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| Addresses how ideas, products, and social practices that are perceived as “new” spread throughout a society or from one society to another. |
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| “The process by which an innovation is communicated through certain channels over time among the members of a social system.” |
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| Elements of Diffusion of Innovations 4 |
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Innovation
Communication Channels
Time
Social System |
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| New ideas, objects, or practices that are to be adopted |
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| The process by which a new idea, object, or practice filters through various channels in a community over time; it is a special form of communication in which the idea that is being conveyed is new |
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| A process in which participants create and share information which one another in order to reach a mutual understanding. |
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| 5 Step decision making process |
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| A group of individuals who together adopt the innovation |
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| The degree to which an innovation is perceived as better than the idea it supersedes. |
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| Relative advantage degree of measurement (4) |
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Economic terms
Social prestige
Convenience
Satisfaction |
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Relative Advantage
It does not matter so much if an innovation has a great deal of objective advantage.
What does matter is whether an individual _________ the innovation as advantageous. |
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| The greater the perceived relative advantage of an innovation, the more _______ its rate of adoption will be. |
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Refers to the perception about consistency with
Existing values
Past experiences
Needs of potential adopters |
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An idea that is ________ with the values and norms of a social system
Will not be adopted as rapidly as an innovation that is compatible |
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The adoption of an incompatible innovation often requires the prior adoption of
Relatively ______ process |
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| The degree of difficulty in understanding and using the new idea, practice, or product |
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| Innovations that require the adopter to develop new skills and understandings... |
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| New ideas that are simpler to understand are adopted more rapidly |
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-The degree to which an innovation may be experimented with on a limited basis.
-New ideas that can be tried on the installment plan will generally be adopted more quickly than innovations that are not divisible. |
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| An innovation that is trialable represents |
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| less uncertainty to the individual who is considering it for adoption |
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| The degree to which the results of an innovation are visible to others. |
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| The easier it is for individuals to see the results of an innovation, the |
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| more likely they are to adopt it. |
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| Visibility stimulates peer discussion of a new idea, as friends and neighbors of an adopter often request |
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| innovation-evaluation information about it. |
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| Innovations that are perceived by individuals as having greater: (Five) |
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Relative advantage
Compatibility
Demonstratability
Clarity of results
Less complexity |
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| Ideas will be adopted more rapidly than |
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| is the process by which participants create and share information with one another in order to reach a mutual understanding. |
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| is the means by which messages get from one individual to another. |
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all those means of transmitting messages that involve a mass medium
More impact at the knowledge stage |
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involves a face-to-face exchange between two or more individuals.
Tend to be more important at the persuasion stage |
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such as the Internet
Can reinforce message |
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Active approach for knowledge transfer from the resource system to the user system.
Involves identifying communication channels that are best used to diffuse innovation to target audience |
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| Innovation-Decision Process involves |
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| Innovation-Decision Process |
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Definition
Mental process through which an individual (or other decision-making unit) passes from first knowledge of an innovation to forming an attitude toward the innovation
To a decision to adopt or reject
To implementation of the new idea
To confirmation of this decision |
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| Innovation-Decision 5-Step Process (Five) |
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Definition
-Knowledge
-Persuasion
-Decision
-Implementation
-Confirmation |
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| Person becomes aware of an innovation and has some idea of how it functions |
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| Person forms a favorable or unfavorable attitude toward the innovation |
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| Person engages in activities that lead to a choice to adopt or reject the innovation |
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| Person puts an innovation into use |
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| Person evaluates the results of an innovation-decision already made |
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Five adopter categories
Classifications of the members of a social system on the basis on their innovativeness: |
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Innovators
Early Adopters
Early Majority
Late Majority
Laggards |
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The first 2.5% of the individuals in a system to adopt an innovation.
Adopt quickly
By nature are adventurous, cosmopolitan, have geographically dispersed contacts, are high risk takers, and have high tolerance of uncertainty and failure. |
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The next 13.5% of the individuals in a system to adopt an innovation.
Early adopters are a more integrated part of the local system than are innovators.
Well-respected opinion leaders, well-integrated and judicious individuals. |
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The next 34% of the individuals in a system to adopt an innovation.
These people are deliberate, highly connected within a peer system, and are ahead of the average |
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The next 34% of the individuals in a system to adopt an innovation.
Late majority people are skeptical, responsive to economic necessity, responsive to social norms, have limited economic resources, and have low tolerance for uncertainty. |
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The last 16% of the individuals in a system to adopt an innovation.
They possess almost no opinion leadership.
Laggards are more traditional in their disposition, are relatively isolated, have precarious economic situation, and are suspicious. |
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| The relative speed with which an innovation is adopted by members of a social system. |
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| Three things that need to be recognized for adoption |
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| Needs of target adopters, their current attitudes/values and probable response to innovation |
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| Rate of adoption measured by |
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| Usually measured as the number of members of the system that adopt the innovation in a given time period. |
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| Innovation's rate of adoption is influenced by the 5 perceived attributes of an innovation |
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| Relative advantage, compatibility, demonstratability, clarity of results, complexity |
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| A set of interrelated units that are engaged in joint problem-solving to accomplish a common goal. |
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| The members or units may include all or some (4) |
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Individuals
Informal groups
Organizations
Subsystems |
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| Similarity among group members is called |
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| Innovations spread faster among ________ groups |
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-The system's social structure affects diffusion
-How norms affect diffusion
-Norms are the established behavior patterns for the members of a social system
-Opinion Leadership
-Individuals who are influential in a community and sway the beliefs and actions of their colleagues either in a positive or negative direction |
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Individual who influences a potential adopter’s decision about innovation in a favorable way.
The change agent must be used to favorably influence the decision. |
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| Types of Innovation-Decisions |
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-Whether it is an individual adoption decision or organizational decisions,
-Whether decisions are made by an authority or by |
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| Analyze the consequences of innovation |
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| What happens when the innovation is incorporated into the society? |
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| Other Attributes of Diffusion of Innovations (7) |
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Impact on social relations
Reversibility
Communicability
Costs
Risk and uncertainty level
Commitment required
Reinvention |
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-The point at which enough individuals have adopted an innovation that the innovation's further rate of adoption becomes self-sustaining.
-Implies that outreach activities should be concentrated on getting the use of the innovation to the point of critical mass.
-Efforts should focus on the early adopters, the 13.5% of the individuals in the system to adopt an innovation after the innovators have introduced the new idea into the system. |
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| Generally, drivers and barriers include some variation on these themes (7) |
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-Awareness of innovation
-Perceived importance/efficacy of the innovation
-Demand for/applicability of the innovation among target group
-Cost of the innovation
-Resources available for implementation
-Desire to be perceived as leader/innovator
-External factors such as economic/political/regulatory climate |
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