diffusion process
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Diffusion Process. Four main elements. Diffusion. Pr ocess by which a new idea or new product is accepted R ate of diffusion is the speed that the new idea spreads from one person to the next Adoption concerns the psychological processes an individual goes through to embrace a new idea. - PowerPoint PPT PresentationTRANSCRIPT
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-sustaining Any process which becomes self-sustaining after some threshold point has been after some threshold point has been reached reached
Popular termPopular term Critical mass - amount of fissile material needed to Critical mass - amount of fissile material needed to
sustain fission 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 group Critical Mass -a Dutch Rave/Happy Hardcore group
bandband
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 of An event held typically on the last Friday of
every month in cities around the world, every month in cities around the world, where bicyclists, skateboarders, roller where bicyclists, skateboarders, roller bladders, roller skaters and other self-bladders, roller skaters and other self-propelled people take to the streets propelled people take to the streets en en massemasse
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 assemble Also used for distributed mobs, who assemble simultaneously in multiple locations simultaneously in multiple locations E.g., Use of mobile phones in the 2005 civil E.g., Use of mobile phones in the 2005 civil
unrest in France to co-ordinate social 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 "
groupthinkgroupthink" and individual cognitive bias in order to " and individual cognitive bias in order to allow a collective to cooperate on one process—while allow a collective to cooperate on one process—while maintaining reliable intellectual performance. In this maintaining reliable intellectual performance. In this context, it refers to robust consensus decision making.context, it refers to robust consensus decision making.
E.g. Street protests organized by the anti-globalization E.g. Street protests organized by the anti-globalization movement. movement.
The The 11 March 2004 Madrid attacks11 March 2004 Madrid attacks (11M), and the reaction (11M), and the reaction
from the people against the government in the Spanish from the people against the government in the Spanish elections of elections of 14 March14 March 20042004..
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 for an innovation as well as the rate of adoption for individualindividual
Types of InnovationsTypes of InnovationsContinuous InnovationContinuous Innovation: A simple changing or improving : A simple changing or improving
of an already existing product where the adopter still of an already existing product where the adopter still uses product in same fashion as they had before. E.g., uses product in same fashion as they had before. E.g., New cars that continues to change and develop New cars that continues to change and 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, low : Less complex technology, low levels of literacy & education, little 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 Internet?Recall when you first used the 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?