Business 301: Rogers’ Innovation Adoption Curve

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Problems With Multi-Level Marketing (MLM)

Rogers’ innovation adoption curve is a model that organizes when people adopt innovations across time various categories

  • Some individuals are always more open to adaptation than others

All innovations go through a natural and predictable process before a population familiarizes with it

  • The extremity of necessary changes determine how long people will take to adapt, and it can range from weeks to decades

Each category has a different attitude about why they follow a trend

Innovators (2.5 %) are on the cutting-edge, makes the trend a rumor among everyone else

Early Adopters (13.5 %) follow the new trend once it’s proven trustworthy, makes the trend tangible to everyone else

Early Majority (34 %) follow the trend after it’s proven itself in the marketplace, makes the trend accessible to everyone else

Late Majority (34 %) follow the trend after it’s guaranteed to persist, makes the trend feel ubiquitous

Laggards (16 %) hesitate to follow the trend through peer pressure or won’t follow it at all

Each adopter group has different purposes and expectations for an innovation

Innovators and early adopters are easy to convince adopting

Innovators and early adopters alone can’t embed innovation in a population

  • Mainstream adopters (early and late majority) are 64 % of a population and determine whether a community applies a trend

Innovators may require looser and less controlled conditions while mainstream adopters may require more stability and support

Mainstream adopters need less emphasis on technology and more on receiving education

  • The early majority assess the costs and benefits of a new idea before adopting, but won’t commit if they don’t see support systems and infrastructure
  • On the other hand, the late majority are creatures of habit and predictability
  • The late majority wants to know the rules and loves systems and will figuring them out if they don’t find them

Laggards are set in their ways and will only adopt after it became mainstream

Every large-scale trend moves through a predictable pattern in society

  1. Reaction to something mainstream starts a new trend
  2. Various individual trendsetters adopt the trend
  3. Many trendsetters adopt the trend
  4. A major city with a history of many trendsetters adopts the trend universally
  5. Other major cities with histories of many trendsetters quickly take up the trend
  6. The trend starts experiencing an ongoing product or design development
  7. The products or style are copied or imitated
  8. Many of the trendsetters’ media feature the trend
  9. Popular movies showcase the trend


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