Diffusion of Innovations

Source: Dupont. Retrieved from http://bit.ly/idlZy1

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.

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.)

What is Innovation?

“Innovation is the specific instrument...

that endows resources with a new capacity to

create wealth”

—Peter Drucker

Who are Innovators?

What are Innovations?

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?

Characteristics of an Innovation

• Relative Advantage

• Compatibility

• Complexity

• Trialability

• Observability

Relative AdvantageThe degree to which an innovation

is perceived as better than its predecessor.

CompatibilityThe degree to which an innovation

is perceived as being consistent with existing values, past experiences and needs of potential adopters.

ComplexityThe degree to which an innovation

is perceived as being easy or difficult to adopt.

TrialabilityThe degree to which an innovation

may be experimented with prior to adoption.

ObservabilityThe degree to which the benefits (+ and -)

of an innovation are visible to others.

Innovation DecisionProcess

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.

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

Adoption Curve

2.5% 13.5% 34% 34% 16%