Diffusion of Innovation

Innovation

Relative Advantage

Compatibility

Complexibility

Trialibility

Observability to those withing the social system

Communication Channels

Individuals create and share information

Means by which information gets from one individual to another.

Evaluation based on opinions of near-peers who have adopted the innovation rather than professional surveys.

Rate of Adoption

Innovation-decision process.

Time

Innovativeness

Innovators 2.5%

Early Adopters 13.5%

Early Majority 34%

Late Majority 34%

Laggards 16%

The Social System

A set of interrelated units that are engaged in joint problem-solving to accomplish a common goal.

Constitutes a boundary within which an innovation diffuses

Individual is able to influence informally other individuals' attitudes

Change agent is an individual who
attempts to influence clients' innovation-decisions

The Tipping Point

The Tipping Point

Persuading opinion leaders is the easiest way to foment positive attitudes toward an innovation.

Persuading opinion leaders is the easiest way to foment positive attitudes toward an innovation.

To eliminate a deficit of awareness of an innovation, mass media channels are most appropriate.

To eliminate a deficit of awareness of an innovation, mass media channels are most appropriate.

To change prevailing attitudes about an innovation, it is best to persuade opinion leaders

To change prevailing attitudes about an innovation, it is best to persuade opinion leaders