Rogers's Diffusion of Innovations

Rogers's Diffusion of Innovations is a theory that explains how new ideas, products, or technologies spread through a society or social system over time. It highlights how early adopters and opinion leaders help introduce innovations, which then reach other groups until they become widespread. The model identifies five categories of adopters: innovators, early adopters, early majority, late majority, and laggards, each differing in willingness to embrace change. This framework helps understand the factors that influence how quickly and broadly innovations are adopted, emphasizing the importance of communication channels, social systems, and the innovation's characteristics.