Diffusion of Innovations
Source: Dupont. Retrieved from http://bit.ly/idlZy1
What is Diffusion?The spreading of something more widely.
(photography, theatre, media)
The action of spreading the light from a light source evenly so as to reduce glare or harsh shadows.
(anthropology)
The dissemination of elements of culture to another region or people.
What is Diffusion of Innovations?
A process by which
any innovation
is diffused through certain channels
and then adopted over time
among members of a social system
(e.g., a culture, a subculture, an organization, etc.)
What is Innovation?
“Innovation is the specific instrument...
that endows resources with a new capacity to
create wealth”
—Peter Drucker
Who are Innovators?
What are Innovations?
What is Innovation?Simply...
A new idea,
A new method,
A new product,
etc.
How’s this different from an invention? Something, typically a process or device, that has been created or designed?
Characteristics of an Innovation
• Relative Advantage
• Compatibility
• Complexity
• Trialability
• Observability
Relative AdvantageThe degree to which an innovation
is perceived as better than its predecessor.
CompatibilityThe degree to which an innovation
is perceived as being consistent with existing values, past experiences and needs of potential adopters.
ComplexityThe degree to which an innovation
is perceived as being easy or difficult to adopt.
TrialabilityThe degree to which an innovation
may be experimented with prior to adoption.
ObservabilityThe degree to which the benefits (+ and -)
of an innovation are visible to others.
Innovation DecisionProcess
Stages
Knowledge
Persuasion
Decision
Implementation
Confirmation
One is exposed to an innovation’s existence and gains an understanding of how it functions.
One forms a favorable or unfavorable attitude toward the innovation.
One engages in activities that lead to a choice to adopt or reject.
One put an innovation to use.
One seeks reinforcement of their decision.
Innovation-Decision Process
Knowledge
Mass Media
Selective Exposure
Selective Perception
Persuasion
Interpersonal
Attitude
Decision
UncertaintyReduction
Adoption
Rejection
Perceived Characteristics of Innovation
Implementation
Institutionalization
Re-invention
Confirmation Dissonance
Continued Adoption
Discontinuance
Replacement
Disenchantment
Later Adoption
Continued Rejection
Dissonance
Adoption Curve
2.5% 13.5% 34% 34% 16%