It does not foster a participatory approach to adoption of a public health program.Much of the evidence for this theory, including the adopter categories, did not originate in public health and it was not developed to explicitly apply to adoption of new behaviors or health innovations.There are several limitations of Diffusion of Innovation Theory, which include the following: Limitations of Diffusion of Innovation Theory Observability - The extent to which the innovation provides tangible results.Triability - The extent to which the innovation can be tested or experimented with before a commitment to adopt is made.Complexity - How difficult the innovation is to understand and/or use.Compatibility - How consistent the innovation is with the values, experiences, and needs of the potential adopters.
Relative Advantage - The degree to which an innovation is seen as better than the idea, program, or product it replaces.There are five main factors that influence adoption of an innovation, and each of these factors is at play to a different extent in the five adopter categories. The stages by which a person adopts an innovation, and whereby diffusion is accomplished, include awareness of the need for an innovation, decision to adopt (or reject) the innovation, initial use of the innovation to test it, and continued use of the innovation. Strategies to appeal to this population include statistics, fear appeals, and pressure from people in the other adopter groups. They are very skeptical of change and are the hardest group to bring on board. Laggards - These people are bound by tradition and very conservative.Strategies to appeal to this population include information on how many other people have tried the innovation and have adopted it successfully. Late Majority - These people are skeptical of change, and will only adopt an innovation after it has been tried by the majority.Strategies to appeal to this population include success stories and evidence of the innovation's effectiveness. That said, they typically need to see evidence that the innovation works before they are willing to adopt it. Early Majority - These people are rarely leaders, but they do adopt new ideas before the average person.They do not need information to convince them to change.
#Define roger that manuals#
Strategies to appeal to this population include how-to manuals and information sheets on implementation. They are already aware of the need to change and so are very comfortable adopting new ideas. They enjoy leadership roles, and embrace change opportunities.
There are five established adopter categories, and while the majority of the general population tends to fall in the middle categories, it is still necessary to understand the characteristics of the target population. When promoting an innovation to a target population, it is important to understand the characteristics of the target population that will help or hinder adoption of the innovation. Researchers have found that people who adopt an innovation early have different characteristics than people who adopt an innovation later. It is through this that diffusion is possible.Īdoption of a new idea, behavior, or product (i.e., "innovation") does not happen simultaneously in a social system rather it is a process whereby some people are more apt to adopt the innovation than others.
The key to adoption is that the person must perceive the idea, behavior, or product as new or innovative. Adoption means that a person does something differently than what they had previously (i.e., purchase or use a new product, acquire and perform a new behavior, etc.).
The end result of this diffusion is that people, as part of a social system, adopt a new idea, behavior, or product. 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. Rogers in 1962, is one of the oldest social science theories. Diffusion of Innovation (DOI) Theory, developed by E.M.
0 kommentar(er)
