100 Chapter 6 Table 1: Innovation-Decision framework, based on work from E.M. Rogers (2003) [11]. THEME ‘Prior conditions’ The contextual factors within a social system that shape the status quo when introducing an innovation. Phase 1: Knowledge; Influenced by ‘Characteristics of the decision-making unit’ The attributes, traits, and dynamics of the potential adopters Phase 2: Persuasion; Determined by ‘Perceived characteristics of the innovation The subjective perceptions and evaluations of an innovation formed by potential adopters SUB-THEME ‘Previous practice’ The established behaviors, routines, and methods individuals or social systems use before introducing an innovation. ‘Socioeconomic characteristics’ The demographic and economic factors that shape individuals’ societal positions and roles. ‘Relative advantage’ The perceived benefits and advantages of adopting an innovation compared to the existing alternatives or practices. ‘Felt needs/problems’ The perceived gaps or challenges that individuals or social systems recognize and desire to address. ‘Personality variables’ Individual traits, attitudes, and psychological characteristics that influence the adoption and diffusion of innovations. ‘Compatibility’ The degree to which an innovation is perceived as consistent, harmonious, and compatible with potential adopters’ existing values, beliefs, needs, and experiences. ‘Innovativeness’ The degree to which an individual or social system is open to adopting new ideas or innovations. ‘Communication behavior’ How information and messages about an innovation are disseminated and exchanged among individuals or within a social system. ‘Complexity’ The perceived difficulty, intricacy, or complexity associated with adopting and using an innovation. ‘Norms of the social system’ The established standards, values, and expectations that guide behavior within a particular group or community. ‘Trialability’ The degree to which an innovation can be experimented with or tested on a limited basis before fully committing to its adoption. ‘Observability’ The extent to which the results or benefits of adopting an innovation are visible and easily observable by others within a social system.
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