COMM 102 Lecture Notes - Lecture 25: Everett Rogers, Observability
12 Jun 2018
School
Department
Course
Professor
Diffusion of Innovations
Outline
● Process of the diffusion of innovations
○ Adoption process
● Innovation adoption and S-shaped curve
○ Adopter categories
● Factors affecting adoption rates
Why?
● Because innovations (news ideas, technologies, practices, etc.) do not succeed on their own
● Rely on many factors including communication
iPhone vs Zune
● iPod didn’t just in ased on adertisin
● Diffusion & adoption of innovations is complicated process based on communication
○ Intrapersonal (user→user)
○ Broadcast/advertising (company→ user or news outlet→ user)
Diffusion of Innovations -- Everett Rogers (1962, 1995)
● Innovation
○ An idea, practice, object (ex: product) perceived as new
● Diffusion
○ The process by which an innovation is communicated and spreads through certain
channels over time among the members of a social system
● Adoption
○ The process by which an individual begins to attempt and use an innovation
Diffusion and Adoption Process
1. Knowledge
2. Persuasion
3. Decision
4. Implementation
5. Confirmation
find more resources at oneclass.com
find more resources at oneclass.com
Knowledge → individual is ...
○ eposed to an innoation’s eistene
○ and gains some understanding of how it functions
Persuasion → indiidual …
○ forms a un-/favorable attitude toward the innovation
Decision→ individual...
○ engages in activities that lead to a choice to adopt
○ ...or reject the innovation
Implementation→ individual ...
○ puts an innovation to use
Confirmation→ individual...
○ seeks reinforcement of innovation-decision already made
○ or reverses a previous decision to adopt or reject the innovation
■ if exposed to conflicting messages about the innovation
Innovation Adoption and S-Curve
● Rogers (1995)
○ At first, only a few individuals adopt the new idea,
○ then great numbers of individuals accept the innovation,
○ then finally the rate of adoption slackens
Adopter Categories
1. Innovators
2. Early adopters
3. Early majority
4. Late majority
5. Laggards
Innovators
● Technological enthusiasts
● Require a shorter adoption period than any other group
● Risk takers who are willing to try an unproven product
○ Venturesome, mobile, daring
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Because innovations (news ideas, technologies, practices, etc. ) do not succeed on their own. Rely on many factors including communication iphone vs zune ipod didn"t just (cid:476)in (cid:282)ased on ad(cid:475)ertisin(cid:322) Diffusion & adoption of innovations is complicated process based on communication. Broadcast/advertising (company user or news outlet user) Diffusion of innovations -- everett rogers (1962, 1995) An idea, practice, object (ex: product) perceived as new. The process by which an innovation is communicated and spreads through certain channels over time among the members of a social system. The process by which an individual begins to attempt and use an innovation. Diffusion and adoption process: knowledge, persuasion, decision, implementation, confirmation. And gains some understanding of how it functions. Persuasion indi(cid:475)idual forms a un-/favorable attitude toward the innovation. Engages in activities that lead to a choice to adopt. Or reverses a previous decision to adopt or reject the innovation if exposed to conflicting messages about the innovation.
