Evaluation of the diffusion of innovation theory

Indirect costs may also be social, such as social conflict caused by innovation. However, it found that direct word of mouth and example were far more influential than broadcast messages, which were only effective if they reinforced the direct influences.

The Two-Step Flow of Communication: Strategies to appeal to this population include statistics, fear appeals, and pressure from people in the other adopter groups.

Re-invention Re-invention is another important consideration. Posted by Cindy Olney on March 4th, Posted in: Consequences of adoption[ edit ] Both positive and negative outcomes are possible when an individual or organization chooses to adopt a particular innovation.

Over time, each potential adopter views his neighbors and decides whether he should adopt based on the technologies they are using.

Costs may be monetary or nonmonetary, direct or indirect. Logistic function The diffusion of an innovation typically follows an S shaped curve which often resembles a logistic function. Direct costs are usually related to financial uncertainty and the economic state of the actor.

Much of the evidence for this theory, including the adopter categories, did not originate in public health and it was not developed to explicitly apply to adoption of new behaviors or health innovations. Once one previously homophilous tie adopts the behavior or innovation, the other members of that group are more likely to adopt it, too.

Two factors emerge as important to successful spread of the innovation: Their risk tolerance allows them to adopt technologies that may ultimately fail.

There are five established adopter categories, and while the majority of the general population tends to fall in the middle categories, it is still necessary to understand the characteristics of the target population.

Behavioral Change Models

There are a number of behavioral change theories that guide work in health and human services, but I particularly like Diffusion of Innovations because it emphasizes how social networks and interpersonal relationships may impact your success in getting people to try something new.

These models are particularly good at showing the impact of opinion leaders relative to others. Katz is also credited for first introducing the notion of opinion leaders, opinion followers and how the media interacts to influence these two groups. Laggards typically tend to be focused on "traditions", lowest social status, lowest financial liquidity, oldest among adopters, and in contact with only family and close friends.

Laggards - These people are bound by tradition and very conservative. These characteristics also provide a valuable evaluation list for technology project leaders to apply when first considering innovative changes.

One of the leading theories regarding the acceptance recognition is Theory on Diffusion of Innovations by Rogers.

Diffusion of Innovation Theory

This paper describes the application of this theory in evaluation of technology acceptance and sustainability within the IASAM2 model. The most striking feature of diffusion theory is that, for most members of a social system, the innovation-decision depends heavily on the innovation-decisions of the other members of the system.

In fact, empirically we see the successful spread of an innovation follows an S-shaped curve (23). The diffusion of innovation theory does not quite give a clear prediction of how the innovation will be successful after going through the S curve.

An innovation may mutate in the process of diffusion thereby affecting the diffusion process. Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread.

Everett Rogers, Opinion leaders have the most influence during the evaluation stage of the innovation-decision process and on late adopters.

A Most Pragmatic Theory: Diffusion of Innovation and User Assessment (Part 1)

A Most Pragmatic Theory: Diffusion of Innovation and User Assessment (Part 1) Posted by Cindy Olney on March 4th, Posted in: News, Practical Evaluation, Qualitative Methods If your work includes teaching or providing products or services to people, you are in.

Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers inis one of the oldest social science theories. It originated in communication to explain how, over time, an idea or product gains momentum and diffuses (or spreads) through a specific population or social system.

The end result.

Evaluation of the diffusion of innovation theory
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Diffusion of Innovation Theory