Scribd
Upload
38 views34 pages

Diffusion of Innovation

The Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers in 1962, explains how new ideas or products spread through a population over time, leading to their adoption. The theory identifies four key elements of diffusion: innovations, communication channels, time, and social systems, along with five adopter categories ranging from innovators to laggards. Factors influencing adoption include relative advantage, compatibility, complexity, triability, and observability.

Uploaded by

hillariousgirly
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
38 views34 pages

Diffusion of Innovation

The Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers in 1962, explains how new ideas or products spread through a population over time, leading to their adoption. The theory identifies four key elements of diffusion: innovations, communication channels, time, and social systems, along with five adopter categories ranging from innovators to laggards. Factors influencing adoption include relative advantage, compatibility, complexity, triability, and observability.

Uploaded by

hillariousgirly
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 34

Diffusion of

Innovation
Theory
INTRODUCTION
Diffusion of Innovation (DOI)
Theory, developed by E.M. Rogers
in 1962, is one of the oldest social
science theories.
It originated in communication to explain how, over time, an
idea or product gains momentum and diffuses (or spreads)
through a specific population or social system.

The end result of this diffusion is that people, as part of a


social system, adopt a new idea, behavior, or product.
Adoption means that a person does something differently
than what they had previously (i.e., purchase or use a new
product, acquire and perform a new behavior, etc.).

The key to adoption is that the person must perceive the


idea, behavior, or product as new or innovative. It is through
this that diffusion is possible.
The end result of this diffusion is that people, as part of a
social system, adopt a new idea, behavior, or product.
It was developed in the 1920s and 1930s after researchers
observed the effect of propaganda during World War I and
events like Orson Welles’ War of the Worlds broadcast.
Definition
Diffusion is the process by which an innovation is
communicated through certain channels over
time among the members of a social system
(Everett Roger, 1961).

An Innovation is an idea, practice, or object


perceived as new by an individual or other unit of
adoption (Rogers, 2003).
Theory
Theory

The diffusion of innovation theory analyse how the social


members adopt the new innovative ideas and how they made
the decision towards it.

Both mass media and interpersonal communication channel


is involved in the diffusion process.

The theory heavily relies on Human capital.

According to the theory , innovations should be widely


adopted in order to attain development and sustainability.
Four elements
of Diffusion of
Innovations
Rogers proposed four
elements of diffusion of
innovations they are:
Four elements of Diffusion of Innovations

1.Innovations

2. Communication Channel

3. Time

4. Social System
1.Innovations

An idea, practice, or object


perceived as new by an
individual.

It can also be an impulse to do


something new or bring some
social change
2. Communication Channel

The communication channels take the


messages from one individual to another.

It is through the channel of


communication the Innovations spreads
across the people.

It can take any form like word of mouth,


SMS, any sort of literary form etc
3. Time

It refers to the length of time which


takes from the people to get adopted
to the innovations in a society.

It is the time people take to get used to


new ideas.
For an example consider mobile phones it
took a while to get spread among the people
when it is introduced in the market
4. Social System

Interrelated network group joint


together to solve the problems for a
common goal. S

Social system refers to all kinds of


components which construct the
society like religion, institutions, groups
of people etc
Five Adopter
Categories
There are five established
adopter categories:
And while the majority of the general
population tends to fall in the middle
categories, it is still necessary to understand
the characteristics of the target population.

When promoting an innovation, there are


different strategies used to appeal to the
different adopter categories.
Category 1

Innovators
Innovators

These are people who want to be the first to try the innovation.

They are venturesome and interested in new ideas.

These people are very willing to take risks, and are often the first to develop
new ideas.

Very little, if anything, needs to be done to appeal to this population.


Category 2

Early Adopters
Early Adopters

These are people who represent opinion leaders.

They enjoy leadership roles, and embrace change opportunities.

They are already aware of the need to change and so are very
comfortable adopting new ideas.

Strategies to appeal to this population include how-to manuals and


information sheets on implementation.

They do not need information to convince them to change.


Category 3

Early Majority
Early Majority

These people are rarely leaders, but they do adopt new ideas before
the average person.

That said, they typically need to see evidence that the innovation works
before they are willing to adopt it.

Strategies to appeal to this population include success stories and


evidence of the innovation's effectiveness.
Category 4

Late Majority
Late Majority

These people are skeptical of change, and will only adopt an


innovation after it has been tried by the majority.

Strategies to appeal to this population include information on how


many other people have tried the innovation and have adopted it
successfully.
Category 5

Laggards
Laggards

These people are bound by tradition and very conservative.

They are very skeptical of change and are the hardest group to bring
on board.

Strategies to appeal to this population include statistics, fear appeals,


and pressure from people in the other adopter groups.
Five main
factors that
influence
adoption of
an innovation
There are five main factors that influence
adoption of an innovation, and each of these
factors is at play to a different extent in the five
adopter categories.
1. Relative Advantage - The degree to which an innovation is seen
as better than the idea, program, or product it replaces.
2. Compatibility - How consistent the innovation is with the values,
experiences, and needs of the potential adopters.
3. Complexity - How difficult the innovation is to understand
and/or use.
4. Triability - The extent to which the innovation can be tested or
experimented with before a commitment to adopt is made.
5. Observability - The extent to which the innovation provides
tangible results.

You might also like