diffusion

Examples of diffusion in the following topics:

• The Diffusion of Innovation

  • The diffusion of innovation theory seeks to explain how, why, and at what rate new ideas and technology spread through cultures.
  • The diffusion of innovation is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures.
  • The origins of the diffusion of innovation theory are varied and span multiple disciplines.
  • Everett Rogers, a professor of rural sociology, popularized the theory in his 1962 book Diffusion of Innovations.
  • He said diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system.

• Stages of Adopters

  • The stages of adopters for the diffusion of innovation include knowledge, persuasion, decision, implementation, and confirmation.
  • Diffusion of an innovation occurs through a five–step process.
  • In later editions of The Diffusion of Innovations, Rogers changes the terminology of the five stages to: knowledge, persuasion, decision, implementation, and confirmation.
  • This chart depicts the five stages of the diffusion of innovation.

• Applying the Diffusion of Innovation Theory

  • In applying the diffusion of innovation theory, it is important to understand potential adopters and their decision-making process.
  • In applying the diffusion of innovation theory, it is important to understand potential adopters and their decision-making process.
  • Research done in the early 1950s at the University of Chicago attempted to assess the cost-effectiveness of broadcast advertising on the diffusion of new products and services.
  • In her article, "Integrating Models of Diffusion of Innovations," Barbara Wejnert details two categories for consequences: public and private.
  • Illustrate how the diffusion of innovation theory influences consumer adoption of products and services

• The Rate of Adoption

  • On the other hand, the diffusion process signifies a group of phenomena, which suggests how an innovation spreads among consumers.
  • Overall, the diffusion process essentially encompasses the adoption process of several individuals over time.

• Global Marketing Standardization

  • Worldwide communications ensure the instant diffusion of new lifestyles and pave the way for a mass transfer of goods and services.

• New Product Pricing

  • It can result in fast diffusion and adoption.