Rogers Chapter 1: Diffusion of Innovations

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Rogers Chapter 1 Diffusion of Innovations

• Linda Rochford
• UMD
• Labovitz School

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Introduction

• Definitions and concepts
• Case studies
• Questions about the case studies

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Definitions and Concepts

• Diffusion process by which an innovation is
  communicated over time among members of a social
  system. A type of social change.
• Communication process of creating and sharing
  information to reach a mutual understanding
• Innovation idea, practice, or object perceived
  as new by an individual or other unit of adoption

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Innovation?
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Innovation?
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Innovation?
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Rate of diffusion
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Definitions and Concepts

• Information of two types
• Software information-What is the innovation? How
  does it work? Why does it work?
• Innovation evaluation information-What are the
  innovations consequences? What will its
  advantages and disadvantages be for me?

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Innovation Characteristics

• Relative advantage
• Compatibility
• Complexity
• Trialability
• Observability
• Re-invention potential

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Communication Channels

• Mass media versus interpersonal
• Heterophily among individuals
• More effective among homophilous
  individuals--near peers
• Participants are usually very heterophilous
  (change agents and target group, differences
  across adopter categories).

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Innovation Decision Process

• Knowledge
• Persuasion
• Decision
• Implementation
• Confirmation
• Process yields adoption, nonadoption or
• discontinuance

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Innovativeness and Adopter Categories

• Innovators
• Early adopters
• Early majority
• Late majority
• Laggards

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Innovativeness and Adopter Categories

• Rate of Adoption follows an S shaped curve
• Social SystemInterrelated units engaged in joint
  problem solving to accomplish a common goal.
• Rank or status among members
• Communication structure
• System norms
• Opinion leaders and change agents

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Types of Innovation Decisions

• Optional-innovation decisions
• Collective-innovations decisions
• Authority-innovation decisions
• Contingent-innovation decisions