1. Di
Ffus
ion
How do
Ideas spread?

2. Di Ffus ion Objectives: Describe basic principles of diffusion.
Students will be able to:
Describe basic principles of diffusion.
Explain how businesses have used principles of diffusion to disseminate products or ideas.

3. Di
Ffus
ion
an idea
the spread of

4. Di
Ffus
ion
an idea
the spread of
an innovation

5. Di
Ffus
ion
an idea
a cultural trait
the spread of
an innovation

6. Di Ffus ion the spread of an idea a cultural trait a product
an innovation

7. Di Ffus ion the spread of an idea a cultural trait a product
an innovation

8. Di Ffus ion Innovations Characteristics of Diffusion
a. Simple innovations will diffuse faster than complex ones.
b. Innovations that fit into the existing social and technological context will diffuse faster than those that do not.
c. Innovations that can demonstrate a relative advantage will diffuse faster than those that do not.
d. Innovations that can be tried on a small scale will diffuse faster than those that require a substantial initial commitment.
e. Complex innovations often change as they diffuse.

9. Di Ffus ion Diffusers – change agents? Characteristics of Diffusion
a. Diffusion will be most successful from someone of greater or equal social status. (Opinion leaders)
b. Diffusion is linked with the effort of the diffuser.
c. Migrations can spread cultural traits such as language and natural phenomena such as diseases.

10. Di Ffus ion Adopters Characteristics of Diffusion
a. Adopters must see the innovations as meeting their needs or wants better than alternatives.
b. Adopters must have the resources to adopt the diffusion
c. Adoption is often linked with a previous positive adoption by a friend or acquaintance.
d. The adoption decision will be evaluated from the perception of the adopter.

11. Communication ChannelsDi
Ffus
ion
Characteristics of Diffusion
Communication Channels
and Barriers
a. Diffusion will, in general, be proportional to the frequency and strength of communication between diffusers and potential adopters.
b. Diffusions will often diffuse to places that are close, before they diffuse to places that are distant, and to similar places before dissimilar places.
c. Both physical and cultural barriers can halt or slow the spread of an innovation.

12. Di Ffus ion Consequences Characteristics of Diffusion
a. Because culture is integrated, the diffusion of an innovation often has unanticipated consequences in the society.

13. Di Ffus ion Innovation: What were the characteristics
“How did shoe manufacturers
use the principles of diffusion
to market expensive athletic shoes?”
Innovation:
What were the characteristics
of the innovation that
either helped or hindered its diffusion?

14. Di Ffus ion Diffusers: Who were the people who had the most influence
“How did shoe manufacturers
use the principles of diffusion
to market expensive athletic shoes?”
Diffusers:
Who were the people
who had the most influence
on the adoption decision?
How were they effective?

15. Di Ffus ion Adopters: What was the initial audience?
“How did shoe manufacturers
use the principles of diffusion
to market expensive athletic shoes?”
Adopters:
What was the initial audience?
Who were the subsequent audiences?

16. Communication Channels/Barriers:Di
Ffus
ion
“How did shoe manufacturers
use the principles of diffusion
to market expensive athletic shoes?”
Communication Channels/Barriers:
Which communication channels
were used?
Why were they effective
for the product and the audience?

17. Di Ffus ion Consequences: What were some of the
“How did shoe manufacturers
use the principles of diffusion
to market expensive athletic shoes?”
Consequences:
What were some of the
consequences of the innovation?
How did the innovation change?

18. Di Ffus ion evaluate the diffusion of a recent innovation.
Fitness centers
iPod
term limits
Napster
airbags
kindles
ATM
Facebook
cell phones
Oldies radios
Google
tablets
Energy drinks

19. What were some CommunicationDi
Ffus
ion
World Geography and History:
Religion?
How do the principles of diffusion apply
to the spread of…
Diseases?
Who were the Diffusers?
Who were the Adopters?
What were some Communication
Channels/Barriers?
What are some Consequences?