How does innovation diffuse?

It originated in communication to explain how, over time, an idea or product gains momentum and diffuses (or spreads) through a specific population or social system. The end result of this diffusion is that people, as part of a social system, adopt a new idea, behavior, or product.

What are the 5 groups in the diffusion of innovation grid?

Innovators, Early Adopters, Early Majority, Late Majority and Laggards: These are the 5 groups that consumers can generally be divided in.

How is diffusion of innovations used in marketing?

In marketing, this theory is often applied to help understand and promote the adoption of new products. This application of the theory usually focuses on identifying and recruiting influential early adopters to help accelerate consumer acceptance.

How does Rogers explain the diffusion of innovations?

Rogers argues that diffusion is the process by which an innovation is communicated over time among the participants in a social system. The origins of the diffusion of innovations theory are varied and span multiple disciplines. Rogers proposes that four main elements influence the spread of a new idea: the innovation itself,

Who are the laggards in the diffusion of innovation?

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

Why is diffusion important in theory and practice?

NOTE Each curve represents a separate hypothetical innovation. As exhibit 1 suggests, several contextual aspects of diffusion typically go unstudied. Competing or complementary innovations are important, since potential adopters usually have a choice in what to adopt. Failures are important, since most innovations do not diffuse.