Diffusion of Innovations Theory Tyra JanssonTyra Jansson H571 Principles of Health BehaviorH571 Principles of Health Behavior
Diffusion of Innovations Theory
Adopter Categories Adopter Categories Diffusion Theory Diffusion Theory Innovation Innovation Key characteristics of successful innovations Key characteristics of successful innovations Communication Channels Communication Channels Media Media Interpersonal Interpersonal Time Time Innovation-decision process Innovation-decision process Social System Social System
Diffusion of Innovations Theory
Innovators Innovators Early Adopters Early Adopters Early Majority Early Majority Late Majority Late Majority Laggards Laggards Adopter Categories
Diffusion of Innovations Theory
S-shaped diffusion curve S-shaped diffusion curve Adopter Categories
Diffusion of Innovations Theory
Diffusion – “The process by which an innovation is communicated through certain channels over time among members of a social system.” Diffusion – “The process by which an innovation is communicated through certain channels over time among members of a social system.” Diffusion of Innovations Theory
Diffusion – “The process by which an innovation is communicated through certain channels over time among members of a social system.” Diffusion – “The process by which an innovation is communicated through certain channels over time among members of a social system.” Diffusion of Innovations Theory
Innovation Innovation Communication Channels Communication Channels Media, Interpersonal Media, Interpersonal Time Time Innovation-decision process Innovation-decision process Social system Social system Diffusion of Innovations Theory
Innovation – “An idea, practice, or object that is perceived as new by an individual or other unit of adoption.” Innovation
Perception New in context Practices Policies Products Concepts Innovation
Key characteristics of successful innovations Characteristics thought about before adoption Characteristics that apply during adoption Characteristics that apply after adoption Key Characteristics
Key characteristics of successful innovations Characteristics thought about before adoption Compatibility Communicability Impact on social relations Relative advantage Reversibility Risk and uncertainty level Trialability Key Characteristics
Key characteristics of successful innovations Characteristics that apply during adoption Complexity Time Key Characteristics
Key characteristics of successful innovations Characteristics that apply after adoption Commitment Modifiability Observability Key Characteristics
Five main characteristics Relative advantage Compatibility Complexity Trialability Observability Key Characteristics
Media Spread awareness Knowledge Facilitate interpersonal communication Communication Channels
Interpersonal “Subjective evaluation” May not be intentional Behavior/product modeling Results of adoption of the innovation Behavior is contagious Communication Channels
Interpersonal Homophily Change Agents Communication Channels
Time Differing amounts needed Innovation-decision process Knowledge Persuasion Decision Implementation Confirmation Time
Innovation-decision process Knowledge Perceived need or want for innovation Awareness “How-to” knowledge Principles knowledge Time
Innovation-decision process Knowledge Persuasion Need to develop positive attitude toward innovation Through “innovation- evaluation information” Peer influence Time
Innovation-decision process Knowledge Persuasion Decision When people decide to accept or reject an innovation. Low vs. high commitment. Time
Innovation-decision process Knowledge Persuasion Decision Implementation Time
Innovation-decision process Knowledge Persuasion Decision Implementation Confirmation Commitment Reinforcement Time
Communication Structures Formal/informal Homophily Opinion leaders Social System
Follow the leader Peer influence Homophily Key components Innovation Communication Channels Time Social System Relative advantage, compatibility, complexity, trialability, observability Diffusion of Innovations Theory