Diffusion Of Innovation

Satisfactory Essays
Diffusion of innovation and persuasion Diffusion, What is it?


“Diffusion is the process by which an innovation

is communicated through certain channels over time among the members of a social system.”
 “Diffusion

is a special type of communication concerned with the spread of messages perceived (or understood) as new ideas”

2

Main Elements of Diffusion
1.
2.
3.
4.

An innovation
Channels of communication
The spread and speed of the idea over time
The social network and individuals who influence the spread of the idea

An Innovation: technologies, namely a design or idea that reduces the uncertainty in cause-effect relationships achieving a desired outcome
3

Technologies
An Innovation: technologies, namely a design or idea that reduces the uncertainty in cause effect relationships achieving a desired outcome. These consist of;
 hardware, namely a tool that embodies a particular technology
 And, software the knowledge base for the tool.

4

Characteristics of Innovation – adoption rates
Rates of adoption of an innovation are determined by; 





Relative advantage
Compatibility
Complexity
Trialability
Observability

5

Main Elements of Diffusion – communication channels
1.
2.
3.
4.

An innovation
Channels of communication
The spread and speed of the idea over time
The social network and individuals who influence the spread of the idea

Mass media creates knowledge of an innovation but interpersonal communication is the best influence on its adoption.

6

Channels of communication

Mass media creates knowledge of an innovation but interpersonal communication is the best influence on its adoption.



Evaluation is seldom scientific but based on subjective experience And importantly peer-experience, the terms heterophily and homophily help describe this phenomena

Lobbyists are often used because they are homophilious with the adopters.

7

Main Elements of Diffusion - spread
1.
2.
3.
4.

An innovation
Channels of communication
The spread and

You May Also Find These Documents Helpful

  • Good Essays

    Diffusion of Innovation

    • 715 Words
    • 3 Pages

    DIFFUSION OF INNOVATION TO DEVELOP STRATEGIES TARGETED TO THE ADOPTERS CATAGORIES ABSTRACT In this discussion, company dealing with the diffusion of innovation, which how can a new product/service absorbed by the market on the basis of time, social system, distribution and price. Specifically, dealing with the consumers which adopt an innovation. According to the adaptation, consumers are classified into the five categories which are innovators, early adopter, early majority…

    • 715 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Diffusion of Innovations

    • 6587 Words
    • 27 Pages

    – TOJET April 2006 ISSN: 1303-6521 volume 5 Issue 2 Article 3 DETAILED REVIEW OF ROGERS’ DIFFUSION OF INNOVATIONS THEORY AND EDUCATIONAL TECHNOLOGY-RELATED STUDIES BASED ON ROGERS’ THEORY Ismail SAHIN Iowa State University The process of adopting new innovations has been studied for over 30 years, and one of the most popular adoption models is described by Rogers in his book, Diffusion of Innovations (Sherry & Gibson, 2002). Much research from a broad variety of disciplines has used the model…

    • 6587 Words
    • 27 Pages
    Good Essays
  • Good Essays

    Diffusion of Innovation

    • 1697 Words
    • 7 Pages

    The Anderson School at UCLA POL 2002-05 Numbers 101: The Diffusion of Innovations Copyright © 2002 by Richard Rumelt. This technical note is a quick introduction to the use of diffusion models in forecasting. We use diffusion models in cases where an innovation diffuses through a population. In this note we focus on the simplest diffusion model: the logistic model. This model produces the familiar “S” curve in which a period of rapid acceleration is followed by deceleration and, finally…

    • 1697 Words
    • 7 Pages
    Good Essays
  • Powerful Essays

    Diffusion of Innovations

    • 4302 Words
    • 18 Pages

    Diffusion of innovations From Wikipedia, the free encyclopedia Jump to: navigation, search The diffusion of innovations according to Rogers. With successive groups of consumers adopting the new technology (shown in blue), its market share (yellow) will eventually reach the saturation level. In mathematics the S curve is known as the logistic function. Diffusion of Innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. Everett…

    • 4302 Words
    • 18 Pages
    Powerful Essays
  • Good Essays

    Diffusion Of Innovations

    • 476 Words
    • 2 Pages

    The change adoption process outlined in the Mechanisms of Diffusion of Innovations theory applies to the movie through Joy accepting Sadness as a valid and useful member of the organization. Joy appears to go through the process twice. The process has five stages of Knowledge, Persuasion, Decision, Implementation, and Confirmation. The opening scene of the movie introduced all the emotions or the members of the organization that made up Riley. Immediately, Joy processes Knowledge, Persuasion and…

    • 476 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Diffusion of Innovation

    • 601 Words
    • 3 Pages

    Why is diffusion of innovation and technology important? When I think of diffusion of innovation and technology, I think of evolution or how a product, idea or theory goes from a thought in someone’s mind to an actual working process and then through time develops into better products to meet society’s needs and wants. Many times certain societies have a special trait, characteristic or ability that enables them to be great at certain types of technology or maybe they produce certain products that…

    • 601 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Diffusion of Innovation

    • 1914 Words
    • 8 Pages

    “Diffusion of Innovations” Assignment Ya-Chuen,Yu (Jessica) 11/18/2012 Consumer Behavior MKT620 Term 1 2012-2013 I certify that I am the author of this assignment. Any assistance I received in its preparation is fully acknowledged and disclosed within this document. I certify that I have not received help from any unauthorized persons. I have cited any and all sources, both print and electronic, from which I have used data, ideas, or words, either quoted or paraphrased. My…

    • 1914 Words
    • 8 Pages
    Powerful Essays
  • Powerful Essays

    Diffusion in Innovations Submitted to Dr. Darrell Whiteman in partial fulfillment of the requirements for the course ME 8000-9000 Missiological Anthropology and Cultural Change at Trinity Evangelical Divinity School Deerfield, Illinois October 2013 An innovation is “an idea, practice, or object that is perceived as new by an individual or another unit of adoption” (Rogers 306-3071). Is the Gospel an innovation or is it an ongoing active work…

    • 2676 Words
    • 11 Pages
    Powerful Essays
  • Powerful Essays

    I had no idea what to expect for our curriculum. Discovering the process of influencing others and group choice has been enlightening for us as a class. Actually, Diffusion of Innovation Theory, which was developed by Rogers in 1962, is one of the oldest social science theories. Diffusion of Innovations seeks to explain how innovations and social changes are taken up with a segmented group of people. Through knowledge and application of research-based theories, we have grown to understand the different…

    • 1564 Words
    • 7 Pages
    Powerful Essays
  • Good Essays

    study denotes the importance of integrating the compatibility construct within technology acceptance models as well as its confounding results in doing so. Rogers (1962) was the first one to introduce and define the term compatibility in his Innovation Diffusion Theory. “Compatibility assesses the extent of congruence between a new technology and various aspects of the individual and the situation in which the technology will be utilized” (Karahanna et al., 2006, p. 782). Diverse studies identified…

    • 1503 Words
    • 7 Pages
    Good Essays