Diffusion Of Innovation Chapter 5Presentation Transcript
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)
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Replacement discontinuance- “When an idea is rejected in order to adopt an even better idea which superseded it.”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)
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)