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Diffusion of Innovations
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Source: Dupont. Retrieved from http://bit.ly/idlZy1
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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.
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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.)
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What is Innovation?
“Innovation is the specific instrument...
that endows resources with a new capacity to
create wealth”
—Peter Drucker
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Who are Innovators?
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What are Innovations?
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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?
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Characteristics of an Innovation
• Relative Advantage
• Compatibility
• Complexity
• Trialability
• Observability
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Relative AdvantageThe degree to which an innovation
is perceived as better than its predecessor.
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CompatibilityThe degree to which an innovation
is perceived as being consistent with existing values, past experiences and needs of potential adopters.
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ComplexityThe degree to which an innovation
is perceived as being easy or difficult to adopt.
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TrialabilityThe degree to which an innovation
may be experimented with prior to adoption.
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ObservabilityThe degree to which the benefits (+ and -)
of an innovation are visible to others.
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Innovation DecisionProcess
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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.
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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
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Adoption Curve
2.5% 13.5% 34% 34% 16%