Marketing

Lecture on Consumer Influence and Diffusion of Innovations

Lecture on Consumer Influence and Diffusion of Innovations

Consumer Influence is the process by which one person informally influences the actions or attitudes of others. A macro process by which the acceptance of an innovation is spread by communication to members of a social system over a period of time. Consumer Influence reduce the risk of making a purchase commitment and reduce search time. For Consumer Influence a marketer should earn how to use or consume a product.