Individuals use different strategies to reduce uncer-
tainty during the decision-making process (Rogers, 2003).
Sometimes individuals may decide to try a portion of the
innovation or adopt the innovation on a trial basis, which
is called a pilot. For example, a new infusion pump may
be piloted on one unit to determine its efficiency before
implementing the new model throughout the facility. In
some cases, a trial of a new idea by peers and their recom-
mendations are sufficient to affect a decision about adoption.
Respected individuals are often asked to endorse innovations as a marketing
strategy. Offering free samples, a frequent practice among pharmaceutical
companies, is another strategy that can facilitate the adoption of an innovation.
Demonstrations can also be effective in furthering the adoption of innovations.
There are two kinds of rejection: active and passive (Rogers, 2003). Just be-
cause an innovation is adopted for a period of time, there are no guarantees that
rejection will not occur. Active rejection involves active decision making after
a pilot and purposefully deciding not to adopt the innovation. For example, in
the pilot testing of the new infusion pump, nurses reported that alarms sounded
for no reason, requiring more time to monitor infusions. Therefore, it was
decided not to adopt the new infusion pumps in the facility. Passive rejection
is when there is no consideration given to adopting the innovation. In essence,
no decision is ever made and old practices are continued.
Culture plays an important role in the decision-making process. In some
cultures, it is common for decisions to be made collectively. For example, mar-
ried women in an Asian village attended a presentation by a government change
agent about intrauterine devices (IUDs). At the conclusion of the presentation,
18 women voted to adopt this method of birth control. They immediately went
to a nearby clinic to have an IUD inserted (Rogers, 2003). In some cultures,
such as mainstream America, individual goals supersede the goals of the group
and a vote described above would be rare.KEY TERMS
adoption: Applying
an innovation to
practice
rejection: Decision
not to adopt an
innovation
uncertainty:
Degree to which
alternatives are
perceived relative
to the occurrence
of an event and the
probability of these
alternatives
pilot: A small
study to test a new
intervention with
a small number
of subjects before
testing with larger
samples; adopting
an innovation on a
trial basisFYI
Clinicians must decide to adopt or reject
innovations through reducing the uncer-
tainty of an innovation. One strategy that
individuals use to reduce uncertainty during
the decision-making process is to try a portion
of the innovation or adopt the innovation on
a trial basis, which is called a pilot.TEST YOUR KNOWLEDGE 15-1
- Which of the following strategies reduce uncertainty during decision making? (Select all
that apply.)
a. Pilot testing
b. Reviewing samples
c. Listening to the opinions of peers
d. Relying on intuition
How did you do? 1. a, b, c404 CHAPTER 15 Weighing In on the Evidence