Content
Discussion
Diffusion of
innovation theory divides individuals into five categories according
to the length of time they take to adopt an innovation:
 innovators
(the source of the innovation)
early adopters (“first
on the block”)
early majority
late majority
laggards
As Figure 4.3
illustrates, the adoption of innovations tends to follow an 'S-shaped’
curve, with a small number of early adopters and a small portion
of laggards adopting an innovation after the majority. Early adopters
tend to be ‘trend setters’, people who are influential
in encouraging others to adopt new practices.
| Figure
4.3: The S-shaped Diffusion Curve and Adopter Categories |
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| Source:
Adapted from Nutbeam and Harris, 1998 |
Diffusion of
Innovation theory has been tested in a wide variety of settings
for many different purposes. The theory provides a helpful diagnostic
tool for analyzing how and why populations respond to the introduction
of new ideas. It’s particularly useful for guiding health promotion
interventions which are devoted to maximizing the adoption of ideas
and practices which have been proven to be effective.
However, the
theory’s concept of “laggards” poses a serious limitation.
When promoting
change in a community, one needs to be aware of the social, economic
and structural barriers that prevent marginalized groups from
making healthy choices. An uncritical adoption of the theory may
only serve to reinforce structural inequalities that are not due
to individual choice.
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