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Diffusion of Innovations (Rogers)
 

Diffusion of Innovations (Rogers)

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Presentation for doctoral course.

Presentation for doctoral course.

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    Diffusion of Innovations (Rogers) Diffusion of Innovations (Rogers) Presentation Transcript

    • DIFFUSION OFINNOVATIONS (Rogers, 3rd ed.)
    • Key concepts • change agency • social system • homophily • opinion leadership
    • Characteristics of innovation 1. relative advantage 2. compatibility 3. complexity 4. trialability 5. observability
    • Research streams 1. anthropology 2. early sociology 3. rural sociology 4. education 5. public health and medical sociology 6. communication 7. marketing 8. geography 9. general sociology
    • Adopter categories 1. innovators 2. early adopters 3. early majority 4. late majority 5. laggards (shorthand)
    • adoption (S-curve)
    • Distribution of adopter types
    • Adoption decisions adopt/reject (passive, active) dissonance? re-invention discontinuance
    • The innovativeness-needs paradox
    • Rate of innovation adoption
    • Praise • useful conceptualization (e.g. innovator types, rate of adoption, diffusion) • repetition • easy to read
    • Critique 1. definition of innovation? 2. adopter classification is arbitrary (story of organic farmer) 3. empirical focus on closed social systems (e.g. villages) 4. pro-innovation bias (financial ”innovations”, drugs) 5. what about innovations that achieve incomplete diffusion? (s- curve)
    • Thanks! joni.salminen@tse.fi