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Diffusion theory, also known as diffusion of innovations theory, is a theory concerned with the spread of innovation, ideas, and technology across a culture or cultures. The theory has been extensively studied by sociologists, psychologists, and anthropologists. Diffusion theory states that there are many qualities in different people that lead them to accept or not accept an innovation. There are also many qualities of innovations that can make people easily accept or resist them.
According to diffusion theory, there are five stages in the process of adopting an innovation. The first stage is awareness, in which an individual becomes aware of an innovation but has no information about it. Next comes persuasion, in which the individual takes an active interest in seeking knowledge about the innovation. In the third stage, decision, the individual weighs the advantages and disadvantages of the innovation and decides whether or not to adopt it.
After the decision comes the implementation, in which the individual actually adopts and uses the innovation. Confirmation is the final step. After adopting the innovation, the individual makes the final decision about whether or not to continue using it based on their own personal experience with the innovation. These same stages apply, to varying degrees, to groups of people as well as individuals.
There are many factors in the innovations themselves that determine how likely people are to adopt them and how quickly they will adopt them. Generally speaking, if an innovation is better than any previous standard, it will eventually adapt. However, if the innovation goes against people’s moral values, they will be less likely to adapt. The ability to test the innovation without immediately committing to it also influences the likelihood that people will adopt the innovation.
Simplicity of use is also an important factor in the adoption of innovations. No matter how good an innovation is, people will be hesitant to adopt it if it is difficult to use and learn. However, what is most important are the observable results. Once people begin to see the good that the innovation is doing for themselves and their neighbors, they will find it difficult to resist the temptation to embrace it. These qualities of innovation are of extreme importance to diffusion theory.
Diffusion theory is also concerned with the rate of diffusion of innovations. Some people accept innovation immediately, while others resist it for a long time and continue to use older methods. The rate of adoption depends on many factors. If, for example, a well-respected member of a community adopts an innovation, many more people are likely to follow. If too many people give an innovation bad reviews, they are likely to be slow to adopt it.