Final answer:
True, the Coolest Cooler would be using the innovation-adoption model by developing communications that aim to cultivate awareness, interest, evaluation, trial, and adoption among consumers, which aligns with Everett Rogers' Diffusion of Innovations Theory and the technology adoption lifecycle. The correct answer is option a).
Step-by-step explanation:
If the Coolest Cooler introduced its cooler to the general market and developed communications around the idea that it was going to develop awareness, interest, evaluation, trial, and then adoption, it would indeed be using the innovation-adoption model of consumer responses. This approach aligns with Everett Rogers' Diffusion of Innovations Theory, which describes the process of adoption of innovations in society and how they achieve market saturation. Moreover, it reflects the stages that potential consumers go through when they decide whether to adopt a new product or technology.
The technology adoption lifecycle is a framework that organizations use to understand and guide consumers through the process of adopting a new innovation. It outlines the stages from initial awareness all the way through to adoption, which mirrors the path that the question describes. The evolutionary model of technological change, as suggested by Anderson and Tushman (1990), also supports this structured pathway to adoption by illustrating how each generation of technology builds upon the last and must navigate through similar patterns of consumer response.
In terms of marketing communication, this model can be employed to craft messages that appeal to consumers at different stages. Understanding the customer's viewpoint at each stage can lead to more effective marketing and ultimately, successful adoption of new products, like the cooler in question, within the market.