This document summarizes Rogers' innovation-decision process model. It describes the five stages an individual or organization goes through when adopting an innovation: 1) knowledge, 2) persuasion, 3) decision, 4) implementation, and 5) confirmation. At each stage, the individual forms perceptions and evaluates the innovation. Communication channels and the social system influence how quickly an innovation is adopted. The innovation-decision period is the length of time it takes an individual or organization to progress through all five stages when deciding to adopt or reject an innovation.

1. Innovation Decision Process
Presentation
On
By-
Adesh Kumar Verma
Ph.D., Scholar

2. Simply...
A new idea,
A new method,
A new product,
etc.
The spreading of
something more widely.

3. What is Diffusion of
Innovations?
A process by which
any innovation
is diffused through certain channels
and then adopted over time
among members of a social system

4. 1. Innovation: Any idea, object, or practice that is perceived
as new by members of the social system
2. Channels of Communication: Means by which
information is transmitted to or within the social system
3. Time: rate at which innovation is diffused or the relative
speed with which it is adopted by members of the social
system
4. Social System: Individuals, organizations, or agencies that
share a common “culture” and are potential adopters of the
innovation

5.  Time Dimension is involved in
diffusion in:
1.The innovation- decision process
2.Innovativeness
3.The rate of adoption

6. Innovation-Decision Process

7. “The process through which an individual (or other decision-
making unit) passes
(1)from first knowledge of an innovation,
(2)to forming an attitude toward the innovation,
(3)to a decision to adopt or reject,
(4)to implementation of the new idea,
(5)and to confirmation of this decision”.

8. Five stages:
1. Knowledge
2. Persuasion
3. Decision
4. Implementation
5. Confirmation

9. Prior conditions:
 Previous practice
 Felt needs/problems
 Innovativeness
 Norms of the social system
Communication Channels
Innovation-Decision Process

10. Communication Channels

11. Knowledge
Three individual generalizations:
Socioeconomic status
Personality variables
Communication behaviors
Occurs when an individual learns about the innovation’s existence
and gains some understanding of how it functions.
Selective exposure – according their interest and need.
Mental activity is mainly cognitive (Rogers 1995).
Use mass media channels as means
Types of Knowledge –awareness ,how to and principle

12. Persuasion
- Occurs when an individual
forms a favorable or
unfavorable attitude toward
the innovation.
- Five attributes of the
innovation affecting its rate of
diffusion: relative advantage,
compatibility and so on.
- Mainly based on feelings
- Focus on interpersonal
channels

13. Occurs when an individual engages in activities that
lead to a choice to adopt or reject the innovation.
Decision
Adoption: make use of an innovation as
the best course of action available.
Continuous adoption
Discontinuance
Rejection: not to adopt an innovation.
Later adoption
Continuous rejection
Active rejection
Passive rejection (non-adoption)

14. Occurs when an individual
utilizes an innovation.
However, the degree of
uncertainty about the
expected consequences of
an innovation still exists.
Reinvention occurs at this
stage
Implementation

15. Occurs when individuals seek
reinforcement to the decision that
they have already made or reverses a
previous decision to adopt or reject
the innovation if exposed to
conflicting messages about the
innovation.
Whether the final choice is adoption
or rejection, it will be a long term
effect.
Confirmation

16.  Continuous adoption
 Over adoption
 Discontinuance
Replacement Disenchantment

17.  Innovation Decision period is the length of time required to
pass through innovation decision process .
 It may be in days ,months or in years.
 Less for earlier adopters.
 Thus this period is a gestation period in which a new idea is
fermenting in individuals mind

18. You can download this presentation from- http://www.slideshare.net/slideshow/embed_code/34014285