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DEVELOPMENTAL STAGES AND INFORMATION DECISION PROCESS MODELS The Concernsâ€Based Adoption Model (CBAM) (Hall & Hord, 1987; Hord, Rutherford, Hulingâ€Austin, & Hall, 1987; Newhouse, 2001) and informationâ€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 Decisionâ€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, eâ€mails, and flyers heighten awareness. 2 Curiosity, selfâ€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.

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Innovation adoption is a vital process across many fields, particularly in education, healthcare, business, and technology. Understanding how individuals transition through various stages of adopting innovations can significantly enhance the implementation of new strategies or technologies. Two primary frameworks are often utilized to map the sequential decisions individuals make regarding adopting innovations: the Concerns-Based Adoption Model (CBAM) developed by Hall and Hord (1987), and Rogers’ Information-Decision Process Models (1995). This paper expounds on these models' developmental stages and elucidates how they can be applied to inform the adoption process.

The Concerns-Based Adoption Model (CBAM)

CBAM emphasizes that concern is central to the adoption process. The model delineates five stages through which an individual typically progresses:
1. Awareness: Initially, the adopter has little knowledge of the innovation and does not possess a formed opinion. At this stage, the individual is largely passive.
- Intervention: Providing positive messages can enhance awareness. This can include brief messages, emails, newsletters, and flyers that highlight the benefits of the innovation (Hord et al., 1987).
2. Curiosity, Self-Concern, Information Seeking: At this juncture, the adopter becomes actively interested in the innovation. This phase often triggers a quest for information on how the innovation will impact the individual.
- Intervention: Delivering specific information tailored to address personal concerns can significantly reduce uncertainty and encourage further exploration of the innovation (Hall & Hord, 1987).
3. Visualization: The adopter transitions from a self-focused perspective to a job-centric focus, contemplating not only the personal impacts but also how the innovation functions operationally.
- Intervention: By demonstrating the innovation in a relevant setting, the prospective adopter can better visualize its application, which can greatly influence the individual's decision-making process (Newhouse, 2001).
4. Tryout and Evaluation: During this testing phase, the adopter actively engages with the innovation, evaluates its functionalities, and formulates an opinion regarding its acceptance or rejection.
- Intervention: Providing training or job aids can enhance confidence during this stage, prompting a more favorable evaluation of the innovation (Hord et al., 1987).
5. Use/Acceptance: Upon deciding to adopt the innovation, the user actively employs it while also seeking further expertise and insight.
- Intervention: Ensuring access to technical support and offering rewards can facilitate deeper engagement and personalization of the innovation, potentially leading to innovation enhancements (Newhouse, 2001).

Information-Decision Process Models

Rogers (1995) expands on the basic principles of the CBAM by integrating additional decisional phases characterized by the information-seeking behavior of individuals. The stages in this model include:
1. Knowledge: The individual gains awareness and understanding of an innovation, highlighting the importance of informative sources.
2. Persuasion: In this stage, individuals form attitudes toward the innovation based upon the information gathered. Various factors, such as social influences and perceived benefits, play crucial roles.
3. Decision: Following the knowledge and persuasion phases, individuals decide whether to adopt or reject the innovation based on their evaluations and interpretations of the information obtained (Rogers, 1995).
4. Implementation: After an affirmative decision, individuals begin implementing the innovation. This stage often requires problem-solving as they navigate potential challenges.
5. Confirmation: This concluding phase involves individuals seeking reinforcement for their decision. They may further evaluate the innovation’s personal impact, which can lead to either sustained use or reconsideration of the original decision.

Synergy Between CBAM and Information-Decision Models

Both CBAM and Rogers’ information-decision process models demonstrate the sequential progression individuals follow when adopting innovations. Simply put, they highlight the importance of not only understanding the stages but also recognizing the specific concerns and information needs at each phase.
Rogers (1995) addresses variables such as social influence, while CBAM emphasizes individual concerns. The integration of both models provides a comprehensive framework that combines the psychological dimensions of concern with the external factors influencing information processing. Utilizing both models can enhance implementation strategies by tailoring communication and training efforts to address individual and collective concerns at different stages effectively.

Practical Application of the Models

Understanding these models facilitates tailored strategies in various contexts:
1. Education: Educators can utilize CBAM to pinpoint faculty concerns regarding new curricula or teaching tools, providing targeted training and support (Hord et al., 1987).
2. Healthcare: In healthcare, practitioners can use the models to promote new medical technologies, ensuring that staff members have adequate information and resources during the adoption process (Dormant, 1986).
3. Business and Technology: Businesses can adopt these stages to create change management strategies that address employee concerns systematically while keeping communication transparent (Newhouse, 2001).
4. Community Development: NGOs can apply the frameworks to engage communities, ensuring that their innovations align with community concerns, promoting more effective engagement (Rogers, 1995).

Conclusion

The Concerns-Based Adoption Model and information-decision process models present valuable insights into how individuals transition through the stages of innovation adoption. Recognizing these phases allows stakeholders to craft informed strategies that resonate with the specific needs and concerns of potential adopters. Implementing innovations in education, healthcare, business, and community development can be significantly enhanced by applying these models to ensure a systematic and supportive adoption process.

References

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