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INNOVATION DIFFUSIO

PROCESS

SUCHETA ARORA

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Needs or Awareness Of Innov

Individual tend to expose themselve

that are in accordance with their

needs, and existing attitudes.

Selective Exposure : the tendency tocommunication messages that are

with the individuals existing attit

beliefs.

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contd.

Individuals seldom expose them

messages about an innovation u

first feel a need for the innovation.

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Innovations can lead to needs, as we

versa.

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Types ofKnowledge

AWARENESS KNOWLEDGE

HOW TO KNOWLEDGE

PRINCIPLES KNOWLEDGE

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Early versus Late Knowers of In

have more education,

have higher social status,

have more exposure to mass media

communication, have more exposure to interpersona

have more contact with change agen

have more social participation, &

are more cosmopolite.

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PERSUASION

The individual forms a favou

unfavourable attitude towards the in

Mental activity at knowledge

cognitive.

At persuasion stage is affective.

Individual is more psychologically

with the innovation.

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contd.

Selective perception is impo

determining the individuals behavio

Selective Perception : tendency to

communication messages in term

individuals existing attitudes and be

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contd.

Perceived attributes of an innov

important at this stage.

All innovations carry some d

uncertainty for an individual.

Individual seeks innovation

information i.e. advantage

disadvantages.

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contd.

Main outcome of this stage is a favo

unfavourable attitude towards the in

Attitude- use discrepancy aka KAP (k

attitudes practice)gap.

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contd.

Preventive Innovation: new idea

individual adopts in order to

possible occurrence of some unwan

in future. The persuasion-adoption discrep

preventive innovation can be s

closed by cue to action.

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DECISION

Occurs when an individual en

activities that lead to adopt or

innovation.

Adoption

Rejection

Small scale trial

Demonstration

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contd.

Rejection

Active Rejection

Passive Rejection aka non adoption

Process can be KDP or KD at times.

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IMPLEMENTATION

Occurs when an individual puts an

to use.

Up till now the process has been me

Implementation involves overt

change.

Certain degree of uncertainty a

expected consequences of the inno

exists.

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contd.

This stage may continue for a leng

of time depending on the n

innovation.

A point is reached at which the becomes institutionalized as a regul

of an adopters ongoing operations.

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Re-invention

The degree to which an innovation

or modified by a user in the proc

adoption and implementation.

Re-invention occurs at the implestage for many innovations and

adopters.

A higher degree of re-invention l

faster rate of adoption of an innovat

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contd.

A higher degree of re-invention l

higher degree of sustainability

innovation.

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Why Does Re-invention O

more complex and difficult to under

lack of detailed information

concept or a tool with many

applications

implemented to solve a wide

problems

Local pride of ownership of innovatio Pseudo re-invention

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contd.

change agency influence

to adapt to the structure of the orga

More frequent in later diffusion proc

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CONFIRMATION

Individual seeks reinforcement

innovation decision already made.

Dissonance

Knowledge

KAP gap

Discontinuance or late adoption

Discontinuance : decision to

innovation after having previously ad

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contd.

Discontinuance

Replacement

Disenchantment

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contd.

Difficult to probe intrapersonal men

Simplifying complex reality

Process research versus variance res

Iowa study: Beal and Rogers, 1960

None reported skipping knowledge o

stages.

Prochaskas Stages of change

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KNOWLEDGE

Socio-economicCharacteristics

Personality variables

CommunicationBehaviour

PERSUASION

RelativeAdvantage

Compatibility

Complexity

Trialability Obsevability

DECISION

Adoption

Rejection

IMPLEMENTA

Precontemplation

Contemplation

Preparation Action

Ma

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Communication Chann

Mass media channels are relativ

important at the knowledge s

interpersonal channels are relativ

important at the persuasion stage. Cosmopolite more important at

while localite at persuasion stage.

Mass media relativel more importan

adopter.

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Innovation Diffusion Per

Length of time required by individu

through the I-D process.

Less for early adopters and mor

adopters.

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