Principles and Techniques of Veterinary and AH Extension

STAGES IN ADOPTION PROCESS 

• Diffusion of an innovation occurs through a five–step process. This process s a type of decision-making.
• It occurs through a series of communication channels over a period of time among the members of a similar social system. The five stages in the adoption process are:
  • Knowledge,
  • Persuasion,
  • Decision,
  • Implementation and
  • Confirmation.
• Knowledge
  • In this stage the individual is first exposed to an innovation but lacks information about the innovation.
  • It should be noted that during this stage of the process the individual has not been inspired to find more information about the innovation.
• Persuasion
  • In this stage the individual is interested in the innovation and actively seeks information/detail about the innovation.
• Decision
  • In this stage the individual takes the concept of the innovation and weighsthe advantages/disadvantages of using the innovation and decides whether toadopt or reject the innovation.
• Implementation
  • In this stage the individual employs the innovation to a varying degreedepending on the situation. During this stage the individual determines theusefulness of the innovation and may search for further information about it.
• Confirmation
  • Although the name of this stage may be misleading, in this stage theindividual finalizes his decision to continue using the innovation and mayuse the innovation to its fullest potential.