Difussion of Innovation

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The diffusion of innovations according to Rogers. With successive groups of consumers adopting the new technology (shown in blue), its market share (yellow) will eventually reach the saturation level. In mathematics the S curve is known as the logistic function.Diffusion of Innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. The concept was first studied by the French sociologist Gabriel Tarde (1890) and by German and Austrian anthropologists such as Friedrich Ratzel and Leo Frobenius.[1] Its basic epidemiological or internal-influence form was formulated by H. Earl Pemberton,[2] who provided examples of institutional diffusion such as postage stamps and compulsory school laws.

Contents [hide]

1 History

2 Elements

3 Decisions

4 Mechanism

5 Rates of adoption

6 Rogers' 5 Factors

7 Adopter categories

8 Heterophily and communication channels

9 Opinion leaders within a social system

10 Organizations

11 Consequences of adoption

11.1 Public vs. Private

11.2 Benefits vs. Costs

12 Mathematical treatment

13 International Institute for Applied Systems Analysis (IIASA)

14 Diffusion data

15 Criticism

16 Electronic communication social networks

17 See also

18 References

18.1 Notations

18.2 Notes

19 External links

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In 1962 Everett Rogers, a professor of rural sociology published Diffusion of Innovations. In the book, Rogers synthesized research from over 508 diffusion studies and produced a theory for the adoption of innovations among individuals and organization.

The book proposed 4 main elements that influence the spread of a new idea: the innovation, communication channels, time, and a social system. That is, diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system. Individuals progress through 5 stages: knowledge, persuasion, decision, implementation, and confirmation. If the innovation is adopted, it