The Five- Stage Adoption Process

Accepting new ideas begins with:

1. Awareness - advertising/ news story
2. Interest - seeks out information
3. Evaluation - "evaluates the idea or the product on the basis of how its meets specific needs and wants." Friend and family are a contributing factor.
4. Trial - experimenting with the idea, watching a demonstration or "making qualifiying statements"
5. Adoption - intregration of product or idea into daily life.

*only a few people will actually adopt the idea.
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What affects the Adoption Process?

According to Everett Rogers’s who was a communication scholar:
  • Innovators are venturesome individuals who are eager to try new ideas
  • Laggards are traditionalists who are the last to adopt anything
  • Middle Ground:
    • early adopters - opinion leaders
    • early majority- people who take the deliberate approach
    • late majority - people who are skeptical but bow to peer pressure


“A number of factors affect the persuasion stage of the adoption process” - Rodgers,
  • Relative advantage- when someone believes another idea is better than their own
  • Compatibility- someone else’s ideas are viewed as the being the same as existing ideas
  • Complexity- another person’s ideas are viewed as being difficult to understand and utilize
  • Trainability- the level at which another person’s idea can be limitedly experienced  
  • Observability-  the level where the outcome of the idea is recognized by everyone
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