1 Chapter 7 Diffusion of Innovations

2 Diffusion “The process by which an innovation is communicated through certain channels over time among the members of a social system” Innovation: “an idea, practice, or object perceived as new by an individual or other unit of adoption”

3 Everett Rogers Diffusion of Innovations (1995) All the studies involved: An innovation Communication between two people A society or community setting The element of time His theory states that an innovation spreads throughout society in a predictable pattern.

4 The Adopter Categories “the classifications of individuals within a social system on the basis of innovativeness” Innovators Early adopters Early majority Late majority Laggards

5 Innovators Venturesome and ready to try new things Their social relationships tend to be more cosmopolitan than others

6 Early Adopters Produce the most opinion leaders Are sought out for information about new innovations Their advice is valued Respected for their willingness to try new innovations

7 Early Majority Includes people who do not wish to be the first to adopt new ideas Prefer to deliberate before making a decision They legitimate an innovation.

8 The Late Majority Skeptical Cautious about the benefits of adopting the new idea Wait until the rest of the community has adopted it first Peer pressure may be a motivator Economic necessity

9 The Laggards Last to adopt Tied to the past Traditional Reluctant to try new things

10 Origin of the Diffusion of Innovations Theory Based upon theories of Gabriel Tarde, a 19 th century French legal scholar and sociologist Laws of Imitation (1903) Introduced opinion leadership

11 Conceptual Roots Imitation is essential to diffusion Firmly rooted in psychology Social learning theory Symbolic modeling

12 Diffusion Process Learn about innovation Adopt innovation or perform new behavior Interact with others in a social network and either encourage them to adopt new behavior or confirm your own decision to adopt the behavior

13 Diffusion Process: Learning About the Innovation Symbolic modeling is most common source of influence Innovations that are difficult to understand take longer to be adopted May learn about new innovation through: Television Newspaper Interpersonal contacts

14 Diffusion Process: Adoption of the Innovation Incentives to adopt new innovations: Many benefits Self-efficacy Status symbol Individual values and perceptions of self Easy to test before adopting

15 Diffusion Process: Developing Social Networks After Adoption Interpersonal communication among casual acquaintances allows people to learn of innovations

16 The Diffusion and Adoption Process Knowledge People become aware of new idea Persuasion Individual weighs advantages Decision Final decision of adoption or rejection Confirmation Seek validation and evaluate consequences

17 Important Diffusion Studies Wissler’s Study of Diffusion of Horses among Plains Indians The introduction of horses disrupted the peaceful existence of the Plains Indians The Iowa Hybrid Corn Seed Study Farmers had been slow to adopt the hybrid seed corn because it was relatively expensive Diffusion of News Studies News diffused much more rapidly than other innovations.

18 Current and Future Diffusion Research News diffusion from either broadcast or print media or both AIDS-related diffusion Family planning promotion Continued use of diffusion research for solutions to practical problems Employ additional theories to aid the study of diffusion