Chapter 7

1. Chapter 7 Diffusion of Innovations

2. Diffusion • “The process by which an innovation is communicated through certain channels over time among the members of a social system” • Innovation: “an idea, practice, or object perceived as new by an individual or other unit of adoption”

3. Everett Rogers • Diffusion of Innovations (1995) • All the studies involved: • An innovation • Communication between two people • A society or community setting • The element of time • His theory states that an innovation spreads throughout society in a predictable pattern.

4. The Adopter Categories • “the classifications of individuals within a social system on the basis of innovativeness” • Innovators • Early adopters • Early majority • Late majority • Laggards

5. Innovators • Venturesome and ready to try new things • Their social relationships tend to be more cosmopolitan than others

6. Early Adopters • Produce the most opinion leaders • Are sought out for information about new innovations • Their advice is valued • Respected for their willingness to try new innovations

7. Early Majority • Includes people who do not wish to be the first to adopt new ideas • Prefer to deliberate before making a decision • They legitimate an innovation.

8. The Late Majority • Skeptical • Cautious about the benefits of adopting the new idea • Wait until the rest of the community has adopted it first • Peer pressure may be a motivator • Economic necessity

9. The Laggards • Last to adopt • Tied to the past • Traditional • Reluctant to try new things

10. Origin of the Diffusion of Innovations Theory • Based upon theories of Gabriel Tarde, a 19th century French legal scholar and sociologist • Laws of Imitation (1903) • Introduced opinion leadership

11. Conceptual Roots • Imitation is essential to diffusion • Firmly rooted in psychology • Social learning theory • Symbolic modeling

12. Diffusion Process Learn about innovation Adopt innovation or perform new behavior Interact with others in a social network and either encourage them to adopt new behavior or confirm your own decision to adopt the behavior

13. Diffusion Process: Learning About the Innovation • Symbolic modeling is most common source of influence • Innovations that are difficult to understand take longer to be adopted • May learn about new innovation through: • Television • Newspaper • Interpersonal contacts

14. Diffusion Process: Adoption of the Innovation • Incentives to adopt new innovations: • Many benefits • Self-efficacy • Status symbol • Individual values and perceptions of self • Easy to test before adopting

15. Diffusion Process: Developing Social Networks After Adoption • Interpersonal communication among casual acquaintances allows people to learn of innovations

16. The Diffusion and Adoption Process • Knowledge • People become aware of new idea • Persuasion • Individual weighs advantages • Decision • Final decision of adoption or rejection • Confirmation • Seek validation and evaluate consequences

17. Important Diffusion Studies • Wissler’s Study of Diffusion of Horses among Plains Indians • The introduction of horses disrupted the peaceful existence of the Plains Indians • The Iowa Hybrid Corn Seed Study • Farmers had been slow to adopt the hybrid seed corn because it was relatively expensive • Diffusion of News Studies • News diffused much more rapidly than other innovations.

18. Current and Future Diffusion Research • News diffusion from either broadcast or print media or both • AIDS-related diffusion • Family planning promotion • Continued use of diffusion research for solutions to practical problems • Employ additional theories to aid the study of diffusion