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