COMMUNICATION AND ADOPTION 3(3+0)

Lesson 30 : Innovation Diffusion Process

Concept

The Innovation - Decision process is the process through an individual (or other decision making unit) passes from first knowledge of an innovation, to forming an attitude toward the innovation, to a decision to adopt or reject, to implementation of the new idea, and to confirmation of this decision to adopt or reject and to confirmation of this decision.

This process should be distinguished from the diffusion process. The major difference between the two processes is that diffusion occurs among the units in a social system, whereas innovation-decision making takes place within the mind of an individual.

The innovation-decision is a special type of decision-making; it has certain characteristics not found in other kinds of decision-making situations. In the case of the adoption of an innovation, an individual must choose a new alternative over those previously in existence. Therefore, the newness of the alternative is a distinction of innovation-decision making.