Editing Diffusion of innovations (section)

== Process <!--Section linked from [[Transtheoretical model]]: do not rename without fixing incoming link (see [[MOS:HEAD]])--> ==
{{See also|Transtheoretical model#Stages of change}}

[[File:DoI Stages.jpg|thumb|right]]
Diffusion occurs through a five–step decision-making process. It occurs through a series of communication channels over a period of time among the members of a similar social system. Ryan and Gross first identified adoption as a process in 1943.{{sfn|Rogers|1962|p=79}} Rogers' five stages (steps): awareness, interest, evaluation, trial, and adoption are integral to this theory. An individual might reject an innovation at any time during or after the adoption process. Abrahamson examined this process critically by posing questions such as: How do technically inefficient innovations diffuse and what impedes technically efficient innovations from catching on? Abrahamson makes suggestions for how organizational scientists can more comprehensively evaluate the spread of innovations.<ref>{{cite journal | doi = 10.1177/135050840181001 | title=Management Fads and Fashions | journal=Organization | date=2001 | volume=8 | issue=1 | pages=5–15 | first=S. | last=Newell| doi-access=free }}</ref> In later editions of ''Diffusion of Innovation'', Rogers changes his terminology of the five stages to: knowledge, persuasion, decision, implementation, and confirmation. However, the descriptions of the categories have remained similar throughout the editions.

{| class="wikitable"
|+ Five stages of the adoption process
!Stage
!Definition
|-
| Knowledge / Awareness
| The individual is first exposed to an innovation, but lacks information about the innovation. During this stage the individual has not yet been inspired to find out more information about the innovation.
|-
| Persuasion
| The individual is interested in the innovation and actively seeks related information/details.
|-
| Decision
| The individual takes the concept of the change and weighs the advantages/disadvantages of using the innovation and decides whether to adopt or reject the innovation. Due to the individualistic nature of this stage, Rogers notes that it is the most difficult stage on which to acquire empirical evidence.{{sfn|Rogers|1962|p=83}}
|-
| Implementation
| The individual employs the innovation to a varying degree depending on the situation. During this stage the individual also determines the usefulness of the innovation and may search for further information about it.
|-
| Confirmation / Continuation
| The individual finalizes their decision to continue using the innovation. This stage is both intrapersonal (may cause [[cognitive dissonance]]) and interpersonal, confirmation the group has made the right decision. This stage allows the adopter to seek reassurance that the decision and implementation are beneficial. Adopters typically experience cognitive dissonance without this final confirmation. Dissonance could be heightened by negative information about the innovation, and if dissonance is not relieved, the innovation may be discounted to restore balance. Change agents help adopters in this stage feel comfortable with their decision.
|}