THE AIETA AS EXPLAINED BY EVERET ROGERS IN HIS BOOK, DIFFUSION OF INNOVATION

The AIETA model is an advertising and marketing model which was propounded  in  1962 Everet Rogers in his book, the Diffusion of Innovation,  A book according to (Greg Orr , 2003)   has become the standard textbook and reference on diffusion studies .

The AIETA model  seeks to give understanding or  explanations as to  how people naturally adopt new ideas, products and services .

The model involves a hierarchical process of in the adoption of innovations, and it been described as the most ubiquitous of hierarchy models which is extremely valuable in guiding marketing strategies. It provides five systematic ways to look at how consumers respond—whether it be to advertising communications, purchase decisions or the adoption of innovations. (A. Belch, NA)

The five stages includes Awareness , Interest ,  Evaluation ,Trial, Adoption  stages which is presented by Rogers  in his book as Knowledge,  Persuasion,  Decision,  Implementation and  Confirmation.

          According to (Rogers 1962), Awareness or –knowledge is the maiden stage where the prospective customer learns of the product of service. At this stage, the potential customer gets to  know of the advertised product or service.

Following this stage is Interest or the Persuasion Stage.  At this stage, the individual develops the interest in the product and therefore, seeks information of it.  To  (Rogers, 2003, p. 176) , while the knowledge stage is more cognitive- (or knowing-) centered, the persuasion stage is more affective- (or feeling-) centered. Thus, the individual is involved more sensitively with the innovation at the persuasion stage. The persuasion step occurs when the individual has a negative or positive attitude toward the innovation, but “the formation of a favourable or unfavourable attitude toward an innovation does not always lead directly or  indirectly to an adoption or rejection”

The  Evaluation or  Decision Stage is the stage where  the prospective customer  imagines him- or herself using the product. At this point, he or she  asks the question, “Can I do it? Can I see myself as the owner of this product?”  At the decision stage  the individual chooses to adopt or reject the product or service in his or her mind. To Rogers, adoption refers to “full use of an innovation as the best course of action available,” rejection means “not to adopt an innovation

Resting  at the fourth stage of the AIETA model is the  Trial or Implementation step  which see the prospect experiments with the product on a small scale in an effort to become intimate with it and learn how to use it to his or her best advantage. It is the step

 Concluding  the  five stage AIETA model is the Adoption or  Confirmation stage. Over here, the person evaluates the results of an innovation-decision already made the prospect begins large-scale use, which hopefully leads to preference, satisfaction, and repeat purchases.

REFERENCES

* E Rogers, 1962, Diffusion of Innovations.

* Greg Orr, 2003, Diffusion of Innovations, by Everett Rogers (1995)  Reviewed by March 18,

* M Belch,  Consumer Decision Models You Can Use for Your Business,

(http://www.60secondmarketer.com/60SecondArticles/Branding/consumerdecision.html, accessed on 27-9-12)

* The Turkish Online Journal of Educational Technology – TOJET April 2006 ISSN: 1303-6521 volume 5 Issue 2 Article 314DETAILED REVIEW OF ROGERS’ DIFFUSION OF INNOVATIONS THEORY

AND EDUCATIONAL TECHNOLOGY-RELATED STUDIES BASED ON ROGERS’

THEORY  

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