DISCUSS THE AIETA MODEL AS PRESENTED IN HIS WORK ENTITLED “DIFFUSION OF INNOVATIONS”

In his book “Diffusion of Innovations”, rural sociology professor Everett Rogers popularized the theory Diffusion of Innovation in 1962. It was a theory that seeks to explain how, why, and what rate new ideas and technologies spread through cultures. He said “diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system.

In this theory Rogers came up with a communication model which is hierarchical in nature as it assumes the hierarchy of effects called the AIETA model. According to Everett, this model is supposed to be followed to affect the consumer in order to make a purchase.

The AIETA model begins with awareness. Awareness is very essential to any advertising campaign or the life span of any product. For a product to achieve its long term goal of being sold or having an impact on a consumer, there has to an awareness campaign for it. This sort of campaign introduces the product to prospective consumers or continues to hammer the presence of an existing product.

For instance if Guinness Ghana comes up with a new product say Alvaro Lite, they have to embark on an awareness campaign in order to create some sort of consciousness among prospective consumers. This goes a long way in affecting the consumer to make a purchase which is the essence of the model

Second on the model is interest. Interest is key in order for the consumer to be persuaded. After the awareness has been created, the consumer’s interest in the product has to be whipped. This can be done with advertising models like information adverts and image adverts. Furthermore sales promotion, personal selling and publicity can be used.

Adverts which provide detailed information on the benefits a consumer stand to benefit from a product increase the interest in that particular product. Also associating the brand or product with certain personalities or certain images creates some sort of interest in a particular product which goes a long way in fulfilling the underlying motive of the AIETA model.

After the interest stage is evaluation in the model. This is the stage where consumers get to assess the product or service and weighs the advantages or disadvantages. This stage is very important in the purchasing decision. As a favourable evaluation or vice versa will go a long way in the eventual purchase of the product or service.

Advertising processes like persuasion adverts, image adverts as well as testimonials help the evaluation process. Also a publicity vehicle like consumer welfare reports as well as personal selling methods can be used in the evaluation stage in AIETA model.

The trial stage in the AIETA model is stage where a consumer goes ahead to purchase or patronize a product after he or she has gone through the awareness, interest and evaluation stages.
This stage is very vital in the model as whether a customer or consumer will go ahead to finally adopt the product rests here. Advertising, personal selling and sales promotions can be used in helping influence a consumer to frequently purchase the product in the trial period.

Finally Everett Rogers listed adoption as the last stage in the AIETA model which he developed in his book “Diffusion of Innovation” in 1962. The adoption stage is where a consumer or a customer after going through the process of being aware of a particular product or a service, gathers interest in it and then go ahead to evaluate the product. He or she moves on to try it and finally adopt it as a permanent brand or service.

In conclusion, there is a likelihood that a consumer will make a purchase or a product or service if this hierarchical model by Everett Rogers is followed.