STAGES IN THE DIFFUSION PROCESS

STAGES IN THE DIFFUSION PROCESS

 

Everett Roger identifies five stages in the diffusion process. These five stages are knowledge, persuasion, decision, implementation and confirmation.

Knowledge: knowledge is the awareness about various aspects of the innovation. It may be about the uses, operations, price, benefits and consequences of using the product etc. An Individual who comes to know the product, may not buy and use it unless he has sufficient information or knowledge about the innovation.

Persuasion: In this stage, an individual who comes to know the innovation, is showing more interest in the new innovation. Under this stage of persuasion, he is seeking for more information about the innovation.

Decision: Decision is the third stage of diffusion. In this stage, an individual analyses the positives and negatives of the innovation and decide whether to accept or reject the innovation. Decision stage is considered the most relevant phase of diffusion process.

The fourth stage of diffusion is Implementation: under this stage he starts to use the innovation. Thus, he identifies more about the innovation and collect more information about the usefulness of the innovation.

The final stage is Confirmation: at this stage, the individual conforms or finalize the decision and continue to use the innovation with full potential.


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