Innovation
Rogers, E. M. (1962). Diffusion of Innovations. New York: The Free Press.Our problem is to learn, why, given one hundred innovations conceived of at the same time - innovations in the form of words, in mythological ideas, in industrial processes, etc. - ten will spread abroad while ninety will be forgotten. Gabriel Tarde, 1903, p. 40. Cited by Rogers, p. 1
Diffusion and adoption
Also, although the diffusion of most desirable innovations require a considerable time lag, there is a certain inevitability in their diffusion. Most attempts to prevent diffusion from occurring have been unsuccessful over a long time period. 3
The definitions of terms presented in this section will be utilized in the remainder of the book. Some concepts already been intuitively defined through their usage, but there is need to specify more exact meanings for terms. 12
Innovation is an idea perceived as new by the individual. It really matters little, as far as human behaviour is concerned, whether or not an idea is objectively new as measured by the amount of time elapsed since its first use or discovery. It is the newness of the idea to the individual that determines his reaction to it.13
Diffusion is the process by which an innovation spreads. The diffusion process is the spread of a new idea from its source of invention or creation to its ultimate users or adopters. The essence of the diffusion process is the human interaction in which one person communicates a new idea to another person. 13
Adoption period. Awareness - trial - adoption 19
The adoption period is the length of time required for an individual to pass through the adoption process from awareness to adoption. The time elapsing from awareness of an innovation to adoption for an individual is measured in days months or years. The adoption period is thus a gestation period in which a new idea is fermenting in the individual’s mind. 105
Characteristics of innovation
Relative advantage. Is the degree to which an innovation is superior to ideas it supersedes. 124
Compatibility. Compatibility is the degree to which an innovation is consistent with existing values and past experiences of the adopters. An idea that is not compatible with the cultural norms of a social system will not be adopted so rapidly as an idea that is compatible. 126-127
Complexity. Complexity is the degree to which an innovation is relatively difficult to understand and use. Any idea ay be classified on the complexity-simplicity continuum. 130
Divisibility. Divisibility is the degree to which an innovation may be tried on a limited basis. New ideas that can be tried on the instalment plan will generally be adopted more rapidly than innovations that are not divisible. 131
Communicability. Communicability is the degree to which the results of an innovation may be diffused to others. The results of some ideas are easily observed and communicated to others, while some innovations are difficult to describe to others. 132
Rate of adoption. Is the relative speed with which an innovation is usually adopted by the members of a social system. Rate of adoption is usually measured by length of time required for a certain percentage of the members of a social system to adopt an innovation. 134
Figure 6-1 Adopter Categorization on the basis of relative time of adoption of innovations.
A number of empirical cases just reviewed adopter distributions were either normal or closely approached normality. The normal distribution has two parameters, the mean and the standard deviation which may be used to divide the distribution into five portions, These five areas are under the normal curve are labelled as innovators, early adopters, early majority, late majority, and laggards. These categories and the approximate percentage of the adopters that are included in each category are located on a normal frequency distribution. 161
Adopter categories as ideal types: salient values 168
Innovators: venturesome. Observers have noted tat venturesomenes is almost an obsession with innovators. They are eager to try new ideas. The major value of the innovator is venturesomeness. He must desire the hazardous, the rash, the daring and the risking. The innovator also must be willing to accept an occasional date when one of the new ideas he adopts proves unsuccessful. 169
Early adopters Respect are more integrated part of the local social system than are innovators. The adopter category more than any other, has the great degree of opinion leadership in most social systems. Potential adopters look to them for advice and information about the innovation. 169
Early majority: Deliberate. The early majority adopt new ideas just before the average member of a social system. Participation by the early majority in activities with their peers is high, but leadership positions are rarely held. The early majority’s unique position between the very early and the relatively late to adopt, takes them an important link in the process of legitimizing innovation.169
Late majority sceptical. The late majority adopt new ideas just after the average member of a social system. Adoption may be both an economic necessity and the answer to increasing social pressures. Innovations are approached with a cautious air and the late majority do not adopt until a majority of others in their system have done so. 169-170
Laggards: Tradition. Lagards are the last to adopt an innovation. They possess almost no opinion leadership. Lagards are the most localise of all adopters categories, and many are near-isolates. The point of reference for the laggard is the past. 171
Functions of personal influence. It has been established that individuals in decision-making situations usually rely heavily upon personal influence from others. This is particularly true when they are deciding whether to accept or reject an innovation. What are the functions performed by personal influence at each stage in the adoption process. 3
Opinion leadership (institutions)
Rogers, E. M. (2003). Diffusion of Innovations. 5th edition. New York:
The Free Press.
http://query.nytimes.com/mem/archive-free/pdf?_r=1&res=9B01EEDF1039E333A25755C2A96F9C946297D6CF
Further reading: Gabriel Tarde, 1903. The laws of imitation, (trans. Elsie Clews Parsons). N.Y. Holt Rinehart and Winston