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Technology Change - Diffusion
Technology Change - Diffusion
Technology Change - Diffusion
Anil Gupte
What is Diffusion?
is the process by which an Innovation or Technology is propagated through certain channels over time among the units of a system
Dynamics of Diffusion
Propagation Channels Time System S-Curve of Diffusion
Number of users
Stage 1
Time
Stage 2 Stage 3 Stage 4
Number of Users
Time
Critical Mass
The point at which acceptance begins to speed up Has to be achieved within a time frame Economies of scale are sufficient to lower costs
Adopters
Opinion Leaders
Comparison of Adopters
Factor
Socio-Economic Status Personality Variables
Empathy Rationality Abstraction Risk Propensity
Opinion Leaders
High High
Low Low
Communication Behavior
Number of users
Innovators
Stage 1
Time
Stage 3 Stage 4
Laggards
Opinion Leader
is an early adopter is an active media user interprets the meaning of media messages or content for lower-end media users is held in high esteem by those that accept his or her opinions may have a high social standing