Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread. It was Everett Rogers, a professor of communication studies, who popularized the theory in his book “Diffusion of Innovations”. He argues that diffusion is the process by which an innovation is communicated over time among the participants in a social system.
There are five stages of the adoption process:
- Knowledge
- Persuasion
- Decision
- Implementation
- Confirmation
Knowledge / Awareness: The individual is first exposed to innovation, but he lacks information about the innovation. During this stage, the individual has not yet been inspired to find out more information about the innovation.
Persuasion: It is at this stage that the person seeks information and is interested in the innovation.
Decision: The individual makes the decision at this stage. He weighs the advantages/disadvantages of using innovation and decides whether to adopt or reject the innovation. Due to the individualistic nature of this stage, it is the most difficult stage on which to acquire empirical evidence
Implementation: The individual employs the innovation to a varying degree depending on the situation. He is at a position to determines the usefulness of the innovation and may search for further information about it.
Confirmation / Continuation: The individual finalizes his/her decision to continue using the innovation. This stage is both intrapersonal (may cause cognitive dissonance) and interpersonal, confirmation the group has made the right decision.
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