What is the Diffusion of Innovations Theory?
According to the 2003 book entitled Diffusion of Innovations, 5th Edition, by Everett M. Rogers, “Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system”. Beginning his study into diffusion in 1954, Rogers is known as the pioneer of the diffusion of innovations theory. Rogers began studying this phenomenon in his home community of Carroll, Iowa, where farmers did not adopt a hybrid type of corn seed for several years even though the results of the new seed were clearly beneficial over the old seed. The reason for the delay in adoption of the new seed is that the diffusion process of any new product, or innovation, is universal. The type of innovation in question does not matter, nor does the culture or place of the people potentially adopting the innovation. document.getElementById(‘adsense_placeholder_2’).innerHTML = document.getElementById(‘adsense_ad_2_hidden’).innerHTML; Uncertainty One of the concepts
