Diffusion of innovations

Diffusion of Innovations

Why do people adopt change? How do people explain change?

Everett Rogers explains change diffusion and adoption with the seminal model of innovation and diffusion. The diffusion model is used by many disciplines and proposes innovation is diffused over time to society through certain channels. Four key elements are important in the diffusion of new ideas:

1. What is the innovation?
2. How is it communicated?
3. The idea is transmitted over time
4. The idea is diffused to members of the society

For an innovation to diffusion there are five stages that will occur.

1. Knowledge - awareness of the idea and perceived benefit
2. Persuasion – convinced of the value of the innovation
3. Decision – judgment to adopt the innovation
4. Implementation – in acting the innovation
5. Confirmation - acceptance or rejection of the innovation