Exploring Rogers's Innovation Adoption Model: A Detailed Analysis

This essay provides an in-depth analysis of Rogers's Innovation Adoption Model, a framework used to understand how new technologies and innovations are adopted by consumers. It begins by introducing the core concept of the model, emphasizing that consumer response to technology varies. The essay then dissects the key phases of the model, including knowledge, persuasion, decision, implementation, and confirmation. It highlights the importance of marketing, persuasion techniques, and consumer decision-making processes in each stage. The essay also examines the limitations of the model, such as the difficulty organizations face in influencing consumer decisions, and concludes that while Rogers's model is relevant to many types of technological development, it is not universally applicable. The provided references support the discussion with relevant research and publications.

Rogers’s innovation adoption model
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Introduction
Rogers's innovation adoption model is based on the premise of the market place with a
different type of consumer. The target consumers' are believed to respond differently to
technology and innovation adoption. Technology adoption in the market is dependent on
different aspects that may not necessarily follow certain pre-defined criteria. In this regard, the
technology adoption market is very volatile and can take different dimensions of product-wise.
Though most of the technological innovation adopts Roger’s model, some do not go through all
these phases.
Innovation adoption model discussion
First, technology adoption is highly dependent on knowledge of the technological product
in the market. Roger's model focused on knowledge as the starting point in the diffusion of
innovation. It is from the knowledge that potential consumers' learn about the existence of the
new product or service. According to Emani et al., (2012), Roger argues that the spread of
knowledge among potential consumers increases the technology adoption rate. It is at this phase
of Rogers’s innovation adoption model that organizations and individuals spearheading
technology development should reach out to many people through product advertisements. It is
also important to note that technology users may be aware of the product and not make use of it
due to other conditions such as cultural beliefs, security concerns and costs attached to the
product or service. Despite these limiting factors, product adoption in the market is most likely to
follow Rogers’s innovation adoption model.
Next, potential consumers have been exposed to information about the new technology
product or service in the market and it’s time for the con concerned organizations to employ

persuasion techniques. Since the organization is focused on bringing on board many consumers'
persuasion might take different forms such as gifts which would make it possible for consumers
to start using the product. Upon testing the product, potential consumers' might be attracted to
the consumption of the technology (Rogers, Medina, Rivera, & Wiley, 2005). The nature of
technology determines the product adoption rate in the market. If the subjected product is
luxurious and is not meant to solve problems faced by the middle and lower-income earners,
technology and persuasion might not affect technology adoption. In some instances like
technology that touches on the lives of all people regardless of the social-economic status,
technology adoption is very abrupt holding some factors constant.
Technological product adoption is purely based on consumer decisions after an
organization has done enough advertisement and persuasion. The decision on the purchase of any
product is solely consumers' choice which is determined by several factors such as cost, the need,
and suitability of the product. Roger acknowledges that it is difficult to state in technology
adoption because organizations are not able to learn the direction customers are inclined to. After
consumers’ are provided with all necessary information about the product, it is upon them to
make use of irrational decision capability on the consumption of the product (Rogers, Medina,
Rivera, & Wiley, 2005). It is from the consumer’s irrational decision-making strategy that makes
it impossible for organizations to influence the adoption rate at this stage. However, it is a
common phenomenon that, adoption of the technology would follow Rogers's innovation
adoption model because it is the consumer's choice to purchase the product without any
organization influence.
The purchase of the product is the phase that the consumer comes up with a decision to
try the product for the first time. Even after consumer purchase decisions, the organization has

the responsibility of convincing the buyer the technology product is worthy. It is the
responsibility of the innovators to provide the consumer with all finer details about the
technology to increase consumer's experience with the product. With higher convincing power,
the subjected firm may end up bringing onboard many product users at the early stages such as
early adopters and the early majority of product adoption which in turn disrupts Rogers’s
innovation adoption model (Sahin, 2006). At this point, the company has a responsibility to
provide customers with the right post-sale information to build good customer relations.
Figure 1: Diffusion of Innovation Theory. (2019). Retrieved 17 September 2019, from
http://sphweb.bumc.bu.edu/otlt/MPH-Modules/SB/BehavioralChangeTheories/BehavioralChangeTheories4.html
Conclusion
Technology consumers are bound by different aspects, which makes it difficult to define
which adoption model the product would take. Through the use of different techniques, product
consumers can confirm if the subjected product is fulfilling customer needs. In return, the
comments and feedback from friends and other consumers' may influence the adoption model the
product would take. Most of the technology products would be adopted into the market through
the use of Rogers's innovation adoption model but some would have different models. In this

regard, it would be inappropriate to conclude that Rogers’s innovation adoption model would be
relevant to all types of technological development in the business industry.
References
Emani, S., Yamin, C. K., Peters, E., Karson, A. S., Lipsitz, S. R., Wald, J. S., & Bates, D. W.
(2012). Patient perceptions of a personal health record: a test of the diffusion of
innovation model. Journal of medical Internet research, 14(6), e150.
Rogers, E. M., Medina, U. E., Rivera, M. A., & Wiley, C. J. (2005). Complex adaptive systems
and the diffusion of innovations. The Innovation Journal: The Public Sector Innovation
Journal, 10(3), 1-26.
Sahin, I. (2006). A detailed review of Rogers' diffusion of innovations theory and educational
technology-related studies based on Rogers' theory. Turkish Online Journal of
Educational Technology-TOJET, 5(2), 14-23.