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...
What is Diffusion of
Innovations?
A process by which
any innovation
is diffused through certain channels
and then adopted ...
What is
Innovation?
“Innovation is the
specific instrument...
that endows resources
with a new capacity to
create wealth”
—...
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?
Someth...
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 an...
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 u...
Innovation-Decision Process
Knowledge
Mass Media
Selective Exposure
Selective Perception
Persuasion
Interpersonal
Attitude...
Adoption Curve
2.5% 13.5% 34% 34% 16%
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diffusion of innovation

  1. 1. Diffusion of Innovations
  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 is Innovation? “Innovation is the specific instrument... that endows resources with 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. Characteristics of an Innovation • Relative Advantage • Compatibility • Complexity • Trialability • Observability
  10. 10. Relative Advantage The degree to which an innovation is perceived as better than its predecessor.
  11. 11. Compatibility The degree to which an innovation is perceived as being consistent with existing values, past experiences and needs of potential adopters.
  12. 12. Complexity The degree to which an innovation is perceived as being easy or difficult to adopt.
  13. 13. Trialability The degree to which an innovation may be experimented with prior to adoption.
  14. 14. Observability The degree to which the benefits (+ and -) of an innovation are visible to others.
  15. 15. Innovation Decision Process
  16. 16. 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.
  17. 17. 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
  18. 18. Adoption Curve 2.5% 13.5% 34% 34% 16%

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