Deck 9: Diffusion of Innovations

Question 1

Describe the historical genesis of the diffusion of innovations theory.

Answer 1

The historical genesis of the diffusion of innovations theory is given below:
In 1990s, Gabriel Tarde, wrote the book The Laws of Imitation which described the factors which helped innovations to spread. Georg Simmel introduced the term " stranger," who indicates that a person can be a part of a system but not very attached to it. Clark Wissler in 1923 studied the migration of horses from Spanish explorers to Indian tribes.
Bryce Ryan and Neal Gross conducted a corn study. In the 1950s, Everett Rogers worked on the diffusion theory. In 1962, he wrote Diffusion of Innovations. From 1960s, this theory was used in Latin America, Africa, and Asia. In the 1980s, a program called STOP AIDS was based on this theory. In 2000, Malcolm Gladwell wrote The Tipping Point: How Little Things Can Make a Big Difference.

Question 2

Discuss any five attributes of innovations.

Answer 2

Five of the attributes of innovations are discussed below:
1. Perceived relative advantage: it refers to the perception of a person of a new product or idea. He compares the new idea/product with the existing product/idea. He thinks of the benefits of the new product/idea and how it is better in a monetary way or in a social way or in terms of respect.
2. Compatibility: The person thinks about the new idea/product with respect to previous usage, whether it was consistent, whether it will fulfill the needs of potential customers.
3. Complexity: The person feels that the new idea/product is complex and difficult to understand. He may find it hard to understand the usage of the product. So, the marketer needs to simplify the product and the usage instructions.
4. Costs: the person may feel that the product is costly and not worth the amount to be spent on it. He feels that the new product is costlier than the existing product and thinks about spending on the new product. The marketer should cut down the cost as much as possible.
5. Reversibility: Each innovation should be reversible. If a person using that specific product does not like the product or feels that it is not yielding the desired effect, he has every right to stop using the product. Then, the innovation should be reversible. Some people may have harmful effects after usage of the product. If the effects are reversible, it would help to relieve the person of his distress.

Question 3

What does the acronym FOMENT mean in the context of diffusion of innovations?

Answer 3

The acronym FOMENT was suggested by Muhiuddin Haider and is described below:
• F - Focus
• -organization
• M - Management
• E - Environment
• N - Network
• T -technology
The focus is on a specific behavior change. The organization is for the program for the behavior change. The support and approval for the program comes under management. The environment needs to be conducive for the change in behavior. A network is needed to diffuse the innovation to the other levels of organization and individual levels. Technology is needed to diffuse innovations.

Question 4

Describe the four constructs of the diffusion of innovations theory.

Question 5

Discuss the limitations of the diffusion of innovations theory.

Question 6

Apply the diffusion of innovations theory for spreading any innovation of your choice.