Get The Diffusion Of Innovations A Theoretical Analysis

There are four main interacting elements of the key concept: Diffusion of Innovations 1) an innovation, 2) communicated through certain channels, 3) over time and 4) among members of a social system.

Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers in 1962, is 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 diffusion of innovations theory is also used to design public health programs. Again, a set of people are chosen as early adopters of a new technology or practice. They spread awareness about the new technology or practice to others. But such programs are not always successful due to cultural limitations.

The diffusion of innovation is the process by which new products are adopted (or not) by their intended audiences. It allows designers and marketers to examine why it is that some inferior products are successful when some superior products are not.

4. Diffusion and Adoption of Innovation Diffusion is a macro process concerned with the spread of a new product from its source to the consuming public. Adoption is a micro process that focuses on the stages through which an individual consumer passes when deciding to accept or reject a new product.

This chapter will highlight the main tenets of four diffusion theories and models Innovation Diffusion Theory, Conerns-based Adoption Model, Technology Acceptance Model, and The Chocolate Model and analyze two current, real-world cases in light of the frameworks presented by these theories.

Key elements of the theory include the innovation, the communication processes and channels of communication, the passage of time, the potential adopters, and the social system, all of which influence whether or not an innovation with be taken up by a given group.

According to Rogers (1995) there are five perceived characteristics of innovations that help explain the rate at which innovations are adopted: relative advantage, compatibility, complexity, trialability, observability.