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Study Notes 4 - Diffusion of Innovations What does this...

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Diffusion of Innovations What does this theory look at? Looks at how people make decisions to adopt new innovations How products, services, and ideas are diffused in populations Examines “how an innovation, is communicated, over time, among members of a social system” What is the theory’s function? Often retrospective studies, but offers insight on the nature of how ideas and products move through communities What factors influence the diffusion of innovation? Innovation – it should be… Relatively Advantageous Compatible with Existing Values, Needs, Experiences Non-Complex Trialable Used with Observable Results Communication Channels Means by which messages are exchanged Selection of channels depends on nature of the target Mediated channels-broad reach (?) Face-to-Face : more persuasive for complex ideas, because many people evaluate new ideas based on what they learn from those around them, it’s called “homophily” -- similarity on certain attributes-results in more effective communication (people are more likely to adopt something because they see people alike are adopting it) Time: Process and Adopter Categories Decision Process knowledge/attention persuasion (form attitude) decision (reject or accept) implementation (puts innovation to use)
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confirmation (seeks outside reinforcement) Categories of Adopters Innovators-first to try new innovation Early Adopters Early Majority Late Majority Laggards-last to adopt Social System Selection of channels News Values Immediacy Proximity Consequence Human Interest Matching the Message to the Medium Radio Television Newspapers Online Other forms Help the Media Help You News Releases Press Kits
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Expert Lists & Interviews Message Delivery: Choosing the right channel Preferences of the target audience Be specific [e.g., favorite radio station] Purpose of the message Match channel with stage of change [e.g. mediated channels usually most appropriate for moving audience for creating awareness of a health issue] Message Complexity Match complexity with stage of change [e.g., to create awareness (how frequently to
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