Diffusion of Innovations
- University of Michigan - Ann Arbor
- Communication Arts
- Communication Arts 102
- Diffusion of Innovations
Last Modified: 2011-12-10
Related Textbooks:Fundamentals of Media Effects
- An idea, practice, or object (e.g., 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
- An individual (or other decision-making unit) is exposed to an innovation’s existence and gains some understanding of how it functions.
- An individual (or other decision-making unit) forms a favorable or unfavorable attitude toward the innovation.
- An individual (or other decision-making unit) puts an innovation into use.
- An individual (or other decision-making unit)
- Seeks reinforcement of an innovation-decision already made,
- or reverses a previous decision to adopt or reject the innovation
- if exposed to conflicting messages about the innovation.
- “At first, only a few individuals adopt the new idea,
- then great numbers of individuals accept the innovation,
- and finally the rate of adoption slackens.”
- Technological enthusiasts.
- shorter adoption period than others
- Risk Takers, willing to try an unproven product.
- Financial resources to absorb unprofitable innovations.
- form cliques or reference groups that exists outside a local community
- Visionaries who are respected for their willingness to try new innovations.
- Opinion leaders, well connected in the Local community.
- Motivated to preserve the respect
- Seek greater knowledge of innovations
- Greater exposure to mass media channels
- Prefer to deliberate before making a decision.
- Careful consumers who tend to avoid risk
- Rely on recommendations from others who have experience with the product.
- They legitimize an innovation.
- Conservative and cautious
- Even after others embrace the innovation.
- Wait until the rest of the community has adopted it first.
- May adopt the innovation, though unwillingly
- Peer pressure may be a motivator
- Economic necessity
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