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Diagram of Diffusion of Innovations
Jessica Austin
Walden University
PUBH – 6038: Health Behavior Theory
Dr. Brooks
July 23, 2023
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Diagram of Diffusion of Innovations
A typical community is composed of different infrastructures shared by the constituents.
In most cases, the resources are availed by the municipality. Diffusion of Innovation Theory,
developed by E.M. Rogers in 1962, explores how such constructs occur in the community. The
diffusion of innovations theory is a hypothesis outlining how new technological and other
advancements spread throughout societies and cultures, from introduction to widespread
adoption (Kaminski, 2011). Diffusion innovations theory explains how various action ideas are
implemented across the wider community. the concept of diffusion simply denotes spreading.
Therefore, the theory adopts a model used to explain how an idea spreads through a population
(DiClemente et al., 2019). Most companies adopt the theory to develop marketing strategies for
their new products. The theory has led to the development of the diffusion of innovation model
used to explore the dynamics of the adoption of a new idea, behavior, or product in a social
system where a section of the stakeholders adopts earlier than others. In the model, different
groups of people, majorly known as adopters are the key characters in the diffusion innovations
theory. These participants are divided into five major groups.
Innovators
In the model, innovators are majorly experts and specialists. According to DiClemente et
al. (2019), innovators are always open to risks making them the first group to try new ideas or
adopt a given technology aimed at improving the current situation.
Early adopters
This is the second group of participants in the diffusion of innovations theory model.
They include members of the community who are interested in trying new behavior, technology,
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or idea to establish their utility in the respective society as stipulated by DiClemente et al.
(2019). This makes them the best opinion leaders willing to share testimonials in the wake to
help implement a constructive idea.
Early Majority
In most cases, they reflect on the views of the early adopters about a given idea, behavior,
or technology. They create continuity in product review and increase the purchasing potential of
others. According to DiClemente et al. (2019), they are strong followers of a given product, idea,
or new invention.
Late Majority
As part of the general population, the late majority stakeholders encompass people who
follow the early majority into adopting and internalizing a new idea, product, or technological
invention (DiClemente et al., 2019).
Laggards
This is the last category of participants in the general population. In most cases, they are
behind and may take a relatively longer time to adopt the new developments. They rely on
traditional communication from others to adjust to the new changes (DiClemente et al., 2019).
The diagram below is a model developed by E.M. Rogers illustrating the aspects of the diffusion
of innovations theory.
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Source: (Kaminski, 2011).
Application of the Diffusion of Innovations Theory
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The diffusion of innovations is applicable in the Lemon Valley Walkability Project, a
suburban community where members have expressed concerns about the lack of sidewalks. Also
needed is the repair and updating of available broken sidewalks, paths, and trails in the local
parks. To expand the walking trails and other associated infrastructure, approval from the city
council which is the main source of funding is imperative. To achieve this, the first step involves
creating awareness. Letting the community understand the current issues and the potential
solutions is imperative as stipulated by Iqbal and Zahidie (2022). Public education, media
platforms such as radio and television channels, and social media such as Facebook are essential
in creating awareness by the council.
Secondly, the community must be interested in the project and therefore, be willing to
support it. Through various research tools such as surveys, the council will be mandated with the
responsibility of assessing what the community wants and their support towards getting it. The
third step involves evaluation. The diffusion of innovations theory model demands that the
responsible stakeholders determine the feasibility and cost-effectiveness of the project. In this
step, therefore, the project’s costs, benefits, and potential risks will be evaluated (Iqbal &
Zahidie, 2022). The fourth step, according to the diffusion of innovations theory, is trial. The
Lemon Valley City Council will test the project before it is officially adopted to ensure it meets
the community's needs. This step ensures necessary changes are implemented in time (Iqbal &
Zahidie, 2022).
Lastly, the theory suggests adoption as the final step. At this moment, it is prudent that
the community embraces the new idea that will bolster the creation and improvement of the
sidewalks. From the diagram above, innovators comprise the least population in any society.
Early majority and late majority form the greatest section of the population (Iqbal & Zahidie,
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2022). However, like in other societies, the innovators will be the first participants to embrace
and internalize the idea of building new sidewalks and repairing the broken sections to uphold
the Lemon Valley Walkability project.
References
DiClemente, R. J., Salazar, L. F., & Crosby, R. A. (2019). Diffusion of innovation. In Health
behavior theory for public health: Principles, foundations, and applications (2nd ed., pp.
197–214). Jones & Bartlett Learning.
Iqbal, M., & Zahidie, A. (2022). Diffusion of innovations: A guiding framework for public
health. Scandinavian Journal of Public Health, 50(5), 533–537.
https://doi.org/10.1177/14034948211014104
Kaminski, J. (2011). Diffusion of innovation theory. Canadian Journal of Nursing Informatics,
6(2), 1-6.
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