COMMUNICATION AND ADOPTION 3(3+0)

Lesson 34 : Innovation Decision Process

Confirmation

At the confirmation function the individual seeks reinforcement for the innovation-decision he has made, but he may reverse his previous decision if exposed to conflicting message about the innovation. The confirmation stage continues after the decision to adopt or reject for an indefinite period in time. Throughout the confirmation function the individual seeks to avoid a state of internal disequilibrium or dissonance or to reduce it if it occurs. Clientele seek to accomplish it by changing his knowledge, attitude or actions.