The InnovationDecision Process

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The Innovation-Decision Process
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A Model

• Five Stages
• Knowledge exposure and some understanding
• Persuasion form a favorable or unfavorable
  attitude
• Decision engage in activities that lead to a
  choice to adopt or reject
• Implementation put an innovation to use
• Confirmation seek reinforcement for innovation
  or reverses a previous decision to adopt or
  reject an innovation

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Model of Stages
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Stage 1 Knowledge

• What comes first a need or awareness of an
  innovation?
• Research doe not provide a clear answer to this
  question
• A need is a state of dissatisfaction or
  frustration that occurs when ones desires
  outweighs one actualities

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Selective exposure
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Innovation driven needs

• An individual may develop a need when he or she
  learns that an innovation exists
• Therefore innovations can lead to needs
• Change agent may cause this to happen

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3 Types of Knowledge and the Change Agent

• Awareness-knowledge - exists
• How-to knowledge how to use it
• Principles-knowledge functioning principles
  (germ theory and boiling of water)
• What is the role of change agent in bringing
  about the three types of knowledge?
• Most change agents concentrate on awareness
  knowledge mass media
• Time spent more wisely if they focus on how-to
  knowledge (trial of an innovation Persuasion
  stage)
• Not in business of teaching principles-knowledge

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Stage2 Persuasion

• At this stage a favorable or unfavorable attitude
  toward the innovation is formed
• Main type of thinking is affective or feeling
• General perception of the innovation is developed
• Mass media messages are too general to provide
  reinforcement
• Mainly want to know if his or her thinking is on
  the right track, in comparison with the opinion
  of peers

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Persuasion Questions

• What are the innovations consequences?
• What will its advantages be in my situation?
• Reducing the risk through a innovation-evaluation
  process

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Stage3 Decision

• Occurs when an individual engages in activities
  that lead to a choice to adopt or reject an
  innovation
• Adoption is a decision to make full use of an
  innovation as best course of action available
• Rejection - is a decision not to adopt an
  innovation

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Trail is important

• Most individuals who try an innovation move to an
  adoption decision
• Some innovation can not be divided for trial
• In some individuals and for some innovations, the
  trial of a new idea by a peer like themselves can
  substitute, for their own trial
• Change agents speed up the innovation-process by
  sponsoring demonstrations for a new idea in a
  social system effective if the demonstrator is
  an opinion leader

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Stage4 Implementation

• Occurs when an individual puts an innovation into
  use
• Questions
• Where do I obtain the innovation?
• How do I use it?
• How does it work?
• Implementation ends when the idea has become
  institutionalized

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Re-Invention

• The degree to which an innovation is changed or
  modified by a user in the process of its adoption
  and implementation

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Why Re-Invention?

• More complex more likely
• Because of inadequate learning
• Abstract concepts get re-invented
• If innovation is implemented to solve a wide
  range of problems
• Local pride (re-invented as local product)
• Clients of change are encouraged to re-invent

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Stage5 Confirmation

• Adoption is not often the terminal stage
• Seek reinforcement of the innovation-decision
  already made or reverses a previous decision
• Individual dealing with internal disequilibrium
  or dissonance

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Discontinuance

• Is a decision to reject an innovation after
  having previously adopted it
• Two types
• Replacement discontinuance
• Disenchantment discontinuance
• May come about because the innovation is
  inappropriate for the individual or misuse of the
  innovation (anyone experience these?)

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Generalization 5-9

• Later adopters are more likely to discontinue
  innovations than are earlier adopters
• High discontinuers
• Have less formal education
• Lower socioeconomic status
• Less change agent contact
• Same characteristics as laggards

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Communication Channels

• Channel is the means by which a message gets
  from the source to the receiver
• Channels are either 1) interpersonal or mass
  media in nature or 2) originating form either
  local or cosmopolite sources
• Play different roles in creating knowledge versus
  persuading individual to change their attitude
  toward an innovation

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Mass Media Channels

• Radio, television, newspapers, and so on
• Enable a source of one or a few individuals to
  reach an audience of many
• Mass media
• Reaches a large audience
• Create knowledge and spread information
• Lead to changes in weakly held attitudes

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Interpersonal channels

• Involve a face-to-face exchange between two or
  more individuals
• Formation and change of strongly held attitudes
• Best at
• Two-way exchange of information
• Persuading (persuasion stage) an individual to
  adopt an innovation

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Generalization 5-11

• Mass media channels are relatively more important
  at the knowledge stage and interpersonal channels
  are relatively more important at the persuasion
  stage in the innovation-decision process

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Generalization 5-12

• 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
• Cosmopolite communication channels are those from
  outside the social system (mass media)
• Localite communication channels are those inside
  (interpersonal)

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Communication Channels by Adopter Categories

• Generalization 5-13 Mass media channels are
  relatively more important than interpersonal
  channels for earlier adopters than for later
  adopters
• Generalization 5-14 Cosmopolite channels are
  relatively more important than localite channels
  for earlier adopters than for later adopters

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Innovation-Decision Period

• Is the length of time required for an individual
  or organization to pass through the
  innovation-decision process

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Innovation-Decision Period
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Review
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Review

• Re-invention
• Discontinuance
• Communication channels
• Interpersonal
• Mass media
• Local
• Cosmopolite
• Innovation-decision period (time)
• Difference in time per adopter type