BACP2016284
The Diffusion of Innovation Theory was developed by Everret
Rogers in 1962. This theory shows the systematic step a product or idea goes through
before it reaches a given population.
The theory seeks to help change people’s behavior
and attitude towards an idea or a product. An individual arrives at a decision
to purchase after he has conceived the idea .
Acceptance of a new product does not happen at a time
in the social system, rather it is the process where by some people adopt
innovation earlier than the others do. Those who accept innovations have different
characteristics.
When
promoting service or a product, there are differences in the adopter categories.
Everret Mentions the Innovators, The early adopters,
the early majority, the late majority and the laggards.
To begin with, Innovators are the daring people . this group are the
first to try a product or a service. They are willing to take risks and are
often first to develop ideas. When ‘tico’ car was in Ghana innovators ripped
the full benefit of their investment.
Secondly, early adopters are those who represent
opinion leaders. They enjoy leadership roles. When there’s new product they are
given samples for free. They are already aware of the need to change so they
are very comfortable adopting new ideas. Strategies that apply to this
population include manuals and
information sheets on how to use a product.
Also, early majority these people are rare leaders
but they do not adopt new ideas. They want to see the product work before they
are willing to accept the product or service. What appeals to these group is
the success stories, testimonies and
evidence of the new innovations effectiveness.
More so, late majority are people who are doubtful
of the innovations authenticity and would only change towards a product after
it had been tried by the majority. They need information on how other people
have tried the innovation and have adopted it successfully without any problem.
Lastly, the laggards are the conservatives’ and are
bound by tradition. They are difficult to convince strategies to appeal to these
people are fear appeals and pressure from people in the other adopter
categories.
Different strategies are at play in each category before
an individual adopts an innovation and
each of these factors play to a large extent in the five adopter categories.
There are several drawbacks to diffusion of
innovation, it does not take into account an individual’s resource or social
support to adopt to the new behavior. It
works better with adoption of behaviors rather than prevention of behaviors. It
does not foster a participatory approach to adoption of a public health
program.
