Diffusion Of  Innovation  Chapter 5
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Diffusion Of Innovation Chapter 5

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Diffusion Of Innovation Chapter 5 Presentation Transcript

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        • Replacement discontinuance- “When an idea is rejected in order to adopt an even better idea which superseded it.”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