CORONAVIRUS PROTOCOLS: USING THE FIVE ADOPTER CATEGORIES TO EXPLAIN INDIVIDUAL BEHAVIOUR TRAITS.
Understanding the various characteristics people possess and how to ensure they are all on the same page when it comes to compliance with the coronavirus directives is vital.
It is important to realize that the adoption of a new behaviour does not happen simultaneously(or at the same time ) in a social system. Rather, it is a process whereby some people are more apt to adopt the idea than others.
Some people may be found to adopt a behaviour earlier than others who adopt it later.
Let’s try to understand the different characteristics people possess that would enable or hinder them from adopting the coronavirus preventive measures using the five adopter categories of the diffusion of innovation theory.
The five adopter categories include;
One, innovators; they are described as people who want to be the first to try the idea. They can cope with higher levels of uncertainty about an idea than other adopter categories. These traits apply to the first individuals who adopted the coronavirus protocols without being pushed around to do so.
Two, early adopters; these people are already aware of the need to change and so they are very comfortable adopting new ideas. They do not need much information to convince them to change. The people who had to learn for example, how the hand sanitizer and face mask are used before adopting them, fall under this category.
Three, early majority; they need to see evidence that the idea works before they are willing to adopt it.
Four, late majority; these people are skeptical of change and they will only adopt an innovation after it has been tried by majority.
Last but not least, laggards; they are the hardest group to bring on board. They are skeptical of change, conservative and bound by tradition.
Below are some strategies that can be used to get everyone to adhere to the coronavirus preventive measures;
For innovators, very little, if anything needs to be done to appeal to this population.
With early adopters, on the other hand, you appeal to this population by giving them more information on the idea implementation and how-to manuals.
Strategies to appeal to the early majority category include success stories and evidence of innovation effectiveness.
For the late majority, the strategies to appeal to this population include information on how many other people have tried the idea and have adopted it successfully.
The last category, laggards; need statistics, fear appeal and pressure from the other adopter groups
I hope you have learnt something from this article.
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BY: P. Y – Freelance worker, freelance journalist and freelance writer.