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    9 views6 pages

    Innovations and Their Rate of Adoption

    Uploaded by

    KariCruz_

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    © All Rights Reserved
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    of 6
    6 ATTRIBUTES OF INNOVATIONS AND THEIR RATE OF ADOPTION ‘men perce stations as rea, they ae rel in thir on sequences ‘Wil Thomas aud loan Zanieci(1927), p. Some innovations difise from fist introduction to widespread use in ‘few yeas: for example, ina dozen years, from 1989 to 2002, some 72 Percent of adult Americans adopted the Internet, Another consumer Innovation may level out at es than 20 percent use, What characte tics of innovations affect the rato at which they are adopted? ‘This chapter identifies five characteristics of innovations and shows how individuals! pereeptions of these characterises predict the rte of adoption of innovations, Much diffi research has studied “people” ferences in innove- tiveness (that fs, in determining the characteristic of the different ‘doptor categories). Much les effort has been devoted to analyzing “innovation” ferences (that i, in investigating how the perceived properties of innovations affect their rte of adoption), although the Iimtalanoe between people verss innovation differences In dillsion research may be disappearing in reoent years. The later type of research can be valuable in predicting the reactions of people to an ingovation. These reactions can bo modified by the wa’ in which an Jmovation i named and positioned andl bow it related to the exit, belli and past experiences of potential uopters. Diffston 220 ifeon of Inooatons researchers in the past tended to regard ll innovations as equivalent ‘nits fom the viewpoint oftheir analysis. Tis versinnplBeaton Alngerovlyincorect. Black Music in White America: Rap Ione were to wnt seeario for onoation that woul not dfs ia America, # might be a new musical fore rgiating th lower | acme fom dstreiod wan are who ud ts Irie conten to der tention to ther figs of ange, frustration, and viene The Afan tm quality ofthe now music in stark contr o the Baropean| tions of melody tht dominate Arperean mus. In other words, ap ‘muses adel inaoation or was so athe neo ated Whe rip fist emerged inthe United Stites aod 1980, mos radio statins refined to play the new mas, mainly became its fans were not an impor ‘ant audince for commercalsdvetars. Most popular musi lib the opolrity chars inthe U.S. base ofp othe rao embargo onthe ‘now mos pushed tt the Fngos of sey and prctiallyguaantoed ts Sar, atest in itn years. But rap muse, dite these restes and lmaoo, bas become cvormously popula in white America and throughout the worl. Is he centomporny musial frm, ranking wilh such ater pes of bck orig tte msi tex ues, ragtime, ad the eal: Tap hs been called musical raft (vandals to some, arto other) How does one expla 1s popula? Steve Greenberg, a atari onthe dfason of nse in ‘Ameria ean tht rap, boone ofr mdr orgs, sppeled to mil and uppes-ss youths who wishod to reba gut the sats quo tstablshineat of hl parents and soy. Sart white twenages, rho one ight exoet wold object to ap aa tne, bearne s blgest fas Many ofthe tonagor parent gar ipa gy oo, Tha parent gar eran of sububan whites is ateaded to Buropean daa mos, wich “express fol of cas sd wath tit speak to carla sept of seelty—ooe which poses tha ewe and wel oath intons acest th perpetuation ofthe dsl mas wer (Cree 1983). “Thee uppercas specs of cssel mostcincude coor ball, expense per etna stage sel, aa igh prior rts tocar eerie ap music inal forced wethou cost the msl etblehimen Mos rap ws orga erred by artis nthe om home, wsngines- Attributes of Tnocations end Ther Rate of Adoption 991 pensve equipment, in contrast to the round studios and sopistieted "cording equipment of other musical genres. ap mse was ity die ‘eminated on homemade cassette tapes andy lel ownad independent record companies, For a decade, the mjorrcong compet exited pan even the mi 1860 only sl portion othe musi on the Bl board rap singles chat was produced by the major abel. Cray, ado Stations specaning in rap mse aoe in every US cy Rap atts such as the late Tupac Stak, Soop Dogay Dog and Eminem conned the ant sublshment uadtion of rip, with hres tht called forking policemen ‘that rebol agunt pres, the government, and occ, [Neverthless, rap mute gnc in populanty wth US, teenagers each yas especially upperside clas suburban white adolescents ap muse Is perceived by these youths as compute with the values they want to expres Oppostion tout vals ano paental conta Rate of Adoption at of apo she maine Seth wh mao tdphiy hembra ald ts perly meals be thr fideo ag ae ns ped ero ue [yen Sosa of alpine nt te Seep ton he doen ce Ore ton, he pec inmrt t ckin sonata of apn ofan Ms ore ‘Nesta of atti to pes spate ‘Sn ching compli Sleek Sheree, 105 Instn cr fe pred atts of cringe aie mcs (tbe Ee nro Sena ine rlomeiedinten ort al arbi Sonat rit nmin pes) Se atu of the ues eit sling ro ett cae perce pd meena ecte Inositol) tte nl pom nna ae al gage ea a soe oe a {Sco ee Chop 0 The nr pons inl i ing pee griepar es nace Sjosdng the set elotn on mtn ater be Caheflaston sh re a este 222 —Difsonof rnovtions Figure 6-1. Vaables Determining the Rae of Adoption of imovations rae Deering he Deen Ve of ‘hat aed 7 VB of ange get rotons ‘The five types of vartables tha determine an innovation rate of adoption Ihave not received equal ettention from diffasion scholars The fve per ceived attributes of innovations have been most extensively investigsted and have been found to explain about half ofthe variance in innovations ‘ates of adoption “The communication channels usod to dite aa innovation also may Influence the imation’ rate of adoption (ce Figure 6-1). For exani- pl, if intempersonal channels (rater than mass meta channels) erate -orareness-nowiedge, as ften happens for later adopters, the rate of. adoption is slowed. The nature ofa socal system, sucha is norms, and the degree to which the communication network stactre $e highly intercennosted, also alfet an iancvations rate of adoption. An inv tion rte of adoption is als aflectod by the extent of change agent? promotion efforts. The relationship between the rte of adoption and change agents efforts, however, may not be direct and linear. A greater eyof from a given amount of change agent activity occurs at certain stages in an innovations difusion. Th greatest response to change Atsibute of lnovtion and Thi Rate of Adoption 933, ‘agent effort occurs when opinion leaders adopt, which usally occurs at somewhere hetween 3 and 16 percent adoption ia most systems. The innovation will thon continue te spread with Kile promotional efort by ‘change agents, alter a ertcal mas of adopters i reached Lite difasion esearch has been carried out to determine the rela- tivo coatsbution ofeach ofthe five types of variables show in Figure 6-1. In his chapter we concentrate on the percelved attributes of inno- ‘ations in explaining an innovation’ ate of adption. Subjective evalua- tions of an innovation, derived from individual” personal experiences and perceptions and conveyed by interpersonal networks, drives the

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