1. Diffusion of Innovations Theory Tyra JanssonTyra Jansson H571 Principles of Health BehaviorH571 Principles of Health Behavior

2. Diffusion of Innovations Theory

3. 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

4. Diffusion of Innovations Theory

6. Innovators Innovators Early Adopters Early Adopters Early Majority Early Majority Late Majority Late Majority Laggards Laggards Adopter Categories

8. Diffusion of Innovations Theory

9. S-shaped diffusion curve S-shaped diffusion curve Adopter Categories

10. Diffusion of Innovations Theory

11. 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

12. 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

13. 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

14. Innovation – “An idea, practice, or object that is perceived as new by an individual or other unit of adoption.” Innovation

15. Perception New in context Practices Policies Products Concepts Innovation

16. Key characteristics of successful innovations Characteristics thought about before adoption Characteristics that apply during adoption Characteristics that apply after adoption Key Characteristics

17. 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

18. Key characteristics of successful innovations Characteristics that apply during adoption Complexity Time Key Characteristics

19. Key characteristics of successful innovations Characteristics that apply after adoption Commitment Modifiability Observability Key Characteristics

20. Five main characteristics Relative advantage Compatibility Complexity Trialability Observability Key Characteristics

21. Media Spread awareness Knowledge Facilitate interpersonal communication Communication Channels

22. Interpersonal “Subjective evaluation” May not be intentional Behavior/product modeling Results of adoption of the innovation Behavior is contagious Communication Channels

23. Interpersonal Homophily Change Agents Communication Channels

24. Time Differing amounts needed Innovation-decision process Knowledge Persuasion Decision Implementation Confirmation Time

26. Innovation-decision process Knowledge Perceived need or want for innovation Awareness “How-to” knowledge Principles knowledge Time

27. Innovation-decision process Knowledge Persuasion Need to develop positive attitude toward innovation Through “innovation- evaluation information” Peer influence Time

28. Innovation-decision process Knowledge Persuasion Decision When people decide to accept or reject an innovation. Low vs. high commitment. Time

29. Innovation-decision process Knowledge Persuasion Decision Implementation Time

30. Innovation-decision process Knowledge Persuasion Decision Implementation Confirmation Commitment Reinforcement Time

31. Communication Structures Formal/informal Homophily Opinion leaders Social System

32. Follow the leader Peer influence Homophily Key components Innovation Communication Channels Time Social System Relative advantage, compatibility, complexity, trialability, observability Diffusion of Innovations Theory