A NEW LOOK AT ADAPTATION

Adaptation is a dynamic diffusion of innovations process in which adopters change innovations according to their individual needs. Adaptation may be explained by three factors: (a) the differing interpretation of innovation components by individual adopters, (b) an individual's level of adopter innovativeness or readiness to accept change, and (c) the generative learning process whereby an individual relates new information to prior knowledge and experience. Adaptation may occur unconsciously at the beginning of the diffusion process. Those who study the adaptation process should begin at the initial awareness stage when potential adopters are forming their opinions and ideas about an innovation.