Roger's Diffusion of Innovations Theory

Roger's Diffusion of Innovations Theory explains how new ideas and technologies spread within a society. It identifies five categories of adopters: innovators, early adopters, early majority, late majority, and laggards. Each group has different characteristics and influences the adoption process. Factors like perceived benefits, social influence, and the innovation's complexity affect how quickly and widely it is accepted. Understanding these dynamics helps organizations and marketers effectively introduce new products or ideas, tailoring their strategies to reach different groups and encourage adoption over time.