quiz 4

Question 1

Diffusion of Innovation

What is the purpose of the Diffusion of Innovation theory?

lecture 13

Answer 1

to provide a conceptual paradigm for understanding the process of diffusion and adoption resulting in social change

Question 2

Diffusion of Innovation

What is the definition of diffusion?

lecture 13

Answer 2

process by which an innovation is communicated through certain channels over time among members of a social system

Question 3

Diffusion of Innovation

What makes up a social system?

lecture 13

Answer 3

interpersonal, intrapersonal, community, institutional, organization, etc.

info and messages are being intertwined amongst members

Question 4

Diffusion of Innovation

What are the constructs of the theory?

lecture 13

Answer 4

1. the innovation
2. the communication channels
3. the time
4. the social system

Question 5

Diffusion of Innovation: The Innovation

What is the definition of innovation?

lecture 13

Answer 5

an idea, practice, or object that is perceived as new by an individual

Question 6

Diffusion of Innovation: The Innovation

Why might a new idea create uncertainty or be percevied as risky?

lecture 13

Answer 6

because of:

the fear of failure
discomfort with change
resistance due to existing habits

Question 7

Diffusion of Innovation: The Innovation

What are some examples of innovations?

lecture 13

Answer 7

• pedometers
• contact lenses
• IVF
• sunscreen
• nicotine patches
• MRIs

Question 8

Diffusion of Innovation: The Innovation

What is rate of adoption?

lecture 13

Answer 8

the relative speed with which an innovation is adopted by members of a social system

Question 9

Diffusion of Innovation

What is rate of adoption influenced by?

lecture 13

Answer 9

five perceived attributes of an innovation

Question 10

Diffusion of Innovation

What are the five perceived attributes of an innovation?

lecture 13

Answer 10

• relative advantage
• compatibility
• complexity
• trialability
• observability

Question 11

Diffusion of Innovation: The Innovation

Define relative advantage

lecture 13

Answer 11

how much the innovation is perceived as better than what exists now (what you are doing now)

rate of adoption: greater likelihood for adoption if it is better and convenience may be an advantage

• ex: regular toothbruh vs electric toothbrush

Question 12

Diffusion of Innovation: The Innovation

Define compatibility

lecture 13

Answer 12

degree to which the innovation is consistent with your values or needs

rate of adoption: if it does not align with norms/culture it will likely not adapt

Question 13

Diffusion of Innovation: The Innovation

Define complexity

lecture 13

Answer 13

degree to which innovation is difficult to understand and use

rate of adoption: the more complex = less likely to be adopted (or even tried)
- new technologies may be perceived as more complex

Question 14

Diffusion of Innovation: The Innovation

Define trialability

lecture 13

Answer 14

degree to which innovation can be experimented

rate of adoption: trialing an item without making a major commitment in terms of time, money, or efforts helps with chances of being adopted

Question 15

Diffusion of Innovation: The Innovation

Define observability

lecture 13

Answer 15

degree to which results of the innovation are visible to other

rate of adoption: if results can be seen it is more likely to be adopted

Question 16

Diffusion of Innovation: The Communication Channels

What is a communication channel?

lecture 13

Answer 16

the means by which messages get from one to another

• includes spontaneous spread of an idea and the directed and managed dissemination of an idea
• most individuals evaluate an innovation not on the basis of scientific research by experts, but through the subjective evaluation of peers who have adopted the behavior

Question 17

Diffusion of Innovation: The Communication Channels

What are some effective channels?

lecture 13

Answer 17

• mass media
• television
• newspapers
• radio
• online

reaches a large audience very quickly

Question 18

Diffusion of Innovation: The Communication Channels

What type of communication channel is the MOST effective?

lecture 13

Answer 18

one-on-one conversation

also known as interpersonal communication

Question 19

Diffusion of Innovation: The Communication Channels

What is interpersonal communication?

lecture 13

Answer 19

spreading the message person to person

• today, social media plays a big role
• adoption depends on who you hear the information from!

Question 20

Diffusion of Innovation: The Time

What is the innovation decision process?

lecture 13

Answer 20

the mental process through which an individual passes through

• an individual seeks information at various stages in the innovation-decision process to decrease uncertainty about an innovation’s expected consequences

Question 21

Diffusion of Innovation: The Time

What is the 5 step process?

lecture 13

Answer 21

1. knowledge
2. persuasion
3. decision
4. implementation
5. confirmation

Question 22

Diffusion of Innovation: The Time

Define knowledge

lecture 13

Answer 22

before adopting an innovation, people must know about it

- through communication channels

Question 23

Diffusion of Innovation: The Time

Define persuasion

lecture 13

Answer 23

develop an attitude toward innovation (negative or positive)

• having knowledge, applying it to your current or future situation
• through social system

Question 24

Diffusion of Innovation: The Time

Define decision

lecture 13

Answer 24

adopt or reject the innovation
- based on attitudes, beliefs, logistics, lack of skill, etc.

Question 25

# Diffusion of Innovation: **The Time** Define implementation ## Footnote lecture 13

Answer 25

when innovation is tried - *if implementation results in unacceptable outcomes or if the innovation is too costly or logistically not feasible - innovation will be rejected*

Question 26

# Diffusion of Innovation: **The Time** Define confirmation ## Footnote lecture 13

Answer 26

reinforcement that a good decision (adopting the innovation) was made

Question 27

# Diffusion of Innovation: **The Time** What does **innovativeness of the individual** mean? ## Footnote lecture 13

Answer 27

the degree to which an individual is *relatively earlier* in adopting new ideas than other members of the social system

Question 28

# Diffusion of Innovation: **The Time** What are the adopter categories? ## Footnote lecture 13

Answer 28

1. innovators (2.5%) 2. early adoptors (13.5%) 3. early majority (34%) 4. late majority (34%) 5. laggards (16%)

Question 29

# Diffusion of Innovation: **The Time** What are the traits of an **innovator**? ## Footnote lecture 13

Answer 29

- venturesome - information seekers - greater ability to cope with the uncertainty about the innovation - gatekeepers - greatest degree of resources (money + access)

Question 30

# Diffusion of Innovation: **The Time** What are the traits of an **early adopter**? ## Footnote lecture 13

Answer 30

- greatest degree of opinion leadership - role models *potential adopters look to early adopters for advice / information about the innovation*

Question 31

# Diffusion of Innovation: **The Time** What are the traits of the **early majority?** ## Footnote lecture 13

Answer 31

- adopt ideas just slightly ahead of the average member of a system - interacts frequently with peers - rarely holds position of leadership - may deliberate for some time before adopting the innovation

Question 32

# Diffusion of Innovation: **The Time** What are the traits of the **late majority?** ## Footnote lecture 13

Answer 32

- innovations are approached with skepticism and caution - do not adopt if other have not - the system must favor an innovation before late majority is convinced

Question 33

# Diffusion of Innovation: **The Time** What are the traits of the **laggards?** ## Footnote lecture 13

Answer 33

- no to low opinion of leadership - most localite - suspicious of innovation - limited resources

Question 34

# Diffusion of Innovation: **The Social System** What is a social system? ## Footnote lecture 13

Answer 34

a set of interrelated units that are engaged in joint problem solving to accomplish a common goal - ***the social system constitutes a boundary within which an innovation diffuses***

Question 35

# Diffusion of Innovation: **The Social System** Define social network ## Footnote lecture 13

Answer 35

the configuration of the network will govern the extent of the diffusion

Question 36

# Diffusion of Innovation: **The Social System** Define norms ## Footnote lecture 13

Answer 36

the established behavior patterns from members of a social system

Question 37

# Diffusion of Innovation: **The Social System** Define opinion of leadership ## Footnote lecture 13

Answer 37

the degree to which an individual can informally influence other individual's attitudes of behavior

Question 38

# Diffusion of Innovation: **The Social System** What is the critical mass? ## Footnote lecture 13

Answer 38

the point at which enough individuals have adopted an innovation that the innovation's futher rate of adoption becomes self-sustaining

Question 39

# Diffusion of Innovation: **The Social System** T/F: The critical mass, according to the innovation curve, is at *early adopter*. ## Footnote lecture 13

Answer 39

False! its at the **early majority**