Exam Notes_Diffusion of Innovations

Exam Notes_Diffusion of Innovations - D iffusion of I n...

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Diffusion of Innovations Diffusion – process by which an innovation or information spreads out throughout a social system Dissemination planned and managed diffusion, usually information or news Innovation product (object), practice (behavior), or idea that is perceived as news by individuals or other units of adoption (organization or government) object Technology – combination of all three o Hardware – the tool (object) o Software – the information/knowledge (idea) base for the tool o Practice – how the technological innovation is used Characteristics of Innovation Relative advantage – degree to which an innovation is perceived as better than that which it is supersedes Economic Social prestige Convenience Satisfaction Not necessarily rational Must communicate w/ potential adopter to determine what they perceive Compatibility – degree to which an innovation is perceived as being consistent with existing values, past experiences, and needs of the potential adopters How does it fit into social system’s culture? Complexity – degree to which an innovation is perceived to be difficult to understand and use Trialability – degree to which an innovation may be experimented with on a trial basis
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Observability – degree to which the results of an innovation are observable to others Innovations that are perceived as having greater relative advantage, compatability, trialability, observability and less complexity will be adopted more rapidly The characteristics of innovation may change during the diffusion process Economic advantage may be less for those who adopt later, but less risky Re-invention
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This note was uploaded on 11/09/2010 for the course CMN 146 taught by Professor Barnett during the Spring '10 term at UC Davis.

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Exam Notes_Diffusion of Innovations - D iffusion of I n...

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