THE "AIETA MODEL" OF COMMUNICATION AS PROPOUNDED BY EVERETT ROGERS IN HIS BOOK "DIFFUSION OF INNOVATION"

                                                                                      Name: Jasmine Arku

                                                                                      Class: Level 300 (Top-up Evening)

Over the years, several models of communication have been developed to define, describe and discuss the way and manner in which an audience receive, accept, refuse or react to a message.

These models have been used in several communication fields to cause an effect in a targeted or perceived audience. Most often than not, the changes are expected to be positive.In the areas of advertising and marketing, such models have been adopted to determine the process of receiving a product or service to the final reaction (acceptance) of a targeted or perceived audience.

One of such widely accepted model is the AIETA model. This model was developed by a professor of rural sociology, Everett Rogers in 1962 in his book Diffusion of Innovations.

The book proposed 4 main elements that influence the spread of a new idea: the innovation, communication channels, time, and a social system. That is, diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system.

Rogers identified that, before a new idea is accepted or before a desired change within a social system is achieved, members go through a five-step hierarchical process; Awareness, Interest, Evaluation, Trial and Adoption (AIETA).

These processes have been adopted by many managers in the advertising and marketing field to persuade or convince individuals, groups or members of a group to accept a new idea or change.

 In later editions of the Diffusion of Innovations Rogers changes the terminology of the five stages to: knowledge, persuasion, decision, implementation, and confirmation. However the descriptions of the categories have remained similar throughout the editions.  

According to Rogers (1962), before an innovation is accepted by a group of people, a member of the group, he or she has to be aware that the innovation exists. Thus, at this point, the individual is exposed to the idea but lacks information about the innovation but has not been motivated to take a step further to find out more about the innovation. Therefore, at this stage, the individual only has basic knowledge of the innovation.

Explaining the next process; Interest, Roger explained that at this stage the individual begins to wonder if the innovation or product would be of importance to him or her. Thus, he or she develops an interest in the product and actively seeks information or additional detail about it. At this point, it is believed that much persuasion has been done by the innovator through constant communication in an attempt to convince the individual about the product.

The third step; Evaluation as explained by Rogers, is the stage at which the individual examines the product by relying on the available information he or she has gathered about the product.

At this stage, the individual takes the concept of the change and weighs the advantages and disadvantages of the product and decides whether to accept or reject it. The individual then questions his or her ability to have, acquire or own the innovation.

The fourth process is Trial.  At this stage, the individual tries the product to ascertain whether it matches his or her expectations. 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.

Depending upon the product, these steps in the AIETA Model can progress rapidly or slowly (www.5metacom.com). For example, for fast moving consumables such as juices, you might come across a new brand of lemon juice which helps in weight loss and immediately pick a can or two to try it in a matter of seconds. Products such as a television set, house or a car are most likely to take weeks, months and years of evaluation before a decision is arrived at.

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.

References

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

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

How The Adoption Model Affects Your Sales And Marketing Effort; www.5metacom.com

Diffusion of Innovation; http://en.wikipedia.org/wiki/Diffusion_of_innovations