Diffusion of Innovations

Question 1

What is diffusion?

Answer 1

The process in which an innovation is communicated through certain channels over time among the members of a social system

Question 2

What is an innovation?

Answer 2

An idea, practice, or object that is perceived as new by an individual or other unit of adoption. It matters little, so far as human behavior is concerned, whether or not an idea is objectively new as measured by the lapse of time since it’s first use or discovery.

Question 3

What is a technology?

Answer 3

A design for instrumental action that reduces the uncertainty in the cause-and-effect relationship involved in achieving a desired outcome

Question 4

Describe the innovation decision-making process?

Answer 4

An information seeking and information processing activity in which an individual is motivated to reduce uncertainty about the advantages and disadvantages of the innovation

Question 5

Describe a technology cluster.

Answer 5

One or more distinguishable elements of technology that are perceived as being closely interrelated

Question 6

Describe the characteristics of an innovation

Answer 6

Relativity advantage, compatibility, complexity, triability, and observability

Question 7

What is relative advantage?

Answer 7

The degree to which an innovation is perceived as better than the idea it supersedes

Question 8

What is homophily?

Answer 8

The degree to which two or more individuals who interact are similar in certain attributes, such as beliefs, education, socioeconomic status, and the like

Question 9

What are the five main steps in the innovation decision process?

Answer 9

Knowledge, persuasion, decision, implementation, and confirmation.

Question 10

What are the three types of innovation decisions?

Answer 10

Optional innovation decisions, collective innovation decisions, and authority innovation decisions.

Question 11

In diffusion, what are consequences?

Answer 11

The changes that occur to an individual or to a social system as a result of the adoption or rejection of an innovation

Question 12

What is a research tradition?

Answer 12

A series of investigations on a similar topic in which successive studies are influenced by preceding inquiries

Question 13

What are criticisms of diffusion research?

Answer 13

1. Pro-innovation bias
2. Individual-blame bias
3. Recall issues
4. Inequality gaps

Question 14

What is pro-innovation bias?

Answer 14

The implication in diffusion research that an innovation should be diffused and adopted by all members of a social system, that it should be diffused more rapidly, and that the innovation should be neither re-invented nor rejected.

Question 15

What is individual-blame bias?

Answer 15

The tendency to hold an individual responsible for his or her problems, rather than the system of which the individual is a part of.

Question 16

Define serendipity.

Answer 16

The accidental discovery of a new idea.

Question 17

Name the three classifications of consequences.

Answer 17

1. Desirable vs. undesirable
2. Direct vs. indirect
3. Anticipated vs. unanticipated

Question 18

Define salience

Answer 18

The degree to which a person perceives a news event as important

Question 19

Define parasocial interaction.

Answer 19

The degree to which audience individuals perceive that they have a personal relationship w/ a media personality

Question 20

Who conceptualized the notion of stages in the innovation-decision process?

Answer 20

Ryan and Gross in the Iowa seed corn study

Question 21

Define selective exposure.

Answer 21

The tendency to attend to communication messages that are consistent with the individuals existing attitudes and beliefs (e.g., individuals consciously or unconsciously avoid messages that are in conflict with their predispositions)

Question 22

Define selective perception.

Answer 22

The tendency to interpret communication messages in terms of the individuals existing attitudes and beliefs (e.g., individuals seldom expose themselves to messages about an innovation unless they first feel a need for the innovation, and that even if the individuals are exposed to innovation messages, such exposure will have little effect unless the innovation is perceived as relevant to the individuals needs and consistent with the individuals attitudes and beliefs)

Question 23

What are the three types of knowledge gained about an innovation?

Answer 23

1. Awareness knowledge - information that an innovation exists
2. How-to knowledge - information necessary to use an innovation properly
3. Principle-knowledge - information dealing with the functioning principles underlying how an innovation works

Question 24

What type of knowledge do most change agents focus most of their attention?

Answer 24

Awareness knowledge

Question 25

What are some generalizations about early versus late knowers of innovations?

Answer 25

1) Earlier knowers of an innovation have more education than later
2) Earlier knowers of an innovation have higher social status than late
3) Earlier knowers of an innovation have more exposure to mass media channels of communication than late
4) Earlier knowers of an innovation have more exposure to interpersonal channels than late
5) Earlier knowers of an innovation have more contact with change agents than do late
6) Earlier knowers of an innovation have more social participation than do late
7) Earlier knowers of an innovation are more cosmopolite than are late

Question 26

What are some generalizations about reinvention?

Answer 26

1) occurs at the implementation stage for many innovations and adopters
2) higher degree of re-invention leads to a faster rate of adoption
3) higher degree of re-invention leads to a higher degree of sustainability of an innovation