Diffusion is the process by which an innovation (new idea) is communicated through certain channels over time among the members of a social system
Mass media is another system of diffusion of information
The social group that evaluates the innovations must go through a personal five step process that includes:
There are five categories of adopters of new innovations:
late majority, and
These five categories usually work in a domino effect.
Important characteristics of an innovation include:
Diffusion Theory- a process of getting a product or information to the public. A group of experts or leaders go through a process of deciding whether or not the product or information is worthy of diffusion. Once an innovation is launched, it typically follows a domino pattern for acceptance among adopters.
Typically there is resistance to new innovations.