Innovation Adoption Curve
(Rogers)

Knowledge Center

What is the Innovation Adoption Curve? Description

The innovation adoption curve of Rogers is a model that classifies adopters of innovations into various categories. It is based on the idea that certain individuals are inevitably more open for adaptation than others. It is also called: Multi-Step Flow Theory or Diffusion of Innovations Theory.

The research focus of Diffusion has Five elements:

1. Characteristics of an innovation which may influence its adoption;
2. Decision-making process that occurs when individuals consider to adopt a new idea, product or practice;
3. Characteristics of individuals that make them likely to adopt an innovation;
4. Consequences for individuals and society of adopting an innovation; and
5. Communication channels used in the adoption process.

Innovation Adoption Curve categories

• Innovators. Brave people, pulling the change. Innovators are very important communication mechanisms.

• Early Adopters. Respectable people, opinion leaders, try out new ideas, but in a careful way.

• Early Majority. Thoughtful people, careful but accept change more quickly than average people do.

• Late Majority. Skeptic people, will use new ideas or products only when the majority is using it.

• Laggards. Traditional people, love to stick to the "old ways", are critical about new ideas and will only accept it if the new idea has become mainstream or even tradition.

Usage of Innovation Adoption Curve. Practice

The adoption curve of Rogers for innovation is useful to remember it is useless to try to quickly and massively convince the mass of a new controversial idea. It is better to start first with convincing the innovators and the early adopters. Also the categories and percentages can be used as a first draft to estimate target groups for communication purposes.

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Information Sources Sign up Various sources of information regarding the Innovation Adoption Curve. Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops. Rethink Innovation Approach Revitalize the Innovation Proc Bob Donath describes recent development and the actions to rethink the Innovation process to become more successful, in (...) Introduction to Managing Creativity and Innovation Innovation Management, Managing Innovation, Managing Innovative Employees, Managing Creative Employees Presentation about Innovation and Creativity, thereby mainly focusing on creativity in organizations. The presentation i (...) Diffusion of Linux Technology Dimensions This paper by Nir Kshetri attempts to gain an understanding of the diffusion dynamics of Linux by assessing it on Rogers (...) Oversight of Various Theories About Media Effects Media Effects, Media Management, Mass Media Presentation that gives an oversight of theories about media and its effects on their audience. The following theories (...) Innovation Adoption Curve Diagram Innovation Management Download and edit the 12manage PowerPoint model for limited personal, educational and business use. Republishing in int (...)

Compare with the Innovation Adoption Curve: Product Life Cycle  |  Bass Diffusion Model  |  Positioning  |  ADL Matrix

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