1 / 17

Lecture 13

Lecture 13. The Diffusion of Innovations. What is Diffusion of Innovation?. It is not so much about what researchers or inventors innovate – it is more about what people adopt . Definition of Diffusion of Innovation.

Anita
Download Presentation

Lecture 13

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Lecture 13 The Diffusion of Innovations

  2. What is Diffusion of Innovation? • It is not so much about what researchers or inventors innovate– it is more about what people adopt.

  3. Definition of Diffusion of Innovation • “the process by which an innovation is communicatedthrough certain channels over time among the members of a social system” (Rogers 1983)

  4. Four Basic Concepts in Diffusion of Innovation • Innovation • Idea, object, or practice that is perceived as new • Channels of Communication • Means by which info is transmitted to or within the social system • Time • Rate at which the innovation is diffused or the relative speed with which it is adopted • Social System • Individuals, organizations, or agencies that are potential adopters of the innovation

  5. Common Scope of Diffusion Research • (1) Characteristics of an innovation which may influence its adoption • (2) Decision-making process that occurs when individuals consider adopting a new innovation • (3) The characteristics of individuals that make them likely to adopt the innovation • (4) The consequences for individuals and society of adopting the innovation • (5) Communication channels used in the adoption process

  6. Various Early Diffusion Studies Adapted from Mahajan and Peterson (1985)

  7. Purpose of Diffusion Models • To depict the successive increase in the number of adopters over time. • Permits predictionof the continued development of the diffusion process. • Facilitates a theoretical explanation of the dynamics of the diffusion process.

  8. Who uses this stuff? • Marketers! • Movie studios • Political and Interest groups

  9. Foundations of Research on Diffusion of Innovations • Gabriel Tarde (1903) • Proposed the S-shaped curve • As it turned out, study after study tended to show the exact same S-shaped curve when researchers plot the rate of adoption over time.

  10. Diffusion “S” Curve

  11. Foundations of Research on Diffusion of Innovations • Ryan and Gross (1943) • Categories of Adopters (relative time of adoption) • Innovators • Early adopters • Early/Late Majorities • Laggards

  12. Opinion Leadership • Opinion leaders are key for influence and thus ability to successfully diffuse an innovation. • Opinion leaders are concentrated among the early adopters, not the innovators.

  13. Adopter Categories

  14. Stages of Adoption • Everett Rogers (1995) • Awareness • Interest • Evaluation • Trial • Adoption

  15. Categorizing Adopters and Non-Adopters • Adoption: • accept and use innovation • Nonadoption: • nontrial of an innovation • Discontinuance: • rejection of an innovation after it has previously been adopted

  16. N of users Time Epidemic Models • Based on simple examination of “spread” • Simplest version is basic exponential model • Central-source model

  17. N of users Time Epidemic Models (continued) • Modified spread model • Diffusion works through word-of-mouth (i.e., previous users)

More Related