DISCUSS THE AIETA MODEL AS PRESENTED BY EVERETTE
ROGERS IN HIS WORK ENTITILED “DIFFUSION OF INNOVATION”.
The AIETA model is a
communications model introduced by Everett M. Rogers, a professor and chair of
the Department of Communication & Journalism at the University of New
Mexico in an attempt to explain how new ideas and information spreads through
effective communication and how innovations are taken
up in a population. The Diffusion theory is a set of
generalizations regarding the typical spread of innovations within a social
system.
A
model therefore is any form of abstraction from reality, aimed at enabling us
to understand and deal with particular aspects of reality that is of interest. Diffusion
is the “process by which an innovation is communicated through certain channels
over a period of time among the members of a social system” (Rogers, 1995).
Rogers also referred to innovation is “an idea, practice, or object that is
perceived to be new by an individual or other unit of adoption”.An innovation can again be explained as an idea, behavior,
or objectthat is perceived as new by its audience.
‘Diffusion of
Innovations’ considers some valuable insights during the process of social
change and these include the qualities that make
an innovation spread successfully, the importance of peer conversations and
peer networks as well as understanding the needs of different user segments. The
success of an innovation depends on how well it evolves to meet the needs of
more and more demanding and risk-averse individuals in a population (the
history of the mobile phone is a perfect example).
In Roger’s
‘Diffusion of Innovation’, he categorizes consumers into five different
segments, based on their tendency to adopt a specific innovation. These segments
include people who are innovators, early adopters, early majorities, late majorities
and laggards. Each group has its own qualities. Considering the AIETA model he
proposed again that consumers follow a hierarchical process in the adoption of
innovations that is ‘Awareness’, ‘Interest’, ‘Evaluation’, ‘Trial’ and then
finally ‘Adoption’ (AIETA).
Awareness: The AIETA
model states that, before a product can sell, people need to be aware of the
existence of the product. Advertising through the
media must spread information about new innovations. Consumers need to be made
aware of what they are not aware of. Here people who belong to all the segments
fall victim of awareness creation because both target and untargeted audience
get to know of new innovations. But, the group of people who are most likely to
get the product are the Innovators. Such people are risk takers and they often
like to develop new ideas. For instance, some companies in Ghana choose to use
celebrities and people, who are seen as opinion leaders to create awareness and
to advertise their product, because, they tend to have influence on the
interest and decisions of people while they make them aware of a product.
Interest: Once
awareness is created, people begin to generate interest based on what they
want. According to Roger’s diffusion of innovation, early adopters lookout for
advantages rather than risks once they develop interest for something. They tend
to see the risks as low because they are most of the time financially secure,
more personally confident, and better informed about the particular product or behavior.
Early adopters are often quick to make connections between clever innovations
and their personal needs or interests.
Evaluation:
Evaluation is basically the decision of the consumer after accessing a product.
As an innovation spreads from early adopters to the early majority, effective communication
therefore becomes more essential to the decision to adopt. People in the early
majority group see higher risks in change, and therefore access and require
assurance from trusted peers that an innovation provides genuine benefits. They
want to hear products being endorsed by normal and respectable folks. Early
Majorities are cost sensitive and risk averse. They look out for simple, proven
and better ways of doing what they do. At the evaluation level, one needs to
consider the percentages who have already taken up the innovation.
Trial: A
consumer should also be given the chance to try and experience a product in
order to persuade him or her to buy. Early majorities can also be found at this
stage. They haven’t got time to think about a product or project. They do not
spend their spare time fussing around with complicated, expensive and
inconvenient products. They mostly look for messages such as “plug-and-play”,
“no sweat” or “user-friendly” and “value for money”. Most of such people are
normally attracted to buy products when for instance give-aways are offered,
entry cost are lowered and guarantee performance is assured. At the trial stage
one is also very likely to get the attention of late majorities as well. Such
people prefer products that focus on promoting social norms rather than just
product benefits. They normally want to hear that plenty of other conservative
folks like themselves think it’s normal or indispensable.
Adoption: After
the consumer goes through all the stages, he or she tends to accept or adapt to
the product. Laggards are usually the type of consumers who try to adapt to a
product. They are people who see a high risk in adopting a particular product
or behaviour. Some of them can sometimes become worried over choosing a product.
Sometimes it’s advisable to let them know exactly how other laggards have
successfully adopted the innovation. Sometimes the advertiser has to maximize
their familiarity with new products.
CONCLUSION
In the
early stages, where the advertiser focuses on early adopters, the views of
laggards can probably be ignored, but when you come to work with late
majorities you’ll need to address their criticisms, because late majorities
share many of their fears. Despite these differences, all the groups must be
considered in every stage of the AIETA model.
REFERENCES
Les Robinson (2009), A Summary of
Diffusion of Innovations.
www.nou.edu.ng
