Innovation Diffusion and Adoption of New Products
Innovation Diffusion and Adoption of New Products

Summary/Abstract: New products and processes that are adopted are among the most actively researched topics in marketing and social sciences. Such attention is justified by the role it plays in disseminating new products in a developed society, adoption of new products is a source of change both in consumer activity to the final consumer and society. In addition, the diffusion of new products play a critical role in the performance of individual firms, a stream of successful new products is essential for business prosperity in a free economy. The framework for exploring consumer acceptance of new products is drawn from the area of research known as the diffusion of innovations. Consumer researchers who specialize in the diffusion of innovations are primarily interested in understanding two closely related processes: the diffusion process and the adoption process. In the broadest sense, diffusion is a macro process concerned with the spread of a new product (an innovation) from its source to the consuming public. In contrast, adoption is a micro process that focuses on the stages through which an individual consumer passes when deciding to accept or reject a new product. The present paper aims to present the approaches reflected by the literature regarding the consumer behavior - the acceptance of new products and services.

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