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Innovation Decision Process Explained

Chapter II discusses the Innovation Decision Process (IDP), outlining stages such as knowledge, persuasion, decision, implementation, and confirmation. It emphasizes the importance of individual attitudes and perceptions in adopting innovations and highlights the potential for discontinuance after adoption. The chapter also addresses the complexities of how innovations create needs and the role of reinforcement in the confirmation stage.

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6 views77 pages

Innovation Decision Process Explained

Chapter II discusses the Innovation Decision Process (IDP), outlining stages such as knowledge, persuasion, decision, implementation, and confirmation. It emphasizes the importance of individual attitudes and perceptions in adopting innovations and highlights the potential for discontinuance after adoption. The chapter also addresses the complexities of how innovations create needs and the role of reinforcement in the confirmation stage.

Uploaded by

masterdmiessect
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Chapter II:

The Innovation
Decision Process

1
Introduction

2
Introduction

3
This definition implies that IDP consists of

4
Prior
conditions

Adoption
Adoption
Later
adoption
Discontinuance
Rejection
Confirma
tion

5
Question
Propose other prior conditions ?

6
Question
The degree of diffusion of the new idea in the
system
Environmental factors
Degree of competitiotn between individuals

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1. The knowledge stage

This stage
commences when an
individual is exposed
to an innovation’s
existence and gains an
understanding of how
it functions
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1. The knowledge stage
The awareness knowledge about an
innovation may correspond to

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[Link] knowledge stage

10
[Link] knowledge stage

11
[Link] knowledge stage

12
[Link] knowledge stage

13
[Link] knowledge stage

14
[Link] knowledge stage

15
[Link] knowledge stage

16
1. The knowledge stage
The active attitude of
individuals is expressed
not only through their
information seeking for
a desired idea or an
innovation

17
1. The knowledge stage
but also by explaining a
selective perception
towards this innovation
or this new idea

18
1. The knowledge stage

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1. The knowledge stage
The selective perception is defined as the
tendency to interpret communication messages in
terms of individual’s existing attitudes and beliefs

Example: A tunisian could walk past houses with


a sattelite dishs on their rooftop without
perceiving this innovation

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1. The knowledge stage
TO MAKE COINCIDENCE
BETWEEN THE AVAILABLE
AND EXISTING
KNOWLEDGE FROM ONE HAND
NAD THE DESIRED
INFORMATION IN THE
SUBCONSCIENT OF THE
INDIVIDUAL.

21
1. The knowledge stage
Hassinger (1959) argued that
even if individuals are exposed
to innovation messages, such
exposure will have little effect
unless the innovation is
perceived as relevant to the
individual’s needs and is
consistent with the individual’s
attitudes.
22
1. The knowledge stage

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1. The knowledge stage
The two ways through which the awareness
knowledge occur implies the following
dilemma

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1. The knowledge stage
The research studies
don’t provide a clear
answer to whether
innovation creates
needs or vice versa

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1. The knowledge stage

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1. The knowledge stage
The research studies don’t provide a clear
answer to whether innovation creates needs
or vice versa

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1. The knowledge stage
Remark 1: It is important to note that
awareness-knowledge is one among three
types of knowledge which are

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1. The knowledge stage
Each category of knowledge is giving an
answer to a particular question

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1. The knowledge stage
Principles knowledge
Consists of information dealing with the
functionnal principles underlying how an
innovation works.

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1. The knowledge stage
Principles knowledge

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1. The knowledge stage
Principles knowledge

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1. The knowledge stage and the adopters
categories
Remark 2: Individuals who gain awareness
knowledge at early stages can be categorized
as follows:

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1. The knowledge stage

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1. The knowledge stage

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1. The knowledge stage
It is
important to
note that early
knowers are not
necessarily earlier in
adopting new ideas

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2. The persuasion stage
At the persuasion stage
the individual forms a
favorable or unfavorable
attitude toward the
innovation

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2. The persuasion stage
attitude toward the innovation

is a relatively
enduring organization
of an individual’s
beliefs about an object
that predisposes his or
her action

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2. The persuasion stage

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2. The persuasion stage
At the persuasion stage the individual
becomes

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2. The persuasion stage
At the persuasion stage the individual
becomes

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2. The persuasion stage
At the persuasion stage the individual
becomes

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2. The persuasion stage
At the persuasion stage the individual
becomes

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2. The persuasion stage

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2. The persuasion stage

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2. The persuasion stage

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2. The persuasion stage

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3. The Decision stage

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3. The Decision stage

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3. The Decision stage

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3. The Decision stage

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4. The Implementation stage
 Implementation occurs
when an individual puts an
innovation to use
It involves overt
behaviour change as the
new idea is actually put in
practice
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4. The Implementation stage

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4. The Implementation stage

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4. The Implementation stage
The implementation stage
may continue for a lengthy
period of time, depending
on the nature of the
innovation

55
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4. The Implementation stage

But for others a fifth


stage of confirmation may
occur.

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4. The Implementation stage: Re-invention
Re-invention is the degree to
which an innovation is changed
or modified by a user in the
process of its implementation.
(example of post-its)
Indeed an innovation is not
invariant as it diffuses

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5. The Confirmation stage: Discontinuance:

Example: the discontinuance of smoking page


192

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5. The Confirmation stage
At the confirmation stage,
the individual seeks
reinforcement for the
innovation decision already
made, and may reverse this
decision if exposed to
conflicting messages about
the innovation
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5. The Confirmation stage
Empirical evidence
indicates that a decision to
adopt or
to reject a new idea is
often not the terminal
stage in the innovation
decision process
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5. The Confirmation stage
At the confirmation
stage the individual
seeks to avoid a state of
dissonance or to reduce
it if it occurs

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5. The Confirmation stage: Dissonance

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5. The Confirmation stage: Dissonance

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5. The Confirmation stage: Dissonance

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5. The Confirmation stage: Dissonance

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5. The Confirmation stage: Dissonance

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5. The Confirmation stage: Discontinuance

Discontinuance is a decision to
reject an innovation after having
previously adopted it
According to Rogers (2003): In any
given year there were about as many
discontinuers of an innovation as
there were first-time adopters

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5. The Confirmation stage: Discontinuance

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5. The Confirmation stage: Discontinuance

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5. The Confirmation stage: Discontinuance:
replacement

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5. The Confirmation stage: Discontinuance:
disenchantment

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5. The Confirmation stage: Discontinuance:
disenchantment

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5. The Confirmation stage: Discontinuance:
disenchantment

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5. The Confirmation stage: Discontinuance:
disenchantment

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5. The Confirmation stage: Discontinuance:
disenchantment

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5. The Confirmation stage: Discontinuance:

77

Common questions

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At the knowledge stage, individuals gain awareness of an innovation’s existence and understanding of its functionality. This stage involves acquiring awareness knowledge, principles knowledge, and how-to knowledge, each providing distinct insights about the innovation . The perception is influenced by selective perception, where existing attitudes and beliefs shape how individuals interpret new information. This stage is critical because unless the innovation is perceived as relevant and consistent with the individual's needs, exposure to it will have little effect . Also, early knowledge doesn't necessarily lead to early adoption . The knowledge stage sets the foundation for forming attitudes in the persuasion stage.

Discontinuance at the confirmation stage occurs when individuals decide to reject an innovation after initially adopting it. It can manifest as replacement, where a newer, more effective innovation supersedes the previous one, or disenchantment, where the innovation fails to meet expectations or a better alternative becomes available . This process reflects a dynamic aspect of innovation diffusion, indicating that adoption is not necessarily final. It highlights the need for continual adaptation and improvement of innovations to maintain user commitment and suggests that market conditions and user satisfaction significantly influence long-term adoption .

The confirmation stage can lead to cognitive dissonance when an individual encounters conflicting messages or evidence after deciding to adopt an innovation, prompting them to reassess their decision. If the innovation fails to live up to expectations or if more favorable alternatives are observed, the resulting dissonance might compel the individual to reverse their decision to restore internal consistency . This phenomenon highlights the need for continuous evaluation and management of post-adoption experiences to sustain commitment to the innovation and mitigate the effects of dissonance.

The persuasion stage follows the knowledge stage in the innovation decision process and is characterized by forming a favorable or unfavorable attitude toward the innovation. While the knowledge stage is concerned with gaining awareness and understanding how an innovation functions, the persuasion stage involves evaluating the innovation and developing an emotional response to it. Here, the individual decides whether the innovation is beneficial and relevant to their context, paving the way for the decision-making process regarding its adoption or rejection .

Early knowers are individuals who become aware of an innovation early in its introduction but are not necessarily among the first to adopt it . This categorization affects the innovation decision process by highlighting the distinction between awareness and adoption. While early knowers might not lead in adopting, they can significantly influence the wider community through discussions and evaluations that shape collective opinions. Understanding early knowers helps innovators tailor strategies to bridge awareness into adoption, ensuring that relevant hurdles are addressed, and potential adopters are positioned for engagement .

Distinguishing between awareness knowledge, principles knowledge, and how-to knowledge during the knowledge stage is significant because each type addresses different aspects of understanding and ultimately influences the progression toward adoption. Awareness knowledge provides initial exposure, principles knowledge explains the underlying functionalities, and how-to knowledge illustrates practical application . This differentiation enables better-targeted communication strategies to cater to individual learning needs, facilitating deeper comprehension and engagement with the innovation, thereby enhancing the likelihood of successful adoption .

During the implementation stage, the concept of re-invention plays a significant role, as it refers to the degree to which a user changes or modifies an innovation during its implementation. Re-invention suggests that innovations are not fixed as they diffuse; users adapt them to better fit their needs and contexts . This customization often increases user engagement and satisfaction, making the innovation more relevant and useful in specific situations . Understanding re-invention helps innovators anticipate variations in how their products will be used, potentially leading to new features or versions that better meet user needs.

During the knowledge stage, a core dilemma arises around whether innovations create needs or if needs drive the creation of innovations. Research studies do not provide a clear answer to this question . The dilemma involves understanding if awareness and exposure to new innovations spark new desires or necessities within individuals or if existing unmet needs propel the development and acceptance of innovations. This ambiguity poses a challenge in designing innovations that effectively meet user expectations and market demands.

Selective perception at the knowledge stage involves interpreting communication messages about an innovation based on existing attitudes and beliefs. This cognitive process can lead to overlooking innovations that do not align with an individual's predispositions or misinterpreting relevant information . For instance, if an innovation seems irrelevant or conflicts with current needs, individuals may ignore it despite exposure. This mechanism underscores the importance of aligning innovation presentations with user beliefs and attitudes to effectively communicate their potential benefits .

The implementation stage is critical for the success of an innovation as it involves putting it into practice, requiring behavior changes from users . This stage can be prolonged depending on the nature of the innovation, as users may need time to adapt to new processes. Successful implementation demands a supportive environment for change, effective training, and the flexibility for users to experiment and modify the innovation as needed. It is during this stage that users truly engage with the innovation, and its practical value is realized, making it a determinant for long-term adoption and diffusion .

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