Diffusion of Information

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Diffusion of Innovation

The Tipping Point

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

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

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

The Social System

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

Individual is able to influence informally other individuals' attitudes

Constitutes a boundary within which an innovation diffuses

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

Time

Innovativeness

Laggards 16%

Late Majority 34%

Early Majority 34%

Early Adopters 13.5%

Innovators 2.5%

Innovation-decision process.

Confirmation

Implementation

Decision

Persuasion

Knowledge

Rate of Adoption

Communication Channels

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

Means by which information gets from one individual to another.

Individuals create and share information

Innovation

Observability to those withing the social system

Trialibility

Complexibility

Compatibility

Relative Advantage