Attributes of Innovations

How the properties of an innovation affect their rate of adoption.

Perceptions Count

The receiver's perceptions of the attributes of an innovation, not the attributes as classified by experts or changes agents, affect its rate of adoption.

Moore and Benbasat (1990)

Developed a set of scale items to measure each of the five main attributes of innovationMethodology that can be used within future research

Relative advantage

The relative advantage of an innovation, as perceived by members, is positively related to its rate of adoption… $$$ Status Incentives Mandates

Compatibility

As perceived by members of a social system, is positively related to its rate of adoption Combatable with old ideas Innovation negativism – previous

negative experiences make for perception of incompatibility

Naming

Complexity

As perceived by members of a social system, is negatively related to its rate of adoption

Trialability

As perceived by members of a social system, is positively related to its rate of adoption.

Observability

As perceived by members of a social system, is positively related to its rate of adoption

Innovativeness

Criterion for adopter categorizationThe degree to which an individual is relatively earlier in adopting a new idea or innovationIt is a continuous variable – so partitioning it into discrete categories is a conceptual device

Adopter Categorization

Use mean and standard deviation to divide the normal adopter distribution into categories

Innovators

VenturesomeFriendships among innovatorsSubstantial financial resourcesUnderstand and apply complex technical knowledgeAbility to deal with high degree of uncertainty

Early Adopters

RespectedIntegrated part of local social systemGreatest degree of opinion leadership

Early Majority

DeliberateAdopt new ideas just before the average member of a systemInteract frequently with their peersMost numerous adopter category (one-third of the system)Follow with deliberate willingness in adopting innovations, but seldom lead.

Late Majority

SkepticalAdoption may be both an economic necessity and the result of increasing network pressures from peersInnovations are approached with a skeptical an cautious airPressure of peers is necessary to motivate adoptionScarce resources – uncertainty must be removed

Laggards

TraditionalLast to adoptPoint of reference is the pastDecisions are made in terms of what ahs been done previouslySuspicious of innovation and change agentsLimited resources

Socioeconomic Characteristics for earlier adopters

Age not factorMore years of educationMore likely to be literateHigher social statusGreater degree of upward social mobilityHave larger units (farms, schools, companies)

Socioeconomic

It has been show that innovators become richer and the laggards become relatively poorer through the innovation process

Personality Variables – earlier adopters

Greater empathy than later adoptersLess dogmaticGreater ability to deal with abstractionsGreater intelligenceMore favorable attitude toward changeAbility to cope with uncertaintyHave a favorable attitude toward scienceLess fatalistic (ability to control their future)Higher aspirations

Communication Behavior – earlier adopters

More social participationMore highly interconnectedMore change agent contactGreater exposure to mass mediaGreater exposure to interpersonal communication channelsSeek info. About innovations more activelyHigher degree of opinion leadership

Summary

Adopter categories are the classification of members of a social system on the basis of innovativenessDominant attributes are: Innovators – venturesome Early adopters – respect Early majority – deliberate Late majority – skeptical Laggards – traditional

Summary

Generally early adopters have higher economic status that late adoptersVariables include: Socioeconomic Personality Communication

Change agent can use these adopter categories for audience segmentation – when devising an approach to influencing various individuals