is a significant feature of the contemporary funding landscape for start-ups. Websites like IndieGogo and KickStarter allow promoters of new ideas to showcase them and try to attract funding for them. Many ideas are from lone entrepreneurs who are trying to attract sufficient funding to develop their idea and some, by contrast, are fledgling ideas from well-known companies where the firm is trying to establish whether there might be any demand for a new idea. Your assignment is as follows: 1) Write about sources of venture finance and position crowdfunding on the continuum and write about its development; focusing on its advantages rel	70%	As required

Reassessment Requirement Type
Resit arrangements are explained by the following categories: Resit category 1: A resit is available for both* components of the module. Resit category 2: No resit is available for a 100% continuous assessment module. Resit category 3: No resit is available for the continuous assessment component where there is a continuous assessment and examination element.
* ‘Both’ is used in the context of the module having a Continuous Assessment/Examination split; where the module is 100% continuous assessment, there will also be a resit of the assessment
This module is category 1

Indicative Reading List

Christensen, Clayton: 2007, The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail,

Other Resources

None