Some Limitations of Diffusion of Innovation

Diffusion of innovations theory is often simplified to concentrate solely on a product or

innovation. Little attention has been paid on the complex cultural, economic, technology and
other factors that determine how the product is adopted into society. Diffusion research focuses
only on a few selected innovations and often fails to advance to draw important conclusion on
the larger theory.

i. Cultural Differences

Diffusion research may ignore cultural norms (Deligiannaki & Ali, 2011). A 1955 study of a
health campaign in a Peruvian village, for example, reported villagers overwhelmingly resisting
the idea of boiling water. Health workers failed to take note of the villagers' preference for cold,
"uncooked" water. Focusing on the product or idea while ignoring cultural customs can lead to
failed attempts at diffusion. This type of campaign would benefit from an anthropological
approach that examines the day-to-day perspective of the individuals involved.

ii. Economic Differences

Many societies are in deficiency of the necessary networks or infrastructure to promote and
adopt a new technology. Diffusion research has often concentrated more on the innovation itself
rather than these socio-cultural differences (Chile, 2017). Studies found that technological
innovations are more successful when they provide a beneficial role for the consumers. Many
societies around the world, however, face economic constraints or legal obstacles that can lead to
innovation obsolete. An impoverished nation, for instance, may not use for social networking or
the latest wireless internet technology.
 iii. Conflicts of Interest

Diffusion scholars often cooperate with manufacturers while analyzing a new product or
innovation. Giving the needs of the manufacturer priority can compromise the quality of these
studies (Chile, 2017). Furthermore, manufacturers often prioritize customer taste and preferences
-- factors that can add a trivial and theoretical spin to diffusion research. Study results are often
weaker and less reliable when they focus on a business model instead of the social process by
which diffusion occurs.

iv. Poor Information

Poorly defined attempts at introducing ideas or innovation can hinder diffusion (Chile, 2017).
For instance, national health groups may deliver conflicting information on the appropriate age
for mammography screening. This lack of consensus may confuse the health insurance providers
and the public, slowing the diffusion of this important treatment. The Internet, as a great source
of information, can also at times confuse consumers with misleading and incorrect facts and
opinions. Studies show that many patients are interested with web technology that allows them to
determine their own treatment. However, doctors are wary of these applications because of the
potential of misuse.

v. Pro-innovation Bias

Pro-innovation bias is one of the most criticisms of the DOI model. This implies that if
innovation is adopted, it will be beneficial to all the possible adopters equally (Beal & Rogers,
1960). Therefore, the underlying drawback is the assumption that adoption of the innovation is
the correct choice.
 vi. Over-adoption

Over-adoption happens when specialists (typically early adopters) suggest acceptance or higher
adoptions of an innovation (Beal & Rogers, 1960). For instance, the over-use of pesticides is
harming the soil. Likewise, the over-development of construction sites can have detrimental
effects on soil, ecology, and the environment.

vii. Linearity

Linearity is another limitation of DOI model. The model assumes that one stage will be followed
by the other in the innovation-decision process (Beal & Rogers, 1960). However, a study carried
out by Beal and Rogers (1960) found that Iowa farmers would usually skip or change the order
of the four stages, such as knowledge, persuasion, implementation, and confirmation. This
implies that either the DOI model does not always follow the linear path, or that it is inapplicable
to all fields.

viii. Individual-blame Bias

The individual-blame bias gives rise to another limitation of DOI model. Individuals are blamed
for their non-adoption of the innovation. Laggards usually resort to non-adoption, which is not
always due to individualistic reason (Beal & Rogers, 1960). It is possible that people are forced
to be laggards simply because of some characteristics of the innovation itself. For instance, the
reasons could be financial constraints, non-availability of the innovation in one's surrounding
area or the innovation is not in tune with an individual's culture and value.
References

Beal, G. M., & Rogers, E. M. (1960). The adoption of two farm practices in a central Iowa
community. Special Report, 1-20.

Chile, P. (2017). Some of the Disadvantages of Using the Diffusion Theory. Retrieved from
eHow: http://www.ehow.com/info_8633492_disadvantages-using-diffusion-theory.html

Deligiannaki, A., & Ali, M. (2011). Cross-cultural influence on diffusion and adoption of
innovation: An exploratory case study to investigate the social-cultural barriers.