DIFFUSIONS OF INNOVATIONS - Tehran University of Medical...

DIFFUSIONS OFINNOVATIONS

Chapter 5_Part 3The Innovation- Decision Process

Chapter 5_Part 3The Innovation- Decision Process

ARE THERE STAGES IN THEINNOVATION-DECISION PROCESS?

Stimulus-response theory (S-R)

Stimulus-interpretation-response (Dewey, 1896)

Stimulus-response theory (S-R)

Stimulus-interpretation-response (Dewey, 1896)

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PROCESS VERSUS VARIANCE RESEARCH

Process research is defined as a type of datagathering and analysis that seeks to determine thesequence of a set of events over time. (qualitativemethods)

Variance research is a type of data gathering andanalysis that consists of determining thecovariances (or correlations) among a set ofvariables, but not their time order. (quantitativeresearch method)

Process research is defined as a type of datagathering and analysis that seeks to determine thesequence of a set of events over time. (qualitativemethods)

Variance research is a type of data gathering andanalysis that consists of determining thecovariances (or correlations) among a set ofvariables, but not their time order. (quantitativeresearch method)

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EVIDENCE OF STAGES

Iowa study (Beal and Rogers, 1960) New drug study (Coleman, 1966) LaMar study (1966) Kohl study (1966)

Generalization 5-12:Stages exist in the innovation-decision process.

Iowa study (Beal and Rogers, 1960) New drug study (Coleman, 1966) LaMar study (1966) Kohl study (1966)

Generalization 5-12:Stages exist in the innovation-decision process.

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THE HIERARCHY-OF-EFFECTS

The basic notion of a hierarchy of communicationeffects is that an individual usually must passfrom knowledge change to overt behavior changein a cumulative sequence of stages that aregenerally parallel to the stages in the innovation-decision process.

The basic notion of a hierarchy of communicationeffects is that an individual usually must passfrom knowledge change to overt behavior changein a cumulative sequence of stages that aregenerally parallel to the stages in the innovation-decision process.

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STAGES-OF-CHANGE (S-O-C MODEL)1. Precontemplation

2. Contemplation

3. Preparation

4. Action

5. Maintenance

1. Precontemplation

2. Contemplation

3. Preparation

4. Action

5. Maintenance

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COMMUNICATION CHANNELS BY STAGESOF THE INNOVATION-DECISION PROCESS

Different communication channels play differentroles at each stage in the innovation-decisionprocess.

Source of message: an individual or an institutionthat originates a message.

A channel is the means by which a message getsfrom the source to the receiver.

Different communication channels play differentroles at each stage in the innovation-decisionprocess.

Source of message: an individual or an institutionthat originates a message.

A channel is the means by which a message getsfrom the source to the receiver.

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CATEGORIZING COMMUNICATIONCHANNELS

1. Interpersonal versus media

1. Localite versus cosmopolite

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THE MASS MEDIA CAN:

Reach a large audience rapidly

Create knowledge and spread information

Change weekly held attitudes

Reach a large audience rapidly

Create knowledge and spread information

Change weekly held attitudes

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WHAT CAN INTERPERSONALCOMMUNICATION CHANNELS DO BEST?

Provide a two-way exchange of information.

Persuade an individual to form or to change astrongly held attitude.

Provide a two-way exchange of information.

Persuade an individual to form or to change astrongly held attitude.

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MASS MEDIA VERSUS INTERPERSONALCHANNELS

Generalization 5-13: mass media channels arerelatively more important at the knowledge stage,and interpersonal channels are relatively moreimportant at the persuasion stage in the innovation-decision process.

Generalization 5-13: mass media channels arerelatively more important at the knowledge stage,and interpersonal channels are relatively moreimportant at the persuasion stage in the innovation-decision process.

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COSMOPOLITE VERSUS LOCALITECHANNELS

Generalization 5-14: cosmopolite channels arerelatively more important at the knowledge stage,and localite channels are relatively more important atthe persuasion stage in the innovation-decisionprocess.

Generalization 5-14: cosmopolite channels arerelatively more important at the knowledge stage,and localite channels are relatively more important atthe persuasion stage in the innovation-decisionprocess.

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COMMUNICATION CHANNELS BY ADOPTERCATEGORIES

Generalization 5-15: Mass media channels arerelatively more important than interpersonalchannels for earlier adopters than for lateradopters.

Generalization 5-16: Cosmopolite channels arerelatively more important than localite channelsfor earlier adopters than later adopters.

Generalization 5-15: Mass media channels arerelatively more important than interpersonalchannels for earlier adopters than for lateradopters.

Generalization 5-16: Cosmopolite channels arerelatively more important than localite channelsfor earlier adopters than later adopters.

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THE INNOVATION-DECISION PERIOD

The innovation-decision period is the length of timerequired for an individual or organization to passthrough the innovation-decision process.

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THE RATE OF AWARENESS-KNOWLEDGE ANDRATE OF ADOPTION

Most change agents wish to speed up the process bywhich innovations are adopted:

1. To communicate information about new ideas morerapidly or more adequately so that knowledge iscreated at an earlier date.

2. To shorten the amount of time required for theinnovation-decision after an individual is aware ofa new idea.

Generalization 5-17: the rate of awareness-knowledgefor an innovation is more rapid than its rate ofadoption.

Most change agents wish to speed up the process bywhich innovations are adopted:

1. To communicate information about new ideas morerapidly or more adequately so that knowledge iscreated at an earlier date.

2. To shorten the amount of time required for theinnovation-decision after an individual is aware ofa new idea.

Generalization 5-17: the rate of awareness-knowledgefor an innovation is more rapid than its rate ofadoption. 17

THE LENGTH OF THE INNOVATION-DECISION PERIOD BY ADOPTER CATEGORY

Generalization 5-18: earlier adopters have ashorter innovation-decision period than do lateradopters.

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WHY DO INNOVATORS REQUIRE A SHORTERINNOVATION-DECISION PERIOD?

Innovators have more favorable attitudes toward new ideasand so communication messages about innovations face lessresistance.

Innovators may also possess a type of mental ability thatbetter enables them to cope with uncertainty and to dealwith abstractions.

Innovators may have a shorter innovation-decision periodbecause:

1. They utilize more technically accurate sources andchannels about innovations, such as direct contact withscientists.

2. They place higher credibility in these sources than doesthe average individual

Innovators have more favorable attitudes toward new ideasand so communication messages about innovations face lessresistance.

Innovators may also possess a type of mental ability thatbetter enables them to cope with uncertainty and to dealwith abstractions.

Innovators may have a shorter innovation-decision periodbecause:

1. They utilize more technically accurate sources andchannels about innovations, such as direct contact withscientists.

2. They place higher credibility in these sources than doesthe average individual 20

HOW THE INTERNET IS CHANGING THEINNOVATION-DECISION PROCESS

The internet allows people to reach many otherpeople in a one-to-many process (similar to that ofthe mass media), but e-mail messages are likeinterpersonal communication in that they canpersonalized to the individual.

For certain innovations, diffusion via the Internetgreatly speeds up an innovation’s rate of adoption.(e.g., hotmail, promotional messages)

The world in which we live today is a different onethan that of sixty years ago, when study of thediffusion process began.

The internet allows people to reach many otherpeople in a one-to-many process (similar to that ofthe mass media), but e-mail messages are likeinterpersonal communication in that they canpersonalized to the individual.

For certain innovations, diffusion via the Internetgreatly speeds up an innovation’s rate of adoption.(e.g., hotmail, promotional messages)

The world in which we live today is a different onethan that of sixty years ago, when study of thediffusion process began. 21

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