Communication has played and continues to have significant
role in everyday life. Whatever form the communication takes brings about changes
in individuals, societies, groups and the likes. The interesting nature of this
field has therefore led to a number of theories being propounded by various scholars
to measure the rate of changes or the way and manner people responds to various
concepts.
One of such was the theory that examines how people receive
and responds to innovations.
Everett Rogers and Floyed Shoemaker in their work Communication
of Innovations: A Cross-Cultural Approach defines Innovation as an idea,
practice or object perceived as new by an individual. They opined that “It
matters little, so far as human behavior is concerned, whether or not an idea
is objectively new as measured by the lapse of time since its first use or
discovery”.
Diffusion
on the other hand is the process by which an innovation is communicated through
certain channels over time among the members of a social system.
Over the years, a number of models were developed by various
scholars to explain the various processes that individuals go through to
finally make a decision to adopt innovations.
Among the models include AIDA (Affection, Interest, Decision,
Action), DAGMAR (Awareness, Comprehension, Conviction, Action, Result).
But Everett Rogers’ work in 1962 in his book “Diffusion of
Innovation” has been widely accepted by many.
According to Everett Rogers, the acceptance or otherwise of
any new idea, practice or object is dependent on individuals decision to make;
but this decision is not taken in a vacuum. It is informed by certain
prevailing factors.
Everett Rogers reveals that adoption of innovation does not
happen overnight rather the individual goes through certain stages to make a
decision.
In developing a model for diffusion of innovation, Everett
Rogers identified five processes that individuals go through.
1- Knowledge
2-Persuasion
3-Decision
4-Implementation
5-Confirmation
First and foremost, the individual has to be exposed to the
innovation. That is getting knowledge of the existence of such a
new idea, practice or object. A person becomes aware of an innovation through
the mass media or inter-personal interactions with other people around him or
her.
Persuation-Having been exposed to innovation, the thought of it makes
the individual to develop an attitude towards the innovation which can either
be positive or negative.
Decision-Decision is then taken where a person
engages in activities that lead to a choice to adopt or reject the innovation.
Implementation – This step become very significant
to test the suitability, efficacy or usefulness of the innovation. It is only
at this point that the individual can be sure the innovation meets his needs or
expectations.
Confirmation – Person evaluates the results of an
innovation-decision already made. This become the final stage when the person adopts
and keep to the innovation
Later in 1977, Krugman developed the AIETA model of how potential
consumers are likely to respond to new products. His model was based on Everett
Rogers’ model of Diffusion of Innovation.
AIETA is an abbreviation of the five stages; each alphabet
represents one stage.
1. Awareness: the individual is exposed to the existence of
the innovation. Knowledge of the product or idea is acquired and it ends there.
There is no other information beyond its existence and some idea of its
benefits.
2. Interest: the prospect becomes interested, seeks
information, and begins to gather details.
3. Evaluation: the prospect imagines him- or herself using
the product
4. Trial: Experimentation is carried out on the innovation
on a small scale in an effort to become intimate with it and learn how to use
it to his or her best advantage.
5. Adoption: the prospect begins large-scale use, which
hopefully leads to preference, satisfaction, and repeat purchases.
REFERENCES:
Everett Rogers, Diffusion of Innovations. 1962:17-18.
Melvin L. DeFleur, Mass Communication Theories: explaining
origins, process, and effects.2010:228-229
Everett Rogers, (1976), New Product Adoption and Diffusion.
Journal of Consumer Research, 2(March) 290-301.
Diffusion of Innovations, by Everett Rogers (1995), Reviewed
by Greg Orr, March 18, 2003
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