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WHAT EVERETT ROGERS POSIT IN DIFFUSION OF INNOVATION THEORY

Diffusion of innovation theory was developed by Everett Rogers in 1962. It originated in communication to explain how, over time, an idea gains momentum and diffuses (spreads) through a specific population or social system. The theory further explains that the end result of this diffusion is that people, as part of a social system, adopt a new idea. Adoption means a person does something different than what they had previously (i.e. purchase or use a new product, acquire and perform a new behavior). According to Rogers, the key to adoption is that the person must perceive the idea, behavior or product as new or innovative. It is through this that innovation takes place.

The adoption of a new product idea or behavior i.e. innovation does not happen simultaneously in social system; rather it is a process whereby some people are more apt to adopt the innovation than others. Research has therefore shown that people who adopt the innovation early have different characteristics compared to those who adopt it later. There are five established adopter categories. These are;

Innovators: They are the people who want to be the first to try an innovation. They are interested in new ideas. These people are very willing to take risks and are often the first to develop new ideas. Very little, if anything needs to be done to appeal this population.

Early adopters: These are opinion leaders. They enjoy leadership roles and embrace change opportunities. They are already aware of the need to change and so are very comfortable adopting new ideas.

Early majority: These people are rarely leaders, but do adopt new ideas before the average people. That said, they typically need to see evidence that the innovation works before they adopt it.

Late majority: These people are skeptical of change and will only adopt an innovation after it had been tried by the majority. Strategies to appeal this population include how many other people have tried the innovation and adopted it successfully.

Laggards: These people are bound by tradition and are very conservative. They are very skeptical of change are the hardest group to bring on board. Strategies to appeal to this people include statistics, fear appeals and pressure from people in other adopter groups.