![]() ![]() The stages by which a person adopts an innovation, and whereby diffusion is accomplished, include awareness of the need for an innovation, decision to adopt (or reject) the innovation, initial use of the innovation to test it, and continued use of the innovation. Strategies to appeal to this population include statistics, fear appeals, and pressure from people in the other adopter groups. They are very skeptical of change and are the hardest group to bring on board. Laggards - These people are bound by tradition and very conservative.Strategies to appeal to this population include information on how many other people have tried the innovation and have adopted it successfully. Late Majority - These people are skeptical of change, and will only adopt an innovation after it has been tried by the majority.Strategies to appeal to this population include success stories and evidence of the innovation's effectiveness. That said, they typically need to see evidence that the innovation works before they are willing to adopt it. Early Majority - These people are rarely leaders, but they do adopt new ideas before the average person.They do not need information to convince them to change. Strategies to appeal to this population include how-to manuals and information sheets on implementation. They are already aware of the need to change and so are very comfortable adopting new ideas. They enjoy leadership roles, and embrace change opportunities. Early Adopters - These are people who represent opinion leaders.Very little, if anything, needs to be done to appeal to this population. These people are very willing to take risks, and are often the first to develop new ideas. They are venturesome and interested in new ideas. Innovators - These are people who want to be the first to try the innovation.When promoting an innovation, there are different strategies used to appeal to the different adopter categories. There are five established adopter categories, and while the majority of the general population tends to fall in the middle categories, it is still necessary to understand the characteristics of the target population. When promoting an innovation to a target population, it is important to understand the characteristics of the target population that will help or hinder adoption of the innovation. Researchers have found that people who adopt an innovation early have different characteristics than people who adopt an innovation later. It is through this that diffusion is possible.Īdoption of a new idea, behavior, or product (i.e., "innovation") does not happen simultaneously in a social system rather it is a process whereby some people are more apt to adopt the innovation than others. The key to adoption is that the person must perceive the idea, behavior, or product as new or innovative. Adoption means that a person does something differently than what they had previously (i.e., purchase or use a new product, acquire and perform a new behavior, etc.). The end result of this diffusion is that people, as part of a social system, adopt a new idea, behavior, or product. It originated in communication to explain how, over time, an idea or product gains momentum and diffuses (or spreads) through a specific population or social system. Rogers in 1962, is one of the oldest social science theories. Contrary to folk etymology, Roger is not a backronym for Received Order Given, Expect Results.Diffusion of Innovation (DOI) Theory, developed by E.M. Radio code now widely uses the NATO phonetic alphabet, where Romeo represents R. Soon after, Roger that entered the popular lexicon as an interjection ( Roger!), noun ( He gave me the roger), or verb ( I Roger what you’re asking) to communicate assent or understanding. Roger was brought into the spotlight in part due to public broadcasts of NASA’s Apollo missions in the 1960s. In military slang, the phrase Roger wilco conveyed the recipient received the message and will comply with its orders, shortened to wilco. To indicate a message had been heard and understood-that is, received-a service-person would answer Roger, later expanded to Roger that, with that referring to the message. Roger that dates back to US radio communication as early as 1941, based on then-use of the given name Roger in the US military phonetic alphabet for the word for the letter R. Here, the Roger stands for the initial R in “(Message) received.”
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