The Diffusion and Adoption of Innovations A Quick Summary of ‘The Diffusion of Innovations’ by Everett Rogers or ‘Really, all you need to know about innovation diffusion and adoption was written over 50 years ago (and updated a few times since then)’ Dr. David J. Walczyk (c) Dr. David J. Walczyk
Diffusion of innovation made simple. A condensed and applied summary of ‘The Diffusion of Innovations’ by Everett Rogers. A presentation I've given many times!
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The Diffusion and Adoption of Innovations
A Quick Summary of ‘The Diffusion of Innovations’ by Everett Rogers
or
‘Really, all you need to know about innovation diffusion and adoption was written over 50 years ago
(and updated a few times since then)’
Dr. David J. Walczyk
(c) Dr. David J. Walczyk
Sections: 1. Overview of technological diffusion 2. Stages in the innovation-decision making process 3. Attributes of innovations and their rates of adoption 4. Adopter categories 5. Putting it all together: the innovation process is an organization
(c) Dr. David J. walczyk
1. Overview of technological diffusion
(c) Dr. David J. walczyk
A process by which: 1. any innovation 2. is diffused through certain channels and then adopted 3. over time 4. among the members of a social system (for instance a
culture, a subculture, an organization)
- What is an innovation?- Examples?
What is technological diffusion?
(c) Dr. David J. walczyk
The elements of technological diffusion: 1. the innovation 2. communication channels 3. time 4. the social system (people and the organization)
Lets look at the characteristics of the first element in detail…
(c) Dr. David J. walczyk
Characteristics of the innovation that relate todiffusion and adoption: 1. Relative advantage 2. Compatibility 3. Complexity 4. Trialability 5. Observability
(c) Dr. David J. walczyk
Relative advantage: degree to which an innovation is perceivedas better than the technology it supersedes.
Measured in?
(c) Dr. David J. walczyk
Compatibility: the degree to which an innovation is perceivedas being consistent with existing values, past experiences,
and needs of potential adopters.
How much change is required…
Examples?
(c) Dr. David J. walczyk
Complexity: The degree to which an innovation is perceivedas being easy or difficult to adopt.
Examples?
(c) Dr. David J. walczyk
Trialability: the degree to which an innovation may beexperimented with prior to adoption
Why important?
(c) Dr. David J. walczyk
Observability: the degree to which the benefits (+ and -) arevisible to others
Examples?
(c) Dr. David J. walczyk
2. Stages in the innovation-decision making process
(c) Dr. David J. walczyk
Innovation-decision process: an information-seeking andinformation-processing activity in which an individual is
motivated to reduce uncertainty with the advantages anddisadvantages of the innovation
Examples?
(c) Dr. David J. walczyk
Steps in the innovation-decision process: 1. knowledge 2. persuasion 3. decision 4. implementation 5. confirmation
Lets look at each step in detail…
(c) Dr. David J. walczyk
Knowledge: when an individual (or other decision-makingunit) is exposed to an innovation’s existence and gains anunderstanding of how it functions
Examples?
(c) Dr. David J. walczyk
Persuasion: when an individual (or other decision-makingunit) forms a favorable or unfavorable attitude towardsthe innovation
Examples?
(c) Dr. David J. walczyk
Decision: when an individual (or other decision-makingunit) engages in activities that lead to a choice to adoptor reject the innovation
Examples?
(c) Dr. David J. walczyk
Implementation: when an individual (or other decision-makingunit) puts a new technology to use
Examples?
(c) Dr. David J. walczyk
Confirmation: when an individual (or other decision-makingunit) seeks to reinforce or revoke (reject) an innovation-decision
Examples?
(c) Dr. David J. walczyk
Two types of innovation rejection:Active – consideration and then rejectionPassive – no consideration and no adoption