5.6 Roger's Characteristics

5.6
Rogers' Characteristics
Rogers’ four main elements that influence the spread of new ideas (innovation, communication channels, time and a social system) rely heavily on human capital. The ideas must be widely accepted in order to be self- sustainable. Designers must consider various cultures and communities to predict how, why and at what rate new ideas and technology will be adopted.

ROGERS' THEORY OF DIFFUSION OF INNOVATION attempts to identify and explain the factors that lead to people and groups adopting innovations (new ideas and technologies).

Diffusion and innovation
Diffusion The wide acceptance and sale of a product or innovation

Diffusion of innovations is a theory that seeks to explain how, why and at what rate new ideas and technology will spread through cultures. The innovation must be widely adopted in order to self-sustain. 

Research elements of diffusion

1. Innovation - the new object or product designed
2. Communication channels - the way the message moves from one to another
3. Time - The innovation-decision period is the length of time required to pass through the innovation-decision process
4. Social systems - a set of interrelated units that are engaged in joint problem-solving to accomplish a common goal.

The impact of Rogers’ characteristics on consumer adoption of an innovation
“In general, innovations that are perceived as having relative advantages, being more compatible, less complex, observable, and trialable will diffuse more rapidly than other innovations. In general, innovations that are perceived as having relative advantages, being more compatible, less complex, observable, and trialable will diffuse more rapidly than other innovations.” 

Rogers' five characteristics that impact on consumer adoption of an innovation are:

• Relative Advantage How improved an innovation is over the previous generation
• Compatibility The level of compatibility that an innovation has to be assimilated into an individual's life
• Complexity If the innovation is perceived as complicated or difficult to use, an individual is unlikely to adopt it 
• Observability The extent that an innovation is visible to others. An innovation that is more visible will drive communication among the individual's peers and personal networks and will, in turn, create more positive or negative reactions.
• Trialability How easily an innovation may be explored; if a user is able to test an innovation, the individual will be more likely to adopt it.

Each of these factors have their own respective impacts on the consumer adoption of an innovation. It could be either the presence or absence of a certain quality that reduces or increases the likelihood of consumers accepting the product.

Social roots of consumerism
Consumerism A social and economic order and ideology that encourages the acquisition of goods and services in ever-greater amounts. Consumerism is sometimes used in referenece to the anthropological and biological phenomena of people purchasing goods and consuming materials in excess of their basic needs.

" A paradigm shift in the experience of shopping "

Influence of social media on diffusion of innovation:
Social media connects people around the world quickly and with ease - and this connectivity drives and relays the message across the world and can lead to increased desires or impulses to buy certain things. This could be due to the advertisements or recognition of new products and therefore people are more likely to try out . anew product. (using social media to raise brand awareness)

The impact of Roger's Characteristics on Consumer Adoption of an Innovation

Innovators are the first individuals to adopt an innovation

Early adopters are the second fastest category to adopt an innovation

Early majority the third group tends to take more time to consider adopting new innovations and is inclined to draw from feedback from early adopters before taking the risk of purchasing new products/ systems

Late majority adopts the innovation after it has been established in the marketplace and is seldom willing to take risks with new innovation

Laggards are the last to adopt an innovation - they tend to prefer traditions and are unwilling to take risks.