Diffusion of Innovations Theory

Tyra Jansson

H571 Principles of Health Behavior

Diffusion of Innovations Theory

Diffusion of Innovations Theory

• Adopter Categories

• Diffusion Theory• Innovation

• Key characteristics of successful innovations• Communication Channels

• Media• Interpersonal

• Time• Innovation-decision process

• Social System

Diffusion of Innovations Theory

Diffusion of Innovations Theory

• Innovators•Early Adopters•Early Majority•Late Majority•Laggards

Adopter Categories

Adopter Categories

Diffusion of Innovations Theory

•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 of Innovations Theory

•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 •Communication Channels•Media, Interpersonal

•Time• Innovation-decision process

•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

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