Diffusion of Innovation Theory

These flashcards cover key concepts, terms, and definitions related to the Diffusion of Innovation theory.

Diffusion of Innovation

A communication theory that explains how innovations spread within a society.

Innovation

Something new or novel that is brought to market or adopted.

Relative Advantage

The degree to which an innovation is perceived as better than the one it replaces.

Compatibility

How well an innovation aligns with existing social norms and practices.

Trialability

The ability to test an innovation on a limited basis before full-scale adoption.

Complexity

The ease of use or understandability of an innovation.

Observability

The extent to which the results of an innovation are visible to others.

Communication Channels

The means by which information about an innovation is spread through a society.

Adoption Rate

The speed at which individuals or groups decide to accept and use a new innovation.

Social System

An interrelated group of individuals or organizations that are engaged in solving a common problem.

Innovation-Decision Process

The steps people go through from gaining knowledge of an innovation to deciding to adopt or reject it.

Knowledge Stage

The first step in the innovation-decision process where individuals become aware of the innovation.

Persuasion Stage

The stage where individuals form an attitude toward the innovation after gaining knowledge of it.

Decision Stage

The point in the innovation-decision process where an individual decides to try the innovation or not.

Implementation Stage

The phase where the innovation is put into use, resulting in adoption, rejection, or modification.

Confirmation Stage

The final stage where individuals seek reinforcement from others about their decision to adopt or reject.

Innovators

Individuals who are the first to adopt an innovation due to their willingness to take risks.

Early Adopters

Individuals who are respected and influential in their communities and adopt innovations early.

Early Majority

The group that adopts an innovation after it has been tried by early adopters.

Late Majority

The individuals who are skeptical and adopt innovations only after they become established norms.

Laggards

People who are resistant to change and adopt innovations very late, if at all.