ReviewDiffusion of Innovations

Diffusion is the process by which an _________ is communicated through

certain _____________ _______ over a period of ____ among the members of a

_____ ______.

innovationcommunication channels

timesocial system

ReviewPace of Diffusion Process

Relative advantageCompatibility

An innovation is perceived as difficult to use and understand

TrialabilityObservability

Diffusion of Innovations Innovation-Decision Process

Huynh Minh Ngoc – s3311659Nguyen Cong Thanh – s3309949

Le Ha Ai Vi – s3296952

Contents

Review

Innovation-Decision Process

Case study

Applications

Activity

Innovation – Decision process

Five stages:

1. Knowledge2. Persuasion3. Decision4. Implementation 5. Confirmation

WINTERTemplate

Innovation-Decision process

“The process through which an individual (or other decision-making unit) passes (1)from first knowledge of an innovation, (2)to forming an attitude toward the innovation, (3)to a decision to adopt or reject,(4)to implementation of the new idea, (5)and to confirmation of this decision”.

(Rogers 1995)

1 Knowledge

2 Persuasion

3Decision

4Implementation

5 Confirmation

Prior conditions: Previous practice Felt needs/problems Innovativeness Norms of the social system

Communication Channels

Innovation-Decision Process

KnowledgeInnovation-Decision process

- Three individual generalizations:

Socioeconomic status

Personality variables

Communication behaviors

Figure 1. Reproduced from: childbehaviorsolution 2012

- Occurs when an individual learns of the innovation’s existence and gains some understanding of how it functions.

- Mental activity is mainly cognitive (Rogers 1995).

- Use mass media channels as means (Haider and Kreps 2004).

Innovation-Decision processPersuasion

- Occurs when an individual forms a favorable or unfavorable attitude toward the innovation.- Five attributes of the innovation affecting its rate of diffusion: relative advantage, compatibility and so on.- Mainly based on feelings- Focus on interpersonal channels

- Occurs when an individual engages in activities that lead to a choice to adopt or reject the innovation.

Innovation-Decision processDecision

Adoption: make use of an innovation as the best course of action available.

Rejection: not to adopt an innovation.

Active rejection: considering and trying the innovation out on a limited basis, then deciding not to adopt.

Passive rejection (non-adoption): consists of never really considering the use of the innovation.

(Rogers 1995)

- Occurs when an individual utilizes an innovation.- However, the degree of uncertainty about the expected consequences of an innovation still exists.

Innovation-Decision processImplementation

Figure 2. Reproduced from: Certified Green Business 2012

WINTERTemplate- Occurs when individuals seek reinforcement

to the decision that they have already made or reverses a previous decision to adopt or reject the innovation if exposed to conflicting messages about the innovation.- Whether the final choice is adoption or rejection, it will be a long term effect.

Innovation-Decision processConfirmation

CASE STUDY: DIFFUSION OF HYBRID SEED CORN IN

IOWA, USA

Background

-Hybrid seed corn: Introduced to Iowa farmers in 1928 and remained as one of the most important new agricultural technologies.

-Characteristics:. Increased productivity by 20%.. Suitable for mechanical corn pickers -> Reduced the need for a

large number of farmers to harvest the corp.. More drought-resistant.

(Rogers 2003)

Figure 3. Reproduced from Urban Farmer 2012 Figure 4. Reproduced from Urban Farmer 2011

Background

-- In 1941, Ryan and Gross investigated on the diffusion of hybrid seed corn in the area. In general, their findings suggested that

(a) The diffusion process took 12 years to reach widespread diffusion.

(b) The average farmer needed 7 years to progress from initial awareness of the innovation to full-scale adoption.

- Specifically, a qualitative research was conducted in 2 communities in Iowa and a total of 259 famers were interviewed to understand farmers’ decision to adopt the hybrid seed corn. Most farmer-respondents recognized that they went through a series of stages.

(Rogers 2003)

Knowledge-Salesmen from the seed corn company introduced the innovation to Iowa farmers.

- Influencing factors:Socioeconomic characteristics: The seed lost it hybrid vigor after the first generation -> required annual purchase -> costed quite amount of money given the Depression context.Previous practice: Previously, farmers had selected the best-looking corn plants to use as seed for the following years -> the adoption of hybrid corn meant an important change in the corn-growing behavior. Obstructed knowledge-gaining process. Slowed down the diffusion process as a whole.

Innovation-Decision process

(Rogers, Singhal & Quinlan 2009)

Innovation-Decision processPersuasion

-Iowa farmers mentally applied the new idea to their present or an anticipated future situation before deciding whether or not to try it.

- However, like any innovation, hybrid seed corn carried some degree of uncertainty. Sought social reinforcement for their attitude toward the innovation by referring to the neighbors . The neighbor gave meaning to the innovation, leading to the forming of positive attitude and persuasion.

(Rogers, Singhal & Quinlan 2009)

-The small-scale trial is often an important part of the decision to adopt.

-In 1930s, the seed corn salesmen gave a small bag of the new seed, which was enough to plant about an acre of corn, to Iowa farmers entering the decision stage. A large enough trial to convince the farmer to adopt the new idea on all of his corn acreage in the next few years.

Innovation-Decision processDecision

(Rogers, Singhal & Quinlan 2009)

- Implementation usually follows the decision stage rather directly. With such facilitations from the seed corn company, the famers-respondents trialed the seed corn.

Innovation-Decision processImplementation

(Rogers, Singhal & Quinlan 2009)

WINTERTemplate

- Innovators and early adopters were more likely to positively confirm their decision to implement the innovation than later adopters, meaning that the rate of adoption was faster. (Rogers, Singhal & Quinlan 2009)

Innovation-Decision processConfirmation

Figure 5. Reproduced from Rogers 2003

Explain the popularity of The Voice using Innovation – Decision Process

Activity

Figure 6. Reproduced from Hoang Lan 2012

Applications of DOI theoryAn overarching, theoretical framework that have wide applicability (Horsky & Simon 1983).

AdvertisingFashionTechnologyHealth CareAgricultureCulture

Figure 7. Reproduced from Innovation Group 2012

•Diffusion is the process by which an innovation is communicated through certain communication channels over a period of time among the members of a social system.

•Innovation-decision process: knowledge 

persuasion  decision  implementation  confirmation.

•5 attributes: relative advantages, compatibility,

complexity, trialiability, observability

•Adopter categories: innovators, early adopter, early

majority, late majority, laggard

•S-curve

Key terms

Certified Green Business 2012, ‘Certification Process’, image, Certified Green Business , viewed 1 August 2012, <http://www.smcsbdcgreen.org/certification-process/>.

Childbehaviorsolusion 2012, ‘Control TV watching children’, image, blogspot, viewed 1 August 2012, <http://childbehaviorsolution.blogspot.com/2012/01/tv-watching.html>.

Horsky, D & Simon, LS 1983, ‘Advertising and the diffusion of new products’, Marketing Science, vol.2, no.1, pp. 1-17.

Hoang Lan 2012, ‘The Voice cua Vietnam chinh thuc khoi dong’ (The Voice Vietnam officially runs), image, Hanoimoi, viewed 2 August 2012, <http://hanoimoi.com.vn/newsdetail/Giai-tri/541668/the-voice-cua-viet-nam-chinh-thuc-khoi-dong.htm>.

Innovation Group 2012, ‘Innovation Crisis’, image, InnovationGroup, viewed 1 August 2012, < http://innovate.ucsb.edu/ >.

Oklahoma Farm Report 2011, ‘Corn growing’, image, Oklahomafarmreport, viewed 2 August 2012, <http://oklahomafarmreport.com/wire/news/2011/08/media/02223_cornGrowing.jpg>.

References

References

Rogers, EM 1995, ‘The Innovation-Decision Process’, Diffusion of Innovations, 4th edn, The Free Press, New York, pp. 161-203.

Stacks, D & Salwen, M (eds) 2009, An integrated approach to communication theory and research, 2nd edn, Lawrence Erlbaum Associates, Mahwah.

Urban Farmer 2012, ‘Hybrid corn seed’, image, llnwd, viewed 2 August 2012, <http://imavex.vo.llnwd.net/o18/clients/urbanfarm/images/Corn/Bodacious_Corn.jpg>.