Characteristics of an Innovation as Described by Rogers
Understanding the Five Characteristics of an Innovation (as described by Rogers) and Why this is important.
Funding for this project (# 2016-07259) was provided by the United States Department of Agriculture (USDA) National Institute of Food and Agriculture (NIFA) Higher Education Challenge (HEC) grant program. This project is in collaboration with the University of Arkansas, Texas Tech University, and The Borlaug Institute at Texas A&M University.
Overview
Rogers (2003) provides research-based guidance regarding the innovation-decision process, which includes aspects such as the characteristics of an innovation, stages of the decision process, communication channels, among other topics. Each of these topics provides tools that a person can use as they encourage change or adoption. An innovation inherently contains attributes that can either encourage or discourage adoption. Rogers identified five characteristics that when considered can help one understand the innovation from the standpoint of someone else. These characteristics are relative advantage, compatibility, complexity, trialability, and observability. This unit will focus on the topic of characteristics of an innovation.
Objectives
Students will be able to list the five characteristics of an innovation, describe why understanding these characteristics can facilitate the change process, and describe and innovation in the context of these characteristics.
Level of Instruction
Learner Prerequisite Knowledge
Students should be aware that encouraging change can be facilitated by understanding why and how people interact with an innovation. This topic is one of many topics that can enable more effective change strategies.
Instructor Preparation/Notes
This RLE focuses on characteristics of an innovation based upon Everett Rogers textbook “Diffusion of Innovations.” There are other perspectives related to this topic.
Instructions
Learner time required: 1 hour
Upon completion, learners will be able to list the five characteristics of an innovation, describe why understanding these characteristics can facilitate the change process, and describe an innovation in the context of these characteristics.1) Watch the Characteristics of Innovations Lecture, 2) Read the summary of the Diffusion of Innovation theory –this summary includes the five characteristics of innovations, 3) Take the quiz, and 4) Bonus: Watch the video by Michael Rosemann which expands on the topic by discussing innovation groups and the adoption S curve. (3min 36 sec)
Theresa Murphrey
Professor
Department of Agricultural Leadership, Education and Communications
Texas A&M University