diffusion of innovations theory final

8/7/2019 Diffusion of Innovations Theory final

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Diffusion of InnovationsDiffusion of InnovationsTheoryTheory

The process of how new ideas are communicated among peoplein social system over time


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Why not diffuse?Why not diffuse?

y

Dvorak keyboard More efficient, easier Why do we still use QWERTY keyboard?


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Four key elementsFour key elements

y 1. Innovation itselfy

2. Information about innovationcommunicated through channelsy 3.Diffusion is a process that unfolds over

time

y 4.Diffusion occurs in specific social system


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1. Innovation itself1. Innovation itself

y Idea, practice, or process perceived as new

newness means higher uncertainty high uncertainty shapes adoption process

y Not always good idea Bad ideas can also be an innovation G

ood ideas for one can bebad for another!

y Innovations perceived characteristics key


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Innovation CharacteristicsInnovation Characteristics

y Relative advantage (more the better) Most important set of innovation qualities Broad category that encompasses many aspects

y Relative complexity (less the better)y Compatibility (more the better)y Reliability (more the better)y Observability/Trialability (more the better)y Familiarity (more the better)


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2. Info through channels2. Info through channels

y Mass media (often used)y

Interpersonal (can be more effective thanmass)y Similar others most effective at persuasiony Change agent/opinion leader can be dissimilar,

leads to diffusion problems


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3. Diffusion occurs over time3. Diffusion occurs over time

y 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)


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AdoptionAdoption--Decision StepsDecision Steps

1.

Knowledge

2.

Persua

sion/Evaluation

3.

Decision

4.

Implemen

tation

5.

Confirm

-ation(?)

-Rel Adv

- Rel Complexity

- Compatibility

-Relability

- Observability

Reinvention


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Adoption exampleAdoption example

Have you adopted a fitness innovation?Consider the steps you took


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Diffusion (S) CurveDiffusion (S) CurveTime

%Adop-tion

100%

Takeoff


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Many possible curves!Many possible curves!Time

%Adop-tion

100%

DVDs? TV?

Cable TV?

Videodiscs?


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Innovation Adopter CategoriesInnovation Adopter Categories

y 1.Innovators = venturesome First to adopt, not usually influential

y 2.Early adopters = progressive Key to observability, takeoff

y 3.Early majority = deliberatey 4.Late majority = skepticaly 5.Laggards = traditional

Can become innovators over time!


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4. Occurs in a social system4. Occurs in a social system

y Norms, practices of culture affect process

Ignoring them could lead to failure Understanding them key to success

y Key: Identify systems opinion leadersy Opinion leaders can be change agents


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Utility of DITUtility of DIT

y Describes how social systems deal with new

ideas (including new technologies)y Provides framework for analyses to inform

effective programs/campaigns/strategiesy Can be used to encourage or discourage

adoption of innovationsy Can be used to explain successes and failures

of innovations

diffusion of innovations theory final

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