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Educational Resources

The Innovation Diffusion Lab's main research focus is to study the communication-based spread of new ideas, behaviors, and technologies through social systems all from the perspective of the diffusion of innovations theory. One of our goals is to educate others about the importance of diffusion of innovations research, and below you will find a variety of educational resources and information about the theory's origin, development, and framework.

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The Creator of Diffusion Theory

Everett Rogers is a communications theorist and sociologist who created the diffusion of innovations theory and wrote a book about his theoretical discoveries in 1962 entitled, Diffusion of Innovations. To learn more about Roger's development and implementation of this theory, click on the button below to watch a video of Everett Rogers discussing the diffusion of innovations theory in a presentation at the University of Illinois in 2004.

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The Adoption Curve

An aspect of the diffusion of innovations theory that was developed by Rogers is the adoption curve which is an S-shaped curve that classifies the different types of adopters based on their timing of adoption. The different categories of individuals who adopt new innovations include the following: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards. Click on the button below to learn more about the different adopter categories.

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Adopting Sustainable Innovations

When individuals adopt new innovations at different speeds, there are different motivational categories individuals have that cause them to adopt the new ideas. The different motivational categories to adopt new sustainable innovations include instrumental, environmental, and symbolic motivators. To learn more about the differences between each of the motivational categories, click on the button below.

Team Member Presentations

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Additional Video Resources

The videos below were created by the OCT Group at Chapman University which later became the Innovation Diffusion Lab. The videos provide more information about the diffusion of innovations theory.

Diffusion of Innovations

Diffusion of Innovations

Diffusion of Innovations
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Networks for Diffusion

Networks for Diffusion

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Diffusion of Innovations

Diffusion of Innovations

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Introduction to Diffusion and Entrepreneurial Innovations

Introduction to Diffusion and Entrepreneurial Innovations

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Additional Article Resources

Applying the communication theory of Diffusion of Innovations to economic sciences: a response to the ‘Using gossips to spread information’ experiments conducted by the 2019 Nobel Laureates

Kim, K. D. D., Kee, K. F., & Dearing, J. (2020, January 12). Applying the communication theory of Diffusion of Innovations to economic sciences: a response to the ‘Using gossips to spread information’ experiments conducted by the 2019 Nobel Laureates. Journal of Applied Communication Research, 48(2), 157-165. https://doi-org.lib-e2.lib.ttu.edu/10.1080/00909882.2020.1734226 

A conceptual framework of the adoption of innovations in organizations: a meta-analytical review of the literature

Vagnani, G., Gatti, C., & Proietti, L. (2019). A conceptual framework of the adoption of innovations in organizations: a meta-analytical review of the literature. Journal of Management and Governance, 23. 1023-1062. https://doi.org/10.1007/s10997-019-09452-6 

Revisiting Rogers: the diffusion of his innovation development process as a normative framework for innovation managers, students and scholars

Beausoleil, A. M. (2018). Revisiting Rogers: the diffusion of his innovation development process as a normative framework for innovation managers, students and scholars. Journal of Innovation Management, 6(4). 73-97. https://doi.org/10.24840/2183-0606_006.004_0006 

Internet diffusion and regime type: Temporal patterns in technology adoption.

Stier, S. (2017). Internet diffusion and regime type: Temporal patterns in technology adoption. Telecommunications Policy, 41(1), 25-38. 

http://dx.doi.org/10.1016/j.telpol.2016.10.005

Adoption and Diffusion

Kee, K. F. (2017). Adoption and Diffusion. In C. Scott, & L. Lewis (Eds.), International encyclopedia of organizational communication. Hoboken, NJ: Wiley-Blackwell.

Twitter’s diffusion in sports journalism: Role models, laggards and followers of the social media innovation

English, P. (2016). Twitter’s diffusion in sports journalism: Role models, laggards and followers of the social media innovation. New Media and Society, 18(3). 484-501. https://doi-org.lib-e2.lib.ttu.edu/10.1177%2F1461444814544886 

Mothers “Google It Up:” Extending Communication Channel Behavior in Diffusion of Innovations Theory

Sundstrom, B. (2016). Mothers “Google It Up:” Extending Communication Channel Behavior in Diffusion of Innovations Theory. Health Communication, 31(1). https://doi-org.lib-e2.lib.ttu.edu/10.1080/10410236.2014.936339 

Information diffusion, Facebook clusters, and the simplicial model of social aggregation: a computational simulation of simplicial diffusers for community health interventions

Kee, K. F., Sparks, L., Struppa, D. C., Mannucci, M. A., & Damiano, A. (2016). Information diffusion, Facebook clusters, and the simplicial model of social aggregation: a computational simulation of simplicial diffusers for community health interventions. Health Communication, 31(4). https://doi-org.lib-e2.lib.ttu.edu/10.1080/10410236.2014.960061

Diffusion Theory in the New Media Environment: Toward an Integrated Technology Adoption Model

Atkin, D., Hunt, D. S., & Lin, C.A. (August 2015). Diffusion Theory in the New Media Environment: Toward an Integrated Technology Adoption Model. Mass Communication and Society, 18(5). 625-650.  http://dx.doi.org/10.1080/15205436.2015.1066014 

The adoption of sustainable innovations: The role of instrumental, environmental, and symbolic attirubutes for earlier and later adopters

Noppers, E. N., Keizer, K., Bockarjova, M., & Steg, L. (December 2015). The adoption of sustainable innovations: The role of instrumental, environmental, and symbolic attributes for earlier and later adopters. Journal of Environmental Psychology, 44. 74-84. https://doi.org/10.1016/j.jenvp.2015.09.002

Using diffusion of innovation theory to understand the factors impacting patient acceptance and use of consumer e-health innovations: A case study in primary care clinic

Zhang, X., Yu, P., Yan, J., & Spil, T. A. M. (2015). Using diffusion of innovation theory to understand the factors impacting patient acceptance and use of consumer e-health innovations: A case study in primary care clinic. BMC Health Services Research, 15(71). https://doi.org/10.1186/s12913-015-0726-2

Understanding news sharing in social media: An explanation from the diffusion of innovations theory

Ma, L., Lee, C. S., & Goh, D. H. (7 July 2014). Understanding news sharing in social media: An explanation from the diffusion of innovations theory. Online Information Review, 38(5). 598-615. Doi: 10.1108/OIR-10-2013-0239

A conceptual model for the process of IT innovation adoption in organizations

Hameed, M. A., Counsell, S., & Swift, S. (September 2012). A conceptual model for the process of IT innovation adoption in organizations. Journal of Engineering and Technology Management, 29(3). 358-390. https://doi.org/10.1016/j.jengtecman.2012.03.007

The role of policy attributes in the diffusion of innovations

Makse, T. & Volden, C. (January 2011). The role of policy attributes in the diffusion of innovations. The Journal of Politics, 73(1). 108-124. Doi: 10.1017/S0022381610000903

Social capital and the diffusion of innovations within organizations: The case of computer technology in schools

Frank, K. A., Zhao, K., & Borman, K. (April 2004). Social capital and the diffusion of innovations within organizations: The case of computer technology in schools. Sociology of Education, 77. 148-171. Doi: 10.1177/00380407700203

Measuring perceptions of innovation adoption: The diffusion of a federal drug prevention policy

Pankratz, M., Hallfors, D., & Cho, H. (June 2002). Measuring perceptions of innovation adoption: The diffusion of a federal drug prevention policy. Health Education Research, 17(3). 315-326. https://doi.org/10.1093/her/17.3.315

Diffusion of Innovations (5th Edition)

Rogers, E. M. (1995). Diffusion of innovations (5th Edition). Free Press.

*Link is to a copy of the entire book*

Development of an instrument to measure the perceptions of adopting and information technology innovation

Moore, G. C. & Benbasat, I. (September 1991). Development of an instrument to measure the perceptions of adopting and information technology innovation. Information Systems Research, 2(3). 173-239. https://doi.org/10.1287/isre.2.3.192

New product adoption and diffusion

Rogers, E. M. (March 1976). New product adoption and diffusion. Journal of Consumer Research, 2(4). 290-301. Doi: 192.58.125.7