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 isInnovation? “Innovation is the speciﬁc instrument...that endows resourceswith a new capacity to create wealth” —Peter Drucker
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.
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