Rogers, E. M. (2003). Chapter 6. Attributes of innovations and their rate of adoption. In Author, Diffusion of Innovations. 5th ed. (pp. 219-266) New York, NY: Free Press.
This chapter is discussing the rate of adoption of innovations and what influences this rate. It defines the rate as a measure of “the number of individuals who adopt an idea in a specified period”.
It identifies five perceived attributes of an innovation, and says that this explains most of the variance in adoption rates. These are relative advantage, compatibility, complexity, trialability and observability. It goes on to say that it is the individuals perceptions of these attributes that actually predict the rate – that is, the potential adopters influence the nature of the diffusion. It stresses that perceptions are far more important for prediction than objective measures.
The chapter then continues with examples of each of these five attributes and uses examples to illustrate them. Each of the categories is further broken down into other factors that can contribute to these attributes.
It also discusses ways that the information can be collected and touches on questionnaire design.
This book is close to 15 years old, however it still describes a valid way of looking at a new innovation. Especially discussing the perceptions of people as an important factor for the adoption of the innovation. Resistance to change can still be a major contributor and is influenced by perceptions.
The limitations of this book are the very US- centric examples, which are not so relevant to other countries, coupled with a lack of application to an education setting.
For my research there are sections that will be very relevant particularly those that discuss mandatory change.