Diffusion of innovations

Diffusion of Innovations

Diffusion of Innovation (DOI) is a theory that explains how innovation is adopted throughout a society. Adopters of innovation are categorized as innovators, early adopters, early majority, late majority and laggards. DOI developed by Everett Rogers uses an S curve to graph the adoption of an innovation.

The diffusion of innovation model is used in many disciplines and has four key elements are important in the diffusion of new ideas:

1. What is the innovation?
2. How is it communicated?
3. The idea is transmitted over time
4. The idea is diffused to members of the society

For an innovation to diffusion there are five stages that will occur.

1. Knowledge - awareness of the idea and perceived benefit
2. Persuasion – convinced of the value of the innovation
3. Decision – judgment to adopt the innovation
4. Implementation – in acting the innovation
5. Confirmation - acceptance or rejection of the innovation

The Social System

'Summary'

Reference

Rogers, E., (2003). Diffusion of Innovations, 5th Edition. New York: Free Press.