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Diffusion Process Model
Source: Bohlen and Beal, Iowa State University

How People Make Decisions: A Combination of Influence and Information

Phase IPhase IIPhase III Phase IVPhase VPhase VI
AwarenessInformationEvaluationTrialAdoptionReinforcement
Learns about an idea or practice but lacks detailGets the facts, develops interest, sees possibilitiesTries it out mentally, weighs alternatives Social acceptability exerimentationFull scale use, adopts itContinued commitment unswerving

Key Influence Source in Each Stage

1. Mass media and impersonal message forms1. Mass media and impersonal message forms1. Friends and neighbors 1. Salespeople1. Friends and neighbors1. Appropriate mix of mass media and interactive techniques
2. Experts and agencies2. Salespeople2. Salespeople2. Friends and neighbors2. Salespeople

3. Friends and neighbors3. Experts and agencies3. Experts and agencies3. Experts and agencies3. Experts and agencies

4. Salespeople4. Friends and neighbors4. Mass media and impersonal message forms4. Mass media and impersonal message forms4. Mass media and impersonal message forms