1 / 15

Rogers Chapter 1: Diffusion of Innovations

Rogers Chapter 1: Diffusion of Innovations. Linda Rochford UMD Labovitz School. Introduction. Definitions and concepts Case studies Questions about the case studies. Definitions and Concepts.

jeanette-stewart
Download Presentation

Rogers Chapter 1: Diffusion of Innovations

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. Rogers Chapter 1: Diffusion of Innovations Linda Rochford UMD Labovitz School

  2. Introduction • Definitions and concepts • Case studies • Questions about the case studies

  3. Definitions and Concepts • Diffusion: process by which an innovation is communicated over time among members of a social system. A type of social change. • Communication: process of creating and sharing information to reach a mutual understanding • Innovation: idea, practice, or object perceived as new by an individual or other unit of adoption

  4. Innovation?

  5. Innovation?

  6. Innovation?

  7. Rate of diffusion

  8. Definitions and Concepts • Information of two types: • Software information-What is the innovation? How does it work? Why does it work? • Innovation evaluation information-What are the innovation’s consequences? What will its advantages and disadvantages be for me?

  9. Innovation Characteristics • Relative advantage • Compatibility • Complexity • Trialability • Observability • Re-invention potential

  10. Communication Channels • Mass media versus interpersonal • Heterophily among individuals • More effective among homophilous individuals--”near peers” • Participants are usually very heterophilous (change agents and target group, differences across adopter categories).

  11. Innovation Decision Process • Knowledge • Persuasion • Decision • Implementation • Confirmation Process yields adoption, nonadoption or discontinuance

  12. Innovativeness and Adopter Categories • Innovators • Early adopters • Early majority • Late majority • Laggards

  13. Innovativeness and Adopter Categories • Rate of Adoption follows an “S” shaped curve • Social SystemInterrelated units engaged in joint problem solving to accomplish a common goal. • Rank or status among members • Communication structure • System norms • Opinion leaders and change agents

  14. Types of Innovation Decisions • Optional-innovation decisions • Collective-innovations decisions • Authority-innovation decisions • Contingent-innovation decisions

More Related