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DIFFUSION OF INNOVATION Mary Lynn Manns, PhD [email protected]
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In this presentation… Prochaska Stages of Change Health Belief Model *Rogers Diffusion of Innovation *Lessons to be learned 
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Prochaska Stages of Change A spiral model…  Precontemplation  Contemplation  Preparation  Action  Maintenance
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Doppelt’s Model of Change Disinterest  Deliberation  Design  Doing  Defending 
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Health Belief Model People will take a health-related action if that person…  feels the negative health condition can be avoided  has a positive expectation that the recommended action avoids the negative health condition  believes he can successfully take the recommended health action
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True or False…. If I have a good idea that adds value, it will be easy to convince others to accept it.
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Diffusion of Innovation E.M. Rogers Knowledge Persuasion Decision Implementation Confirmation 
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Two things to remember… #1 Change is not an event; it is a process knowledge – persuasion – decision – implementation – confirmation (E.M.Rogers) #2 Change is motivated by:   a tension between current state and desired state a belief in the ability to change
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People do not move through the change process at the same rate Do you know these people?  New stuff is cool!   Interesting idea, but I want to hear more.   Early Majority If I have to…   Early Adopters What do other people think?   Innovators Late Majority We’ve always done it this way…  Laggards
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More about the innovation decision process… knowledge – persuasion – decision – implementation – confirmation The mental activity at… … knowledge is cognitive (knowing) … persuasion is affective (feeling)
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Knowledge: present the relevant facts Goal: Audience will believe you and be willing to be persuaded Stress a simple, concrete message  Make it relevant to that person or organization  Capture attention  Show credibility  Show a relative advantage  Concentrate on the possibilities  Keep it visible and frequent  Make it memorable  Include the next steps  People will forget what you said, forget what you did, but not forget how you made them feel. (Maya Angelou)
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Persuasion: transform information into action Goal: Audience will form the intended viewpoint and be willing to act on it  Ask yourself: What will cause my audience to feel something? Set the stage - relationships  Match problem to individual concerns  Tell meaningful stories  Use images  Do food  Appeal to a sense of urgency  Stir up some anger  Make it fun  Build a support system  Show that you are emotionally attached  Show that you understand the fear and the challenges and their loss  Create a sense of ownership for the problem and the solution  Ask for help  Be appreciative 
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Two things to remember… #1 Change is not an event; it is a process knowledge – persuasion – decision – implementation – confirmation (E.M.Rogers) #2 Change is motivated by:   a tension between current state and desired state a belief in the ability to change
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Preventive Innovation…. Facts  Fear  Force  “I’ll save you”  Versus  A sense of hope with accompanying support
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Summary….   Change is not an event; it is a process It is useful to understand how different types of people move through this process (Innovators, Early Adopters, Early Majority, Late Majority, Laggards)   Techniques for knowledge are different than those for persuasion You must: (1) create a tension between the current state and the desired state, and (2) a belief in the ability to change  Hope and support work better than facts, fear, force, and “saving”
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