Diffusion of Innovation Flashcards
What is diffusion of innovation?
A communication theory rooted in rural sociology used to determine the effectiveness of informing farmers about new farming practices.
What was revealed by research on innovative hybrid corn seed in the 1940s?
Farmers were not using it despite its higher yield and potential for increased profits.
What is the explanation for the farmers’ slow adoption of the new seed?
The spread and adoption of an innovation is a social process that takes time.
What are the four main aspects of diffusion identified in research?
- The innovation-decision process
- The role and source of the communication channel
- The adoption rate
- The characteristics of people who adopt an innovation
What is the essence sentence of the diffusion theory?
Behavior changes as innovations are adopted.
What does diffusion refer to?
The process by which new ideas are disseminated.
Define ‘innovation’ in the context of diffusion.
A new or novel idea, practice, product, or thing.
What characteristics make adoption of an innovation more likely?
- Relative advantage
- Compatibility
- Trialability
- Complexity
- Observability
Fill in the blank: An innovation is more likely to be adopted if it has a relative advantage, compatibility, trialability, ______, and observability.
[complexity]
What are communication channels in the context of diffusion?
The ways an innovation is diffused or spread through a society.
What is the most rapid and effective communication channel for diffusing an innovation?
Mass media, including internet, television, newspapers, radio, and movies.
What is the first step in the innovation-decision process?
Knowledge.
What follows knowledge in the innovation-decision process?
Persuasion.
List the steps in the innovation-decision process.
- Knowledge
- Persuasion
- Decision
- Implementation
- Confirmation
What happens during the decision step of the innovation-decision process?
People decide to try the innovation based on their knowledge and attitude toward it.
What are the possible results of trial implementation?
- Positive - the innovation is adopted
- Negative - the innovation is rejected
- Mixed - the innovation is modified
What defines the adoption rate of an innovation?
How long it takes people to adopt an innovation based on their personal characteristics.
Who are innovators in the context of the adoption curve?
Individuals who are tech savvy, risk tolerant, change oriented, and independent thinkers.
Describe early adopters.
Role models, well respected, community opinion leaders with high self-esteem.
What characterizes the early majority in the adoption curve?
They are influenced by opinion leaders and mass media and adopt new things a bit slower.
Describe the late majority.
They are cautious about change, modestly financed, and influenced by their peers.
What are the characteristics of laggards?
They are adverse to taking risks, suspicious of innovation, conservative, and less educated.
What is a social system in the context of diffusion?
A network of people who share common characteristics and cooperate to reach a common goal.
What is intimate partner violence (IPV)?
Physical and/or sexual violence, stalking, or psychological harm inflicted by a current or former partner or spouse.
