All information copyright to Spud Marshall, Lora Metanchuk and Rebecca Dahl. Research reference list available here.



  Focus areas
    - Behaviour
    - Audience
    - Lifecycle
    - Media



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Behaviour adoption lifecycle

Similar to a product, behaviours are influenced by a lifecycle of growth, maturity and decline. The stage of a behaviour in its lifecycle will affect the appeal used to drive the type of adoption required. This may be through creating knowledge/awareness (early growth), persuading action (early-late growth), or confirming and maintaining a behaviour (maturity). As a behaviour declines due to lapse or external factors, the process of knowledge creation, persuasion and confirmation must repeat to maintain the behaviour. This is in compliment to the process of adoption an individual moves through, the Decision Innovation Process, as outlined in the Diffusion of Innovation (Rogers, 2003). Media contact-points with the individual during this cycle are shown below.