Diffusion and Adoption of inovation

1
Diffusion of Innovation
2
(No Transcript)
3
What is Diffusion?

• The process of communicating innovation through
  certain channels over time through members of a
  social system.

4
Diffusion of Innovation Theory

• How new ideas, products, and behaviors become
  norms
• All levels individual, interpersonal, community,
  and organizational
• Success determined by nature of innovation,
  communication channels, adoption time, social
  system

Source Everett M. Rogers, Diffusion of
Innovations, 4th ed. (New York The Free Press,
1995).
5
Use of an innovation requires

• Consideration
• Adoption
• Implementation
• Sustainability

6
Diffusion Curves
7
Key components of Diffusion Theory

• Innovation (attributes)
• Adopter (degree of innovativeness)
• Social system
• Individual adoption process
• Diffusion system

8
Program (Innovation) Characteristics

• Relative advantage
• Compatibility
• Complexity
• Observability of the results
• Impact on social relations
• Reversibility
• Communicability
• Required time and commitment
• Risk and uncertainty
• Ability to be modified
• Oldenburg, et al., 1997 Rogers, 1995

9
Characteristics of individual adopters

• Innovators
• venturesome shortest time between awareness and
  adoption
• Early adopters
• opinion leaders
• Early majority
• deliberators
• Late majority
• skeptical
• Laggards
• traditional need more potent outreach and
  incentives

10
Social System

• Concerned with the structure of the system
• Opinion Leaders
• Potential adopter perception of social pressure
  to adopt

11
Innovation-Decision Process

• Knowledge
• Persuasion
• Decision
• Implementation
• Continuation

12
Diffusion System

• Defined as the external change agency including
• Change agents-seek out and intervene with opinion
  leader and innovation champions
• Organizational Characteristics
• Other influences on developing active diffusion
  must take into account the organizations
• Goals
• Authority structure
• Roles, rules regulations
• Informal norms and relationships

13
Diffusion of Innovation

• Communication channels
• Mass media (enhanced by listening groups, call-in
  opportunities, and face-to-face approaches)
• Peers
• Respected leaders

14
Classical diffusion model

• Focus on adopter innovativeness
• Individuals as locus of decision
• Communication channels
• Adoption as primary outcome

15

• Diffusion of innovation theory
• Dissemination of interventions

Dearing JW.. J Public Health Management
Practice, 2008, 14(2), 99108
16
Dissemination of innovations changes highlighted
by Dearing (2008) include

• A shift from how we conceive social systems from
  focus on a physical community to focus on
  societal sectors social networks
• The nature of diffusion systems we create to
  interface with social systems where we want to
  intervene (more decentralized, multifaceted, yet
  retaining some centralized efficiency)
• Increased interest in dissemination innovations
  in complex organizations --attn. to what goes on
  upstream to affect change.

17
Diffusion Theory in Social Sectors and Social
Networks

• Benefits
• Organizational adoption rather than individual
  adoption
• Homophilous community
• Organizational structure facilitates
  communication, competitiveness (monitoring and
  mirroring)

18
Diffusion Theory in Social Sectors and Social
Networks

• In organizations, those who decided on the
  innovation are not always those who implement the
  innovation.

19
Summary Current Dissemination Research

• Tests interventions that operationalize concepts
  rooted in diffusion theory other approaches
• Unit of adoption is complex organizations
• Focus on implementation issues

20
Lessons for Dissemination Science

• Timing Windows of Opportunity
• Clustering of decisions to adopt innovations
• Environmental policy and media should agree with
  (or at least not contradict) the
  changeportunities