<ul><li>Chapter 5 “The Innovation-Decision Process” </li></ul><ul><li>Innovation-decision process: “Process through which ...
<ul><li>Comparison between EARLY knowers and LATE knowers of an innovation: </li></ul><ul><ul><li>Early knowers have a hig...
<ul><li>Discontinuance: “A decision to reject an innovation after having previously adopted it.” (Rogers, pp.217) </li></u...
<ul><ul><li>Cosmopolite communication channels connect an individual with outside sources that are under study. </li></ul>...
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Diffusion Of Innovation Chapter 5

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Diffusion Of Innovation Chapter 5

  1. 1. <ul><li>Chapter 5 “The Innovation-Decision Process” </li></ul><ul><li>Innovation-decision process: “Process through which an individual (or other decision-making unit) passes from first knowledge of an innovation, to forming an attitude toward the innovation, to a decision to adopt or reject, to implementation of the new idea, and to confirmation of the decision.” (Rogers, pp.216) </li></ul><ul><ul><li>Innovation-decision consists of a five stage process: </li></ul></ul><ul><ul><ul><li>Knowledge- When an individual learns about the existence of the innovation and achieves a clear understanding of how it functions. </li></ul></ul></ul><ul><ul><ul><li>Persuasion- When the individual forms an attitude towards the innovation whether it be favorable or unfavorable. </li></ul></ul></ul><ul><ul><ul><li>Decision- When the individual finally engages into the activity choosing either to adopt or reject the innovation. </li></ul></ul></ul><ul><ul><ul><li>Implementation- When the individual puts the innovation into use. </li></ul></ul></ul><ul><ul><ul><li>Confirmation- When the individual looks for affirmation “for an innovation-decision already made but may reverse the decision if exposed to conflicting messages about it.” (Rogers, pp.217) </li></ul></ul></ul>James Ramos Com 499 September 16, 2007
  2. 2. <ul><li>Comparison between EARLY knowers and LATE knowers of an innovation: </li></ul><ul><ul><li>Early knowers have a higher education </li></ul></ul><ul><ul><li>Early knowers are in the higher social class </li></ul></ul><ul><ul><li>Early knowers have greater exposure to mass media channels of communication. </li></ul></ul><ul><ul><li>Early knowers have greater exposure to interpersonal channels of communication. </li></ul></ul><ul><ul><li>Early knowers have greater change agents. </li></ul></ul><ul><ul><li>Early knowers have greater social participation. </li></ul></ul><ul><ul><li>Early knowers are more cosmopoliteness. </li></ul></ul><ul><li>Re-invention- “Degree to which an innovation is changed or modified by a user in the process of its adoption and implementation.” (Rogers, pp.180) </li></ul><ul><ul><li>Example: Re-Invention of Horse Culture by the Plains Indians </li></ul></ul><ul><ul><li>Three Generalizations of Re-Invention: </li></ul></ul><ul><ul><ul><li>“ Re-Invention occurs at the implementation stage for many innovations and for many adopters.” </li></ul></ul></ul><ul><ul><ul><li>“ A higher degree of re-invention leads to a faster rate of adoption of an innovation.” </li></ul></ul></ul><ul><ul><ul><li>“ A higher degree of re-invention leads to a higher degree of sustainability of an innovation.” (Rogers, pp.183) </li></ul></ul></ul>
  3. 3. <ul><li>Discontinuance: “A decision to reject an innovation after having previously adopted it.” (Rogers, pp.217) </li></ul><ul><ul><li>Two types of discontinuance: </li></ul></ul><ul><ul><ul><li>Replacement discontinuance- “When an idea is rejected in order to adopt an even better idea which superseded it.” </li></ul></ul></ul><ul><ul><ul><li>Disenchantment discontinuance- “When an idea is rejected as a result of dissatisfaction with its performance.” (Rogers, pp.217) </li></ul></ul></ul><ul><ul><li>Later adopters of innovation are more to discontinue new ideas as compared to early adopters. </li></ul></ul><ul><li>Communication channels are ways that messages get from a source to a receiver. </li></ul><ul><ul><li>Communication channels are categorized: </li></ul></ul><ul><ul><ul><li>Interpersonal (face-to-face) V.S. Mass media (tv, radio, newspaper, etc.) communication </li></ul></ul></ul><ul><ul><ul><li>Localite V.S. Cosmopolite </li></ul></ul></ul><ul><ul><li>Mass Media can “ reach a large audience, create knowledge and spread information, and change weakly held attitudes. ” (Rogers, pp.205) </li></ul></ul><ul><ul><li>Interpersonal communication works best in persuading an “ individual to form or to change a strongly held attitude, and provides secure clarification about an innovation from an individual .” This helps an individual overcome “social-psychological barriers of selective exposure, selective perception, and selective retention (forgetting).” (Rogers, pp.205) </li></ul></ul>
  4. 4. <ul><ul><li>Cosmopolite communication channels connect an individual with outside sources that are under study. </li></ul></ul><ul><ul><li>Localite communication channels connect an individual with inside sources that are under study. </li></ul></ul><ul><ul><li>“ Mass Media channels are relatively more important at the knowledge stage, and interpersonal channels are relatively more important at the persuasion stage in an innovation-decision process.” (Rogers, pp.205) </li></ul></ul><ul><ul><li>“ Cosmopolite channels are relatively more important at the knowledge stage, and localite channels are relatively more important at the persuasion stage in the innovation-decision process.” (Rogers, pp.207) </li></ul></ul><ul><ul><li>“ Cosmopolite channels are relatively more important than localite channels for earlier adopters than for later adopters. (Rogers, pp.218) </li></ul></ul><ul><li>Innovation-decision period- “The length of time required for an individual or organization to pass through the innvation-decision process.” (Rogers, pp.218) </li></ul><ul><li>“ The rate of awareness-knowledge for an innovation is more rapid than its rate of adoption.” (Rogers, pp.218) </li></ul><ul><li>“ Earlier adopters have a shorter innovatoin-decision period than do later adopters.” (Rogers, pp.218) </li></ul>

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