One of the basic elements of Roger's diffusion theory is the concept of adoption process which deals with the mental stages through which an individual passes from the time of his or her first knowledge of an innovation to the time of product

adoption or purchase. Briefly describe these stages giving examples of Apples' iPhone.

1. Awareness. In the first stage the customer becomes aware for the first time of the product or innovation. Mass media advertising was critical in informing customers about the new iPhone. 2. Interest. Enough interest was generated by advertisement which did not fully disclose the exciting features of iPhone but did provide some clues. 3. Evaluation. Customers became curious and started mental assessment of the product's benefits in relation to present and anticipated future needs. Also, comparative assessment was made to see how it is more versatile than the existing technology. 4. Trial. Most customers did not purchase iPhone since it was expensive and waited to get some "hands-on" experience. Such trials are common for many products and services. 5. Adoption. This is the final stage where the individual will make a decision to buy; purchases it; or adopts it. Personal sources of information are more important in the entire process than impersonal sources. Word-of-mouth becomes a very important persuasive force affecting the decision to buy.