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Free «Roger's Diffusion of Innovation Theory» Essay Sample

In my opinion, most of innovations follow Roger's Diffusion of Innovation Theory before they are fully accepted in the society. When a new innovation is first introduced into the society, very few people adopt it (Thede & Sewell, 2010). In fact, only the innovators are likely to use their innovation before a small percentage accepts it. At first, individuals are likely to reject the ideas of a new innovation no matter its benefits. A great percentage of population is risk averse and do not prefer to use a new innovation before they are sure that the innovation will not fail them (Thede & Sewell, 2010). Acceptance level increases gradually till the innovation is fully accepted.

This theory reminds me of online shopping or e-commerce innovation. This innovation was invented way back in 1979, but it acceptance level took long before people could accept it fully. A few years ago, very few individuals were using online shopping but this has taken a drastic change as a number of people are now comfortable with this innovation. Online shopping is on the increase and more than 70% of the population in the developed world has adopted it. Online shopping is a good example of how Roger's Diffusion of Innovation Theory takes place. Initially, only a small percentage accepted and adopted the innovation. In a gradual manner, people are accepting this innovation and it might take just a few years before the innovation is fully accepted globally.


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