The Nature of The Innovation
Not all innovations are totally new to the world ; most are variations of older technologies. How new an individual perceives an innovation to be is dependent on two aspects. The first is how much the user must change behavior to use the innovation. The second id how new the technology is to the user, and, therefore, how much the user has to learn or unlearn to make use of the innovation. The more the potential adopters must change their behavior and adjust to new technologies, the less likely they are to accept the innovation. Innovations can be categorized on a continuum of newness, as illustrated in Figure 8.5.