DOI (Diffusion of Innovations)

The Diffusion of Innovations (DOI) theory explains how new ideas, products, or technologies spread through populations over time. It identifies stages like awareness, interest, evaluation, trial, and adoption, highlighting factors that influence how quickly people embrace innovations. The theory also describes different adopter groups—early adopters, early majority, late majority, and laggards—each with varying openness to change. Understanding DOI helps businesses and organizations plan strategies to promote new offerings effectively, by targeting appropriate groups and addressing barriers to adoption, ultimately facilitating smooth and widespread integration of innovations into society.