Downloaded 13 times
Uploaded byFarida Sihotang
Diffusion of innovation
This document discusses Everett Rogers' diffusion of innovations theory. It outlines the five stages of the innovation-decision process: knowledge, persuasion, decision, implementation, and confirmation. It also discusses perceived characteristics of innovations that influence adoption rates, including relative advantage, compatibility, complexity, trialability, and observability. Finally, it compares Rogers' stages of the innovation-decision process to the hierarchy-of-effects model and Prochaska's stages of change model.
Diffusion of innovation
- 1.
- 2. • Diffusion isa kind of social change, define as the process by which alteration occurs in the structure and function of a social system • When “new ideas” are invented, diffused, and are adopted or rejected, leading to certain consequences, social change occurs. 2
- 3. CROSS CULTURAL COMMUNICATION Diffusion of Innovation Stages(Rogers et al) •A WARENESS •I NTEREST •E VALUATION •T RIAL •A DOPTION Perceived Characteristics of the Innovation •RELATIVE ADVANTAGE •OBSERVABILITY •TRIALABILITY •INCOMPATIBILITY •COMPLEXITY 3
- 4. STAGES in theINNOVATION-DECISION PROCESS : 5 steps 1. KNOWLEDGE: occurs when an individual / Dec-Making unit, in exposed to the innovation’s existence. 2. PERSUASION: occurs when an individual forms a favorable or unfavorable attitude toward the innovation 4Cont’d
- 5. STAGES in theINNOVATION-DECISION PROCESS 3. DECISION occurs when an individual engages in activities that lead to a choice to adopt or reject the innovation 4. IMPLEMENTATION occurs when an individual puts an innovation into use 5Cont’d
- 6. STAGES in theINNOVATION-DECISION PROCESS 5. CONFIRMATION occurs when an individual seeks reinforcement of an innovation decision that has already been made, but he or she may reverse this previous decision if exposed to conflicting messages about the innovation 6
- 7. STAGES in theINNOVATION-DECISION PROCESS Cont’d Communication Channels KNOW-LEDGE PERSUA-SION DECISIONPRIOR CONDITION 1.Previous practice 2.Felt needs /problems 3.Innovative ness 1.Norms of the soc.system Charact. Of the Decision making unit: 1.Soc—econ, 2.Personality 3.Commucatio n behavior Perceived Charact of the Innovation: 1Relative advantage 2.Compatibility 3.Complexity 4.Trialability 5.Observability 1.Adoption 2.Rejection
- 8. 8 STAGES in theINNOVATION-DECISION PROCESSCOMMUNICATION CHANNELS IMPLEMENTATION CONFIRMATIONDECISION Continued Adoption Later Adoption Discontinuance Continued Rejection Adoption Rejection
- 9. Two Types ofDiscontinuance 1. REPLACEMENT Discontinuance – in order to adopt a better idea that supersedes it. 2. DISENCHANTMENT Discontinuance, is decision to reject an idea as a results because the innovation is inappropriate for the individual or dissatisfaction with its performance. misuse of an innovation -- functioned disadvantageously …. Later adopters. 9
- 10. PRIOR CONDITION 1.Previous practice/s 2.Feltneeds /problems 3.Innovativeness 4.Norms of the social system 10
- 11. Characteristics Of theDecision making unit: 1.Socio-economic characteristics 2.Personality variables.. caring, openness, fairness, etc. begin at early life! 3.Communication behavior 11
- 12. Perceived Characteristics ofthe Innovation 1. RELATIVE ADVANTAGE 2. OBSERVABILITY 3. TRIALABILITY 4. INCOMPATIBILITY 5. COMPLEXITY 12
- 13. The Hierarchy-of-Effects &the Stages-of Change Correspond to Stages in the Innovation-Decision Process (Rogers, 2003). 13 Stages in the Innovation- Decision Process Hierarchy- of-Effects Prochaska’s Stages –of - Change I. Knowledge Stage 1. Recall of Information 2. Comprehension of messages 3. Knowledge or skill for effectiveness adoption of the innovation I. Precontemplation II. Persuasion Stage 4. Liking the innovation 5. Discussion of the new behavior with other 6. Acceptance of the message about the innovation II. Contemplation continued
- 14. The Hierarchy-of-Effects &the Stages-of Change Correspond to Stages in the Innovation-Decision Process (Rogers, 2003). 14 Stages in the Innovation- Decision Process Hierarchy- of-Effects Prochaska’s Stages –of - Change IV. Implementation Stage 11. Acquisition to seek additional information about the innovation. 12. Use the innovation on a regular basis 13. Continued use of the innovation IV. Action V. Confirmation Stage 14. Recognition of the benefit of using the innovation. 15. Integration of the innovation into one’s ongoing routine. 16. Promotion of the innovation to others. V.. Maintenance
- 15. Five Stages-of-Change (S-O-C), Prochaska,DiClemente, and Norcross, 1992 1. Precontemplation, when an individual is aware that a problem exists and begin to think about overcoming it. 2. Contemplation, when an individual is aware that a problem exists and is seriously thinking about overcoming it but has not yet made under commitment to take action. 15continued
- 16. Five Stages-of-Change (S-O-C), Prochaska,DiClemente, and Norcross, 1992 3. Preparation, the stage at which an individual intends to take action in the immediate future but has not yet done it. 4. Action, when an individual changes behavior in order to overcome the problem. 5. Maintenance, the stage at which an individual consolidates and continues the behavior change that was made previously. 16
- 17. TUGAS INDIVIDU • CARIDAN JELASKAN KATEGORI ADOPTER DALAM DIFUSI INOVASI • DIKUMPULKAN SAAT UTS KOMUNIKASI KESEHATAN
- 18. Daftar Pustaka • Rogers,M. Everett, 1983.DIFFUSION OF INNOVATIONS. Third edition. The Free Press. A Division of Macmillan Publishing Co., Inc. New York. • Rogers, M. Everett, 2003.DIFFUSION OF INNOVATIONS. Fifth edition. The Free Press. A Division of Simon & Schuster, Inc. New York, NY 10020 18
- 19. AWARENESS KNOWLEDGE Individu menyadari bahwa dirinya berisiko tinggi menderita DM,individu belum mengetahui dengan jelas bagaimana cara pencegahan- nya INTEREST PERSUASION Individu tidak ingin terkena DM sehingga mencari informasi mengenai cara pencegahan- nya EVALUATION DECISION Individu menimbang-nimbang mengenai keuntungan dan kerugian jika dia mempraktekkan perilaku yang bisa menghindarkannya dari penyakit DM , yakni : - Pemeriksaan gula darah rutin -Menjaga pola makan melalui: mengurangi absorpsi gula/mengganti dengan gula rendah kalori, mengurangi makanan berBTM, bersoda -Berolahraga secara teratur
- 20. EVALUATION DECISION Individu menimbang- nimbang mengenai keuntungandan kerugian jika dia mempraktekkan perilaku yang bisa menghindarkannya dari penyakit DM , yakni : - Pemeriksaan gula darah rutin -Menjaga pola makan melalui: mengurangi absorpsi gula/mengganti dengan gula rendah kalori, mengurangi makanan berBTM, bersoda -Berolahraga secara teratur TRIAL IMPLEMEN TATION Individu melaksanakan perilaku dalam kurun waktu tertentu untuk selanjutnya akan dipertimbang- kan lagi apakah perilaku tersebut akan dilanjutkan atau tidak ADOPTION CONFIRMA TION Individu mengkonfirmasi bahwa perilaku berkontribusi positif terhadap dirinya (kadar gula darah normal) sehingga individu akan melanjutkan perilaku tersebut