3. Rate of Adoption
• The relative speed it takes individuals or units to adopt an
innovation.
4. Rate of Adoption cont.
• Measured by the number of adoptions that occur during a
specified period
• Numerical indicator of the adoption curve.
• Attributes of an innovation are important to the rate of
adoption
5. Attributes and Rate of Adoption
• 1. Relative Advantage
• Positively related to rate of adoption
• 2. Compatibility
• Positively related to rate of adoption
• 3. Complexity
• Negatively related to rate of adoption
• 4. Trialability
• Positively related to rate of adoption
• 5. Observability
• Positively related to rate of adoption
6. Cost
• Tied with relative advantage
• Could be positive or negative to rate of adoption
• Closely related to culture (social system)
• Generally, associated with value (compatibility)
• Attitude toward cost can change with trialability/observability