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Diffusion of Innovation

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by

Aena Cho

on 21 October 2013

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Transcript of Diffusion of Innovation

Diffusion of Innovation
Diffusion of Innovation:
The process in which an
innovation
is communicated thorough certain
channels
over
time
among the members of a
social system
Diffusion of innovation Theory
:
Seeks to explain why, how, and at what rate an innovation spread among cultures and population
(Macro-level)

Explains how the social members adopt the new innovative ideas and how they made the decision towards it (Micro-level)
Who makes the decision to accept the new trend?
1. Optional
2. Collective
3. Authority
CC Cream
: The latest buzz in make up indsuty
Knowledge
Persuasion
"Opinion Leader"
Interpersonal communication
Mass Communication
Decision
Accept
Reject
Implementation
Confirmation
Discontinuance
1.
Relative Advantage
: is the degree to which an idea or product is perceived as better than the existing standard

2.
Compatibility
: How easily can I use my past experience to understand how this new product functions or what this new work means?

3.
Complexity
(or simplicity) is how easy it is for people to understand the new idea or use the new product.

4.
Trialability
. How effortless it is for the target audience to interact with the new concepts or experiment with the product? How easily can they try it out?

5.
Observability
is the noticeable results of trying or consuming the idea.
Attributes of Innovation
Adopter Categories
Everett Rogers
"Diffusion of Innovations"
Consequences
1 .desirable vs. undesirable

2. direct vs. indirect

3. anticipated vs. unanticipated
Tracking doctors
http://www.nytimes.com/2013/05/17/business/a-data-trove-now-guides-drug-company-pitches.html?pagewanted=all&_r=0

Pharmaceutical companies use a software program that allows them to figure out how physicians are connected to each other.

They use those ties to accelerate the adoption of newly introduced drugs

It helps companies decide where to send a representative, or whom to invite to a talk about a drug.
Question?
Full transcript