Diffusion of innovations

The term diffusion theory such as sociology, communication science or business administration summarizes the theoretical concepts of diffusion and adoption in areas of expertise. The diffusion theory is concerned with the processes that are triggered by the introduction and diffusion of innovation in a social system, such as that of the market. As an innovation this all ideas, processes, and objects that can be perceived subjectively as a social group are new. This may for example include messages.

Diffusion models

Diffusion and life cycle models attempt growth and saturation processes to describe and assume that the analyzed time series, long-term approach a saturation limit. Diffusion models differ in life-cycle models is that they represent no degeneration. A typical representative of this model variant, the Bass diffusion model dar. Especially in the Paläosoziologie called the diffusion theory diffusionism, the comparative political science to know a specific policy diffusion theory.

Process of adoption

The starting point of the modeling is the adoption theory, which describes the factors at the individual level, which is a takeover bid ( adoption) or rejection ( rejection ) lead an innovation. From the aggregation of individual adoption processes, diffusion curves can be derived. They describe the proportion of people who have already adopted an innovation. The diffusion processes depend in duration and intensity of personal, environmental and product-related but also spatial ( cf. diffusion research ) from determinants, such as the income of the buyers, the constraints of information flow and the spatial networking of information carriers.

In general, different stages of the adoption process can be distinguished:

• Experience Knowledge of an innovation
• Persuasion, to be convinced of an innovation in a positive or negative sense
• Decision, to decide for or against an innovation
• Implementation, implement the innovation
• Confirmation, confirm the innovative decision and continue to use or undo

The phase of implementation - the application - will only be achieved if an innovation adoption -related properties, include a high relative advantage, low complexity, high compatibility, high Erprobbarkeit and high observability.

The Knowledge - phase

What comes first, the need for or awareness of an innovation? For individual innovations first the problem is there (eg a disease ) and then ( remedies ) to search for the solution. In other innovations, first the solution has arrived (eg hard disk recorder) and the problem is sought (loose video cassettes). Both innovations can arouse needs, and vice versa.

Edward W. Hassinger says people often perceive an innovation if they are not a requirement. An innovation people take true only if it is deemed relevant and consistent with their own values.

There are three types of experiences that need to be satisfied.

Pauschalisierte statements about people who experience early or late of an innovation:

People who learn early of an innovation are

• Better educated
• Have a higher social status
• Are exposed to the mass media more
• Have more contact with different people
• Are open to the world.

People who learn early of an innovation are, however, not use this necessarily also.

Persuasion - phase

At this stage, a person develops the attitude towards innovation. They can take a positive, indifferent or even negative attitude. It's no longer just about rational arguments, but the feeling is also of high importance. The person is now looking actively for further information. They decide for themselves how they rated the newly acquired information.

In this phase, issues such as

• Relative advantages
• Compatibility
• And complexity

Particularly important.

The people develop an idea of ​​how it would be in the future if they use the innovation for themselves. In this phase, the mass media are too general and the person familiar increasingly people in similar situations.

One of the main question is " What are the advantages and what are the disadvantages of the innovation in my situation? ". The answer to this question is looking for people most at like-minded people.

A positive attitude toward innovation is not inevitably lead to implementation.

Decision phase

In this phase, a person decides on the acceptance or rejection of the innovation. One way to eliminate the uncertainty about the success of the innovation is to test them. Can a person first test in a limited environment, an innovation, this increases the probability distribution.

In parts, it helps if one opinion makers testing an innovation. A demonstration of innovation is also extremely helpful.

Also at this point the person may again choose not to use an innovation. There are two types, such an innovation can be discarded:

• Active rejection, the person decides to deliberately against an innovation
• Passive rejection, the innovation was never really interesting. The person has forgotten them.

Implementation phase

So far, the innovation -decision process went from completely mental. The individual or the organization played only if / then situations. In the implementation phase, it changes into an active role. Most follow these directly influence the decision phase, unless the innovation is, for example, not available on short notice.

There are still uncertainties regarding the innovation and the following questions are paramount:

• Where can I get the innovation?
• How do I use the innovation?
• What implementation problems will I have?

Now information actively be sought and the task of " change agents " to offer technical assistance. In organizations, there are usually several people with different interests decide. If problems occur, it is therefore often worse than in an individual in an organization.

The implementation phase may well take a longer period to complete. It may be the point to be reached where the innovation is part of the organization of the routine. The innovation loses the "Innovations - character" and thus ended the innovation process.

For some individuals, then even the confirmation phase is necessary.

Confirmation phase

Empirical studies show that the decision will be reversed for or against innovation often. A significant number of people also looking for the decision for an innovation further information to confirm their own decision. In about the same number of people as the early adopters revised its own decision and cease to use the innovation.

People and organizations constantly try cognitive dissonance by new knowledge, by its own action or actions to reduce.

• When a person realizes that she has a need and actively looking for a solution. This happens in the Knowledge - phase.
• When a person learns of an innovation and a positive attitude it has, but the innovation is not used (KAP -gap ). This condition occurs in the decision and implementation phase.
• After the person has implemented the innovation and she is convinced by external information indicates that the decision was wrong. This process can also run the other way around, the person has decided against innovation and fresh ideas later.

In general, it is difficult for the person to make a decision precipitated reversed. Often the search for new information is also very selective in the sense of one's own decision fail.

Pauses the organization or person to use an innovation, this usually happens for two reasons:

• Replacement by a new innovation
• Disappointment.

Disappointment inter alia, from

• Failure to meet the expected performance
• Incorrect use.

The wrong use of an innovation is particularly observed Later adopters. Research shows that the " drop-outs " often have a deeper formal education, taking a deeper social status and had less contact with the " change agent ". This is the opposite of innovators.

The conclusion suggests that innovations with a low relative advantage have a slow proliferation, but a high dropout rate. In contrast, innovations spread quickly with a high relative advantage and also show low rates of discontinuation.