DEVELOPMENTAL STAGES AND INFORMATION DECISION PROCESS MODELS

DEVELOPMENTAL STAGES AND INFORMATION DECISION PROCESS MODELS

The Concerns‐Based Adoption Model (CBAM) (Hall & Hord, 1987; Hord, Rutherford, Huling‐Austin, & Hall, 1987; Newhouse, 2001) and information‐decision process models (Dormant, 1986, 1999; Rogers, 1995) describe sequential stages that an individual uses to investigate an innovation and decide whether to adopt or reject it. Table 15.2 synthesizes the stages of acceptance.

TABLE 15.2  Synthesis of Developmental/Information Decision‐Making Models

Source: Adapted from Dormant (1986, 1999).

Stage    
1 Awareness The adopter has little information about the innovation and has formed no opinion about it. The prospective adopter is passive. Providing positive messages can increase interest. Brief messages, e‐mails, and flyers heighten awareness.
2 Curiosity, self‐concern, information seeking The adopter expresses active interest, seeks information, and is concerned how the innovation would affect him or her. Providing specific information that responds to the individual’s needs will reduce uncertainty.
3 Visualization The adopter shifts from a personal focus to a job focus. The adopter perceives what will be involved in using the innovation and is concerned with how the innovation works. Demonstrating the innovation in a realistic setting enables the prospective adopter to visualize its use.
4 Tryout and evaluation The adopter tries the innovation, learns how it works, and forms an opinion to accept or reject the innovation. The adopter considers the impact of the innovation on him‐ or herself and others. Training and/or job aids can help build confidence and reinforce a positive opinion.
5 Use/acceptance The adopter accepts the innovation, actively uses it, and asks detailed questions to build expertise. Technical support ensures that the innovation is fully adopted. Rewards are useful to reinforce the new behavior. The adopter may also personalize the innovation or generate ideas that build on the innovation.