Diffusion of Innovations

Health Promotion And Wellness 7010 with Muillenberg at University of Georgia

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By: Laura Adams
Created: 2011-02-28
Size: 28 flashcards
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Diffusion of Innovations

How new ideas, products, and social practices spread within a society or from one society to another

Innovation

An idea, practice, or object that is PERCEIVED as new by an individual or other unit of adoption

Diffusion

The process by which an innovation is communicated through certain channels over time among the members of a social system

Constructs of Innovations

- Innovation

- Communication channels - mass media vs interpersonal

- Time

- Social system (homophily/heterophily, change agent, and opinion leaders)

Opinion Leaders & Role Models

- Early adopters

- Greater social participation/accessibility; relate to population

- Slightly higher social status

Change Agents

- May be outside the social system

- Work with opinion leaders

Stages of Diffusion

- Innovation development

- Dissemination

- Adoption

- Implementation

- Maintenance

Innovation Development

From the idea to the production of the product

Dissemination

Transfer of knowledge from the developer to the user

- May employ formal and informal communication channels

Homophily

Degree to which pairs of individuals who interact are similar in certain attributes such as beliefs, values, education, social status, etc

- leads to better, more rewarding communication due to common meanings, attitudes, and beliefs

Heterophily

Degree to which pairs of individuals who interact are different in certain attributes

- Involves more effort and is more likely to cause cognitive dissonance

Adoption

Uptake of program by target audience; follows adoption curve

Stages of Adoption

- Awareness/knowledge of an innovation

- Persuasion of a favorable or unfavorable attitude

- Decision to adopt or reject

- Confirmation of this decision

3 Types of Knowledge

- Awareness knowledge

- Procedural knowledge - how to use innovation

- Principles knowledge - how innovation works

Categories of Adopters

- Innovators (2.5%)

- Early adopters (13.5%)

- Early majority (34%)

- Late majority (34%)

- Laggards (16%)

Key Determinants of Diffusion's Speed and Extent

Relative advantage

Compatibility

Complexity

Trialability

Observability

Impact of social relations

Reversibility

Communicability

Time

Risk and uncertainty level

Commitment

Modifiability

Relative Advantage

The degree to which an innovation is seen as better than what it replaces

Compatibility

The consistency of the innovation with the values, habits, experiences, and needs of potential adopters

Complexity

The degree of difficulty in understanding or using the innovation

Trialability

The extent to which the innovation can be tried out before commitment to adopt is required

- Trying/practicing a new behavior

Observability

The extent to which the innovation provides tan

Impact of Social Relations

Does the innovation have a disruptive effect on the social environment?

Reversibility

Can the innovation be reversed or discontinued easily?

Communicability

Can the innovation be understood clearly and easily

Time

Minimal investment in time optimal