5 Steps to Decisions on Technology Decision Making

There are 5 steps to the adoption of an innovation per Everett M. Rogers’ iconic “Diffusion of Innovation”:

KNOWLEDGE is gained when a person (or decision making unit) has awareness of the innovation’s existence and gains an understanding of its application.

PERSUASION occurs when either a favorable or unfavorable attitude is formed.

DECISION occurs when activities that lead to adoption or rejection are engaged with.

IMPLEMENTATION happens when the innovation is put to use. This is also where re-invention by early adopters occurs as they invent their own uses.

CONFIRMATION occurs when the adopter seeks reinforcement of an innovation-decision has already been made OR may reverse this precious decision if exposed to conflicting messages about the innovation.

It’s important to understand that the innovation-decision process is an information-seeking and Information-processing activity where an individual obtains information to help gradually decrease uncertainty about the innovation.

That is why marketing either makes or breaks your product.