diffusion of innovation


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diffusion of innovation

  1. 1. The Change Agent Diffusion of Innovations Chapter 9
  2. 2. Highlights • Targeting • Change Agents as Linkers • Factors in Change Agent Success • Communication Campaigns • Homophily and Change Agent Contact • The Use of Opinion Leaders • Client’s Evaluative Ability • Centralized and Decentralized Diffusion Systems • Advantages and Disadvantages of Decentralized Diffusion
  3. 3. Summary • This chapter defines change agent • lists the two main problems faced by change agents and the seven roles of the change agent. • The chapter also lists eight generalizations related to an agent’s success in securing the adoption of innovations by clients. • Information on centralized and decentralized diffusion is also provided. • Two main problems faced by change agents: • Their social marginality, due to their position midway between a change agency and their client system • Information overload, the state of an individual or a system in which excessive communication inputs cannot be processed and used, leading to breakdown).
  4. 4. Seven roles of the change agent: •Develop a need for change on the part of clients •Establish an information-exchange relationship •Diagnose problems •Create an intent to change in the client •Translate intention into action •Stabilize adoption and prevent discontinuance •Achieve a terminal relationship with clients
  5. 5. Eight generalizations •Extent of the change agent’s effort in contacting clients •A client orientation, rather than a change agency orientation •Degree to which the diffusion program is compatible with clients’ needs •Change agent’s empathy with clients •His or her homophily with clients •Credibility in the clients’ eyes •Extent to which he or she works through opinion leaders •Increasing clients’ ability to evaluate innovations
  6. 6. Targeting Targeting is the process of customizing the design and delivery of a communication program based on the characteristics of an intended audience (Dearling et al., 1996). Diffusion of Innovations Chapter 9 Page 367
  7. 7. Change Agents… http://www.youtube.com/watch?v=93ATKY2g2YA
  8. 8. Communication Campaigns The term derives from military origins and from Latin meaning “to go to the field”. Military terminology, like “target”, for example, still is utilized in describing campaigns. So a campaign is purposive, intended to bring about certain specific effects.” Diffusion of Innovations Chapter 9 pp 378-379
  9. 9. Change Agents… http://www.youtube.com/watch?v=FFxOEBTPzoA&feature=results_ma in&playnext=1&list=PL950F973150855EEA
  10. 10. The Use of Opinion Leaders Opinion Leadership is the degree to which an individual is able to influence other individuals’ attitudes or overt behavior in a desired way with a relatively high frequency. Diffusion of Innovations Chapter 9 Page 388
  11. 11. More on Opinion Leaders… http://www.youtube.com/watch?v=tUE84Y22eUg
  12. 12. Rogers states, “Change agents usually posses a high degree of expertise regarding the innovations that are being diffused. Change agency personnel may have a Ph.D…. Their superior know-how actually poses a barrier making it difficult for them to communicate directly with clients.” Diffusion of Innovations Chapter 9 Page 368 How do you feel about the above comments?
  13. 13. What can change do for you? http://www.youtube.com/watch?v=UF8uR6Z6KLc