Diffusion of Innovations Model

The diffusion of innovations model was popularized by Everett Rogers in 1962. The theory explores how new ideas, or innovations, are spread throughout a culture. Rogers argues the adoption of an innovation occurs over time through communication within a social system. The theory suggests attributes of the innovation, the communication channels, and characteristics of the social system will impact the rate and success of the innovation's adoption. Knowledge of these processes allows health communicators to develop strategies that can enhance the adoption of a new health behavior or technology.

There are several attributes an innovation can possess: relative advantage, compatibility, complexity, trialability, and observability. These attributes help determine how receptive an individual may be toward an innovation. Relative advantage refers to the extent an innovation is perceived as better than the idea it is replacing. An innovation may have multiple advantages such as financial, social, or added convenience. Compatibility addresses how consistent the innovation is with the values, experiences, and needs of the social system. Individuals will more readily adopt innovations that are consistent with their [Page 322]way of life. Complexity refers to how easy or difficult the innovation is to use and understand. Innovations that are easy to use or understand will likely be adopted at a quicker rate than more complex innovations. Trialability occurs when an innovation can be tested prior to adoption. Individuals often feel more comfortable adopting an innovation when they have a chance to try it first. Finally, observability refers to the degree to which individuals are able to see the outcomes of the innovation. Individuals will be more likely to adopt an innovation when they are able to see it in action prior to adoption. Overall, when an innovation has a clear relative advantage, is compatible within the social system, is not complex, and individuals have a chance to try and observe the innovation, the introduction of the innovation will be more successful. Health communicators may want to highlight these attributes to ease the adoption process as well as understand how these attributes may serve as a barrier to adoption.