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Rogers Chapter 1: Diffusion of Innovations

Rogers Chapter 1: Diffusion of Innovations. Linda Rochford UMD Labovitz School. Introduction. Definitions and concepts Case studies Questions about the case studies. Definitions and Concepts.

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Rogers Chapter 1: Diffusion of Innovations

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  1. Rogers Chapter 1: Diffusion of Innovations Linda Rochford UMD Labovitz School

  2. Introduction • Definitions and concepts • Case studies • Questions about the case studies

  3. Definitions and Concepts • Diffusion: process by which an innovation is communicated over time among members of a social system. A type of social change. • Communication: process of creating and sharing information to reach a mutual understanding • Innovation: idea, practice, or object perceived as new by an individual or other unit of adoption

  4. Innovation?

  5. Innovation?

  6. Innovation?

  7. Rate of diffusion

  8. Definitions and Concepts • Information of two types: • Software information-What is the innovation? How does it work? Why does it work? • Innovation evaluation information-What are the innovation’s consequences? What will its advantages and disadvantages be for me?

  9. Innovation Characteristics • Relative advantage • Compatibility • Complexity • Trialability • Observability • Re-invention potential

  10. Communication Channels • Mass media versus interpersonal • Heterophily among individuals • More effective among homophilous individuals--”near peers” • Participants are usually very heterophilous (change agents and target group, differences across adopter categories).

  11. Innovation Decision Process • Knowledge • Persuasion • Decision • Implementation • Confirmation Process yields adoption, nonadoption or discontinuance

  12. Innovativeness and Adopter Categories • Innovators • Early adopters • Early majority • Late majority • Laggards

  13. Innovativeness and Adopter Categories • Rate of Adoption follows an “S” shaped curve • Social SystemInterrelated units engaged in joint problem solving to accomplish a common goal. • Rank or status among members • Communication structure • System norms • Opinion leaders and change agents

  14. Types of Innovation Decisions • Optional-innovation decisions • Collective-innovations decisions • Authority-innovation decisions • Contingent-innovation decisions

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