Description of the Innovation Diffusion Process
The innovation diffusion process consists of a series of five steps, as described in the text of the Diffusion of Innovations: Part 1 web page. Step 1--Knowledge--entails dissemination of information about the innovation. In Step 2--Persuasion--potential adopters hear arguments from proponents and opponents of the innovation. It is in this step that opinion leaders make known their appraisal of the innovation. Step 3--Decision--is where potential adopters decide that the innovation is a good idea. If they agree that the innovation is a good idea, they still might not be able to adopt (i.e., hey, I agree that a Porsche automobile is a good idea, but I drive a Ford Focus!). In Step 4--Implementation--potential adopters try out the innovation. If they are satisfied with it, then they move to Step 5--Confirmation--wherein they make final adaptations to the innovation to fit their individual purposes.
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