CH 9 Diffusion of Innovation Theory

Practice flashcards covering key concepts related to the diffusion of innovation and health behavior theory.

Diffusion

The process by which a new idea, object, or practice filters through various channels in a community over time.

Innovations

New ideas, objects, or practices that are to be adopted.

Innovation-decision process

A five-step process involving gaining knowledge, persuasion, decision, implementation, and confirmation regarding an innovation.

Relative advantage

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

Compatibility

The degree to which an innovation is perceived as consistent with the values and past experiences of potential adopters.

Trialability

The degree to which an innovation can be experimented with on a limited basis before a full commitment.

Complexity

The degree to which an innovation is perceived as difficult to understand and use.

Observability

The degree to which the outcomes of an innovation are visible to others.

Mass-media channels

Communication channels such as television, radio, and newspapers used to spread information about innovation.

Interpersonal channels

Communication channels that require face-to-face interaction between individuals.

Social system

Groups of individuals or organizations that are interrelated and engaged in solving a joint problem.

Change agents

Individuals who influence a potential adopter’s decision about innovation favorably.

Opinion leaders

Influential individuals in a community who sway the beliefs and actions of their colleagues.

Innovators

Risk takers who are the first to adopt an innovation and are often tech-savvy and independent.

Early adopters

Opinion leaders who adopt innovations early and help to influence the adoption by others.

Late majority

Skeptical individuals who adopt innovations only after the majority has tried it.

Laggards

Individuals who are very skeptical of change and are the hardest group to persuade to adopt an innovation.

Adopter categories

Classification of individuals based on their likelihood to adopt innovations: innovators, early adopters, early majority, late majority, and laggards.

Homophily

Similarity among group members that enables faster spread of innovation.

Limitations of Diffusion of Innovations

Challenges faced in adopting innovation, particularly in lower socioeconomic groups and individuals with low literacy.