The innovation adoption model evolved from work on the diffusion of innovation. This model represents the stages a customer passed through in adopting a new product or service. Like other models, a customer passes three stages which are cognitive stage, affective stage and behavioral stage. On the cognitive stage, the customer gains the awareness and knowledge of the product or service; on the affective stage, the customer will evaluate the product or service with his own preference.
Then, the marketer gives customer the chance to try the new product which we call trail on the behavioral stage. After the trail, the customer will decide whether adopt (purchase) this product or service or not, and we name this process adoption. Then the whole model finishes.
Product and organizationSmart car by Daimler AG
ApplicationWhen Smart car was launched by Daimler AG, the customer may pass through the response processes under the innovation adoption model. As an innovative new car, Smart needs to gain the awareness from its customers by an attractive advertisement. Then it requires the marketers create a public ads to catch the audience’s attention. The ads should contain the features and benefits( such as the size, energy, engines, eco-friendly) of the new car and deliver the information to the audience by using prorate words or pictures in order to make smooth communication with the customers and make customers aware the Smart cars.
Then, the response moves to next stage-Affective stage. By the awareness they get, customers start to evaluate the car, does it really look good? Does it meet my needs? How much the satisfaction I can get from the car? After that, some people may figure out Smart is not the car I want, and the people who still have interest towards Smart car will want to get more knowledge about Smart car. The next process is the behavioral stage where the marketer can provide a trail of the Smart car to the customers.
On this stage, the marketers may launch the trail run for the customers. With the real drive experience, customers gain more experience about the car, and they can choose whether adopt the car or just reject it. The following poster is a print advertisement for Smart. In this poster, the marketer used symbolic birth legend to describe the launch of the new car. Besides, the sentence they used just let the audience know where Smart car from (My mom’s Swatch and my dad’s Mercedes) what Smart car is and why is good (The little car with the big heart).