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    Diffusion of Innovation

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    Mahantesh Kanamadi
    The document discusses Rogers' Diffusion of Innovation theory which describes how innovations spread through populations over time. It outlines the five steps of diffusion: knowledge, persuasion, decision, implementation, and confirmation. It also describes the four main elements that influence diffusion: innovations, communication channels, time, and the social system. Finally, it categorizes adopters into five groups: innovators, early adopters, early majority, late majority, and laggards based on their willingness to adopt innovations.

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    Diffusion of Innovation

    Uploaded by

    Mahantesh Kanamadi
    132 views12 pages
    The document discusses Rogers' Diffusion of Innovation theory which describes how innovations spread through populations over time. It outlines the five steps of diffusion: knowledge, persuasion, decision, implementation, and confirmation. It also describes the four main elements that influence diffusion: innovations, communication channels, time, and the social system. Finally, it categorizes adopters into five groups: innovators, early adopters, early majority, late majority, and laggards based on their willingness to adopt innovations.

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    Diffusion of Innovation , consumer behaviour

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    The document discusses Rogers' Diffusion of Innovation theory which describes how innovations spread through populations over time. It outlines the five steps of diffusion: knowledge, persuasion, decision, implementation, and confirmation. It also describes the four main elements that influence diffusion: innovations, communication channels, time, and the social system. Finally, it categorizes adopters into five groups: innovators, early adopters, early majority, late majority, and laggards based on their willingness to adopt innovations.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    132 views12 pages

    Diffusion of Innovation

    Uploaded by

    Mahantesh Kanamadi
    The document discusses Rogers' Diffusion of Innovation theory which describes how innovations spread through populations over time. It outlines the five steps of diffusion: knowledge, persuasion, decision, implementation, and confirmation. It also describes the four main elements that influence diffusion: innovations, communication channels, time, and the social system. Finally, it categorizes adopters into five groups: innovators, early adopters, early majority, late majority, and laggards based on their willingness to adopt innovations.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 12

    Diffusionis the process by which an

    innovation is communicated through


    certain channels over time among
    the members of a social system.
    The Mechanism of Diffusion
    1)Knowledge person becomes aware of an
    innovation and has some idea of how it functions,
    2)Persuasion person forms a favourable or
    unfavourable attitude toward the innovation,
    3)Decision person engages in activities that
    lead to a choice to adopt or reject the innovation,
    4)Implementation person puts an innovation
    into use,
    5)Confirmation person evaluates the results of
    an innovation-decision already made.
    Diffusion of Innovation Theory

    How the social members adopt the


    new innovative ideas and how they
    made the decision towards it.
    Both mass media and interpersonal
    communication channel is involved in
    the diffusion process.
    Rogers proposed four elements of
    diffusion of innovations they are
    four elements of diffusion of
    innovations
    Innovations
    Communication Channel
    Time
    Social System
    Innovations - an idea, product or service
    perceived as new by an individual.
    Communication Channel - take the
    messages from one individual to another and
    spread across the people by word of mouth, or
    through mass communication
    Time- the length of time which takes from the
    people to get adopted
    Social System- Interrelated network group
    joint together - like religion, institutions, groups
    of people etc
    Adopter Categories
    There are five adopter categories -
    innovators, early adopters, early
    majority, late majority and
    laggards.
    Adopter categories were first
    described by sociologist Everett
    Rogers in his landmark book
    "Diffusion of Innovations" published
    in 1962
    Innovators (2.5%) Innovators are the first
    individuals to adopt an innovation.
    Innovators are willing to take risks, youngest
    in age, have the highestsocial class, have
    great financial strength, very social and have
    closest contact to scientific sources and
    interaction with other innovators.
    Risk tolerance has them adopting
    technologies which may ultimately fail.
    Financial resources help absorb these failures.
    Early Adopters (13.5%) This is the
    second fastest category of individuals who
    adopt an innovation.
    These individuals have the highest degree
    ofopinion leadershipamong the other
    adopter categories.
    Early adoptersare typically younger in
    age, have a higher social status, have more
    financial strength, advanced education, and
    are more socially forward than late adopters.
    Early Majority (34%) Individuals in
    this category adopt an innovation
    after a varying degree of time.
    This time of adoption is significantly
    longer than the innovators and early
    adopters.
    Early Majority tend to be slower in the
    adoption process, have above average
    social status.
    Late Majority (34%) Individuals in this
    category will adopt an innovation after the
    average member of the society.
    These individuals approach an innovation with
    a high degree of doubt and adopt after the
    majority of society has adopted the innovation.
    Late Majority are typically doubt about an
    innovation, have below average social status,
    very little financial strength, in contact with
    others in late majority and early majority.
    Laggards (16%) Individuals in this
    category are the last to adopt an innovation.
    Unlike some of the previous categories,
    individuals in this category show little to no
    opinion leadership.
    Laggards typically tend to be focused on
    traditions, likely to have lowest social
    status, lowest financial strength, be oldest of
    all other adopters, in contact with only
    family and close friends.

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