Diffusion of innovation

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Diffusion of innovation

• Mary Lynn Manns, PhD manns_at_unca.edu

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In this presentation

• Prochaska Stages of Change
• Health Belief Model
• Rogers Diffusion of Innovation
• Lessons to be learned

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Prochaska Stages of Change

• A spiral model
• Precontemplation
• Contemplation
• Preparation
• Action
• Maintenance

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Doppelts Model of Change

• Disinterest
• Deliberation
• Design
• Doing
• Defending

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Health Belief Model

• People will take a health-related action if that
  person
• feels the negative health condition can be
  avoided
• has a positive expectation that the recommended
  action avoids the negative health condition
• believes he can successfully take the recommended
  health action

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True or False.

• If I have a good idea that adds value, it will be
  easy to convince others
• to accept it.

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Diffusion of InnovationE.M. Rogers

• Knowledge
• Persuasion
• Decision
• Implementation
• Confirmation

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Two things to remember

• 1 Change is not an event it is a process
• knowledge persuasion decision
  implementation confirmation (E.M.Rogers)
• 2 Change is motivated by
• a tension between current state and desired state
• a belief in the ability to change

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People do not move through the change process at
the same rate

• Do you know these people?
• New stuff is cool!
• Innovators
• Interesting idea, but I want to hear more.
• Early Adopters
• What do other people think?
• Early Majority
• If I have to
• Late Majority
• Weve always done it this way
• Laggards

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More about the innovation decision process
knowledge persuasion decision
implementation confirmation The mental
activity at knowledge is cognitive (knowing)
persuasion is affective (feeling)
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Knowledge present the relevant facts

• Goal Audience will believe you and be willing
  to be persuaded
• Stress a simple, concrete message
• Make it relevant to that person or organization
• Capture attention
• Show credibility
• Show a relative advantage
• Concentrate on the possibilities
• Keep it visible and frequent
• Make it memorable
• Include the next steps
• People will forget what you said, forget what you
  did, but not forget how you made them feel. (Maya
  Angelou)

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Persuasion transform information into action

• Goal Audience will form the intended viewpoint
  and be willing to act on it
• Ask yourself What will cause my audience to
  feel something?
• Set the stage - relationships
• Match problem to individual concerns
• Tell meaningful stories
• Use images
• Do food
• Appeal to a sense of urgency
• Stir up some anger
• Make it fun
• Build a support system
• Show that you are emotionally attached
• Show that you understand the fear and the
  challenges and their loss
• Create a sense of ownership for the problem and
  the solution
• Ask for help
• Be appreciative

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Two things to remember

• 1 Change is not an event it is a process
• knowledge persuasion decision
  implementation confirmation (E.M.Rogers)
• 2 Change is motivated by
• a tension between current state and desired state
• a belief in the ability to change

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Preventive Innovation.

• Facts
• Fear
• Force
• Ill save you
• Versus
• A sense of hope with accompanying support

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Summary.

• Change is not an event it is a process
• It is useful to understand how different types of
  people move through this process (Innovators,
  Early Adopters, Early Majority, Late Majority,
  Laggards)
• Techniques for knowledge are different than those
  for persuasion
• You must (1) create a tension between the
  current state and the desired state, and (2) a
  belief in the ability to change
• Hope and support work better than facts, fear,
  force, and saving