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Please review the online resources for ROGERS' DIFFUSION OF INNOVATION before participating in discussion.

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There is nothing more difficult to plan, more doubtful of success, nor more dangerous to manage than the creation of a new order of things.... Whenever his enemies have the ability to attack the innovator they do so with the passion of partisans, while the others defend him sluggishly, so that the innovator and his party alike are vulnerable. --Niccolo Machiavelli, The Prince ======

=__CH: 3 Rogers' Diffusion of Innovation__:=

Essential/Key Aspects:
Everett Rogers (1995) developed a universal framework consisting of significant factors that influence the rate of innovation adoption. Rogers first published the //Diffusion of Innovations// in 1962, at that time there were numerous publications of innovation diffusion in existence (405 to be exact). By the time Rogers' published his fourth edition in 1995 he had revised his model of diffusion to correspond with thousands of new research publications that reflect support for his new model.

As noted by Sahin (2006), Rogers' Diffusion of Innovation has been used in various fields including "political science, public health, communications, history, economics, technology and education." Sahin also notes that Rogers used the words "technology" and "innovation" interchangeably as most change is of technology in nature, and by technology Rogers was referring to a "design for instrumental action." Just as importantly he also viewed the term "diffusion" as meaning "the process for which innovation is communicated through certain channels over time," Rogers explains that diffusion can be both deliberate and spontaneously spread.


 * Rogers' Model:**



__CHAPTER 3 FOCUS__: Perceived Attributes
Rogers (1995) attempts to account for many of the independent variables that can be manipulated by change agents in order to increase the likelihood of adopting innovation. The "rate of adoption of innovation" therefore //depends// on the five major factors listed below. Rogers' framework consists of 5 factors that influence the rate of innovation adoption. Chapter 3 focuses on the first factor, the "Perceived Attributes of Innovation," which itself has 5 attributes.

**__Rogers' Perceived Attributes of Innovations (Rogers, 1995, p. 208)__:** //For a more extensive explanations see course text on pages 50-58.//

1. __Relative Advantage__: 2. __Compatibility__: 3. __Complexity__: 4. __Trialability__: 5. __Observability__:
 * "Is it better than what I've got now?"
 * Points made by Rogers in Relation to Educational Change:
 * //Overadoption//- Change agents need to guard against the assumption that change will always be good.
 * //Preventive innovations-// Rewards of innovation are seen too far after adoption, and causes diffusion to be slowed.
 * //Use of incentives//- Incentives need to be strategically selected, as if it is the only reason for adoption, use of the innovation may be discontinued after it is stopped.
 * "Does it conflict with my values, practices, or needs?"
 * Points made by Rogers in Relation to Educational Change:
 * //Technology Clusters-// Be careful how you package multiple changes, those viewed as incompatible with the group may be more prone to rejection.
 * //Naming of Innovations-// Complicated terms may not be understood by all people involved in the change process (including parents and community members).
 * //Positioning of Innovations-// The ability to compare or contrast one innovation to the one currently in use.
 * //Indigenous Knowledge Systems-// Current perceptions held by the majority of adopters need to be handled with care, while avoiding the replacement of innovations that are still effective.
 * "Is it too difficult to understand or use in authentic settings?"
 * "Can I try it out first, and can I go back to what I was doing if I don't like it?"
 * "Can I watch someone else using it before I decide whether to adopt it?"

While the text does not discuss Roger's five categories of adopters, other resources detail their importance in the diffusion of innovation.

Adopter Categories **__(Rogers, 1995, p. 252-280)__** :
1. __Innovators__:
 * Venturesome
 * Individuals willing to experience and try new ideas
 * Able to imagine the possibilities and are not deterred by the risk involved
 * Can appear to be too idealistic to the majority

2. __Early Adopters__:
 * Quickly join in once the benefits appear
 * Desire to be the trend setters
 * Often serve as the test cases and adapt the innovation to better serve mainstream needs

The innovation must first prove successful/be successfully modified by the innovators and early adopters to make the leap to the majority of users.

3. __Early Majority__:
 * Not interested in risk or troubleshooting new technologies
 * Want proof before acting on an innovation
 * Pragmatic

4. __Late Majority__:
 * Conservative, practical, and skeptical
 * Often adopt due to economic or peer pressure
 * Majority of uncertainty regarding innovation must be removed before the late majority consider using the innovation

5. __Laggards__:
 * Very traditional
 * View ideas in terms of the past, not the future
 * Typically isolated in their viewpoints
 * Resistant to innovation

Image originally found [|here].