Relevancy of Roger’s Innovation Adoption Model

Running head: RELEVANCY OF ROGER’S INNOVATION ADOPTION MODEL
RELEVANCY OF ROGER’S INNOVATION ADOPTION MODEL
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RELEVANCY OF ROGER’S INNOVATION ADOPTION MODEL1
Roger’s Innovation Adoption Model:
The innovation adoption model also known as the Diffusion of Innovation
propounded by Roger explores the way, reason and in what rate the new innovative ideas or
technologies get acceptance and spread throughout a certain population (Persico, Manca and
Pozzi 2014). There are four elements present within it, which include innovation that could
be an idea, process or technology, adopters, communication channels that, is used to spread
the information regarding the innovation, time required for the whole adoption process and
social system within which the adopters exists. Roger suggests five stages through which the
adopters used to go include knowledge first where the potential adopters used to acquire
knowledge about the innovation. Second come persuasion where, the individuals form
perception about the innovation. Third, come decision where a decision is made about to
adopt or to reject the innovation. Therefore, come implementation and confirmation stage
about the innovation (Kapoor, Dwivedi and Williams 2014). Roger goes further to describe
the factors affect or determine whether an innovation will be adopted or rejected. These
include the relative advantage, which compares and assess the rate of benefits it can give in
respect to the existing alternative; the compatibility that evaluates the rate of relevancy of the
innovation to the existing process, the complexity refers to the difficulty level of the
innovation to comprehend as well as utilize. Therefore, comes trial ability, which denotes the
scope of experimenting the innovation. Finally come observability, which denotes the level of
visibility of the innovation communicated to others.
Thus the roger’s innovation adoption model with the help of the abovementioned
strategies helps to predict the potentiality as well as the way of adopting an innovation. This
theory has been used successfully in many fields such as agriculture, health care sector, social
work and marketing. For example, an innovative intervention is developed to analyse and
solve certain problem within the public health, and a trial is made to accelerate the adoption