A theory that seeks to explain how, why, and at what rate new ideas and technology spread. Everett Rogers, a professor of communication studies, popularized the theory in his book Diffusion of Innovations

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Adithya Remitasari
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Kiki Soewarso
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Teresia Prahesti
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2. Diffusion of Innovation

3. 1
What is Diffusion
What is Innovation
2
Diffusion of
Innovation
CONTENT
3
Diffusion and
Adoption of
Innovation
Stages in
Diffusion of
Innovation
4
Diffusion of
Innovation Curve
5
6
Diffusion Process
7
Adoption
8
Innovation
Decision Process
Conclusion
9

4. Diffusion
A Process to spread
out
Innovation
Transformation of an idea
into something useful
Diffusion ? Innovation?

5. 1. New things
2. Development of
new things
Two different kinds of innovations

6. “The Process by which an innovation is communicated through media over
time among members of a social system”
- Everett Rogers, A Sociologist and Professor of Communication Studies
Channels of
Communication
Social System
Innovation
Timeline
Diffusion of Innovation

7. Diffusion
is a macro process
concerned with the
spread of a new
product from its
sources to the
consuming public.
Adoption
is a micro process that
focuses on the stages
through which an
individual consumer
passes when deciding
to accept or reject a
new product.
Diffusion and Adoption of Innovation

8. Stages in Diffusion
ADOPTER
CATEGORIES
INNOVATORS
EARLY
MAJORITY
LATE
MAJORITY
LAGGARDS
EARLY
ADOPTERS

9. curve

10. 10
Rogers’ Diffusion of Innovation Curve

11. Innovation
1
2
3
4
Diffusion
Process
Diffusion Process

12. It is any idea or product perceived by the
potential adopter to be new. New products
are ideas, behavior or things that are
qualitatively different from existing forms.
Innovation

13. 1
2
3
4
Diffusion
Process
Channel
of
Communication
Innovation
Diffusion Process

14. How quickly innovation spread depends on channel on
communication.
Correct communication channels used during the
process of diffusion, oriented towards behaviour
and preferences of the target category of adopters
Internet, TV, radio, banners, Sms, News papers, e-
Commerce.
Channels of Communication

15. Social
System
1
2
3
4
Diffusion
Process
Channel
of
Communication
Innovation
Diffusion Process

16. It is a physical, social or cultural
environment in which people belong
and within which they function:
It can be of two type :
• Traditional social system
• Modern social system
Social System

17. Time
1
2
3
4
Diffusion
Process
Social
System
Channel
of
Communication
Innovation
Diffusion Process

18. Backbone of diffusion process.
it spread the study of diffusion in three
distinct ways :
• The amount of purchase time.
• The identification of adopter categories
• The rate of adoption.
Diffusion Process

19. Adoption
Adoption is a major step in the diffusion of innovation
Its is how consumer decides whether try or not to try and
adopt innovative product/services.

20. Adoption
Adoption is a major step in the diffusion of
innovation
Its is how consumer decides whether try or not to
try and adopt innovative product/services.

21. Knowledge One is exposed to an innovation’s existence
and gains an understanding of how it functions.
Persuasion
One forms a favourable or unfavourable 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.
Stages of Decision Process

22. Innovation Decision Process
Knowledge Persuasion
Interpersonal
Attitude
Decision
Uncertainty
Reduction
Adoption
Rejection
Perceived
Characteristics
of Innovation
Implementation
Re-invention
Institutionalization
Confirmation Dissonance
Continued
Adoption
Discontinuance
Replacement
Disenchantment
Later Adoption
Continued
Rejection
Dissonance

23. Future
Directions:
Inside-­‐Out
Diffusion
• Positive
Deviance
is
an
approach
to
social
change
that
enables
communities
to
discover
the
wisdom
they
already
have,
and
then
to
act
on
it
(Pascale
&Sternin
2005;
Sternin
&
Choo,
2000).
• The
Positive
Deviance
approach
emphasizes
hands-­‐on
learning
and
actionable
behaviors.
• “It
is
easier
to
act
your
way
into
a
new
way
of
thinking
than
to
think
your
way
into
a
new
way
of
acting”
(Jerry
Sternin)

24. • Evaluations
of
PD
initiatives
show
that
PD
works
because
the
community
owns
the
problem,
as
well
as
its
solutions.
• The
positive
deviance
approach
to
innovation
diffusion
is
located
at
the
intersection
of
theory,
method,
and
praxis.
Theoretically,
it
privileges
local
knowledge.
Methodologically,
PD
does
not
treat
deviance
as
an
anomaly.
• In
contrast
to
traditional
diffusion
approaches
that
favor
“regression
to
the
mean,”
PD
valorizes
outliers.
PD’s
praxis
is
humane.
It
believes
in
inside-­‐out
social
change
with
the
help
of
outside
expertise
and
facilitation.

25. Conclusion
Diffusion of Innovations seeks to explain how
innovations are taken up in a population. An
innovation is an idea, behaviour, or object
that is perceived as new by its audience.