Showing papers on "Diffusion of innovations published in 1983"
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TL;DR: In this article, the authors discuss the history of diffusion, some major criticisms of diffusion research, and the meta-research procedures used in the book, which is the third edition of this well-known work.
Abstract: Getting an innovation adopted is difficult; a common problem is increasing the rate of its diffusion. Diffusion is the communication of an innovation through certain channels over time among members of a social system. It is a communication whose messages are concerned with new ideas; it is a process where participants create and share information to achieve a mutual understanding. Initial chapters of the book discuss the history of diffusion research, some major criticisms of diffusion research, and the meta-research procedures used in the book. This text is the third edition of this well-respected work. The first edition was published in 1962, and the fifth edition in 2003. The book's theoretical framework relies on the concepts of information and uncertainty. Uncertainty is the degree to which alternatives are perceived with respect to an event and the relative probabilities of these alternatives; uncertainty implies a lack of predictability and motivates an individual to seek information. A technological innovation embodies information, thus reducing uncertainty. Information affects uncertainty in a situation where a choice exists among alternatives; information about a technological innovation can be software information or innovation-evaluation information. An innovation is an idea, practice, or object that is perceived as new by an individual or an other unit of adoption; innovation presents an individual or organization with a new alternative(s) or new means of solving problems. Whether new alternatives are superior is not precisely known by problem solvers. Thus people seek new information. Information about new ideas is exchanged through a process of convergence involving interpersonal networks. Thus, diffusion of innovations is a social process that communicates perceived information about a new idea; it produces an alteration in the structure and function of a social system, producing social consequences. Diffusion has four elements: (1) an innovation that is perceived as new, (2) communication channels, (3) time, and (4) a social system (members jointly solving to accomplish a common goal). Diffusion systems can be centralized or decentralized. The innovation-development process has five steps passing from recognition of a need, through RD (2) persuasion to form an attitude, (3) decision, (4) implementation, and (5) confirmation (reinforcement or rejection). Innovations can also be re-invented (changed or modified) by the user. The innovation-decision period is the time required to pass through the innovation-decision process. Rates of adoption of an innovation depend on (and can be predicted by) how its characteristics are perceived in terms of relative advantage, compatibility, complexity, trialability, and observability. The diffusion effect is the increasing, cumulative pressure from interpersonal networks to adopt (or reject) an innovation. Overadoption is an innovation's adoption when experts suggest its rejection. Diffusion networks convey innovation-evaluation information to decrease uncertainty about an idea's use. The heart of the diffusion process is the modeling and imitation by potential adopters of their network partners who have adopted already. Change agents influence innovation decisions in a direction deemed desirable. Opinion leadership is the degree individuals influence others' attitudes
2,240 citations
TL;DR: In this paper, the authors examined the effects of advertising on the sales growth of new, infrequently purchased products and showed that the optimal advertising policy is to advertise heavily when the product is introduced and to reduce the level of advertising as sales increase and the product moves through its life cycle.
Abstract: This paper examines the effects of advertising on the sales growth of new, infrequently purchased products. It is assumed that producer originated advertising serves to inform innovators of the existence and value of the new product while word-of-mouth communication by previous adopters affects imitators. Such a diffusion process is modeled and tested for the case of telephonic banking. It is shown that advertising accelerates the diffusion process of the new product. The implications for a firm introducing a new product and wishing to maximize its discounted profits over the product's life cycle are discussed. In particular, it is demonstrated that the optimal advertising policy is to advertise heavily when the product is introduced and to reduce the level of advertising as sales increase and the product moves through its life cycle. Evidence that such a strategy is commonly practiced by firms is cited.
457 citations
TL;DR: How persuasion theories are used to maximize impact in mass communication campaigns and limitations in using mass media in behavior change health programs are described are described.
56 citations
TL;DR: The study traces the awareness and use of innovations in burn care, the source and timing of new information to physicians and the ways in which characteristics of both innovations and physicians are related to the diffusion process.
12 citations
TL;DR: The authors reviewed the diffusion of innovation literature in an attempt to identify a general strategy for identifying diffusion that occurs after the introduction of an innovation, and suggested possible solutions for the central problem of where to look for diffusion.
Abstract: The scarcity of development funds, combined with the magnitude of development needs, makes diffusion of innovations a crucial process for less developed countries. We reviewed the diffusion of innovation literature in an attempt to identify a general strategy for identifying diffusion that occurs after the introduction of an innovation. The existing literature provides little guidance for the central problem of where to look for diffusion; this article suggests possible solutions. Prior research has relied heavily on a single data-collection strategy: sample surveys. The article reviews advantages and disadvantages of alternative data-collection strategies.
7 citations
6 citations
TL;DR: In this paper, the diffusion of innovations is studied in the context of the Nordic countries. Andersen et al., 1983, vol. 8, No. 1-4, pp. 23-36.
Abstract: (1983). The diffusion of innovations. Scandinavian Journal of History: Vol. 8, No. 1-4, pp. 23-36.
4 citations
TL;DR: The use and effectiveness of modifications to the traditional diffusion model are illustrated in the development and diffusion of a health education program called Foods for Health.
Abstract: The development of effective strategies for planned change presents a challenge to an organization operating in a modern, complex society. A change agency often faces two barriers to the diffusion of innovations —the lack of direct contact with individual receivers on a daily basis, and limited and perhaps shrinking resources. Two strategies which help a change agency address these barriers are: a) the use of co‐change agencies in innovation development and b) the diffusion of innovations through other organizations at the system‐receiver level. The use and effectiveness of these modifications to the traditional diffusion model are illustrated in the development and diffusion of a health education program called Foods for Health.
3 citations