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  • Communication Channels: Mass Media Interpersonal - Accessibility - Frequency of Use - Coverage Capacity - Informativeness

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    Talima Benjamin Israel
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    The document outlines a model of communication and the innovation-decision process. It discusses 5 stages: I) Knowledge, where an individual is exposed to an innovation through mass media or interpersonal channels; II) Persuasion, where an individual forms a favorable or unfavorable attitude; III) Decision, where an individual engages in activities that lead to a choice to adopt or reject; IV) Implementation, where an individual puts an innovation into use; and V) Confirmation, where an individual seeks reinforcement but may reverse the decision if exposed to conflicting messages about it. The effectiveness of communication channels and characteristics of both the innovation and the individual can influence this process.

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    Poem

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    thesis fig 2 gp

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    The document outlines a model of communication and the innovation-decision process. It discusses 5 stages: I) Knowledge, where an individual is exposed to an innovation through mass media or interpersonal channels; II) Persuasion, where an individual forms a favorable or unfavorable attitude; III) Decision, where an individual engages in activities that lead to a choice to adopt or reject; IV) Implementation, where an individual puts an innovation into use; and V) Confirmation, where an individual seeks reinforcement but may reverse the decision if exposed to conflicting messages about it. The effectiveness of communication channels and characteristics of both the innovation and the individual can influence this process.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    6 views1 page

    Communication Channels: Mass Media Interpersonal - Accessibility - Frequency of Use - Coverage Capacity - Informativeness

    Uploaded by

    Talima Benjamin Israel
    The document outlines a model of communication and the innovation-decision process. It discusses 5 stages: I) Knowledge, where an individual is exposed to an innovation through mass media or interpersonal channels; II) Persuasion, where an individual forms a favorable or unfavorable attitude; III) Decision, where an individual engages in activities that lead to a choice to adopt or reject; IV) Implementation, where an individual puts an innovation into use; and V) Confirmation, where an individual seeks reinforcement but may reverse the decision if exposed to conflicting messages about it. The effectiveness of communication channels and characteristics of both the innovation and the individual can influence this process.

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    © All Rights Reserved
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    of 1

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    Mass media Interpersonal


    II.Persuasion
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    D e
    III.Decision

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    Effectiveness of a channel
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    Social economic characteristics
    (Age, Education, Income, H/H)
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    Rejection
    Adoption

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    Prior conditions
    1.Previous practices
    2.Felt needs/problems
    3.Innovativeness
    4.Norms of the social
    systems
    Perceived characteristics of idea
    1.Relative advantage
    2. Trialability
    5. Observability

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    -Accessibility
    -Frequency of use
    -Coverage capacity
    -Informativeness
    Independent
    variables
    Dependent
    variables
    Extraneous
    variables
    I.Knowledge
    Communication channels

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