Theory Database - Theory 13: Diffusion of Innovations

This is a searchable database of theories of behaviour change that have been formalised according to an Ontology-Based Modelling System.

For more information, see:

West, R., Godinho, C. A., Bohlen, L. C., Carey, R. N., Hastings, J., Lefevre, C. E., & Michie, S. (2019). Development of a formal system for representing behaviour-change theories. Nature human behaviour, 3(5), 526. doi.org/10.1038/s41562-019-0561-2.
Hale, J., Hastings, J., West, R., Lefevre, C. E., Direito, A., Connell Bohlen, L., Godinho, C., Anderson, N., Zink, S., Goarke, H., and Michie, S. (2020) An ontology-based modelling system (OBMS) for representing behaviour change theories applied to 76 theories [version 1; peer review: 2 approved]. Wellcome Open Research.

Theory 13: Diffusion of Innovations

Number of Constructs: 72
Number of Triples: 89

Theory triples

Software information influences Innovation-evaluation information
Innovation-evaluation information negatively influences Uncertainty
Innovation clusters positively influences Adoption/rejection
Characteristics of Innovations influences Adoption/rejection
Communication Channels positively influences Adoption/rejection
Interpersonal influences Modelling
Modelling positively influences Adoption/rejection
Innovation influences Adoption/rejection
Innovation-decision influences Time
Knowledge transitions to Persuasion
Persuasion transitions to Decision
Decision transitions to Implementation
Implementation transitions to Confirmation
Innovativeness influences Time
Adopter categories influences Innovativeness
Time influences Rate of adoption
Social system influences Rate of adoption
Social Structure negatively influences Uncertainty
Communication structure positively influences Homophilious
System norms influences Adoption/rejection
Change agents influences Innovation-decision
Change agents influences Aides
Aides influences Innovation-decision
Aides influences Homophilious
Innovation-decision influences Adoption/rejection
Innovation-decision influences Consequences of adoption
Consequences of adoption influences Social system
Thresholds influences Innovativeness
Network structural indicators influences Communication networks
Network structural indicators influences Diffusion rate
Technology type of Innovation
Software aspect part of Technology
Hardware aspect part of Technology
Software information part of Technology
Innovation clusters part of Innovation
Characteristics of Innovations part of Innovation
Compatibility part of Characteristics of Innovations
Observability part of Characteristics of Innovations
Complexity part of Characteristics of Innovations
Trialability part of Characteristics of Innovations
Relative advantage part of Characteristics of Innovations
Reinvention part of Characteristics of Innovations
Radicalness part of Characteristics of Innovations
Cost part of Characteristics of Innovations
Homophilious type of Interpersonal
Localite channels type of Interpersonal
Cosmopolite channels type of Interpersonal
Near-peers type of Interpersonal
Opinion leaders type of Interpersonal
Opinion leaders type of Interpersonal
Mass media type of Communication Channels
Interpersonal type of Communication Channels
Localite channels type of Mass media
Cosmopolite channels type of Mass media
Optional innovation-decision type of Innovation-decision
Collective innovation-decision type of Innovation-decision
Authority innovation-decision type of Innovation-decision
Contingent innovation-decision type of Innovation-decision
Rate of adoption type of Adoption/rejection
Social Structure part of Social system
Communication structure part of Social system
System norms part of Social system
Optional innovation-decision part of Social system
Collective innovation-decision part of Social system
Authority innovation-decision part of Social system
Contingent innovation-decision part of Social system
Network structural indicators type of System norms
Change agents type of Network structural indicators
Knowledge part of Innovation-decision
Persuasion part of Innovation-decision
Decision part of Innovation-decision
Implementation part of Innovation-decision
Confirmation part of Innovation-decision
Prior adoption of innovation part of Contingent innovation-decision
Desirable vs undesirable type of Consequences of adoption
Direct vs indirect type of Consequences of adoption
Anticipated vs unanticipated type of Consequences of adoption
Innovators type of Adopter categories
Early adopters type of Adopter categories
Early majority type of Adopter categories
Late majority type of Adopter categories
Laggards type of Adopter categories
Very high type of Thresholds
High type of Thresholds
Low type of Thresholds
Very low type of Thresholds
Density type of Network structural indicators
Clustering type of Network structural indicators
Centralisation type of Network structural indicators

Theory constructs and annotations

Software information The information contained within a technology
Innovation-evaluation information The information contained within a technology that provides a means of reducing uncertainty about the possible outcomes of a behaviour
Uncertainty The state or condition in which the potential consequences of a behaviour are unknown; a lack of clarity or confidence in one's ideas, decisions or intentions associated with a particular behaviour. [ BCIO:050864 (Feeling of uncertainty about one’s behaviour) 13 ]
Innovation clusters Multiple distinguishable but interrelated elements of an innovation or technology (e.g. paper recycling and glass recycling)
Adoption/rejection The stage a new innovation or behaviour is adopted/rejected
Characteristics of Innovations
Communication Channels The channels through which information about a particular innovation/behaviour is passed from specific people or groups to other people or groups. [ BCIO:050384 (Communication) 13 ]
Interpersonal A mechanism of spreading information through face-to-face communication [ MF:0000040 (communication) 13 12 ]
Modelling The process by which one or more individuals or other entities serve as examples that others will emulate [ BCIO:037024 (modelling behaviour change intervention) 13 ]
Innovation An idea that is seen as new by people or groups that may adopt that idea
Innovation-decision
Time A concept by which events are ordered into past, present and future, and by which duration is measured
Knowledge Awareness and understanding of an innovation/behaviour [ BCIO:006054 (knowledge regarding an innovation) 13 ]
Persuasion The formation of a positive or negative opinion about an innovation/behaviour [ BCIO:050650 (evaluative belief formation) 13 ]
Decision The choice of whether to adopt or reject an innovation/behaviour [ BCIO:006048 (behavioural decision) 13 ]
Implementation The adoption or use of an innovation/behaviour [ BCIO:036000 (individual human behaviour) 13 70 8 5 14 62 63 64 78 81 65 77 55 74 79 24 18 53 54 57 69 71 ]
Confirmation Seeking reinforcement for a decision to adopt or reject an innovation/behaviour [ BCIO:050802 (Approval seeking behaviour) 13 ]
Innovativeness
Adopter categories The degree to which an individual or other unit of adoption (e.g. group) is relatively earlier in adopting new ideas than the other members of a system
Rate of adoption The relative speed that a new innovation/behaviour is adopted within a social system
Social system A set of interrelated social units that are engaged in joint problem solving to achieve a common goal [ BCIO:006001 (social environment system) 13 62 68 10 14 69 72 33 60 28 80 41 64 4 65 77 3 57 ]
Social Structure The formal arrangement of social units within a social system [ BCIO:006001 (social environment system) 13 62 68 10 14 69 72 33 60 28 80 41 64 4 65 77 3 57 ]
Communication structure Communication 'flows' within a social system, determined by the interpersonal networks within that system [ BCIO:050681 (Intention for collective behaviour) 13 ]
Homophilious The degree to which pairs of individuals who interact are similar in certain attributes such as beliefs, education, social status, etc. Effective communication is faciliated by homophily.
System norms Established behaviour patterns for people within a social system [ BCIO:006095 (normative behaviour) 13 14 71 ]
Change agents Individuals, often with high technical ability and social status, who represent external groups and make efforts to influence decisions regarding the uptake of a new idea/innovation/behaviour within a group that are in line with the desires of the external group. [ BCIO:050478 (Influencer role) 13 ]
Aides Individuals, with average technical ability and social status, who represent external groups and make efforts to influence decisions regarding the uptake of a new idea/innovation/behaviour within a group that are in line with the desires of the external group. [ BCIO:050478 (Influencer role) 13 ]
Consequences of adoption The changes that occur to an individual or a social system as a result of a decision to either adopt or reject an innovation/behaviour; can be desirable Vs undesirable, direct Vs indirect and anticipated Vs unanticipated [ BCIO:050806 (Behavioural consequence) 13 31 41 51 4 43 55 ]
Thresholds
Network structural indicators
Communication networks Interconnected individuals that are linked by patterned flows of information [ BCIO:006001 (social environment system) 13 62 68 10 14 69 72 33 60 28 80 41 64 4 65 77 3 57 ]
Diffusion rate
Technology The mechanism that explains the cause and effect relationships involved in reducing the uncertainty of achieving a goal
Software aspect The informational basis of a technology
Hardware aspect A physical tool that embodies a technology in a material sense
Compatibility The extent to which a new innovation/behaviour can co-exist with the existing needs and values of a potential adopter of that innovation/behaviour [ BCIO:050587 (Belief about conformity of behaviour to personal values) 13 ]
Observability The degree to which the results or outcomes of an innovation/behaviour are visible
Complexity The perceived difficulty of understanding, using or performing an innovation/behaviour [ BCIO:050601 (Belief about task complexity) 13 ]
Trialability The extent to which an innovation/behaviour can be experimented with temporarily
Relative advantage The added benefits of a new innovation/behaviour over the innovation/behaviour that it follows [ BCIO:050828 (Positive behavioural consequence) 13 ]
Reinvention The ability of an innovation/behaviour to evolve to fit people's needs
Radicalness
Cost
Localite channels Channels of communication that link people to others within a shared social system [ BCIO:006001 (social environment system) 13 62 68 10 14 69 72 33 60 28 80 41 64 4 65 77 3 57 ]
Cosmopolite channels Channels of communication that link people to others outside of their social system [ BCIO:006001 (social environment system) 13 62 68 10 14 69 72 33 60 28 80 41 64 4 65 77 3 57 ]
Near-peers Other individuals who are like the target individual and have previously adopted the innovation/behaviour. [ BCIO:050842 (Role model for a person) 13 62 ]
Opinion leaders
Mass media A mechanism of spreading information through sources that reach large, broad audiences
Optional innovation-decision Choices to adopt or reject an innovation/behaviour that are made by an individual, independent of the decisions made by other members within the social system [ BCIO:006048 (Behavioural decision) 13 ]
Collective innovation-decision Choices to adopt or reject an innovation/behaviour that are made by consensus amongst the members of a social system [ BCIO:006048 (Behavioural decision) 13 ]
Authority innovation-decision Choices to adopt or reject an innovation/behaviour that are made by relatively few individuals within a social system who possess power, status or technical expertise. Other individuals within the system have no choice over adoption and simply implement the decision. [ BCIO:006048 (Behavioural decision) 13 ]
Contingent innovation-decision Choices to adopt or reject an innovation/behaviour that can only be made after a prior decision to adopt or reject [ BCIO:006048 (Behavioural decision) 13 ]
Prior adoption of innovation
Desirable vs undesirable
Direct vs indirect
Anticipated vs unanticipated
Innovators People who actively seek information about new ideas, have high exposure to mass media, large interpersonal networks and cope well with uncertainty. Innovators are the first to adopt a new idea. [ BCIO:050798 (Willingness to adopt new behaviours) 13 ]
Early adopters People who are less innovative than innovators but more innovative than the early majority [ BCIO:050798 (Willingness to adopt new behaviours) 13 ]
Early majority People who are less innovative than early adopters but more innovative than the late majority [ BCIO:050798 (Willingness to adopt new behaviours) 13 ]
Late majority People who are less innovative than the early majority but more innovative than laggards [ BCIO:050798 (Willingness to adopt new behaviours) 13 ]
Laggards People who do not actively seek information about new ideas, have low exposure to mass media, small interpersonal networks and do not cope well with uncertainty; the last to adopt a new idea [ BCIO:050798 (Willingness to adopt new behaviours) 13 ]
Very high
High
Low
Very low
Density
Clustering
Centralisation

Theory illustration

Theory References

Rogers, E.M. (1983). Diffusion of Innovations (3rd Ed.). Collier Macmillan.
Rogers, E.M. (2003). Diffusion of Innovations (5th Ed.). Free Press.

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