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This module provides a psychological perspective on how to plan development and launch of innovations for
optimal diffusion and adoption by targeted users. It deals with theories and understanding of users’ responses
to new products and services in terms of cognition, decision making, perception, emotion, motivation as well as
covering the psychology of branding, advertising and customer archetypes.
Learning outcomes
After completing the course, the learner will be able to:
Be familiar with the various individual and social psychology theories and parameters at play in the diffusion and adoption of new markets for innovations.
Design innovation developments and launches to optimise the likelihood of successful adoption for the user’s psychology perspective.
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CONSUMER INNOVATION ADOPTION
