During which adoption stage does an individual actively seek information about an innovation?

In the context of the adoption process for an innovation, the stage where an individual actively seeks information is the Persuasion stage. During this phase, individuals are not only aware of the innovation but are also motivated to gather additional information to understand its benefits and how it can be applied to their situation. They may seek out various sources of information, such as articles, case studies, or expert opinions, to form a more informed view.

In the Knowledge stage, individuals are just becoming aware of the innovation, focusing more on understanding what it is rather than seeking detailed information. The Decision stage follows Persuasion and involves evaluating the information gathered and making a choice about whether to adopt or reject the innovation. Finally, the Implementation stage is about putting the innovation into practice, which occurs after the individual has made a decision based on the information collected during the Persuasion stage. Thus, the correct identification of the stage where active information seeking occurs aligns accurately with the role of the Persuasion stage in the adoption process.