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Innovation Decision Process
Presentation
On
By-Adesh Kumar
VermaPh.D., Scholar
Diffusion of Innovation
Simply...A new idea,
A new method,A new product,
etc.The spreading of something more widely.
What is Diffusion ofInnovations?
A process by which
any innovation
is diffused through certain channels
and then adopted over time
among members of a social system
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
Elements of Diffusion of an Innovation
Time Dimension is involved in diffusion in:
1.The innovation- decision process
2.Innovativeness
3.The rate of adoption
Time
Innovation-Decision Process
Five stages:
1. Knowledge
2. Persuasion
3. Decision
4. Implementation
5. Confirmation
“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”.
Definition:-
Prior conditions: Previous practice Felt needs/problems Innovativeness Norms of the social system
Communication Channels
Innovation-Decision Process
Activ
e
Communication Channels
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
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
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 adoptionDiscontinuance
Rejection: not to adopt an innovation.Later adoption
Continuous rejection Active rejection
Passive rejection (non-adoption)
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
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
Continuous adoption
Over adoption
Discontinuance
Consequences after confirmation
Replacement Disenchantment
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
Innovation Decision Period
Thank
You