MBATricks

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Diffusion of innovations theory was formalized by Everett Rogers in a 1962 book called Diffusion of Innovations. Rogers stated that adopters of any new innovation or idea could be categorized as innovators (2.5%), early adopters (13.5%), early majority (34%), late majority (34%) and laggards (16%), based on a bell curve. Each adopter’s willingness and ability to adopt an innovation would depend on their awareness, interest, evaluation, trial, and adoption. Some of the characteristics of each category of adopter include:

  • innovators – venturesome, educated, multiple info sources, greater propensity to take risk
  • early adopters – social leaders, popular, educated
  • early majority – deliberate, many informal social contacts
  • late majority – skeptical, traditional, lower socio-economic status
  • laggards – neighbors and friends are main info sources, fear of debt

 

 

Rogers also proposed a five stage model for the diffusion of innovation:

  1. Knowledge – learning about the existence and function of the innovation
  2. Persuasion – becoming convinced of the value of the innovation
  3. Decision – committing to the adoption of the innovation
  4. Implementation – putting it to use
  5. Confirmation – the ultimate acceptance (or rejection) of the innovation”

 

 

 

Source: http://www.valuebasedmanagement.net/methods_rogers_innovation_adoption_curve.html

http://nhokanson.wordpress.com/2007/07/12/everett-m-rogers-diffusion-of-innovations-and-more/

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