Sineenuch K. Sanserm DISCONTINUANCE…WHY?

Innovation-Decision Process External Influence 1. Knowledge 2. Persuasion 3. Decision 4. Implementation 5.Confirmation Adoption Cont. Adoption Cont. Rejection Discontinuance Reject Later Adoption Mass Media Opinion Leader Change Agents Near-Peers Adapted from Rogers, 2003 p.170 & Chamard, 2003 p.19

Definition Discontinuance is a decision to reject an innovation after having previously adopted it. Roger 2003, p.190

Discontinuance Categories Two types: (Rogers, 2003 p. 190) 1)Replacement Discontinuance 2)Disenchantment Discontinuance Two types: (Parthasarathy, 1995 p.26-27) 1)Underutilization Discontinuance 2)Snop Discontinuance

Replacement Discontinuance A Replacement discontinuance is a decision to reject an idea in order to adopt a better idea that supersedes it. Rogers, 2003 p.190

Diffusion Curve Number of adopters % 80% 60% 40% 20% 0% Year Innovtion2 Innovtion3 Innovtion1 Adapted from Rogers, 2003 p.11

Disenchantment Discontinuance A Disenchantment discontinuance is a decision to reject an idea as a results of dissatisfaction with its performance. Rogers, 2003 p.190

Underutilization Discontinuance A Underutilization discontinuance occurs when an innovation is adopted with great fervor but over time the impulse that caused its adoption weakens. Parthasarathy, 1995 p.26

Underutilization Discontinuance Three types of Underutilization: 1)Diminishing use 2)Adopted, but not used 3) Underutilized products that are to difficult or painful to learn or use.

Snob Discontinuance A Snob discontinuance refers to the possibility that some adopters may discontinue the innovation solely because a large number of other people have adopted it and, therefore, the innovation loses its status appeal. Parthasarathy, 1995 p.26

Completion Discontinuance Completion Discontinuance occurs when an innovation has fulfilled its purpose and is no longer needed. The adopter stop using the innovation because its further use is unnecessary. Kielmeyer, 2003 p.7

Characteristics of Discontinuance High discontinuers: * less formal education * lower socioeconomic status * less change agent contact  opposites of the characteristic of innovators.  same characteristic as laggards

Characteristics of Discontinuance (cont.) Later adopters are more likely to discontinue innovations than are earlier adopters. Later adopters are more likely to discontinue innovations than are earlier adopters.

Case study Film Cameras VS Digital Cameras Digital cameras are rapidly replacing film cameras.

Case study (cont.) Some advantages of digital over film cameras : - Instant review of pictures - Minimal ongoing costs - computer storage and ing, but not printing. - smaller than film cameras - Images may be copied from one media to another without any degradation etc.

Case study (cont.) Digital Cameras VS. Attributes of innovation Such as: - Most digital camera buyer are also computer owners. (stored, organized, archived, shared, edited, printed, viewed) - Can take many shots of the same scene, then choose the best one, doing this with film would be too expensive.

Case study (cont.) AttributesFilm CamerasDigital Cameras Relative advantage- change film (typically after every 24 or 36 shots) - minimal ongoing costs (store photographs on the same media ) Compatibility- print at photo developed shop -easy to use with computer to edited, printed Complexity- automatic - manual - mostly automatic Trialability- Film used when trial- can trial with no cost Observability-wait for the film to be developed - instant review of pictures

Factors in Discontinuance - Staff factors -Diagnostic factors -Demographic factors -Environmental factors

QUIZ Read the questions on each slide and then click on an answer. There are three questions.

1. Which answer is not Innovation- Decision Process? A. KnowledgeKnowledge B. AttitudeAttitude C. PersuationPersuation

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2. Which answer is a type of discontinuance? A. DecisionDecision B. ConfirmationConfirmation C. ReplacementReplacement

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3. Which answer is not types of underutilization? A. Later adoptedLater adopted B. Diminishing useDiminishing use C. Adopted, but not useAdopted, but not use

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References Chamard, S. E. (2003). Innovation-diffusion networks and the adoption and discontinuance of computerized crime mapping by municipal police department in New Jersey. (Doctoral dissertation, Rutgers, The State University of New Jersey, 2003). Kielmeyer, G.M. (2003). Discontinuance of Innovations: Social network characteristics, product attributes, and adopter traits related to post-adoption behavior. (Doctoral dissertation, University of Illinois- Urbana, 2003). Lyra Research. (2003, october). The changing behaviors of the japanese digital photographer: A 2003 Lyra Survey. Retrieved June 15, 2006, from Behaviors-of-the.html Rogers, E.M. (2003). Diffusion of Innovations (5 th ed.). New York: Free press..

References (cont.) Parthasarathy, M. (1995). The impact of discontinuance on the subsequent adoption of an innovation: Theoretical foundation and empirical analysis. (Doctoral dissertation, University of Nebraska-Lincoln, 2003). Scheirer, M. A. (1990). The life cycle of an innovation: Adoption versus Discontinuation of the fluoride mouth rinse program in schools. Journal of Health and Social Behavior, 31 (2), Tatsuno, K. (2006). Current in digital cameras and camera phones. Quartery Review, 18, Xiao, J. (2006). Digital defeats electronics? The real reasons behind the downfall of film cameras in the US. Retrieved June 15, 2006, from