How we change what others think, feel, believe and do

Ideas That Spread

Disciplines > Communication > Diffusion > Ideas That Spread

Some ideas and products spread faster than others. Everett Rogers, in his study of the diffusion of innovations through societies, identified five perceived characteristics that help increase the mobility of ideas.

Relative advantage

Ideas often solve problems for which another solution already exists. Changing from one idea or product to another requires some cost, even if it is just the emotional trauma of ditching something that was known and appreciated for a while.

Example

Product manufacturers often add more features to new products than competitors or older products. The might even make things pink to appeal to young girls.

Compatibility

An idea is easier to accept if it fits in with existing ideas and mental models. If it does not, then significant rebuilding or restructuring of concepts may be needed, which would increases effort and so decreases the chance of adoption.

Example

When mobile phones were invented, the idea of a phone already existed, making it more attractive. They also were made so you could phone fixed land-line phones as well as other cell phones.

Complexity

A product or idea that is simple to understand and use is easier to learn and so adopt.

If I try to use something and find it too difficult, I am less likely to blame myself and more likely to blame the product.

In selling something, it is common to find a grossly simplified model being presented in order to get the idea across.

Example

The structure of atoms is often presented as simple balls that stick together, rather than quarks and other quanta in EM fields.

Trialability

If I can safely try out the idea without having to throw away the system I am using already, I can remove the risk that the idea will not work for me.

Example

Shops often have products out on display so customers can try them out. Likewise colleges may give short 'taster' learning sessions before the student signs up to the full course.

Observability

Like trialability, being able to see the idea or product, particularly in action, removes the perceived problem of having to fully adopt something to find out whether or not it works for you.

Example

A producer of a new type of vegetable gives cookery demonstrations in shopping malls to spread ideas about how easy it is to prepare and how attractive it is in presentation.

Ideas That Spread

Relative advantage

Example

Compatibility

Example

Complexity

Example

Trialability

Example

Observability

Example

See also