presentation made as the part of post graduate study programme

1. THE INNOVATION-
DECISION PROCESS
(A critical appraisal of the new
formulation)
Presented by,
Poornima.C.P
Jr.MSc (Agri)
Agricultural Extension

2. Innovation-
 Rogers defines an innovation as, ‘an idea, practice or
object that is perceived as new an individual or their
unit of social system.
An innovation may be any idea which has something
newness in it.
Social System-
 It is defined as collectivity of units which are
functionally differentiated and engaged in joint problem
solving with respect to common goal.

3. INNOVATION-DECISION PROCESS:-
 According to Roger (1983, 1995), the innovation decision
process is the process through which an individual or other
decision making unit, passes from first knowledge of an
innovation, to forming an attitude towards the innovation to
adopt or reject to implementation and use of new idea and to
confirmation of this decision.
 This process consist of a series of action and choices overtime
through which an individual or an organization evaluates a new
ideas and decide whether or not to incorporate the new idea in
to the ongoing system.

4. INNOVATION DECISION IS A PROCESS THAT
OCCURS OVER A TIME AND IT CONCEPTUALIZED TO
HAVE FIVE STAGES.

5. STAGES OF INNOVATION-DECISION
PROCESS:-
I. Knowledge stage-
 Knowledge occurs when an individual or other decision
making unit is exposed to an innovation’s existence and
gains some understanding of how it functions
 In this stage the individual is first exposed to an innovation
but lacks information about the innovation.
 During this stage of the process the individual has not been
inspired to find more information about the innovation.

6. Questions such as ; “What is innovation?, How does it
works?, Why does it works?” will get arose.
Through this stage the individual is clearing his/her
doubts regarding that innovation

7. II. Persuasion Stage:-
 Persuasion occurs when an individual or some other
decision making unit forms a favorable or unfavorable attitude
towards the innovation.
 Persuasion function is mainly affective or related to feeling.
 At this stage the individual becomes more psychologically
involved with the innovation and actively seeks information
about it.
Here the individual usually wants to know the answers to
such questions as What are the innovation’s consequences?
And What will be its advantages and disadvantages in my
situation? etc

8. III. Decision stage:-
 In this stage the individual takes the concept of the
change and weigh the advantages / disadvantages of using
the innovation and decides whether to adopt or reject the
innovation.
 The individual puts the innovation to a small-scale trial
in own situation.
 Due to the individualistic nature of this stage ‘Roger’
notes that it is the most difficult stage to acquire empirical
evidence

9. IV. Implementation stage:-
Implementation occurs when an individual or
other decision making units puts on innovation into
use.
 At this stage the individual is generally concerned
with where to get the innovation, how to use it and
what operational problems will be faced and how
these solved.
Re-invention often occurs at this stage; i.e.;
modification or change of the invention occurs at
this stage. It may reduce the mistakes.

10. V. Confirmation stage:-
Confirmation occurs when an individual or some other
decision making unit seeks reinforcement of an
innovation-decision already been made, or reverse a
previous decision to adopt or reject the innovation if
exposed to conflicting message about the innovation.
 Rejection is the decision not to adopt an innovation.
 Discontinuance is a decision to reject an innovation
after having previously adopted it.

11. The innovation-decision period
The innovation-decision period is the length of time
required for an individual or organization to pass through
the innovation-decision process.
 This is the time elapsing from awareness-knowledge of
an innovation until the decision to adopt or reject it. This
is the gestation period during which a new idea ferments
in the mind of an individual.
Earlier adopters have a shorter innovation-decision
period than that of later adopters.

12. Types of Innovation-decisions
 Innovation can be adopted or rejected by an individual
member of system or by entire social system, which
can be decide to adopt an innovation by a collective &
authority decision

13. Optional Innovation-decision:
Choices to adopt or reject an innovation are made
by an individual independent of decision of other
member of the system
Collective Innovation-decision:
Choices to adopt or reject by an innovation are made
by consensus among the members of the system
Authority Innovation-decision:
Choices to adopt or reject an innovation are made by
relatively few individual in systems that possess power,
status, or technical expertise. Individual has little or no
influence; he or she simply implement the decision.

14.  References:-
 Ray G.L. Extension communication and management,
Kalyani Publication.
 D. Dasgupta Extension Education, core contents and
emerging areas, Agri bios India.
 An Introduction To Agricultural Social Sciences;
Subhash Chandra, New Vishal Publications