diffusion of innovation
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diffusion of innovation diffusion of innovation Presentation Transcript

  • 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 Advantage The degree to which an innovation is perceived as better than its predecessor.
  • Compatibility The degree to which an innovation is perceived as being consistent with existing values, past experiences and needs of potential adopters.
  • Complexity The degree to which an innovation is perceived as being easy or difficult to adopt.
  • Trialability The degree to which an innovation may be experimented with prior to adoption.
  • Observability The degree to which the benefits (+ and -) of an innovation are visible to others.
  • Innovation Decision Process
  • 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 Uncertainty Reduction 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%