bjects, tools, artifacts, and devices. That theory will be applied to four main aspects of Astro-Vest as a product: compatibility, divisibility, flexibility, and communicability.
Astro-Vest's rate of acceptance in the Japanese market is an important consideration. In judging compatibility, Rogers (1995) suggests that individuals are thought to go through a hierarchy of awareness, interest, evaluation, trial, adoption, and post purchase evaluation when making purchase decisions. Different consumers will be at different stages of their decision process at any given time, and will differ in the time it takes to complete that process and adopt an innovation. Diffusion of innovation is the aggregate of all individual decision processes and reflects the pattern and rate at which a new product, service, or idea catches on and is adopted by society. Based on this theory, it will be seen that Astro-Vest is extremely compatible with the identified wants and interests of a large identified segment of the Japanese consum
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