This document discusses the principles of diffusion, which is the process by which an innovation or idea spreads through a population over time. It defines diffusion as the spread of an innovation or cultural trait and outlines several key characteristics that influence how quickly and widely an innovation will diffuse, including how complex it is, how much of an advantage it provides, and whether it can be tested on a small scale first. The document then provides questions to guide an analysis of how shoe manufacturers used these diffusion principles to market expensive athletic shoes, such as who the early and later adopters were and which communication channels they used.

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How do
Ideas spread?

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• Describe basic principles
of diffusion.
• Explain how businesses
have used principles of
diffusion to disseminate
products or ideas.
Objectives: Students will be able to:

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THE SPREAD OF

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N an innovation
THE SPREAD OF

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a cultural trait
THE SPREAD OF
an innovation

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THE SPREAD OF
an innovation
a cultural trait

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THE SPREAD OF
an innovation
a cultural trait

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Characteristics of Diffusion
a. Simple innovations will diffuse faster than complex
ones.
b. Innovations that fit into the existing social and
technological context will diffuse faster than those that do
not.
c. Innovations that can demonstrate a relative advantage
will diffuse faster than those that do not.
d. Innovations that can be tried on a small scale will
diffuse faster than those that require a substantial initial
commitment.
e. Complex innovations often change as they diffuse.

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a. Diffusion will be most successful from someone of
greater or equal social status. (Opinion leaders)
b. Diffusion is linked with the effort of the diffuser.
c. Migrations can spread cultural traits such as language
and natural phenomena such as diseases.
Characteristics of Diffusion

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a. Adopters must see the innovations as meeting their
needs or wants better than alternatives.
b. Adopters must have the resources to adopt the
diffusion
c. Adoption is often linked with a previous positive
adoption by a friend or acquaintance.
d. The adoption decision will be evaluated from the
perception of the adopter.
Characteristics of Diffusion

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a. Diffusion will, in general, be proportional to the
frequency and strength of communication between
diffusers and potential adopters.
b. Diffusions will often diffuse to places that are close,
before they diffuse to places that are distant, and to
similar places before dissimilar places.
c. Both physical and cultural barriers can halt or slow the
spread of an innovation.
Characteristics of Diffusion

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a. Because culture is integrated, the diffusion of an
innovation often has unanticipated consequences in the
society.
Characteristics of Diffusion

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“How did shoe manufacturers
use the principles of diffusion
to market expensive athletic shoes?”
Innovation:
What were the characteristics
of the innovation that
either helped or hindered its
diffusion?

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Diffusers:
Who were the people
who had the most influence
on the adoption decision?
How were they effective?
“How did shoe manufacturers
use the principles of diffusion
to market expensive athletic shoes?”

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Adopters:
What was the initial audience?
Who were the subsequent
audiences?
“How did shoe manufacturers
use the principles of diffusion
to market expensive athletic shoes?”

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Communication Channels/Barriers:
Which communication channels
were used?
Why were they effective
for the product and the audience?
“How did shoe manufacturers
use the principles of diffusion
to market expensive athletic shoes?”

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Consequences:
What were some of the
consequences of the innovation?
How did the innovation change?
“How did shoe manufacturers
use the principles of diffusion
to market expensive athletic shoes?”

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Diffusion of …………….
EVALUATE THE DIFFUSION
OF A RECENT INNOVATION.
Fitness centers
airbags
term limits
Facebook
Oldies radios
iPod
Energy drinks
Google
Napster
kindles
cell phones
tablets
ATM

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Diseases?
Religion?
How do the
principles of
diffusion apply
to the spread of…
Who were the Diffusers?
Who were the Adopters?
What are some Consequences?
What were some Communication
Channels/Barriers?