An adopter‐centered approach to understanding adoption of innovations

Abstract

Introduces an adopter‐centered, process‐oriented model with which to explore behavioral processes related to technology adoption. This approach enables us to learn about adoption as a process and to explore the subprocesses that affect perceptions and attitudes. This perspective provides the opportunity for a much richer understanding of how adoption occurs and how it can be influenced. Sensemaking focuses on the adopter herself, i.e. her mental frameworks, and the antecedents and products of those frameworks. The sensemaking model describes the evolution of the adopter’s mental framework. Rogers’ innovation‐decision process model charts a progression of activities during the adoption process, whereas the sensemaking model explains the adopter’s mental mechanics at each stage.

Citation

Eugene Pereira, R. (2002), "An adopter‐centered approach to understanding adoption of innovations", European Journal of Innovation Management, Vol. 5 No. 1, pp. 40-49. https://doi.org/10.1108/14601060210415162