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Consumer Acceptance of Technology
Consumer Acceptance of Technology (CAT) identifies early adopters of new technology, maps diffusion models, flags possible consumer backlash, and helps develop strategies for managing an innovation's life cycle. This SRIC-BI tool examines how a technology will benefit the individual in different life contexts, incorporating consumers' psychological motivations and their risk sensitivities. CAT research has revealed distinct types of early adopters, each with a different motivation for embracing new technology. CAT helps companies capture the right type of early adopters, which is critical first step for reaching mass-market acceptance.
CAT Methodology
CAT examines three levels of consumer acceptance:
- First, it looks at how the technology will benefit the individual in specific life contexts including home, work, and community.
- Second, CAT analyzes the impact of technology on the image of the group in which the user associates. Using proprietary databases, CAT matches the individual and group evaluations to empirical data on consumer benefit and image preferences and consumer risk sensitivity to estimate the individual probability of product adoption.
- In the third level of analysis, CAT examines potential reactions of society to new technology. Although this concern is not always critical, companies should look for major differences in social values between users and nonusers to determine unforeseen resistance to new products.
CAT assists product designers, R&D managers, consumer insights managers, and marketing and brand managers:
- Profile early adopters of new products
- Identify other key user groups later in the diffusion process
- Estimate market potential
- Target advertising and communications
- Identify social resistance early and take appropriate action
- Design, redesign, and position products effectively.
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