Process of Adoption – Figure 1

Prior
Conditions
Needs/Probl
ems
Communication
Channels

Knowled Persuasi Decisi Implementa Confirmati

ge on on tion on

Adopti Contd.
on Later
Adoption
Socioecono Adoption
mic Relative
Discontinua
Personality Advantage nce
Compatibility Rejecti Continued
Communica Rejection
Triability on
tion

Process of Diffusion – Figure 2

Early
Majority
Early Late
Adopters Majority
Laggar
ds

Innovat
ors

2.5 13. 34 34 16 2.5 13. 34 34 16

% 5% % % % % 5% % % %

Tim
e
Diffusion & Adoption Processes

In this note, we will discuss some of the relevant theoretical

approaches in relation to the diffusion and adoption processes. These
approaches come from several fields of study, in particular from
innovation sciences and organization behaviour science. Other fields of
study that are connected to the subject are communication sciences
and cognitive psychology. On the basis of the theories involved, we will
try to sketch a framework that will provide some insight into the
mechanisms underlying the diffusion process and aspects relating to
the adoption process

The Relation between Diffusion and Adoption

The terms diffusion and adoption are described and defined in various
ways in the literature (or not defined at all). Partly because of this,
these terms are sometimes used rather indiscriminately. The purpose
of this section is to clearly delineate these two terms and to indicate
the relation between them. In the context of this study, the two terms
will be used as defined by Rogers (1995: 5). He defines diffusion as
'the process by which an innovation is communicated through certain
channels over time among the members of a social system'.
Adoption is 'the process through which an individual (or other decision
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'
(Rogers, 1995: 20). These definitions reveal that diffusion compared to
adoption generally works at a higher aggregation level than adoption,
being mostly at the macroeconomic levels. Diffusion does also relate
more to the supply side of innovations. All this depends heavily on the
delineation of the term social system. If the social system is related to
a branch of industry or a group of enterprises then we speak of inter-
firm diffusion (Davies, 1979). Intra-firm diffusion is related to the
dissemination of an innovation in an individual organisation or
enterprise.
A clear distinction between diffusion and adoption cannot be made.
Insights into diffusion mechanisms provide insights into adoption
mechanisms and vice versa. In other words, there is interaction. The
question is how these diffusion and adoption processes take place and
how they can be influenced in such a way that the diffusion and
adoption processes may be improved.

Diffusion Process
According to Rogers' definition, the diffusion process can be viewed as
a special type of communication, in which the message to the
members of the social system is related to a new idea or phenomenon.
A certain degree of uncertainty about this new idea or phenomenon is
present within the social system and, according to Rogers (1995),
uncertainty implies a lack of predictability, structure and information.
The essence of a diffusion process
is to break down or reduce this uncertainty among the members of the
social system by means of communication. In this context
communication can be defined as 'the process by which participants
create and share information with one another in order to reach a
mutual understanding' (Rogers, 1995: 5-6). One may deduce from this
that communication has some influence on the innovation adoption of
the potential adopter.

As regards the diffusion process, Rogers (1995) distinguishes four

elements:

1. The innovation,
2. The social system,
3. The communication channels,
4. Time.

The social system encompasses groups of people that participate in

this diffusion process, in which the so-called potential adopters are the
most central group. The innovation is the aspect that is to be diffused
in the social system. The communication channels are the means to
make the innovation known to the potential adopters of the social
system. The element of time is expressed by the adoption rate of the
innovation in a particular social system within a particular period of
time

According to Rogers (1995), the adoption rate of an innovation in a

social system is determined by the following aspects:

The characteristics of the social system;

The characteristics of the communication channels;
The promotional efforts of the intermediary change agents;
The perceived characteristics of the innovation;
The type of decision-making concerning innovation.

The social system is a broad concept and therefore needs to be

defined precisely. Rogers (1995: 23) defines a social system as 'a set
of interrelated units that are engaged in joint problem-solving to
accomplish a common goal'.

The Adoption Process

The adoption process encompasses the decision processes related to
the adoption of an innovation and is generally given in stages. One of
the first divisions into stages was presented by Thompson (1965), in
which the innovation process includes the stages of initiation, adoption
and implementation. Zaltman et al. (1984), Hanna et al. (1995) and
Rogers (1995) have made other proposals for a division into stages.
One of the weak points of these divisions is that they are based on the
assumption that there is a natural order of events. However, the
adoption process is not a linear or sequential process, and entails
many different forward and backward links.

Rogers (1995) distinguishes five stages in the adoption process. The

first stage, i.e. knowledge, starts when a decision unit is exposed to
the existence of an innovation through communication channels and
then gains some idea about how it works. A passive exposure can
sometimes lead to an innovation need on the part of the decision unit.
An innovation need that is already present can lead to active search
behaviour to obtain more knowledge about the innovation. In the
persuasion stage, the decision unit forms a positive or negative
attitude with respect to the innovation on the basis of the perceived
characteristics. The reduction of uncertainty is characteristic for this
stage. The next stage, decision, occurs if the decision unit starts
activities that lead to the choice of adopting or rejecting an innovation.
Implementation occurs when the decision unit starts to use the
innovation. For complex innovations like information technology, the
adaptation of the innovation.
In the confirmation stage, the decision unit will look for positive
confirmation concerning the decision to adopt for a given period of
time. During this period the decision unit will try to avoid or reduce
dissonance regarding the decision. Communication channels have an
impact on each stage in the adoption process. According to Rogers, it
is more or less essential to go through all five stages. The first three
stages are mental processes of the
potential adopters, while the other two are physical processes.