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Adoption Process for New Products

6 May, 2015 - 11:54

Occurs when a consumer's previous buying experiences are not relevant to the current problem he or she would like to solve.

  • Awareness: consumer is aware of, but lacks details of, the brand
  • Interest: consumer gathers information about the brand
  • Evaluation: consumer imagines trying the brand and anticipates the benefit from its use
  • Trial: consumer tries the brand
  • Decision: consumer adopts the brand for future use or rejects it
  • Confirmation: consumer will seek information to support his or her decision and to reduce tension (cognitive dissonance)