Following up on your innovation discussed in the Innovation-Development Process in week 2, take a look at the flip-side and discuss this innovation through the eyes of the potential adopter(s) and move through the stages of the Innovation-Decision Process – “the process through which an individual (or other decision-making unit passes from gaining initial knowledge of an innovation to forming an attitude toward the innovation, to making a decision to adopt or reject” (p. 168).

Discuss the following elements as outlined in the model on page 170:

  • Prior conditions
    • Previous practice
    • Felt-needs/problems
    • Innovativeness
    • Norms of the social system
  • Knowledge
    • Type of knowledge
    • Socioeconomic characteristics
    • Personality variables
    • Communication behavior
  • Persuasion
    • Discuss the perceived characteristics of the innovation (R.A., Complexity, Compatibility, Observability, & Trialability)
  • Decision
    • Did they adopt or reject the innovation?
    • If some rejected the innovation, what type of rejection?
  • Implementation
    • Did reinvention occur? How much? Why?
  • Confirmation
    • What level of dissonance was present?
    • Did discontinuance occur? Why?

What communication channels were utilized throughout each step in the process?

How long did this process take?

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