/The Diffusion Process

The Diffusion Process

How People Make Decisions: A Combination of Influence and Information

Phase I

Awareness


Learns about an idea or practice but lacks detail

Key Influencers:

  1. Mass media and impersonal message forms
  2. Experts and agencies
  3. Friends and neighbors
  4. Salespeople

Phase II

Information


Gets the facts, develops interest, sees possibilities

Key Influencers:

  1. Mass media and impersonal message forms
  2. Salespeople
  3. Experts and agencies
  4. Friends and neighbors

Phase III

Evaluation


Tries it out mentally, weighs alternatives
Key Influencers:

  1. Friends and neighbors
  2. Salespeople
  3. Experts and agencies
  4. Mass media and impersonal message forms

Phase IV

Trial


Social acceptability experimentation
Key Influencers:

  1. Salespeople
  2. Friends and neighbors
  3. Experts and agencies
  4. Mass media and impersonal message forms

Phase V

Adoption


Full-scale use,
adopts it
Key Influencers:

  1. Friends and neighbors
  2. Salespeople
  3. Experts and agencies
  4. Mass media and impersonal message forms

Phase VI

Reinforcement


Continued commitment unswerving

Key Influencers:

  1. Appropriate mix of mass media and interactive techniques

Source: Bohlen and Beal, Iowa State University