DIFFUSION OF INNOVATION THEORY

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.