Discuss the AIETA model introduced by Everett Rogers in 1962 in his book “Diffusion of innovation”

The biggest nightmare of any advertiser or firm is the introduction of a new product or service and the systematic approach to ensure that the said product or service is accepted by the generality of consumers over the course of time.

Models have been propounded over the years to explain the processes a new service or product is likely to go through before gaining acceptability.

One of the commonly accepted models is the AIETA Model which was propounded by Everett Rogers in in his book “Diffusion of Innovation” in 1962.

According to Everret Rogers, diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system.  Given that decisions are not authoritative or collective, each member of the social system faces his/her own innovation-decision that follows a 5-step process.

1)      Knowledge – person becomes aware of an innovation and has some idea of how it functions,

2)      Persuasion – person forms a favorable or unfavorable attitude toward the innovation,

3)      Decision – person engages in activities that lead to a choice to adopt or reject the innovation,

4)      Implementation – person puts an innovation into use,

5)      Confirmation – person evaluates the results of an innovation-decision already made.

Modifications have been made to this process of acceptance in subsequent editions of Everret’s books and that of others but the above is widely accepted as standard.

The AIETA Model is an acronym which states that before a new product or service is accepted by consumers it must go through the process below.

A-    Awareness: This is the stage where consumers or potential consumers become aware of the existence of the product or service and how it generally works. Companies often use advertising tools such as teasers, jingles or slogans and pioneering ads to announce the arrival of the new product or service.

I-    Interest: This is the stage where the potential consumer or the consumer starts developing an interest in the product or service after discovering its existence. At this point the consumer has started forming some favourable or unfovourable opinions about the product. It is also at this stage that the decision to accept or reject a product or service begins for the prospective consumer.

E- Evaluation: It is at the evaluation stage that the prospective consumer   compares       and contrast the new product with similar products already on the market. According to Everette Rogers, the innovation-decision is also made through a cost-benefit analysis where the major obstacle is uncertainty.  People will adopt an innovation if they believe that it will, all things considered, enhance their utility.  So they must believe that the innovation may yield some relative advantage to the idea it supersedes.  How can they know for sure that there are benefits?  Also, in consideration of costs, people determine to what degree the innovation would disrupt other functioning facets of their daily life.  Is it compatible with existing habits and values?  Is it hard to use?  The newness and unfamiliarity of an innovation infuse the cost-benefit analysis with a large dose of uncertainty.  It sounds good, but does it work?  Will it break?  If I adopt it, will people think I’m weird?

Since people are on average risk-averse, the uncertainty will often result in a postponement of the decision until further evidence can be gathered.

T- Trail: The T in the AIETA Model propounded by Everette Rogers is the Trial Stage.

At this stage, the individual tries the product to ascertain whether it matches his or her prospects. The individual is also likely to seek more information concerning the product.

The final stage in the diffusion process as propounded by Rogers is Adoption. According to him, at this the individual is able to identify him or herself with the product and therefore adopts or accepts it. Therefore, he or she reaches a decision point to continue using the innovation and the individual may end up using it to its fullest potential.

One criticism which has been raised against the Diffusion of Innovation model which takes into consideration the AIETA model of communication, has been that, communication flow in this model is one-way.

Therefore, the sender of the message has a goal to persuade the receiver, and there is little to no dialogue.

It is therefore important for managers when embarking on a campaign to carefully analyze the campaign message and make possible channels for feedback. This will by far, help managers to evaluate the effectiveness of their campaign and know if the desired attitude or change was achieved.

A- Adoption: This according to Everret Rogers is the last stage the consumer or would be consumer arrives at before finally making a purchasing decision. Based on the trail one may decide to stick to the product or not. That is the consumer may either adopt the product and use it more or forget about it.

      Depending upon the product, these steps in the adoption model can progress rapidly or slowly. For example, you might see a new brand of potato chips and immediately buy a small bag going from step 1 to step 4 in a matter of seconds. For technical and scientific products, the product is normally drawn-out involving weeks, months and even sometime years of investigation and education.

      

      References

Rogers, Everett M. (1962). Diffusion of Innovation Glencoe: Free Press

Rogers, Everett M. (1983). Diffusion of Innovations. New York: Free Press.