DISCONTINUANCE…WHY?

1. DISCONTINUANCE…WHY? Sineenuch K. Sanserm

2. 5.Confirmation 4. Implementation 3. Decision 2. Persuasion 1. Knowledge Cont. Adoption Adoption Later Adoption Opinion Leader Change Agents Near-Peers Discontinuance Mass Media Cont. Rejection Reject Innovation-Decision Process External Influence Adapted from Rogers, 2003 p.170 & Chamard, 2003 p.19

3. Definition Discontinuance is a decision to reject an innovation after having previously adopted it. Roger 2003, p.190

4. Discontinuance Categories Two types: (Rogers, 2003 p. 190) • Replacement Discontinuance • Disenchantment Discontinuance Two types: (Parthasarathy, 1995 p.26-27) • Underutilization Discontinuance • Snop Discontinuance

5. Replacement Discontinuance A Replacement discontinuance is a decision to reject an idea in order to adopt a better idea that supersedes it. Rogers, 2003 p.190

6. Diffusion Curve Innovtion2 Number of adopters 100% Innovtion1 80% Innovtion3 60% 40% 20% 0% Year 2030 1990 2020 2010 2000 1970 1980 Adapted from Rogers, 2003 p.11

7. Disenchantment Discontinuance A Disenchantment discontinuance is a decision to reject an idea as a results of dissatisfaction with its performance. Rogers, 2003 p.190

8. Underutilization Discontinuance A Underutilization discontinuance occurs when an innovation is adopted with great fervor but over time the impulse that caused its adoption weakens. Parthasarathy, 1995 p.26

9. Underutilization Discontinuance Three types of Underutilization: • Diminishing use • Adopted, but not used • Underutilized products that are to difficult or painful to learn or use.

10. Snob Discontinuance A Snob discontinuance refers to the possibility that some adopters may discontinue the innovation solely because a large number of other people have adopted it and, therefore, the innovation loses its status appeal. Parthasarathy, 1995 p.26

11. Completion Discontinuance Completion Discontinuance occurs when an innovation has fulfilled its purpose and is no longer needed. The adopter stop using the innovation because its further use is unnecessary. Kielmeyer, 2003 p.7

12. Characteristics of Discontinuance High discontinuers: * less formal education * lower socioeconomic status * less change agent contact  opposites of the characteristic of innovators.  same characteristic as laggards

13. Characteristics of Discontinuance (cont.) Later adopters are more likely to discontinue innovations than are earlier adopters.

14. Case study Film Cameras VS Digital Cameras Digital cameras are rapidly replacing film cameras.

15. Case study (cont.) Some advantages of digital over film cameras : • Instant review of pictures • Minimal ongoing costs • computer storage and e-mailing, but not printing. • smaller than film cameras • Images may be copied from one media to another without any degradation etc.

16. Case study (cont.) Digital Cameras VS. Attributes of innovation Such as: • Most digital camera buyer are also computer owners. (stored, organized, archived, shared, edited, printed, viewed) • Can take many shots of the same scene, then choose the best one, doing this with film would be too expensive.

17. Case study (cont.)

18. Factors in Discontinuance - Staff factors • Diagnostic factors • Demographic factors • Environmental factors

19. QUIZ Read the questions on each slide and then click on an answer. There are three questions.

20. 1. Which answer is not Innovation-Decision Process? A. Knowledge B. Attitude C. Persuation

21. Sorry try again! Click here to return

22. Congratulation! You are correct Click here for the next Question

23. 2. Which answer is a type of discontinuance? A. Decision B. Confirmation C. Replacement

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25. Congratulation! You are correct Click here for the last Question

26. 3. Which answer is not types of underutilization? A. Later adopted B. Diminishing use C. Adopted, but not use

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28. Congratulation! You are correct Click here for the next Question

29. References Chamard, S. E. (2003). Innovation-diffusion networks and the adoption and discontinuance of computerized crime mapping by municipal police department in New Jersey. (Doctoral dissertation, Rutgers, The State University of New Jersey, 2003). Kielmeyer, G.M. (2003). Discontinuance of Innovations: Social network characteristics, product attributes, and adopter traits related to post-adoption behavior. (Doctoral dissertation, University of Illinois- Urbana, 2003). Lyra Research. (2003, october). The changing behaviors of the japanese digital photographer: A 2003 Lyra Survey. Retrieved June 15, 2006, from http://lyra.ecnext.com/coms2/gi_0290-44/The-Changing-Behaviors-of-the.html Rogers, E.M. (2003). Diffusion of Innovations (5th ed.). New York: Free press..

30. References (cont.) Parthasarathy, M. (1995). The impact of discontinuance on the subsequent adoption of an innovation: Theoretical foundation and empirical analysis. (Doctoral dissertation, University of Nebraska-Lincoln, 2003). Scheirer, M. A. (1990). The life cycle of an innovation: Adoption versus Discontinuation of the fluoride mouth rinse program in schools. Journal of Health and Social Behavior, 31 (2),203-215. Tatsuno, K. (2006). Current in digital cameras and camera phones. Quartery Review, 18, 35-44. Xiao, J. (2006). Digital defeats electronics? The real reasons behind the downfall of film cameras in the US. Retrieved June 15, 2006, from http://www.chass.utoronto.ca/~junji/essay2.pdf