Social Marketing & Diffusion of Innovation – Flashcards
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time
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The speed with which an innovation spreads throughout the social system; based upon the members of the social system
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central location intercept
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Random interviews conducted in supermarkets, shopping malls and other places that you don't want to be bothered
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voluntary behavior
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The theme that is current throughout each of the definitions of social marketing reviewed
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promotion
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Of the "Four P's", the one concerned with "How"?
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rate of adoption
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The speed with which an innovation is adopted by a social system; based upon the innovation's characteristics
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competitive spying
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Spying on the competition
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innovation, time, communication, social system
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The constructs of the diffusion of innovation
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early majority and late majority
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The adopter categories which make up the majority of the social system
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fad
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A three letter, one syllable, word which describes a spontaneous diffusion
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market segmentation
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Subdividing larger, more heterogeneous markets into more homogeneous markets
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target population
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The most valuable source of information gathered when planning a program
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social marketing
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application of commercial marketing technologies to the analysis planning, execution, and evaluation of programs designed to influence voluntary behavior of target audiences in order to improve their personal welfare and that of their society
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Kotler and Roberto
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Whose definition? Behavior influence by offering attractive package of benefit and reducing barriers that would otherwise discourage engagement in behavior.
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Andreason
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primary beneficiaries are members of the target market or society at large rather than the person or organizations that initiates the social marketing program.
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Rothschild
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the heart of the marketing process is the mutual fulfillment of self interest through voluntary exchange.
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Education
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The delivery of info intended to inform or persuade members of the TP to voluntarily behave in a particular manner o Can raise awareness of'benefits of a behavior o Cannot deliver the benefits
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non-coercive laws
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The legal means of making behavior less probable; albeit not illegal
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Place (where)
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Making the product accessible and convenient o Delivering benefits in the right place at the right time o Getting the product in front of'the customer o Time and place
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Price (resources)
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Refers to the barriers or costs involved in adopting the behavior' o Resources can be economic, psychological, social, and environmental. o$,time, pleasure, effort, commitments, socialization, solitude, satisfaction
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Formative Research
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Audience/consumer research - what is current behavior? what enables it? what reinforces it?
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Competitive analysis
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environmental analysis- learn about where target population are making decisions
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Process evaluation methods (during)
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used to track program outputs and processes during implementation
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Summative Research
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often conducted in the form of outcomes monitoring. compares the program objective with its immediate and long-term outcomes to determine what worked, what
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Social Marketing Process
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planning the approach, defining message channels, developing and pretesting the materials, implementing the program, evaluating, use feedback to refine the program
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secondary research review
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already collected data. go to database and look up stats. Quick and effective. Answers question and identifies competition.
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purpose of diffusion of innovation
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provide a conceptual paradigm for understanding the process of diffusion and adoption resulting in social change
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Definition 1 of DOI
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• diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system • Rogers studied why farmers didn't want to use hybrid corn and then developed theory
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Definition 2 of DOI
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idea, practice, or object that is perceived as new by an individual or some unit of adoption
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Compatibility
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The degree to which the innovation is perceived as being consistent with existing values, past experiences, and needs of potential adopters
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Relative Advantage
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subjective package. Degree to which an innovation is perceived as better than idea it supersedes. Measured by: o Economic terms: $$$ o Social prestige: popularity o Convenience: effort o Satisfaction: benefit
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Observability
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• The degree to which the results of an innovation are visible to others o the easier it is for individuals to see the results of an innovation the more likely they are to adopt it o visibility stimulated peer discussion of a new idea as friends and neighbors of an adopter often request innovation-evaluation information about it
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Complexity
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• The degree to which an innovation is perceived as difficult to understand and use o New ideas that are simpler to understand are adopted more rapidly than innovations that require the adopter to develop new skills and understandings o More difficult slower adoption • Ease of use and degree of needed skill
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trialability
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• The degree to which an innovation may be experimented with on a limited basis • New ideas that can be tried on the installment plan will generally be adopted more quickly than those that are not divisible • Trialable innovation represent less uncertainty to the individual who is considering adoption who can learn by doing
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Communication channel
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the means by which messages get from one to another: includes the spontaneous spread of an idea and the directed and managed dissemination of an idea
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social system
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set of interrelated units that are engaged in joint problem solving to accomplish a common goal o individuals o informal groups o organizations
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Critical Mass
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The point at which enough individuals have adopted an innovation that the innovations further rate of adoption becomes self sustaining
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innovation-decision process
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the mental process through which an individual or other decision making unit passes through
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5 step process of time
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knowledge, persuasion, decision, implementation, confirmation
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innovators
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venturesome, info seeker • cosmopolite: world traveler: may have $$ greater ability to cope with uncertainty about the innovation • may not be respected by other members of the social system - they are too different • important to diffusion process as gatekeepers to social system • greatest degree of resources (2.5%)
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Early adopters
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watch innovators • more integrated part of the local system • localites • greatest degree of opinion leadership (influence) • potential adopters look to early adopters for advice and info about innovation • role models • most crucial --> decrease uncertainty of innovation (13.5%)
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Early Majority
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• adopt ideas just slightly ahead of the average member of a system • interacts frequently with peers but seldom hold positions of opinion leadership • may deliberate for some time before adopting the innovation • provides interconnectness in the systems interpersonal networks o links those who lead in the adoption of an innovation with those who adopt very late
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late majority
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• adoption can be the result of increasing network pressures from peers • innovations are approached with skepticism and caution • do not adopt the innovation unless others have done so (responsive the social norms) • weight of the systems norms must definitely favor an innovation before late majority is convinced • relatively scares resources
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laggards
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• no to low opinion leadership • most locate- many near isolates in their social networks of the system • point reference is the past o decisions made based on what has been done previously • suspicious of innovation and change agents • limited resources ( less than late majority) • some innovators have high influence on laggards i.e. celebrities
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social networks
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configuration of the network will govern the pace and the extent of the diffusion
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norms
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established behavior patterns form members of a social system
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opinion leadership affects diffusion
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the degree to which an individual is able to informally influence other individuals attitudes or overt behavior in a desired way with relative frequency
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early majority and late majority
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34% of population
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active rejection
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Try it out and then say 'no'
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passive rejection
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saying "no" without trying
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marketing
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attempts to modify the relative attractiveness of specific behavioral options through the use of incentives and other benefits that positively reinforce the desired behavior. Seeks to tip scales towards one choice away from competing choices.
