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Fall 2007
What made you decide to finallystep out of line?
Diffusion of Innovation
Fall 2007
Today… Introduce the Diffusion of
Innovations Theory
Fall 2007
Widespread Assumption…
Effective innovations will be adopted
But…
This is often not the case
Fall 2007
Purpose of Diffusion of Innovation Theory
Innovation Development
Innovation Adoption
Fall 2007
History of Diffusion Models Has been around for over 60 years Introduced by Ryan & Gross Codified by Everett Rogers
Applications with US Agriculture Transferred to Public Health & other
fields
Fall 2007
History: Hybrid Seed Corn Study Ryan – Sociologist from Harvard, Joined Iowa State Univ. faculty
Interested in non-economic factors in farmers economic decisions
What influenced farmers’ use of hybrid corn seeds?
Fall 2007
History: Hybrid Seed Corn Study
Hybrid corn Increased crop yields by
20% Reduced need for so many
farmers Able to withstand draught
Fall 2007
History: Hybrid Seed Corn StudyDid farmers quickly adopt hybrid corn? No!
Took 13 years for adoption Avg. 7 years/farmer from 1st planting to
100% planting
What was going on? How were farmers getting their information? Which channels of information were most
influential? Hybrid seeds involved new “risky” process
Usually use best ears of own crops Now, had to buy new seeds
Fall 2007
History: Hybrid Seed Corn Study
Interviews with 250 farmers – asked:
When decided to use hybrid seeds
Communication sources
How much of corn acreage planted with hybrid each year after 1st trial
Education, age, farm size, income, travel to capital (Des Moines), reading farm mags…
Fall 2007
History: Hybrid Seed Corn Study
Found Rate of adoption was S-shaped curve
Fall 2007
History: Hybrid Seed Corn Study
Early Adopters Larger farms Higher incomes More education More trips to capital
Communication between farmers (about the corn) was important Farmers shared personal experiences Gave meaning to the innovation
Fall 2007
History: Roger’s Work with Diffusion
Noticed many studies about diffusion Diverse innovations, settings, & target groups
kindergarten education, driver training programs, antibiotic drug use among Drs.
Similar findings S-shaped rate of adoption Different communication channels used at
different stages of adoption Early innovators were more likely to be
travelers & well-read
This was becoming a general theory
Fall 2007
History: Roger’s Work with Diffusion
Diffusion of Innovation theory has been applied across cultures, geography, & disciplines: Civil defense – Household bomb shelters Education – School programming Political Sciences – City smoking ordinances Anthropology – New technologies & cultures Marketing – New consumer products Business – Innovations in corporations Public Health – Family planning programs Even diffusion of this theory
Fall 2007
Diffusion of Innovation Theory Provides an explanation of how
new ideas, products & social practices diffuse or spread within a society or from one society to another
Fall 2007
Diffusion “The process by which an
innovation is communicated through certain channels over time among the members of a social system”
The aim is to maximize the exposure & reach of innovations, strategies & programs
Fall 2007
4 elements of Diffusion Innovation
Communication Channel
Time
Social System
Fall 2007
Social Systems Have… Communication Structure
Norms
Opinion Leaders
Change Agents
Fall 2007
5 Stages of Diffusion Innovation Development Dissemination Adoption Implementation Maintenance
Fall 2007
Stage 1: Innovation Development All early stage decisions &
activities through development & production
Members of potential user group should be part of development to make sure it fits needs
Fall 2007
Characteristics of Innovations
Determine rate of adoption or diffusion… Relative Advantage
Compatibility
Complexity
Fall 2007
Characteristics of InnovationsDetermine rate of adoption or diffusion… Triability
Observability
Impact on Social Relations
Fall 2007
Characteristics of InnovationsDetermine rate of adoption or diffusion… Reversibility
Communicability
Time Required
Fall 2007
Characteristics of InnovationsDetermine rate of adoption or diffusion… Risk & Uncertainty Level
Commitment Required
Modifiability
Fall 2007
According to Rogers… The most important factors in
explaining rates of adoption include: Relative advantage Compatibility Triability Observability
Fall 2007
Stage 2: Dissemination An active approach for knowledge
transfer from the producer to the user
Need to identify formal & informal communication channels
Fall 2007
Stage 3: Adoption Uptake of program by target
audience
Involves targeting potential users & identifying relevant subgroups & their characteristics
Fall 2007
Stages of Innovation-Decision Process Knowledge of Innovation
Persuasion or Attitude Development
Decision
Implementation
Confirmation
Fall 2007
Innovativeness Degree to which individual/group is
relatively early in adopting new ideas
5 categories of (innovativeness) adopters
Fall 2007
5 Categories of Innovativeness (Adopters)
1. Innovators
2. Early Adopters
3. Early Majority
4. Late Majority
5. Laggards
Fall 2007
Rate of Adoption Relative speed innovation is adopted by
a certain % of members in social system
S-Curve
Time from dissemination to adoption can be measured in 3 ways
Time from 1st awareness of innovation to adoption Time until program is adopted – in comparison to others The # of people who adopt it innovation within a
timeframe
Fall 2007
Stage 4: Implementation Initial use of innovation in practice
Focus is on improving skills & self-efficacy of users
Fall 2007
Stage 5: Maintenance Ongoing implementation & use of
innovation
Fall 2007
Application of 5 Stages of Diffusion
1. Innovation Development Curriculum is developed for/with teachers
2. Dissemination School learns about new curriculum
3. Adoption School adopts curriculum, Teachers are trained
4. Implementation Teachers use curriculum, modify to meet needs
5. Maintenance Schools continue to offer curriculum
Fall 2007
Theory is Weakened/Limited by
Turbulence within target audience environment
Complicated innovations
Innovations that seek to replace socially embedded – well established norms
Fall 2007
Things we may not know… If key factors are specific to
particular setting/population (generalizability)
Environmental factors facilitate or inhibit diffusion
Fall 2007
Strengths & Utility of Theory Makes us understand that adoption is
only one step of process – also includes: Pre-adoption - Innovation development Post-adoption – Implementation &
Maintenance
Shifts our focus from: Innovation
Innovation’s fit with the user
Fall 2007
Strengths & Utility of Theory
Makes us PLAN for diffusion Conduct needs assessment - asking
“What do you need?” “How can you be involved?” “From whom/where do you gain
information?” “What are barriers/facilitators to adopting
innovations?”
Allow for modification of innovation to fit needs as they change
Fall 2007
Strengths & Utility of TheoryConsider best channels of communication For different populations, levels of
innovativeness
Early adopters Provide information through multiple-modes
Majority adopters Provide motivation & role models to enhance adoption
Late adopters Focus on ways to overcome barriers to adoption
Fall 2007
Evaluation Can be difficult & complicated
May focus on… Time from 1st awareness to adoption Relative earliness/lateness of adoption # of people adopting
Did the innovation become institutionalized?
Continued use after specific time period
Fall 2007
Are you still standing in line?