Sineenuch K. SansermSineenuch K. Sanserm

DISCONTINUANCE…WHY?DISCONTINUANCE…WHY?

Innovation-Decision Process

External Influence

1. Knowledge1. Knowledge 2. Persuasion2. Persuasion 3. Decision3. Decision 4. Implementation4. Implementation 5.Confirmation5.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 DiscontinuanceReplacement Discontinuance

A Replacement discontinuance is A Replacement discontinuance is a decision to reject an idea in a decision to reject an idea in order to adopt a better idea that order to adopt a better idea that supersedes it.supersedes it.

Rogers, 2003 p.190Rogers, 2003 p.190

Diffusion CurveN

um

ber

of

adop

ters

1970 1980 1990 2000 2010 2020 2030

100%

80%

60%

40%

20%

0%

Year

Innovtion2

Innovtion3

Innovtion1

Adapted from Rogers, 2003 p.11

Disenchantment DiscontinuanceDisenchantment Discontinuance

A Disenchantment discontinuance is a decision to reject an idea as a results of dissatisfaction with its performance.

Rogers, 2003 p.190

Underutilization DiscontinuanceUnderutilization Discontinuance

A Underutilization A Underutilization discontinuance occurs discontinuance occurs when an innovation is when an innovation is adopted with great fervor adopted with great fervor but over time the impulse but over time the impulse that caused its adoption that caused its adoption weakens.weakens.

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

Case study Film Cameras VS Digital Cameras

Digital cameras are rapidly replacing film cameras.Digital cameras are rapidly replacing film cameras.

Case study (cont.)

Some advantages of digital over film cameras :Some advantages of digital over film cameras : - Instant review of pictures - Minimal ongoing costs - computer storage and e-mailing, 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.)Attributes Film Cameras Digital 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. KnowledgeB. AttitudeC. Persuation

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Congratulation!

You are correct

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2. Which answer is a type of discontinuance?

A. Decision

B. Confirmation

C. Replacement

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You are correct

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3. Which answer is not types of underutilization?

A. Later adopted

B. Diminishing use

C. Adopted, but not use

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You are correct

Click here for the next Question

ReferencesChamard, 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 http://lyra.ecnext.com/coms2/gi_0290-44/The-Changing-Behaviors-of-the.html

Rogers, E.M. (2003). Diffusion of Innovations (5th 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),203-215.

Tatsuno, K. (2006). Current in digital cameras and camera phones. Quartery Review, 18, 35-44.

Xiao, J. (2006). Digital defeats electronics? The real reasons behind the downfall of film cameras in the US. Retrieved June 15, 2006, from http://www.chass.utoronto.ca/~junji/essay2.pdf