Diffusion of Innovations

Theory
The process of how new ideas are communicated among people
in social system over time
Dvorak keyboard
◦ More efficient, easier
◦ Why do we still use QWERTY keyboard?

Why not diffuse?

1.Innovation itself
2. Information about innovation
communicated through channels
3. Diffusion is a process that unfolds over
time
4. Diffusion occurs in specific social system

Four key elements

“Idea, practice, or process perceived as new”
◦ newness means higher uncertainty
◦ high uncertainty shapes adoption process
Not always “good” idea
◦ “Bad” ideas can also be an innovation
◦ “Good” ideas for one can be “bad” for another!
Innovation’s perceived characteristics key

1. Innovation itself
Relative advantage (more the better)
◦ Most important set of innovation qualities
◦ Broad category that encompasses many aspects
Relative complexity (less the better)
Compatibility (more the better)
Reliability (more the better)
Observability/Trialability (more the better)
Familiarity (more the better)

Innovation Characteristics
Mass media (often used)
Interpersonal (can be more effective than
mass)
Similar others most effective at persuasion
Change agent/opinion leader can be dissimilar,
leads to diffusion problems

2. Info through channels

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)

3. Diffusion occurs over time

 1. 2. 3. 4. 5.

Knowledge Persua Decision Implemen Confirm

sion/ tation -ation
Evalua (?)
tion

- Rel Adv Reinvention

- Rel Complexity
- Compatibility
- Relability

Adoption-Decision Steps
- Observability
 Have you adopted a fitness innovation?
Consider the steps you took …

Adoption example
 100%

%
Adop-
tion

Takeoff

Diffusion (“S”) Curve

Time
 100%

DVDs? TV?

% Cable TV?

Adop-
tion

Videodiscs?

Many possible curves!

Time
1. “Innovators” = venturesome
◦ First to adopt, not usually influential
2. “Early adopters” = progressive
◦ Key to observability, takeoff
3. “Early majority” = deliberate
4. “Late majority” = skeptical
5. “Laggards” = traditional
◦ Can become innovators over time!

Innovation Adopter Categories

Norms, practices of culture affect process
◦ Ignoring them could lead to failure
◦ Understanding them key to success
Key: Identify system’s opinion leaders
Opinion leaders can be change agents

4. Occurs in a social system

Describes how social systems deal with new
ideas (including new technologies)
Provides framework for analyses to inform
effective programs/campaigns/strategies
Can be used to encourage or discourage
adoption of innovations
Can be used to explain successes and failures
of innovations

Utility of DIT