Diffusion of innovation

1. Diffusion of innovation Mary Lynn Manns, PhD manns@unca.edu

2. In this presentation… • Prochaska Stages of Change • Health Belief Model • *Rogers Diffusion of Innovation • *Lessons to be learned

3. Prochaska Stages of Change A spiral model… • Precontemplation • Contemplation • Preparation • Action • Maintenance

4. Doppelt’s Model of Change • Disinterest • Deliberation • Design • Doing • Defending

5. 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

6. True or False…. If I have a good idea that adds value, it will be easy to convince others to accept it.

7. Diffusion of InnovationE.M. Rogers • Knowledge • Persuasion • Decision • Implementation • Confirmation

8. 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

9. 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 • We’ve always done it this way… • Laggards

10. More about the innovation decision process… • knowledge – persuasion – • decision – implementation – confirmation • The mental activity at… • … knowledge is cognitive (knowing) • … persuasion is affective (feeling)

11. 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)

12. 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

13. 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

14. Preventive Innovation…. • Facts • Fear • Force • “I’ll save you” Versus • A sense of hope with accompanying support

15. 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”