FSN 400 Lecture Notes - Lecture 4: Everett Rogers, Diffusion Process, Psychographic
14 Feb 2016
School
Department
Course
Professor
Document Summary
Geographic segmentation: size, population of a city, province/state, country, region; density of population (urban, suburban, rural), climate. Demographic segmentation: age, sex, family size, family life cycle, income, occupation, education, religion, race, nationality, life expectancy. Psychographic segmentation: social class, values & lifestyle, personality. Behaviouristic segmentation: purchase occasion, benefits sought, user status, usage rate, loyalty status, purchase state, attitude toward product. Psychographic information psychographc information includes lifestyle, interests, hobbies, beliefs, opinions, etc. Diffusion process by which an innovation is communicated through certain channels over time among the members of a social system. An innovation is an idea, practice, or object that is perceived to be new by an individual or other unit of adoption. Communication is a process in which participants create and share information with one another to reach a mutual understanding. Why do some innovations spread more quickly than others: relative advantage, complexity, compatibility, trialability, observability.
