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Everett Rogers

Page history last edited by PBworks 13 years, 1 month ago

Everett Rogers

 

The emphasis of Everett Rogers’ work is on diffusion. Diffusion is the process in which an innovation is communicated through certain channels over time among the members of a social system. There are four strategies for reaching critical mass. They are the following: 1. Target highly respected people for initial adoption, 2. Communicate the inevitability of adoption and the impending occurrence of critical mass. 3. Introduce the innovation to groups who are more innovative. 4. Provide incentives for early adoption.

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Perspectives on Change: Everett Rogers

 

 

 

Key Points:

Explanation:

➢ Diffusion (Social Change) ➢ “the process in which an innovation is communicated through certain channels over time among the members of a social system”

➢ Adopt an Innovation – 5 Stage Process ➢ Knowledge Stage – awareness

➢ Persuasion Stage – forming an attitude (positive or negative)

➢ Decision Stage – decision to adopt or reject the innovation

➢ Implementation Stage – change or modify the innovation in the process of adoption

➢ Confirmation Stage – seek confirmation; not uncommon for people to reverse their decision

➢ Rate of Adoption ➢ Rate or speed at which people adopt an innovation is related to a variety of factors.

➢ 5 Attributes – Rate of Adoption ➢ Relative Advantage – innovation better than what it supersedes

➢ Compatibility – innovation consistent w/people’s values, beliefs, needs, or past experiences

➢ Complexity – perceived as too complex or difficult

➢ Trialability – experiment w/ the innovation

➢ Observability – visible (successful) results of innovation

➢ 5 Adopter Categories ➢ Innovators – venturesome risk-takers who have technical knowledge

➢ Early Adopters – role models who are successful and respected by their peers

➢ Later majority – skeptical and cautious; need to be pressured by peers to adopt innovations

➢ Laggards – isolated; have no opinion leadership; point of referencd in past

➢ 3 Ways Increase Rate of Adoption ➢ Opinion Leadership – influence others’ opinions; dramatically increase the rate of adoption

➢ Communication Networks – experience of others who have adopted the innovation; increasing the rate of adoption

➢ Critical Mass – enough people in the system have adopted the innovation; once tipping points is met, then social norms encourage and support adoption by others

➢ 4 Strategies for Meeting Critical Mass ➢ Target highly respected people for initial adoption

➢ Communicate the inevitability of adoption and the impending occurrence of critical mass

➢ Introduce the innovation to groups who are more innovative

➢ Provide incentives for early adoption

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