Innovation decision process with full detail

1. Innovation-Decision Process

2. WINTERTemplate
Innovation-Decision process
“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”.
(Rogers 1995)

3. Innovation-Decision process
• Why it is process?
• Because series of action and choice over a
period of time through which and individual
or other decision making unit passes from
different stages before to accept innovation
• Why innovation decision process occurs ?
• Uncertainty
• And newness

4. Innovation – Decision process
Five stages:
1. Knowledge
2. Persuasion
3. Decision
4. Implementation
5. Confirmation

5. 1
Knowledge
2
Persuasion
3
Decision
4
Implementation
5
Confirmation
Prior conditions:
 Previous practice
 Felt needs/problems
 Innovativeness
 Norms of the social system
Communication Channels
Innovation-Decision Process

6. Knowledge One is exposed to an innovation’s existence
and gains an understanding of how it
functions.
Persuasion
One forms a favorable or unfavorable attitude toward the
innovation.
Decision
One engages in activities that lead to a choice to adopt or
reject.
Implementation
One put an innovation to
use.
Confirmation
One seeks reinforcement of their
decision.
09/03/16 Diffusion Of Innovation 6

7. Interpersona
l
Attitude
Uncertaint
y
Reduction
Perceived
Characteristic
s of Innovation
Re-invention
Institutionalizatio
n Dissonanc
e
Replacement
Disenchantmen
t
Dissonanc
e
09/03/16 Diffusion Of Innovation 7

8. 09/03/16 Diffusion Of Innovation 8
Knowledge implementation Persuasion Decision Confirmation
Decision Process
and types of
decisions
Optional
Collective
Authority
Rate of
Adoption of
innovation
Social system
Extent of Change
agent’s promotional
efforts
Communication
Channel
Relative
advantage
Compatibility
Observability
Complexity
Perceived
attributes of
innovation
Trialability
The decision leads to
adoption or rejection
Of these methods

9. 1. Knowledge stage
- Three individual generalizations:
Socioeconomic status
Personality variables
Communication behaviors
Figure 1. Reproduced from: childbehaviorsolution 2012
- Occurs when an individual learns of the innovation’s
existence and gains some understanding of how it functions.
- Mental activity is mainly cognitive (Rogers 1995).
- Use mass media channels as means (Haider and Kreps 2004).

10. Knowledge stage
• Accidental knowledge
• Selective exposure
• Need vs innovation
• What how and why about innovation

11. Knowledge stage
• types of knowledge
1. Awareness knowledge
2.How to knowledge
3. Principle knowledge

12. 2. Persuasion stage
- 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

13. 2. Persuasion stage
• Affective
• Mentally application of innovation
• Active information seeking about innovation
evolution information
• “what are consequences of innovation ?
• Advantages and disadvantages of innovation?
• From peer or opinion leader
• KAP gaps
• Preventive innovation

14. - Occurs when an individual engages in activities that lead to a
choice to adopt or reject the innovation.
4. Decision stage
Adoption: make use of an innovation as the best course of
action available.
Rejection: not to adopt an innovation.
Active rejection: considering and trying the innovation out on
a limited basis, then deciding not to adopt.
Passive rejection (non-adoption): consists of never really
considering the use of the innovation.
(Rogers 1995)

15. 4. Decision stage
• Small scale trail Or trail by other neighbor
farmers
• extension agent should do
• Free sample
• Demonstrationn

16. - Occurs when an
individual utilizes an
innovation.
- However, the degree
of uncertainty about
the expected
consequences of an
innovation still exists.
3.Implementation
Figure 2. Reproduced from: Certified Green Business 2012

17. 3.Implementation stage
• Overt behavior
• Practical process
• difference between decision and use of
innovation due to many factors
• Economical
• Unavailibility

18. 3.Implementation stage
• Question is
• where I obtain it ?
• How to use ?
• What are problem and how to solve it ?
• Need of technical assistance
• Re invention

19. WINTERTemplate- 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.
4. Confirmation stage

20. 4. Confirmation stage
• Dissonance
• Need of continues information about
innovation after adoption from escape to
rumour
• Discontinues
• Reject an innovation
• replacement discontinuance
• Disenchantment discontinuance

21. • 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

22. Communication channels
• Mass media : knowledge stage
• Interpersonal : persuasion stage
• Cosmopolite : knowledge stage
• Localite : persuasion stage

23. CASE STUDY:
DIFFUSION OF HYBRID SEED
CORN IN IOWA, USA

24. -Hybrid seed corn: Introduced to Iowa farmers in 1928 and
remained as one of the most important new agricultural
technologies.
-Characteristics:
. Increased productivity by 20%.
. Suitable for mechanical corn pickers : Reduced the need for a large number
of farmers to harvest the corp.
. More drought-resistant.
(Rogers 2003)
Figure 3. Reproduced from Urban Farmer 2012 Figure 4. Reproduced from Urban Farmer 2011

25. -
- In 1941, Ryan and Gross investigated on the diffusion of hybrid
seed corn in the area. In general, their findings suggested that
(a) The diffusion process took 12 years to reach widespread diffusion.
(b) The average farmer needed 7 years to progress from initial awareness of
the innovation to full-scale adoption.
-Specifically, a qualitative research was conducted in 2 communities
in Iowa and a total of 259 famers were interviewed to understand
farmers’ decision to adopt the hybrid seed corn.
 Most farmer-respondents recognized that they went through a
series of stages.
(Rogers 2003)

26. 1.Knowledge stage
-Salesmen from the seed corn company introduced the innovation to
Iowa farmers.
- Influencing factors:
Socioeconomic characteristics:
The seed lost it hybrid vigor after the first generation
-> required annual purchase
-> costed quite amount of money given the Depression context.
Previous practice:
Previously, farmers had selected the best-looking corn plants to
use as seed for the following years
-> the adoption of hybrid corn meant an important change in the
corn-growing behavior.
 Obstructed knowledge-gaining process.
 Slowed down the diffusion process as a whole.
(Rogers, Singhal & Quinlan 2009)

27. 2.Persuasion stage
-Iowa farmers mentally applied the new idea to their present or an
anticipated future situation before deciding whether or not to try it.
-However, like any innovation, hybrid seed corn carried some
degree of uncertainty.
 Sought social reinforcement for their attitude toward the
innovation by referring to the neighbors .
 The neighbor gave meaning to the innovation, leading to the
forming of positive attitude and persuasion.
(Rogers, Singhal & Quinlan 2009)

28. -The small-scale trial is often an important part of the decision to
adopt.
-In 1930s, the seed corn salesmen gave a small bag of the new seed,
which was enough to plant about an acre of corn, to Iowa farmers
entering the decision stage.
 A large enough trial to convince the farmer to adopt the new idea
on all of his corn acreage in the next few years.
3.Decision stage
(Rogers, Singhal & Quinlan 2009)

29. - Implementation usually follows the decision stage rather
directly.
With such facilitations from the seed corn company, the
famers-respondents trialed the seed corn.
4.Implementation stage
(Rogers, Singhal & Quinlan 2009)

30. WINTERTemplate
- Innovators and early adopters were more likely to positively confirm
their decision to implement the innovation than later adopters, meaning
that the rate of adoption was faster. (Rogers, Singhal & Quinlan 2009)
5.Confirmation stage
Figure 5. Reproduced from Rogers 2003