Diffusion of Innovations Overview

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Diffusion of Innovations Overview

  1. 1. Diffusion ofInnovations
  2. 2. Source: Dupont. Retrieved from http://bit.ly/idlZy1
  3. 3. 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.
  4. 4. 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.)
  5. 5. What isInnovation? “Innovation is the specific instrument...that endows resourceswith a new capacity to create wealth” —Peter Drucker
  6. 6. Who are Innovators?
  7. 7. What are Innovations?
  8. 8. 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?
  9. 9. Characteristicsof an Innovation • Relative Advantage • Compatibility • Complexity • Trialability • Observability
  10. 10. Relative Advantage The degree to which an innovationis perceived as better than its predecessor.
  11. 11. Compatibility The degree to which an innovationis perceived as being consistent with existing values, past experiences and needs of potential adopters.
  12. 12. Complexity The degree to which an innovationis perceived as being easy or difficult to adopt.
  13. 13. Trialability The degree to which an innovationmay be experimented with prior to adoption.
  14. 14. ObservabilityThe degree to which the benefits (+ and -) of an innovation are visible to others.
  15. 15. Innovation Decision Process
  16. 16. Stages One is exposed to an innovation’s existenceKnowledge and gains an understanding of how it functions.Persuasion One forms a favorable or unfavorable attitude toward the innovation. Decision One engages in activities that lead to a choice to adopt or reject.Implementation One put an innovation to use.Confirmation One seeks reinforcement of their decision.
  17. 17. Innovation-Decision Process Re-invention Continued Institutionalization Adoption Perceived Adoption Implementation Confirmation Dissonance Characteristics of Innovation Discontinuance Knowledge Persuasion Decision Replacement Disenchantment Mass Media Interpersonal UncertaintySelective Exposure Attitude ReductionSelective Perception Later Adoption Rejection Dissonance Continued Rejection
  18. 18. Adoption Curve2.5% 13.5% 34% 34% 16%

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