Drivers of Adoption: Innovation and Behavioural Theory
Adoption theories are aimed at understanding, explaining, or predicting how, why, and to what extent individuals or organizations will adopt and accept new technologies or behavioural change processes.
Five stages of the adoption process
| Stage | Definition |
|---|---|
| Knowledge | In this stage the individual is first exposed to an innovation but lacks information about the innovation. During this stage of the process the individual has not been inspired to find more information about the innovation. |
| Persuasion | In this stage the individual is interested in the innovation and actively seeks information/detail about the innovation. |
| Decision | In this stage the individual takes the concept of the change and weighs the advantages/disadvantages of using the innovation and decides whether to adopt or reject the innovation. Due to the individualistic nature of this stage Rogers notes that it is the most difficult stage to acquire empirical evidence. |
| Implementation | In this stage the individual employs the innovation to a varying degree depending on the situation. During this stage the individual determines the usefulness of the innovation and may search for further information about it. |
| Confirmation | Although the name of this stage may be misleading, in this stage the individual finalises his/her decision to continue using the innovation and may end up using it to its fullest potential. |
this table was taken from wikipedia. More on this topic under: http://en.wikipedia.org/wiki/Diffusion_of_innovations
Behavioural theory
Some theory that is relevant in the first 3 stages. These models can help to choose the right knowledge (for the right people) that needs to be put into context of the technology/intervention promoted to easily persuade the potential receipient to take the decision to adopt a certain behaviour.
Technology Acceptance Models (1,2 and 3) and UTAUT
Although focussed on information systems and computer usage, the Technology Acceptance Models (1,2 and 3) by Venkatesh and Davis offer some insights on factors that influence individual decision making when it comes to accepting (and using) a new technology. The TAM 1 is the most basic model, and got elaborated further in the TAM 2 and TAM 3 and changed a bit in UTAUT. An overview of all these models can be found on http://www.vvenkatesh.com/it/organizations/Theoretical_Models.asp#Con=structdefs
The strength of influence of these determinants on a behaviour or decision can vary from region to region or user to user and of course might be very different in the context of different technologies. It might be interesting to consider this before the next awareness, marketing or training intervention and make sure that all (or most) of these factors and the right carriers for your message have been adressed.
Theory of Planned Behaviour and Theory of Reasoned Action
Ajzen's Theory of Planned Behaviour (TPB) was developed from the Theory of Reasoned Action as a theoretical model to predict and explain human social behavior, and to serve as a framework for behavior change interventions.
