Core constructs:
Construct #1: Innovation
-Is the innovation better than what already exists or fills a void where nothing exists (Hayden, 2014).
-Trialabilty
-Can the innovation occur on a trial basis? (Hayden, 2014)
-Complexity
- Is the innovation confusing or difficult to understand? (Hayden, 2014).
-Compatibilty:
-Does the innovation correspond with existing societal values? (Hayden, 2014).
-Observability:
-Will the innovation have results visible to society? (Hayden, 2014).
Construct #2: Communication Channel
Construct #3: Time
-Must know that the innovation exists (Hayden, 2014).
-Persuasion:
-Development of an attitude towards the innovation(Hayden, 2014)
-Decision:
-Deciding whether or not to use the innovation (Hayden, 2014)
-Implementation:
-Trying of the Innovation (Hayden, 2014).
-Confirmation:
-Reinforcement that the innovation is positive (Hayden, 2014).
Construct #4: Social System
Adoption Curve:
- Innovation: New idea or newly developed way to complete a task (Hayden, 2014).
- Innovations that are more socially acceptable have an increased likelihood of being accepted by society (Hayden, 2014).
- Components that impact the innovation include:
-Is the innovation better than what already exists or fills a void where nothing exists (Hayden, 2014).
-Trialabilty
-Can the innovation occur on a trial basis? (Hayden, 2014)
-Complexity
- Is the innovation confusing or difficult to understand? (Hayden, 2014).
-Compatibilty:
-Does the innovation correspond with existing societal values? (Hayden, 2014).
-Observability:
-Will the innovation have results visible to society? (Hayden, 2014).
Construct #2: Communication Channel
- How the word is spread about the innovation (Hayden, 2014).
- Mass Media= Most Effective Communication Channel (Hayden, 2014).
- One on One conversations are also valuable (Hayden, 2014).
Construct #3: Time
- Innovation Decision Process is broken down into steps (Hayden, 2014).
- This process takes time because the sequence of steps must be followed (Hayden, 2014).
- The steps include knowledge, persuasion, decision, implementation and confirmation (Hayden, 2014).
-Must know that the innovation exists (Hayden, 2014).
-Persuasion:
-Development of an attitude towards the innovation(Hayden, 2014)
-Decision:
-Deciding whether or not to use the innovation (Hayden, 2014)
-Implementation:
-Trying of the Innovation (Hayden, 2014).
-Confirmation:
-Reinforcement that the innovation is positive (Hayden, 2014).
Construct #4: Social System
Adoption Curve:
- adoption of an innovation occurs at different rates by different segments of the population (Hayden, 2014).
- Bell Shaped Curve broken down into 5 categories:
- Where an individual falls on the adoption curve depends on the innovation (Hayden, 2014).
- Innovators: first segment of the curve, small fraction of the population, risk takers,have financial resources and are technologically savy (hayden, 2014).
- Early Adopters: slightly larger portion of population, high self-esteem and complex communication networks (Hayden, 2014)
- Early Majority: one of the largest segments, influenced by vast majority, when they begin to adopt… the innovation becomes mainstream (Hayden, 2014).
- Late Majority: tend to question change and greatly influenced by peers (Hayden, 2014).
- Laggards:Conservative and traditional, detached from social environment (Hayden, 2014).