Our Theoretical Foundations
Diffusion of Innovations Model
What should I know about the diffusion of innovations model?
The diffusion of innovations model states that innovation adopters can be divided into 5 categories: innovators, early adopters, early majority, late majority, and laggards.1 If a certain number of people don’t adopt an innovation quickly enough, it will probably fail.1
The model also helps us understand the characteristics that influence diffusion (see below).
How does the diffusion of innovations model show up in our work?
We use the diffusion of innovations model to change behavior within organizations. It provides us with a good rubric to evaluate the communication innovations we help design before we launch them. It also helps us evaluate whether a behavioral innovation we’ve been working on is succeeding or failing once we start to disseminate it.
How can I learn more about the diffusion of innovations model?
Click here or watch the video below.
Works Cited and Works Consulted
- Glanz K, Oldenburg B. Diffusion of innovations. In: Glanz K, Rimer BK, Viswanath K, eds. Health Behavior and Health Education: Theory, Research, and Practice. 4th ed. San Francisco, CA: Jossey-Bass; 2008:313-334. http://fhc.sums.ac.ir/files/salamat/health_education.pdf. Accessed July 1, 2016.
- Diffusion of innovations [video]. Brisbane, Australia: Queensland University of Technology; February 11, 2015. https://www.youtube.com/watch?v=kxVeLlTEgtU. Accessed July 1, 2016.
- Social and behavioral theories: summary. e-Source Behavior and Social Sciences Research website. http://www.esourceresearch.org/eSourceBook/SocialandBehavioralTheories/10Summary/tabid/749/Default.aspx. Accessed July 1, 2016.