Diffusion of Innovations – Key Vocabulary

Vocabulary flashcards covering foundational terms, attributes, processes, adopter categories, social influences, and limitations within Diffusion of Innovations theory.

Diffusion of Innovations Theory

Framework describing how, why, and at what rate new ideas, practices, or products spread through a social system.

Innovation

An idea, practice, or product perceived as new by an individual or other unit of adoption.

Incremental Innovations

Changes that offer relatively small improvements over existing products or ideas.

Distinctive Innovations

Innovations that provide significant improvements without introducing entirely new technology or approaches.

Breakthrough Innovations

Innovations based on completely new technology or approaches.

Perceived Relative Advantage

How much better an innovation is seen to be compared with what it replaces.

Compatibility

Perceived consistency of an innovation with potential adopters’ values, past experiences, and needs.

Complexity

Perceived difficulty in understanding or using an innovation.

Demonstrability

Extent to which an innovation can be tried on a limited basis before full adoption.

Clarity of Results

How visible and understandable the outcomes of using an innovation are.

Costs (Innovation Attribute)

Tangible and intangible expenses incurred in adopting an innovation.

Reversibility

Ease with which the status quo can be restored by discontinuing an innovation.

Pervasiveness

Degree to which an innovation requires changes in other parts of the social system.

Reinvention

Extent to which an adopter can modify an innovation to fit personal needs.

Communication Channels

Means by which information about an innovation moves from one individual to another.

Mass-Media Channels

Broad communication outlets such as television, radio, and newspapers.

Interpersonal Channels

Face-to-face exchanges between two or more individuals.

Interactive Communication Channels

Two-way platforms like the Internet that allow immediate feedback during information exchange.

Innovation Decision Process

Five-step sequence through which an individual moves from first knowledge to confirmation of adoption.

Knowledge Stage

Initial step of learning about an innovation’s existence and function.

Persuasion Stage

Phase where an individual forms a favorable or unfavorable attitude toward an innovation.

Decision Stage

Point at which an individual chooses to adopt or reject an innovation.

Implementation Stage

Putting an innovation into actual use.

Confirmation Stage

Seeking reinforcement for an adoption decision or reversing it if exposed to conflicting messages.

Adopter Categories

Classification of individuals based on when they adopt an innovation along a bell-shaped curve.

Innovators

First 2.5% to adopt; adventurous, cosmopolitan, high risk-takers tolerant of uncertainty.

Early Adopters

Next 13.5%; respected opinion leaders who are well integrated and judicious.

Early Majority

Next 34%; deliberate individuals highly connected within peer networks.

Late Majority

Following 34%; skeptical adopters influenced by economic necessity and social norms.

Laggards

Final 16%; traditional, isolated individuals suspicious of new ideas.

Rate of Adoption

Speed at which an innovation is taken up by members of a social system.

S-Shaped Curve

Graph showing cumulative adopters over time; slow early growth, rapid uptake, then leveling off.

Social System

Interrelated units engaged in joint problem-solving to accomplish a common goal, influencing diffusion.

Homophily

Similarity among group members that facilitates faster diffusion of innovations.

Social Network

Person-centered web of relationships providing friendship, advice, and support.

Change Agent

Individual who intentionally influences others’ decisions about an innovation in a favorable way.

Opinion Leader

Influential member of a community who shapes peers’ beliefs and behaviors regarding an innovation.

Pro-Innovation Bias

Assumption that every innovation should be adopted rapidly by all, without rejection or reinvention.

Limitations of Diffusion Theory

Challenges such as preventive focus of health interventions, socioeconomic barriers, and non-linear adoption paths.

Steps for Applying Diffusion Theory

Sequence including selecting a topic, identifying the population, locating best practices, engaging networks and opinion leaders, collecting data, developing decision tools, and evaluating outcomes.