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13 Cards in this Set

  • Front
  • Back
What is diffusion?
The process by which an innovation is communicated through certain channels over time among the members of a social system.
What is innovatin?
“An idea, practice, or object perceived as new by an individual or other unit of adoption”
- EX- ideas- fashion, affirmative action, Darwins ideas
- practices - bc,
- object- facebook, i pod, cell phone
What is the usual pattern of diffusion?
-Theory says innovation spreads through society in a predictable pattern
-S- Shaped curve
o Starts slowly
o Then experiences rapids growth rate
o Then slows down and stabilizes
-Change agents play a big role in take-off
What are Characteristics of successful innovations
- Relative advantage- have to think there are more advantages w/ new product)
- Compatibility- perceived as being consistent w/ existing values
- Complexity- perceived as being difficult to use
- Triability- try it out (virtually)
- Observability- can see it easily- fashion makes someone look more attractive
Know the adopter categories of diffusion. What is characteristic of each?
-Theory says innovation spreads through individuals in a social system on the basis of their individuals “innovativeness”
o Innovators- willing to take risks= have rare $
o Early Adopters- see what innovators find- not as being risk takers (more respected)
o Early Majority- look for what is functionally useful
o Late Majority- skeptical, peer pressure
o Laggards- pay little attention to opinions of others (not fixed into category)
- venturesome and ready to try new things
- more cosmopolitan
Early Adopters
- Produce the most opinion leaders
- Their advice is sought and valued
Early Majority
- Deliberate before making decision
- They legitimate an innovation
Late Majority
- Skeptical of some ideas
- Economic necessity and peer pressure may be a motivator
- Skeptical of anything new
- Reluctant to try new things
What are the origins of the diffusion theory?
- Based upon theories of Gabriel Tarde
- Introduced opinion leadership
What are the steps in the diffusion and adoption process?
1)Knowledge--- people become aware of new ideas
2)Persuasion--- Individual weighs advantages
3)Decision--- Final decision of adoption or rejection
4)Implementation--- put innovation into use
5)Confirmation--- seek validation and evaluate consequences
What is Persuasion
-The process by which attitudes are changed are changed
o The mediator between persuasive info and behavioral change