diffusion of innovations (rogers)
DESCRIPTION
Presentation for doctoral course.TRANSCRIPT
DIFFUSION OF INNOVATIONS
(Rogers, 3rd ed.)
Key concepts
• change agency• social system• homophily• opinion leadership
Characteristics of innovation
1. relative advantage
2. compatibility
3. complexity
4. trialability
5. observability
Research streams
1. anthropology2. early sociology3. rural sociology4. education5. public health and medical sociology6. communication7. marketing8. geography9. general sociology
Adopter categories
1. innovators
2. early adopters
3. early majority
4. late majority
5. laggards
(shorthand)
adoption (S-curve)
Distribution of adopter types
Adoption decisions
adopt/reject (passive, active)
dissonance? re-invention
discontinuance
The innovativeness-needs paradox
Rate of innovation adoption
Praise
• useful conceptualization (e.g. innovator types, rate of adoption, diffusion)
• repetition• easy to read
Critique
1. definition of innovation?
2. adopter classification is arbitrary (story of organic farmer)
3. empirical focus on closed social systems (e.g. villages)
4. pro-innovation bias (financial ”innovations”, drugs)
5. what about innovations that achieve incomplete diffusion? (s-curve)
Thanks!