MBA – Hebron University
Organization Theory and Behavior.
Diffusion of Innovation Theory.
To: Prof.Samir Abu Znaid.
From : Shireen.I. Al-Qawasmeh.
2
Diffusion of Innovation Theory History
 Diffusion of Innovation (DOI) Theory, developed by
E.M. Rogers in 1962, is one of the oldest social science
theories. It originated in communication to explain
how, over time, an idea or product gains momentum
and diffuses (or spreads) through a specific population
or social system.
 The diffusion of innovations theories, developed over a
half century ago, have provided a popular framework
to explain how new ideas and technologies are spread
and adopted in a community (Rogers, 2003).
3
Diffusion of Innovation Theory History-cont.
 The framework has been used for
program planning, it has been
empirically tested, and it has
undergone critique from various
perspectives since its inception in
the 1950s (Yates, 2001).
 Throughout the years, it has remained instrumental to
Extension professionals, scholars, and students alike and
continues to be useful in countless other fields,
including medicine, telecommunications, information
technology, and social marketing (Rogers, 2003).
4
Diffusion of Innovations
ackground
5
Diffusion
"
is the process by which an innovation is
communicated through certain channels over time among
members of a social system" (Rogers, 1963). The diffusion
framework is a fairly involved framework that includes
several "sub-theories" or concepts. These concepts
together provide insight into human and social nature,
including how new information is accepted (or not
accepted) by potential users. Because of this, the
diffusions framework draws heavily from the fields of
psychology and rural sociology (Beal & Bohlen, 1957).
6
Diffusion
is the passive, untargeted, unplanned,
and uncontrolled spread of new interventions. Diffusion
is part of the diffusion-dissemination-implementation
continuum, and it is the least-focused and intense
approach.
Adoption is the decision of an organization or a
community to commit to and initiate an evidence-based
intervention.
(See Article: A Glossary for Dissemination and Implementation Research in Health)
7
Diffusion refers to the process by which innovations
are spread among the members of a social system over
time (in your organizations), whereas adoption is a decision
of implementing innovations based on knowledge,
persuasion of individuals within a given system (e.g.
Organizations or enterprises) .
(see : Rogers,1995 for details on innovation adoption processes).
8
From
That
we
9
DEDUCE
Why is diffusion of innovation important?
Importance of the Diffusion of Innovation
The Diffusion of Innovation
explains the rate at which
consumers will adopt a new product
or service. Therefore, the theory
helps marketers understand how
trends occur, and warns companies
of the likelihood of success or
failure of their new introduction.
10
What?
Are The Four Elements of Diffusion of Innovation
There are four main interacting elements of the key
concept: Diffusion of Innovations –
1.
2.
3.
4.
11
an innovation.
communicated through certain channels.
over time
and among members of a social system
Components of The Classic Diffusion Framework
1.
2.
3.
4.
The Innovation-Decision Theory.
The Individual Innovativeness Theory.
The Theory of Rate of Adoption.
And The Theory of Perceived Attributes.
In addition,
the diffusion framework includes
theories relating to communication aspects and channels.
12
The Individual Innovativeness Theory
The theory of individual innovativeness suggests that in
most social systems there are innovators, early
adopters, early majority adopters, late majority
adopters and "laggards." These five categories are
often visually represented as S- and bell-shaped curves
(Rogers, 2003).
13
The
S-shaped
curve
indicates the cumulative number of
adopters from innovators to laggards;
the bell-shaped curve represents the
resulting normal distribution.
14
What is The Diffusion of Innovation Curve?
The innovation adoption curve of Rogers is a model that
classifies adopters of innovations into various categories,
based on the idea that certain individuals are inevitably
more open to adaptation than others. Is also referred to as
Multi-Step Flow Theory or Diffusion of Innovations Theory.
15
From
That
we
16
DEDUCE
The Five Groups on The Diffusion of Innovation Curve Are:
1.
2.
3.
4.
5.
Innovators.
early adopters.
early majority.
late majority.
laggards.
17
Figure 1.
18
Bell-Shaped Graph Depicting Levels of Adopters (Rogers, 2003)
19
Figure 2. Description of the five innovator categories (Rogers, 2003).
The Theory of Perceived Attributes
The Theory of Perceived Attributes focuses on how
the program participant views characteristics of the
practice under investigation. These have been
typically categorized as those that relate to the
complexity, compatibility, trialability, relative
advantage, and observability of a practice or
technology (Rogers, 2003). A brief description of each of
these attributes follows.
20
Complexity
Complexity involves the degree of difficulty of
understanding and implementing the practice from
the perspective of the potential adopter.
Compatibility
Compatibility concerns itself with a host of factors
relating to the degree to which the practice is
compatible to current objectives and philosophies of
the program participant. Compatibility factors can be
something as simple as not having the right resources
(land or otherwise) to implement the practice or could
involve more philosophical concepts such as concern
over applying pesticides or fertilizers to an organic crop.
Trialability
Trialability deals with the potential to experiment
with the practice on a smaller, less intensive scale.
The expectation is that if an owner can implement
the new practice on a trial basis he or she can
possibly even modify the potential practice further
to meet their specific needs.
Relative Advantage
Relative Advantage speaks to the possibility of
increased income, reduced cost, or other factors that
may make adopting this practice advantageous over
other alternatives, including doing nothing.
Observability
Observability relates to the degree to which the potential
adopter has had the opportunity to see the practice
implemented or see the results of the implemented
practice. Some practices are obviously more observable
than others (planting trees vs. preparing an estate plan,
for example) and therefore might be adopted by
individuals more quickly.
Other Concepts Relevant to The Diffusion of
Innovations Framework and Having Influence
on Adoption/Rejection Decisions
Includes:
26
 The communication channel, social networks, and
external factors (Rogers, 2003).
 Communication channels include the change agent
or agency and attributes of the communication
program (for example, educational program type or
means of disseminating information).
27
 Social networks and systems include support systems
such as a local farmer/forest owner organization or
association and the type and amount of interaction
with professionals following the educational
intervention (such as county agents or foresters).
 Finally, external factors such as markets, weather,
natural disasters, policy, and unanticipated events all
affect adoption of practices.
28
Using Diffusion of Innovation Theory
(Applications)
29
Diffusion of Innovation Framework for Evaluation
1. The diffusion of innovations
approach to program evaluation
recognizes that a variety of
factors influence the adoption of
a practice.

30
This approach
provides insight into
why educational program participants adopt or
reject a practice on which they have received
information or training.
Diffusion of Innovation Framework for Evaluation
2. Diffusion of innovations research
can provide information, for example,
on barriers and motivations external
to the educational program that may
have strong influences on the decision
to adopt or reject a practice.
31
Use The Diffusion of Innovation Theory in Marketing
1. If you are launching a new tech
product, such as software, you can
use this model which will help with
identifying the marketing materials
needed for each group.
2. The Adoption theory is most useful
when looking at new product
launches, but it can be useful when
taking existing products or services
into a new market.
32
Use The Diffusion of Innovation Theory in Agricultural Innovation
Research by King and Rollins (1995)
indicated that change agent's attitude,
participant's economic concerns, and
technical information influenced the
adoption of an agricultural innovation
by
participants
who
received
information from a training program.
33
Use The Diffusion of Innovation Theory in Public Health
1. Diffusion of Innovations is a
research model that describes
how a new idea, product or
positive health behavior spreads
through a community or social
structure. The model identifies
several factors that influence
how quickly an idea or behavior
is adopted.
34
Use The Diffusion of Innovation
Theory in Public Health-Cont.
2. Research specifically linking the
diffusion of innovations theories
with program evaluation has been
undertaken in the health field.
Cervero and Rottet (1984) created
an instrument designed to
empirically test a diffusioninnovation-evaluation model .
35
Use The Diffusion of Innovation Theory
in Public Health-Cont.
The study
36
sought to analyze the
impact of the training program
(Continuing Professional Education or
CPE Program) on behavior change
and performance (client outcomes)
and to determine the extent of noneducation program factors (proposed
change, individual behavior, social
system) on employee adoption of
practice (measured as a change in
performance).
 Diffusion of Innovations (DoI)
Theory as a platform for explaining
aspects
of
information
and
communication technology (ICT)
innovation adoption process in the
field of Library and Information
Science (LIS).
 Diffusion of Innovations as a
Theoretical Framework for the
planning of telecenter strategies.
See:
South African Journal of Libraries and Information Science, Volume 71, aIssue 3, Jan 2005, p. 211 – 224, Author Mabel
K. Minishi-Majanja and Joseph Kiplang'at.
Raul Roman rr66@cornell.edu Department of Communication Cornell University 338 Kennedy Hall Ithaca, NY 14853.
37
Using Rogers’ Theory to Interpret Instructional Computer Use by COE Faculty
1. Findings interpreted through Roger’s
theory suggest that an action plan
should take advantage of faculty
members’ positive computer attitudes
and collegial communication to help
them move to the higher levels of use
and
expertise
in
instructional
technologies.
2. Methodology provides a model for
other colleges of education worldwide
to obtain information about the needs
of their faculty members.
See:
Using Rogers’
Theory to Interpret Instructional Computer Use by COE Faculty, Ismail Sahin &Ann Thompson,
38
Pages 81-104 | Published online: 24 Feb 2014.
The Use of Theory of Innovation for Process-based
Innovations Such as Nanotechnology.
provide a model and supporting
cases demonstrating a new process
or materials based innovation
model that is based on the tight
coupling between product and
process innovation of not only
Nanotechnology-based
products
but other process-based products.
See:
A theory of innovation for process-based innovations such as nanotechnology
a
b
Author
39 links open overlay panelJonathan D.Linton Steven T.Walsh
Examples
40
1.
Using the Diffusion of Innovation
(DOI) to engage with different
types of buyers when new
products are launched.
 The Diffusion of Innovation model helps a business to
understand how a buyer adopts and engages with new
products or technologies over time. Companies will use it
when launching a new product or service, adapting it or
introducing an existing product into a new market.
 It shows how the product can be adopted by five
different categories/customer types and how to engage
as
41 a business with these types of people.
Again To Remmember The Information
42
1. Innovator. They are a small group of people
exploring new ideas and technologies. It includes
"gadget fetishists!" In an online marketing context
there are a lot of specialist blogs and media sites to
engage them.
43
2. Early Adopters. Considered to be Opinion Leaders
who may share positive testimonials about new
products and services, seeking improvements and
efficiency. Engagement requires little persuasion as
they're receptive to change. Provide guides on how
to use the product/service.
44
3. Early Majority. These are Followers who will read
reviews by earlier adopters about new products before
purchasing. They can be engaged with reviews and via
YouTube, where they will look for your products.
45
4. Late Majority. To generalize, these are sceptics who
are not keen on change and will only adopt a new
product or service if there is a strong feeling of being left
behind or missing out. They can be engaged with
providing marketing material, evidence, reviews from
Opinion Leaders and case studies to show how it works.
46
5. Laggards. The descriptor says it all! Typically they
prefer traditional communications and will adopt new
products when there are no alternatives. Laggards will
come on board when 'others' have written about your
products/services, they have research evidence, statistics
or felt pressure from others.
47
2. Examples of how it can be applied
to digital marketing strategies?
This is an example based on launching new software to
the different groups.
1. Innovator: Show the software on key software sites
such as Tec crunch, or Mash able. Providing
marketing material on the website, with relevant
information and lead to potential sales with
downloads.
48
2. Early Adopter: Create guides and add to the major
software sites, providing marketing material such as
case studies, Guides and FAQs.
3. Early Majority: Blogger outreach with guest blog
posts and provide links to social media pages, key facts
and figures, and 'how to' YouTube videos.
49
4. Late Majority: Encourage reviews, comparisons and
share press commentary on your website. Provide a press
section and social proof with information and links to
reviews, testimonials, third party review sites.
5. Laggards: It's probably not worth trying to appeal to
this group!
50
What to watch for?
The Adoption theory is mainly useful
when developing new products. If you’re
in FMCG and launch many new products
or lines a year, it may be less effective as
it’s not practical to create individuals
strategies for hundreds of products.
Fast Moving Consumer Goods ( FMCG)
See Rogers, E.M. (1976). New Product Adoption and Diffusion. Journal of Consumer
Research. (March). p290-301.
51
Pros and Cons
52
Pros
1. Applying statistical inferences to study factors that
influence adoption of practice in a systematic
intentional manner can yield a better understanding of
the relative impact of education and information. This
may be a particularly important investment in major,
multi-year, or multi-state Extension programs.
53
2. Using diffusion of innovations theory provides
valuable information for providing leadership among
public service providers who also may influence adoption
of practice. Examples in the forestry community, for
instance, include state forestry agencies and associations,
private forestry consultants, and others who provide
support and assistance to private owners.
54
3. Using diffusion of innovations techniques to
guide an Extension program evaluation can provide
an opportunity to investigate what is going on
inside "the black box" of program impact
determination (Bush, Mullis, & Mullis, 1995). In
addition, it can also move Extension evaluation
toward more causal modeling.
55
4. program evaluation model can be adopted for many
disciplines within Extension and can be used with
stakeholders and potential funding agencies to provide for
more holistic, credible evaluations. The results of applying
these concepts in an actual program evaluation are
currently underway and will provide insight into the
practical nature of such a model.
56
Cons
1. The area of program evaluation is vast, diverse, and still
developing. In Extension, evaluation has historically
been one-dimensional.
2. Measurement has focused solely on the impact of
program participation in terms of change in behavior or
adoption of practice.
57
3. Characteristics of the educational
program and influences of external
factors have not normally been
accounted for in an inclusive framework.
4. Today's Extensionist is living in a complex world
where social, economic, and environmental factors
all influence adoption of practice (Clements, 1999).
58
My point of view
Conclusion
59
1. Diffusion is the process by which an
innovation is communicated through
certain channels over time among
members of a social system.
2. In most social systems, there are innovators, early
adopters, early majority adopters, late majority adopters
and “laggards.”
3. The distribution of adopter categories can influence
the rate of adoption of an innovation.
60
4. Each adopter category possesses unique
characteristics and requires different
strategies to influence desired adoption
innovations.
5. Extension educators assume the responsibility for
diffusing an innovation or idea and influencing its adoption.
6. There are four roles an Extension educator can assume
to influence adoption decisions as follows:



Catalyst- pressures the system to begin working on problems and issues.
Solution giver- provides specific ideas for change.
Process helper- assists in the processes of problem solving and decision
making.
61

Resource linker- brings together human, economic, and intellectual
resources.

Innovations can be categorized by their complexity, compatibility,
trialability, relative advantage, and observability.
7.
All things being equal, the more profitable,
understandable, personally compatible, observable, and
testable clientele considers the innovation, the higher
the potential for adoption.
62
References
1. Beal, G. M., & Bohlen, J. M. (1957). The diffusion process. Ames: Iowa State University
of Science and Technology.
2. Havelock, R.G. (1973). The change agent’s guide to innovation in education. Englewood
Cliffs, NJ: Educational Technology Publications,
3. Rogers, E.M. (1995). Diffusion of Innovations. New York: Free Press.
4. Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York: Free Press.
5. Seevers, B., & Graham, D. (2012). Education through Cooperative Extension. (3rd ed.).
Fayetteville, AR: University of Arkansas Bookstore.
6. Yates, B. L. (2001, May 24-28, 2001). Applying diffusion theory: Adoption of media
literacy programs in schools. International Communication Association Conference.
Retrieved from: http://www.westga.edu/~byates/applying.htm
7. South African Journal of Libraries and Information Science, Volume 71, Issue 3, Jan
2005, p. 211 – 224, Author Mabel K. Minishi-Majanja and Joseph Kiplang'at.
8. Raul Roman rr66@cornell.edu Department of Communication Cornell University 338
Kennedy Hall Ithaca, NY 14853
9. Using Rogers’ Theory to Interpret Instructional Computer Use by COE Faculty
Ismail Sahin &Ann Thompson, Pages 81-104 | Published online: 24 Feb 2014
63
THANKS
64
TIGER
SH.I.Q