Diffusion of Innovations

• Speed at which a new idea (innovation) spreads through a population determined by-
• Characteristics of the innovation itself
• Communication channels
• Time (where we are in the process)
• Social system
• Descriptive (explanatory theory); describes naturally occuring process
• How farmers adopted new hybrid corn (new program/knowledge)

• New ideal; novel (avoid, trans fat)
• New technology for accomplishment something (sunscreen, portion controlled snack packaging, new safety mechanisms - air bags)

• Innovators
• Early adoptors
• Early majority
• Late majority
• Laggards
• Assumes most/all will get there

• At first innovation adopted slowly (innovators/early adopters)
• Later, speed picks up
• Implies that eventially everyone adopts (laggards)
• Not necessarily true; some innovations will stall, or be supplanted, or disappear
• Start, then something better comes along
• Doesn't typically act like the model suggests

• In early stages, adoption of innovation is not the norm- later may become the norm
• Early adoption in the curve isn't the "norm" - not motivated by others' wanting to be like others
• People in categories are different from others (5 groups)

Desirable characteristics will lead to adoption even before it is normative.

• Originally used to describe adoption of an innovation by individuals
• Can also be used to describe adoption of an innovation by organizations

• Joint use agreements opening school facilities for public use)
• Placing fruits and vegetables in corner stores
• Health promotion activities in churches
• Faith-based organizations

• Compatability: consistent with current values and practices
• Communicability: easy to learn about; packaged
• Impact on social relations: should not disrupt social customs - shouldn't change things too much
• Relative advantage: better than existing alternatives
• Reversibility & trialabilitity: if you don't like it you can discontinue early
• Risk and uncertainty: low risk but effective
• Won't have all, but will make it go faster

• Complexity: shouldn't be complex to implement
• Time: minimal time investment by adopting organization
• Commitment: minimal commitment (reversibility)
• Modifiability: organizations should be able to modify & adapt innovation to circumstances
• Observability: users should be able to see that it works

• Compatability
• Communicability
• Impact on social relations
• Relative advantage
• Reversibility & trialability
• Complexity
• Time
• Modifiability
• Observability

Concept of "social system" as applied to organizations

• How is an organization part of a social system?
• --- Peer groups of similar organizations
• --- System of relationships with organizations

What other organizations influence my target organization, how can I facilitate that?

Church is part of a community (larger network)

How would this aply to health promotion in churches?

Influence of peer group, i.e., what other local churches are doing

• Influence of other important organizations (network)
• --- National organizations
• --- Local affiliations with charitable organizations (United Way, local charities)
• --- Community or local interest organizations (local coalitions)

• What are the "Communication channels" as applied organizations? How do organizations communicate?
• --- Regular media (tv, newspapers, web)
• ---Interest groups, newsletters
• ---Professional meetings of key actors

• When working with organizations, may need to creat communication channels
• --- Meetings, conferences, directed newsletters
• --- Encourage "early adopters" to communicate with peers

• Media that impacts individuals also influence
• Other approaches too

• Examine characteristics of the innovation - can it be modified consistent with the model?
• Examine the social system in which the organization operates - what elements could be brought to bear?
• Examine the communciation channels - can they be enhanced or modified, or used?
• Where are we on the timeline? Are there some "early adopters" who can discuss their experience?
• Social systems and network of organization
• Having a champion is useful

• Suppose you wanted to encourage small food markets in a local area to offer a wider range of low-fat food choices
• How could Diffusion of Innovation Theory hel guide you in working with these markets

• Consistent with mission
• Increase revenue
• One owner has multiple stores
• Do store owners talk to others?
• Being consistent with usual trends (snack foods/healthier alternatives) vs. odd choices (kale)
• Success stories
• Competition - don't get left behind
• Create a marketing plan that can be esily adopted and modified
• Sell better than existing alternatives (use WIC coupons, buy other products) - neighborhood going elsewhere because products are not available locally

• Viewing organizations as part of a social system
• Examining the characteristics of the innovation itself
• Helps make it adaptable