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Diffusion of Innovations Theory

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Deepak Nainani
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95 views14 pages

Diffusion of Innovations Theory

Uploaded by

Deepak Nainani
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Diffusion of

Innovations Theory
The process of how new ideas
are communicated among people
in social system over time
Why not diffuse?

Dvorak keyboard
More efficient, easier
Why do we still use QWERTY keyboard?
Four key elements
1. Innovation itself
2. Information about innovation
communicated through channels
3. Diffusion is a process that unfolds
over time
4. Diffusion occurs in specific social
system
1. Innovation itself
“Idea, practice, or process perceived as
new”
newness means higher uncertainty
high uncertainty shapes adoption process
Not always “good” idea
“Bad” ideas can also be an innovation
“Good” ideas for one can be “bad” for another!
Innovation’s perceived characteristics key
Innovation Characteristics
Relative advantage (more the better)
Most important set of innovation qualities
Broad category that encompasses many aspects
Relative complexity (less the better)
Compatibility (more the better)
Reliability (more the better)
Observability/Trialability (more the better)
Familiarity (more the better)
2. Info through channels
Mass media (often used)
Interpersonal (can be more effective
than mass)
Similar others most effective at
persuasion
Change agent/opinion leader can be
dissimilar, leads to diffusion problems
3. Diffusion occurs over
time
Five-step process for individuals
Prior conditions (need/norms/current
practices)
1. Knowledge
2. Persuasion (think of as “Evaluation”)
3. Decision (adopt or not adopt)
4. Implementation (could “reinvent”)
5. Confirmation (or could discontinue)
Adoption-Decision Steps

1. 2. 3. 4. 5.

Knowledge Persua Decision Implemen Confirm


sion/ tation -ation
Evalua (?)
tion

-Rel Adv Reinvention

- Rel Complexity
- Compatibility
-Relability
- Observability
Adoption example
Have you adopted a fitness innovation?
Consider the steps you took …
Diffusion (“S”) Curve
100%

%
Adop-
tion

Takeoff

Time
Many possible curves!
100%

DVDs? TV?

% Cable TV?

Adop-
tion

Videodiscs?

Time
Innovation Adopter Categories
1. “Innovators” = venturesome
First to adopt, not usually influential
2. “Early adopters” = progressive
Key to observability, takeoff
3. “Early majority” = deliberate
4. “Late majority” = skeptical
5. “Laggards” = traditional
Can become innovators over time!
4. Occurs in a social system
Norms, practices of culture affect
process
Ignoring them could lead to failure
Understanding them key to success
Key: Identify system’s opinion leaders
Opinion leaders can be change agents
Utility of DIT
Describes how social systems deal with new
ideas (including new technologies)
Provides framework for analyses to inform
effective programs/campaigns/strategies
Can be used to encourage or discourage
adoption of innovations
Can be used to explain successes and
failures of innovations

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