AN EXPLORATORY TOOL FOR PREDICTING ADOPTION DECISIONS

Three new concepts in innovation diffusion are presented and demonstra ted (1) the attribute matrix, a description of both innovator percepti ons and portrayals, as well as the perceptions of potential adopters a bout the identified characteristics of an innovation; (2) the innovati on profile, a composite description of innovators' perceptions and com munications about their innovations, and the perception of potential a dopters about the innovations; and (3) the potential for adoption rati ng, or PAR score, a single number representing the likelihood that any one innovation will be adopted