innovation decision process presentation , it is helpful for extension education's students.

1. Submitted by:
Mashaliya kishan v.
1st MSC AGRI.EXT
Submitted to :
Dr J.K.PATEL

2. Innovation:
“Any idea practice or object that is perceived
as new by an individual or other unit of
adoption”.
Diffusion:
“Diffusion is the process in which an
innovation is communicated through certain
channels over time among the members of
social system”

3. Innovation Decision Process
“Innovation Decision process is the
process through which an individual (or other
decision-making unit) passes from gaining
initial knowledge of an innovation, to forming
an attitude toward the innovation, to making a
decision to adopt or reject, to implementation
of the new idea, and to confirmation of this
decision.”

4. Stages of Innovation Decision Process
 Knowledge
 Persuasion
 Decision
 Implementation
 Confirmation

6. Knowledge
It occurs when an individual or other decision
making unit is exposed to an innovation’s existence and
gains some understanding of how it functions.
Knowledge function is mainly cognitive or knowing.
Knowledge seeking is initiated by an individual and is
greatly influenced by one’s predispositions. Exposure is
selective and generally, individuals tend to expose
themselves to those ideas which are consistent with
one’s existing attitudes and beliefs, and avoid those
which are in conflict with them. A need can motivate an
individual to seek information about an innovation and
the knowledge of a innovation may develop the need.

7. • The first of these three types of knowledge, awareness-
knowledge is information that an innovation exists.
• Awareness-knowledge then motivates an individual to
seek ‘hoe to knowledge’ and ‘principles knowledge.
• How to knowledge consists of information necessary to
use an innovation properly.
• The adopter must understand what quantity of an
innovation to secure, how to use it correctly, and so on.
• Principles-knowledge consists of information dealing
with the functioning principles underlying how the
innovation works.

8. Persuasion
Persuasion occurs when an individual or some
other decision making unit forms a favourable or
unfavourable attitude towards the innovation.
Persuasion function is mainly affective or related
to feeling. At this stage, the individual becomes
more psychologically involved with the
innovation and actively seeks information about
it. The individual perceives the attributes of
innovation, which is conditioned by one’s
personality and social system norms, and
develops a general idea about the innovation.

9. Decision
Decision occurs when an individual
engages in activities that lead to a choice to
adopt or reject the innovation. The individual
puts the innovation to a small-scale trial in
own situation. Considering its relative
advantage, risk involved and many other
related factors like availability of market, need
for the family etc., the individual decides
whether to adopt or reject the innovation.

10. For some individuals and for some
innovations, the trial of a new idea by a peer like
themselves can substitute at least in part., for their
own trial of an innovation. This ‘trial by others’
provides a kind of vicarious (realized through
other’s experience) trial for an individual.
Extension agents often seek to speed up the
innovation-process for individuals by organizing
demonstrations and field days of a new idea in a
social system. These are quite effective in
influencing adoption by individuals.

11. Implementation
Implementation occurs when an individual or
other decision making unit puts an innovation into
use. At this stage the individual is generally
concerned with where to get the innovation, how to
use it and what operational problems will be faced
and how these could be solved. Implementation
may involve changes in management of the
enterprise and/or modification in the innovation, to
suit more closely to the specific needs of the
particular person who adopts it. Re-invention often
occurs at the implementation stage. Re-invention is
defined as the degree to which an innovation is
changed or modified by a user in the process of its
adoption and implementation.

12. Confirmation
Confirmation occurs when an individual seeks
reinforcement of an innovation decision already
been made, or reverses a previous decision to
adopt or reject the innovation if exposed to
conflicting messages about the innovation. The
decision to adopt or reject an innovation is not a
terminal act. Human mind is in a dynamic state
and an individual constantly evaluates situation. If
the individual perceives that the innovation is
giving satisfactory results he will continue
otherwise may reject it. Reversal of the decision
after adoption or rejection of an innovation may,
take place at a later state.

13. References
• Rogers, E. (2003). Diffusion of Innovations.
(5th ed.). NewYork
• Rogers, E. Diffusion of Innovations. (3rd
ed.).