Fall 2007

What made you decide to finallystep out of line?

Diffusion of Innovation

Fall 2007

Today… Introduce the Diffusion of

Innovations Theory

Fall 2007

Widespread Assumption…

Effective innovations will be adopted

But…

This is often not the case

Fall 2007

Purpose of Diffusion of Innovation Theory

Innovation Development

Innovation Adoption

Fall 2007

History of Diffusion Models Has been around for over 60 years Introduced by Ryan & Gross Codified by Everett Rogers

Applications with US Agriculture Transferred to Public Health & other

fields

Fall 2007

History: Hybrid Seed Corn Study Ryan – Sociologist from Harvard, Joined Iowa State Univ. faculty

Interested in non-economic factors in farmers economic decisions

What influenced farmers’ use of hybrid corn seeds?

Fall 2007

History: Hybrid Seed Corn Study

Hybrid corn Increased crop yields by

20% Reduced need for so many

farmers Able to withstand draught

Fall 2007

History: Hybrid Seed Corn StudyDid farmers quickly adopt hybrid corn? No!

Took 13 years for adoption Avg. 7 years/farmer from 1st planting to

100% planting

What was going on? How were farmers getting their information? Which channels of information were most

influential? Hybrid seeds involved new “risky” process

Usually use best ears of own crops Now, had to buy new seeds

Fall 2007

History: Hybrid Seed Corn Study

Interviews with 250 farmers – asked:

When decided to use hybrid seeds

Communication sources

How much of corn acreage planted with hybrid each year after 1st trial

Education, age, farm size, income, travel to capital (Des Moines), reading farm mags…

Fall 2007

History: Hybrid Seed Corn Study

Found Rate of adoption was S-shaped curve

Fall 2007

History: Hybrid Seed Corn Study

Early Adopters Larger farms Higher incomes More education More trips to capital

Communication between farmers (about the corn) was important Farmers shared personal experiences Gave meaning to the innovation

Fall 2007

History: Roger’s Work with Diffusion

Noticed many studies about diffusion Diverse innovations, settings, & target groups

kindergarten education, driver training programs, antibiotic drug use among Drs.

Similar findings S-shaped rate of adoption Different communication channels used at

different stages of adoption Early innovators were more likely to be

travelers & well-read

This was becoming a general theory

Fall 2007

History: Roger’s Work with Diffusion

Diffusion of Innovation theory has been applied across cultures, geography, & disciplines: Civil defense – Household bomb shelters Education – School programming Political Sciences – City smoking ordinances Anthropology – New technologies & cultures Marketing – New consumer products Business – Innovations in corporations Public Health – Family planning programs Even diffusion of this theory

Fall 2007

Diffusion of Innovation Theory Provides an explanation of how

new ideas, products & social practices diffuse or spread within a society or from one society to another

Fall 2007

Diffusion “The process by which an

innovation is communicated through certain channels over time among the members of a social system”

The aim is to maximize the exposure & reach of innovations, strategies & programs

Fall 2007

4 elements of Diffusion Innovation

Communication Channel

Time

Social System

Fall 2007

Social Systems Have… Communication Structure

Norms

Opinion Leaders

Change Agents

Fall 2007

5 Stages of Diffusion Innovation Development Dissemination Adoption Implementation Maintenance

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Stage 1: Innovation Development All early stage decisions &

activities through development & production

Members of potential user group should be part of development to make sure it fits needs

Fall 2007

Characteristics of Innovations

Determine rate of adoption or diffusion… Relative Advantage

Compatibility

Complexity

Fall 2007

Characteristics of InnovationsDetermine rate of adoption or diffusion… Triability

Observability

Impact on Social Relations

Fall 2007

Characteristics of InnovationsDetermine rate of adoption or diffusion… Reversibility

Communicability

Time Required

Fall 2007

Characteristics of InnovationsDetermine rate of adoption or diffusion… Risk & Uncertainty Level

Commitment Required

Modifiability

Fall 2007

According to Rogers… The most important factors in

explaining rates of adoption include: Relative advantage Compatibility Triability Observability

Fall 2007

Stage 2: Dissemination An active approach for knowledge

transfer from the producer to the user

Need to identify formal & informal communication channels

Fall 2007

Stage 3: Adoption Uptake of program by target

audience

Involves targeting potential users & identifying relevant subgroups & their characteristics

Fall 2007

Stages of Innovation-Decision Process Knowledge of Innovation

Persuasion or Attitude Development

Decision

Implementation

Confirmation

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Innovativeness Degree to which individual/group is

relatively early in adopting new ideas

5 categories of (innovativeness) adopters

Fall 2007

5 Categories of Innovativeness (Adopters)

1. Innovators

2. Early Adopters

3. Early Majority

4. Late Majority

5. Laggards

Fall 2007

Rate of Adoption Relative speed innovation is adopted by

a certain % of members in social system

S-Curve

Time from dissemination to adoption can be measured in 3 ways

Time from 1st awareness of innovation to adoption Time until program is adopted – in comparison to others The # of people who adopt it innovation within a

timeframe

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Stage 4: Implementation Initial use of innovation in practice

Focus is on improving skills & self-efficacy of users

Fall 2007

Stage 5: Maintenance Ongoing implementation & use of

innovation

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Application of 5 Stages of Diffusion

1. Innovation Development Curriculum is developed for/with teachers

2. Dissemination School learns about new curriculum

3. Adoption School adopts curriculum, Teachers are trained

4. Implementation Teachers use curriculum, modify to meet needs

5. Maintenance Schools continue to offer curriculum

Fall 2007

Theory is Weakened/Limited by

Turbulence within target audience environment

Complicated innovations

Innovations that seek to replace socially embedded – well established norms

Fall 2007

Things we may not know… If key factors are specific to

particular setting/population (generalizability)

Environmental factors facilitate or inhibit diffusion

Fall 2007

Strengths & Utility of Theory Makes us understand that adoption is

only one step of process – also includes: Pre-adoption - Innovation development Post-adoption – Implementation &

Maintenance

Shifts our focus from: Innovation

Innovation’s fit with the user

Fall 2007

Strengths & Utility of Theory

Makes us PLAN for diffusion Conduct needs assessment - asking

“What do you need?” “How can you be involved?” “From whom/where do you gain

information?” “What are barriers/facilitators to adopting

innovations?”

Allow for modification of innovation to fit needs as they change

Fall 2007

Strengths & Utility of TheoryConsider best channels of communication For different populations, levels of

innovativeness

Early adopters Provide information through multiple-modes

Majority adopters Provide motivation & role models to enhance adoption

Late adopters Focus on ways to overcome barriers to adoption

Fall 2007

Evaluation Can be difficult & complicated

May focus on… Time from 1st awareness to adoption Relative earliness/lateness of adoption # of people adopting

Did the innovation become institutionalized?

Continued use after specific time period

Fall 2007

Are you still standing in line?