The document discusses Rogers' five attributes of innovations that influence their rate of adoption: relative advantage, compatibility, complexity, trialability, and observability. It provides details on each attribute, such as how relative advantage and compatibility positively influence adoption rate if an innovation is seen as better than previous ideas or consistent with existing values. Factors like complexity negatively impact adoption rate if an innovation is difficult to understand or use. Trialability and observability allow potential adopters to experiment with or see an innovation in use, positively affecting adoption. Other variables beyond these five attributes can also influence adoption rates across different types of innovations and social systems.

1. Diffusion of Innovations. Rogers, 2003 Chapter 6: Attributes of Innovations and Their Rate of Adoption Innovation described by Five Attributes Rate of Adoption is the relative speed which with an innovation is adopted by members of a social system Other Variables besides the Five Attributes Type of innovation decision The nature of communication channels diffusing the innovation at various states in the innovation process The nature of the social system in which innovation is diffusing The extent of change agent’s promotion efforts in diffusing the innovation Innovators requiring individual adoption is quicker than organization adoption

2. Research on Attributes of Innovations Standard classification scheme needed so we can decide in universal terms How do we measure the Five Attributes? Best to create a new scale for each set of innovations adopted Five main attributes are the best to use, but we should keep an open mind for other possibilities Postdiction vs Prediction: looking forward Extrapolation from the rule of adoption of past innovations into the future for other similar innovations Describing a hypothetical innovation to its potential adopters, and determining its perceived attribites, so as to predict its forthcoming rate of adoption Investigating the acceptability of an innovation in its pre-diffusion stages, such as when it is being test-marketed and elevated in trials

3. Relative Advantage The degree to which an innovation is perceived as being better than the idea it supercedes Economic Factors and Rate of Adoption -initial cost -price effects the rate of adoption -measuring at one price point might miss entire picture of rate of adoption Status Aspects of Innovation -prestige and desire to fit in or impress others Over-Adoption -the adoption of an innovation by an individual when experts feel that it should be rejected -insufficient knowledge, inability to predict consequences, status aspects -Rationality: use of the most effective means to reach a given goal

4. Relative Advantage (cont.) Relative Advantage and Rate of Adoption -the relative advantage of an innovation is positively related to its rate of adoption Preventive Innovations -a new idea that an individual adopts now in order to lower the probability of some unwanted future event -relative advantages usually hard to perceive Communication Campaign Intends to generate specific effects On the part of a relatively large number of individuals Within a specified period of time Thorugh an organized set of communication activites

5. Relative Advantage (cont.) Incentives: direct or indirect payments of cash or in kind that are given to individuals or a system in order to encourage behavioral change Adopter vs Diffuser Individuals vs System Positive vs Negative Monetary vs Non-Monetary Immediate vs Delayed Conclusions Incentives increase the rate of adoption of an innovation Adopter incentives lead to adoption of an innovation by individuals different from those who would otherwise adopt Although incentives increase the quantity of adopters, the quality decreases, therefore limiting effectiveness

6. Compatibility The degree to which an innovation is perceived as consistent with the existing values, past experiences, and needs of potential adopters Compatibility with Values and Beliefs Compatibility with Previously Introduced Ideas -old ideas are main mental tools to assess new ideas -innovation negativism is is degree to which an innovation’s failure conditions a potential adopter to reject future innovations Compatibility with Needs -how does an innovation fulfill needs? Compatibility and Rate of Adoption -the compatibility of an innovation is positively related to its rate of adoption

7. Compatibility (cont.) Technology Clusters - one or more distinguishable elements of technology that are perceived as being interrelated -innovation packages adopt faster than individual ones Naming an Innovation -awareness of perception and meaning of the name for all potential adopters Positioning an Innovation -position near similar things for easier adoption -a niche is determined by a new idea’s perceived position relative to 1. previous ideas 2. the characteristics of the new idea that make it similar to, and different from, existing ideas

8. Compatibility (cont.) Acceptability Research -investigation of the perceived attributes of an ideal innovation in order to guide R&D so as the create such an innovation Indigenous Knowledge Systems -new knowledge is not always better than old practices

9. Complexity The degree to which an innovation is perceived as relatively difficult to understand and use -the complexity of an innovation is negatively related to its rate of adoption Trialability The degree to which an innovation can be experimented with on a limited basis -the trialability of an innovation is positively related to its rate of adoption Observability The degree to which the results of an innovation are visible to others -the observability of an innovation is positively related to its rate of adoption