COMMUNICATION AND ADOPTION 3(3+0)

Lesson 25 : Elements of Diffusion (Continued)

Social system

Is made up of interrelated and interdependents parts or units which constitute its structure .the social system in the Indian condition may be a village.

The innovation – decision process is the mental process through which as individual or other decision making unit passes from first knowledge of an innovation to forming an attitude towards the innovation, to a decision to adopt or reject, to implementation of the new idea, and to confirmation of this decision.

There are five steps in this process

1. Knowledge- It occurs when the individual is exposed to the innovations existence and gains some understanding of how it functions.
   
2. Persuasion- It occurs when the individual forms a favorable or unfavorable attitude toward the innovation.
   
3. Decision – It occurs when the individual engages the activities which lead to a choice to adopt or reject the innovation.
   
4. Implementation- It occurs in small scale.
   
5. Confirmation- It occurs when the individual seeks reinforcement for the innovation decision he has made, but he may reverse his previous decision if exposed to conflicting messages about the innovation.

An individual seeks information at various stages in the innovation – decision process in order to decrease uncertainty about innovation’s expected consequences. The decision stage leads to adoption, a decision to make full use of an innovation as the best course of action available, or (2) to rejection a decision not to adopt an innovation.