How consumers use technology and the impacts on their lives
Marketing of Diffusion
1.
2.
3. What is Diffusion?
The process of communicating
innovation through certain channels
over time through members of a social
system.
4. Diffusion of Innovation Theory
How new ideas, products, and
behaviors become norms
All levels: individual, interpersonal,
community, and organizational
Success determined by: nature of
innovation, communication
channels, adoption time, social
system
Source: Everett M. Rogers, Diffusion of Innovations, 4th ed. (New York: The Free Press, 1995).
5. Use of an innovation requires
Consideration
Adoption
Implementation
Sustainability
7. Key components of Diffusion
Theory
Innovation (attributes)
Adopter (degree of innovativeness)
Social system
Individual adoption process
Diffusion system
8. Program (Innovation) Characteristics
Relative advantage
Compatibility
Complexity
Observability of the results
Impact on social relations
Reversibility
Communicability
Required time and commitment
Risk and uncertainty
Ability to be modified
Oldenburg, et al., 1997; Rogers, 1995
9. Characteristics of individual adopters
Innovators
venturesome; shortest time between awareness and
adoption
Early adopters
opinion leaders
Early majority
deliberators
Late majority
skeptical
Laggards
traditional; need more potent outreach and incentives
10. Concerned with the structure of the
system:
Opinion Leaders
Potential adopter perception of social
pressure to adopt
Social System
12. Diffusion System
Defined as the external change agency
including
Change agents-seek out and intervene with
opinion leader and innovation champions
Organizational Characteristics
Other influences on developing active diffusion
must take into account the organization’s
1) Goals
2) Authority structure
3) Roles, rules & regulations
4) Informal norms and relationships
13. Diffusion of Innovation
Communication channels
Mass media (enhanced by listening
groups, call-in opportunities, and face-
to-face approaches)
Peers
Respected leaders
14. Classical diffusion model
Focus on adopter innovativeness
Individuals as locus of decision
Communication channels
Adoption as primary outcome
16. Dissemination of innovations changes
highlighted by Dearing (2008) include:
A shift from how we conceive social systems from focus
on a physical community to focus on societal sectors &
social networks
The nature of diffusion systems we create to interface
with social systems where we want to intervene (more
decentralized, multifaceted, yet retaining some
centralized efficiency)
Increased interest in dissemination innovations in
complex organizations --attn. to what goes on
‘upstream’ to affect change.
17. Diffusion Theory in Social Sectors and
Social Networks
Benefits
Organizational adoption rather than
individual adoption
Homophilous community
Organizational structure facilitates:
communication, competitiveness
(monitoring and mirroring)
18. Diffusion Theory in Social Sectors and
Social Networks
In organizations, those who decided
on the innovation are not always
those who implement the
innovation.
19. Summary: Current Dissemination
Research
Tests interventions that operationalize concepts
rooted in diffusion theory & other approaches
Unit of adoption is complex organizations
Focus on implementation issues
20. Lessons for Dissemination Science
Timing: Windows of Opportunity
Clustering of decisions to adopt
innovations
Environmental policy and media
should agree with (or at least not
contradict) the changeportunities