The Diffusion of Innovations, also called the Diffusion Theory, is a theory that strives on the interpretation of how people either adopt or reject new ideas, technology, products, or change in general.
There are five stages within the diffusion process:
- Awareness Stage: An individual becomes aware of the existence of an idea but lacks knowledge of what it does, or the benefits of it.
- Interest Stage: An individual has a desire to obtain more information on the idea: what is it, what does it do, how will it affect our culture, what are the possibilities of using it?
- Evaluation Stage: An individual mentally questions the selfishness that the idea can be used; how will it benefit me? The individual also begins to demonstrate interpersonal communication by requesting feedback on the idea from others.
- Trial Stage: If it benefits the individual, then the idea will be tried. It will be a personal experiment, a small sample to be tested in a way that concludes how the individual can benefit most from it.
- Adoption Stage: The individual begins to scale the idea and use it consistently. This adoption stage is largely based on continuous satisfaction of the idea.
A similar five stage process in the mental acceptance of an idea is Knowledge, Persuasion, Decision, Implementation, Confirmation encompassing similar definitions to those I have presented.
Garth Beyer is a Certified Cicerone®, Senior Content Specialist at Encompass Technologies, owner of Garth's Brew Bar and a Madison-based freelance writer.
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