Understanding the Consumer Adoption Process

An error occurred trying to load this video.

Try refreshing the page, or contact customer support.

Coming up next: Consumer Psychology and the Purchase Process

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
Your next lesson will play in 10 seconds
  • 0:01 Tempting the Consumer
  • 0:49 Awareness
  • 1:29 Introduction
  • 2:26 Evaluation
  • 3:13 Testing & Adoption
  • 4:05 Lesson Summary
Save Save Save

Want to watch this again later?

Log in or sign up to add this lesson to a Custom Course.

Log in or Sign up

Speed Speed
Lesson Transcript
Instructor: Kevin Newton

Kevin has edited encyclopedias, taught middle and high school history, and has a master's degree in Islamic law.

Ever wonder how companies are able to go from design to profits? Some of it is luck, but an even bigger part of it is understanding their consumers. In this lesson, we take a look at the consumer adoption process.

Tempting the Consumer

Congratulations! Your company has just put the finishing touches on what will be the greatest video game of all time. Already you're planning how to port the game to every platform, and your investors can barely keep their excitement to themselves. There's only one problem - how do you let people know it's been created? Do you just put your game on the shelf of every game store alongside last year's football game and yet another match-3 candy game? Of course not! You market it! But, how do you do that?

To answer that question, let's look at the consumer adoption process, which has five distinct steps to take someone from not knowing that your game exists to having it fly off the shelves. Those five steps are awareness, introduction, evaluation, testing, and adoption.


First things first, you've got to make people aware of your game. Sure, you don't want the whole storyline revealed, but you want to convince people that your studio has just put out something worth watching. Maybe you convince a device manufacturer to have it playing in the background during one of their events. Or perhaps you start taking out advertisements for your game with a 'coming soon' date. In any event, your job in building awareness is to get people thinking about what your game could mean.

For non-game products, this could range from advertising that a change is coming to simply getting people talking about a new product on social media. In short, you want to build buzz about the coming arrival of your product.


Once you've built up enough buzz, it's time to finally introduce your game. Will you need to sell out a large auditorium and hold a big event to do so? Probably not. However, would it be wise to purchase big ads in gaming stores and gaming platforms to show people that your game has arrived? Absolutely. The principle aim of the introduction stage is to take people who are excited about the prospect of your game and make them excited to get your game. Will you necessarily have lines around the door on launch day? Probably not. However, if you do this right, your launch day will not go unnoticed by your target audience.

Once again, exactly how and where you introduce will change depending on what your final product is. A new snack cake will probably not need advertisements in gaming magazines. Then again, maybe that could be a good idea! Regardless, the introduction stage allows you to throw a grand opening for your product.

To unlock this lesson you must be a Study.com Member.
Create your account

Register to view this lesson

Are you a student or a teacher?

Unlock Your Education

See for yourself why 30 million people use Study.com

Become a Study.com member and start learning now.
Become a Member  Back
What teachers are saying about Study.com
Try it risk-free for 30 days

Earning College Credit

Did you know… We have over 200 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it risk-free for 30 days!
Create an account