Unit 5 - Innovation-Decision Process and Diffusion Model

Introduction

Unit 5 of the course will focus on the Innovation-Decision Process and Diffusion Model. Before continuing with Unit 5, you should complete Units 1-4 of the course.

Diffusion Theory had its beginnings in the 1950s. During this time, the government wanted to know how and why farmers adopted new farming techniques and funded work that explored why some people adopt new ideas and some people do not. E.M. Rogers work on the diffusion of innovations was part of this exploration. Although it started out with the goal of understanding diffusion of farming techniques, the premises of the theory soon were applied to other avenues of life, including fashion. First published in 1962, Rogers writings have formed a foundation for our understanding of innovations, why people adopt innovations, social factors that support the adoption of innovations, and how innovations diffuse within and among social groups. Indeed, it is estimated that several thousand articles have been published on the diffusion of innovations.

Rogers (1983) defines an innovation as "an idea, practice, or object perceived as new by the individual." The word perceived is important in this definition. The idea, practice, or object does not have to be new on the market, it only has to be perceived as new by the individual in order for it to be considered an innovation for the individual. Thus, at any given point in time, the same idea, practice, or object might be considered an innovation by some individuals and might not be considered an innovation by others, depending upon how the idea, practice, or object is perceived.

As it is applied to fashion, diffusion theory attempts to explain, in general terms, how a fashion might spread within groups and across groups. Questions researchers strive to answer using diffusion theory as a basis are:

• Where do fashions start?
• Who are the first to adopt new fashions and what are their characteristics?
• What influence do the early adopters (innovators and opinion leaders) have on other consumers in the adoption of fashions?
• What is the decision making process consumers go through in deciding whether or not to adopt a new fashion?
• What factors influence this decision making process?
• What stimulates the spread of fashion innovations?

Many researchers have used diffusion theory as a foundation for their work in understanding consumer behavior as it relates to fashion, characteristics of fashion innovators and opinion leaders and their influence on others, the adoption process in regards to fashion, and the movement of fashion innovations within groups and from one group to another. You will read just a few that represent a cross-section of this work. You will read additional articles on fashion leaders later in the course.

Additional readings in this area include:

Rogers, E. M. (1976). New product adoption and diffusion. Journal of Consumer Research, 2, 290-301.

Reynolds, F. D., & Darden, W. R. (1973). Fashion theory and pragmatics: The case of the midi. Journal of Retailing, 49 (1), 51-62.

Mahajan, V., Muller, E., & Bass, F. M. (1990). New product diffusion models in marketing: A review and directions for research. Journal of Marketing, 54, 1-26.

Sproles, G. B., & Burns, L. D. (1994). Chapter 3. A Theory of the Fashion Process in Changing appearances: Understanding dress in contemporary society (pp. 69-92). New York: Fairchild.

Gladwell, M. (2002). The tipping point: How little things can make a big difference. Boston, MA: Little, Brown and Company.