Diffusion of Innovations Quotes

“The five attributes of innovations are (1) relative advantage, (2) compatibility, (3) complexity, (4) trialability, and (5) observability.”
― Everett M. Rogers, Diffusion of Innovations

“The more we know about how to do something, the harder it is to learn how to do it differently”
― Everett M. Rogers, Diffusion of Innovations

“Complexity is the degree to which an innovation is perceived as difficult to understand and use.”
― Everett M. Rogers, Diffusion of Innovations

“Thus we see that the diffusion of innovations is a social process, even more than a technical matter.”
― Everett M. Rogers, Diffusion of Innovations

“Diffusion investigations show that most individuals do not evaluate an innovation on the basis of scientific studies of its consequences, although such objective evaluations are not entirely irrelevant, especially to the very first individuals who adopt. Instead, most people depend mainly upon a subjective evaluation of an innovation that is conveyed to them from other individuals like themselves who have previously adopted the innovation”
― Everett M. Rogers, Diffusion of Innovations

“Innovations that are perceived by individuals as having greater relative advantage, compatibility, trialability, observability, and less complexity will be adopted more rapidly than other innovations.”
― Everett M. Rogers, Diffusion of Innovations

“Observability is the degree to which the results of an innovation are visible to others.”
― Everett M. Rogers, Diffusion of Innovations

“Trialability is the degree to which an innovation may be experimented with on a limited basis.”
― Everett M. Rogers, Diffusion of Innovations

“Compatibility is the degree to which an innovation is perceived as being consistent with the existing values, past experiences, and needs of potential adopters.”
― Everett M. Rogers, Diffusion of Innovations

“Relative advantage is the degree to which an innovation is perceived as better than the idea it supersedes.”
― Everett M. Rogers, Diffusion of Innovations

“Even though the software component of a technology is often not so easy to observe, we should not forget that technology almost always represents a mixture of hardware and software aspects. According to our definition, technology is a means of uncertainty reduction that is made possible by information about the cause-effect relationships on which the technology is based.”
― Everett M. Rogers, Diffusion of Innovations

“Diffusion is a special type of communication concerned with the spread of messages that are perceived as new ideas. Communication is a process in which participants create and share information with one another in order to reach a mutual understanding.”
― Everett M. Rogers, Diffusion of Innovations

“Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system.”
― Everett M. Rogers, Diffusion of Innovations

“discontinuance is a decision to reject an innovation after it has previously been adopted. Discontinuance may occur because an individual becomes dissatisfied with an innovation, or because the innovation is replaced with an improved idea.”
― Everett M. Rogers, Diffusion of Innovations

“One of the most distinctive problems in the diffusion of innovations is that the participants are usually quite heterophilous.”
― Everett M. Rogers, Diffusion of Innovations

“when two or more individuals are homophilous.III When they share common meanings, a mutual subcultural language, and are alike in personal and social characteristics, the communication of new ideas is likely to have greater effects in terms of knowledge gain, attitude formation and change, and overt behavior change.”
― Everett M. Rogers, Diffusion of Innovations

“More effective communication occurs when two or more individuals are homophilous.III”
― Everett M. Rogers, Diffusion of Innovations

“homophilous communication”
― Everett M. Rogers, Diffusion of Innovations

“we defined diffusion as the process by which an innovation is communicated through certain channels over time among the members of a social system.”
― Everett M. Rogers, Diffusion of Innovations

“The diffusion of innovations is essentially a social process in which subjectively perceived information about a new idea is communicated.”
― Everett M. Rogers, Diffusion of Innovations

“Again, as in the Ryan and Gross (1943) study of hybrid seed corn and thousands of other diffusion investigations conducted since, we see that the diffusion process requires a considerable period of time. The innovation process does not happen instantly, even when an organization’s leaders are strongly in favor of a new communication technology.”
― Everett M. Rogers, Diffusion of Innovations

“Unless an innovation is highly compatible with clients’ needs and resources, and unless clients feel so involved with the innovation that they regard it as “theirs,” it will not be continued over the long term.”
― Everett M. Rogers, Diffusion of Innovations

“Heterophilous communication between dissimilar individuals may cause cognitive dissonance because an individual is exposed to messages that are inconsistent with existing beliefs, an uncomfortable psychological state.”
― Everett M. Rogers, Diffusion of Innovations

“This tendency for more effective communication to occur with those who are more similar to a change agent occurs in most diffusion campaigns. Unfortunately, those individuals who most need the help provided by the change agent are least likely to accept it.”
― Everett M. Rogers, Diffusion of Innovations

“An important factor regarding the adoption rate of an innovation is its compatibility with the values, beliefs, and past experiences of individuals in the social system.”
― Everett M. Rogers, Diffusion of Innovations

“Positive versus negative incentives. Most incentives are positive in that they reward a desired behavior change (like adoption of a new idea), but it is also possible to penalize an individual by imposing an unwanted penalty or by withdrawing some desiderata for not adopting an innovation. For example, the government of Singapore decreed that the mother in any family that has a third (or further) child is not eligible to receive maternity leave and that the parents must pay all hospital and delivery costs (which are otherwise free to all citizens).”
― Everett M. Rogers, Diffusion of Innovations

“An illustration of a diffuser incentive is that paid to vasectomy canvassers in India (described in Chapter 9). These canvassers had each had the vasectomy operation themselves, and then earned a small incentive by convincing other men like themselves to adopt.”
― Everett M. Rogers, Diffusion of Innovations

“Family planning experts, in calculating the effects of contraceptive campaigns, estimate the number of births averted by calculating the pregnancies that would have occurred if contraceptives had not been adopted; the concept of births averted is not very meaningful to a peasant family in a Third World country that is being urged to adopt a preventive innovation like family planning.”
― Everett M. Rogers, Diffusion of Innovations

“The adoption of other highly visible innovations like new cars and hair styles is especially likely to be status motivated.”
― Everett M. Rogers, Diffusion of Innovations

“Other examples of fads are hula hoops, mood rings, flip-up sunglasses, and umbrella-hats.”
― Everett M. Rogers, Diffusion of Innovations