Diffusion ProcessDiffusion Process

Four main elementsFour main elements

DiffusionDiffusion PrProcess by which a new idea or new ocess by which a new idea or new

product is accepted product is accepted

RRate of diffusionate of diffusion is the speed that the is the speed that the new idea spreads from one person to the new idea spreads from one person to the next next

AdoptionAdoption concerns the psychological concerns the psychological processes an individual goes through to processes an individual goes through to embrace a new idea embrace a new idea

DiffusionDiffusion Is a process by whichIs a process by which

An innovation An innovation Is communicated through Is communicated through certain channelscertain channels

Over timeOver timeAmong the members of a Among the members of a social systemsocial system

Critical MassCritical Mass a threshold value of the number of people a threshold value of the number of people

needed to trigger a phenomenon by needed to trigger a phenomenon by exchange of ideas exchange of ideas

The point after which further diffusion The point after which further diffusion becomes self-sustainingbecomes self-sustaining

Any process which becomes self-Any process which becomes self-sustaining after some threshold point has sustaining after some threshold point has been reached been reached

Popular termPopular term Critical mass - amount of fissile material needed Critical mass - amount of fissile material needed

to sustain fission to sustain fission

Critical mass - a threshold value of the number of Critical mass - a threshold value of the number of people needed to trigger a phenomenon by people needed to trigger a phenomenon by exchange of ideas exchange of ideas

Critical Mass - an English environmentalist group Critical Mass - an English environmentalist group Critical Mass -a Dutch Rave/Happy Hardcore Critical Mass -a Dutch Rave/Happy Hardcore

group bandgroup band

Critical Mass - a turn-based, 2D space strategy Critical Mass - a turn-based, 2D space strategy game game

Biking and Critical MassBiking and Critical Mass

An event held typically on the last Friday An event held typically on the last Friday of every month in cities around the of every month in cities around the world, where bicyclists, skateboarders, world, where bicyclists, skateboarders, roller bladders, roller skaters and other roller bladders, roller skaters and other self-propelled people take to the streets self-propelled people take to the streets en masseen masse

The general philosophy is expressed by a The general philosophy is expressed by a widely used slogan: "We aren't blocking widely used slogan: "We aren't blocking traffic; we traffic; we areare traffic." traffic."

Other terms-Flash MobOther terms-Flash Mob A group of people who assemble suddenly in A group of people who assemble suddenly in

a public place, do something unusual for a a public place, do something unusual for a brief period of time, and quickly disperse. brief period of time, and quickly disperse. Usually organized with the help of the Usually organized with the help of the Internet or other digital communications Internet or other digital communications networksnetworks

Also used for distributed mobs, who Also used for distributed mobs, who assemble simultaneously in multiple assemble simultaneously in multiple locations locations E.g., Use of mobile phones in the 2005 E.g., Use of mobile phones in the 2005

civil unrest in France to co-ordinate social civil unrest in France to co-ordinate social disruptiondisruption

Smart MobSmart Mob Is a group that, contrary to the usual Is a group that, contrary to the usual

connotations of a mob, behaves connotations of a mob, behaves intelligently or efficiently because of its intelligently or efficiently because of its exponentially increasing network links. exponentially increasing network links. This network enables people to connect to This network enables people to connect to information and others, allowing a form of information and others, allowing a form of social coordinationsocial coordination

Smart mobs are result of evolving Smart mobs are result of evolving

communication technologies that will communication technologies that will empower peopleempower people E.g., Internet, Internet Relay Chat, mobile E.g., Internet, Internet Relay Chat, mobile

phones and PDAs, change the ways in which phones and PDAs, change the ways in which people organize and share informationpeople organize and share information

Collective IntelligenceCollective Intelligence is a working form of intelligence which overcomes is a working form of intelligence which overcomes

"groupthink" and individual cognitive bias in "groupthink" and individual cognitive bias in order to allow a collective to cooperate on one order to allow a collective to cooperate on one process—while maintaining reliable intellectual process—while maintaining reliable intellectual performance. In this context, it refers to robust performance. In this context, it refers to robust consensus decision making.consensus decision making.

E.g. Street protests organized by the anti-globalization E.g. Street protests organized by the anti-globalization movement. movement.

The 11 March 2004 Madrid attacks (11M), and the The 11 March 2004 Madrid attacks (11M), and the

reaction from the people against the government in the reaction from the people against the government in the Spanish elections of 14 March 2004.Spanish elections of 14 March 2004.

Elements of DiffusionElements of Diffusion InnovationInnovation – any item, thought, or process that – any item, thought, or process that

is viewed to be new by the consumeris viewed to be new by the consumer

CommunicationCommunication – the process of the new idea – the process of the new idea traveling from one person to another or from traveling from one person to another or from one channel to the individualone channel to the individual

Social SystemSocial System – the group of individuals that – the group of individuals that together complete a specific goal (adoption)together complete a specific goal (adoption)

TimeTime – how long it takes for the group to adopt – how long it takes for the group to adopt an innovation as well as the rate of adoption an innovation as well as the rate of adoption for individualfor individual

Types of InnovationsTypes of InnovationsContinuous InnovationContinuous Innovation: A simple changing or : A simple changing or

improving of an already existing product where the improving of an already existing product where the adopter still uses product in same fashion as they had adopter still uses product in same fashion as they had before. E.g., New cars that continues to change and before. E.g., New cars that continues to change and develop develop

Dynamically Continuous InnovationDynamically Continuous Innovation: The innovation is : The innovation is either a creation of a new product or a radical change either a creation of a new product or a radical change to an existing one. Here consumption patterns of to an existing one. Here consumption patterns of people are altered some way. E.g., Compact discs. people are altered some way. E.g., Compact discs.

Discontinuous Innovation: Discontinuous Innovation: A totally new product in A totally new product in market, a big idea innovation. Because the product market, a big idea innovation. Because the product has never been seen before, there are total changes to has never been seen before, there are total changes to consumers buying and using patterns consumers buying and using patterns

CommunicationCommunication Selective exposureSelective exposure – the idea that an – the idea that an

individual will be more susceptible to individual will be more susceptible to channels of communication, that already channels of communication, that already agree with their current attitudes and agree with their current attitudes and feelings feelings

Selective perceptionSelective perception – the idea that an – the idea that an individual will view new ideas in relation individual will view new ideas in relation to their old onesto their old ones

Selective retentionSelective retention – the idea that an – the idea that an individual will mainly remember a new individual will mainly remember a new idea if directly relates to their own idea if directly relates to their own situation or remedy a specific problem. situation or remedy a specific problem.

Social SystemsSocial Systems They refer to groups of people that an innovation They refer to groups of people that an innovation

diffuses through. They have two types of norms: diffuses through. They have two types of norms:

Traditional norms Traditional norms : Less complex technology, : Less complex technology, low levels of literacy & education, little low levels of literacy & education, little communication between social system & communication between social system & outsiders, lack of economic rationality, one-outsiders, lack of economic rationality, one-dimensional in adapting & viewing others dimensional in adapting & viewing others

Modern norms Modern norms : A developed technology with : A developed technology with complex jobs, strong importance placed on complex jobs, strong importance placed on education, acceptance of free thought and new education, acceptance of free thought and new ideas, and high importance on economic ideas, and high importance on economic considerations, ability to see and understand considerations, ability to see and understand other peoples situations other peoples situations

TimeTime

Awareness: Person often stumbles Awareness: Person often stumbles upon the innovation on accident with upon the innovation on accident with little incentive to get more little incentive to get more information. Or a person to become information. Or a person to become aware if the innovation fill a particular aware if the innovation fill a particular need need

Interest: Person decides to invest Interest: Person decides to invest time and energy into finding out more time and energy into finding out more about the innovation, feels good but about the innovation, feels good but does not know how useful it isdoes not know how useful it is

Time continued….Time continued…. Evaluation: Person begins to make a Evaluation: Person begins to make a

decision about the innovation. How decision about the innovation. How could I use it? Do I really need it? could I use it? Do I really need it? Would it be to my advantage if I had it? Would it be to my advantage if I had it?

Trial: Person tries out for a limited Trial: Person tries out for a limited basis. How the innovation can fit into basis. How the innovation can fit into needs and desires. needs and desires.

Adoption: Embraces it for the future. Adoption: Embraces it for the future. Discontinuance: Decision to reject Discontinuance: Decision to reject

innovation after agreeing to adopt innovation after agreeing to adopt

Exercise-Your use of Exercise-Your use of InternetInternet

Recall when you first used the Recall when you first used the Internet?Internet?

From whom did you get to know about From whom did you get to know about Internet?Internet?

How long did it take for you to be a How long did it take for you to be a regular use of the Internet?regular use of the Internet?