Registry
Module Specifications
Archived Version 2021 - 2022
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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. | |||||||||||||||||||||||||||||||||||||
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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. | |||||||||||||||||||||||||||||||||||||
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 |
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Indicative Content and
Learning Activities The economics of innovationThe Innovation Diffusion CurveHow to cross the chasmStrategies for Finding and using early adoptersCo-creation and lead user innovation | |||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||
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