The Diffusion of Innovation Theory recognises non-adopters of innovations as
(A) majority
(B) minority
(C) late adopters
(D) laggards
Correct Ans: (D)
Explanation:
The Diffusion of Innovation Theory, developed by Everett Rogers, explains how new ideas and technologies spread through society over time. It divides adopters into five categories: innovators, early adopters, early majority, late majority, and finally, laggards. According to this theory, laggards are the last group to adopt innovations. They resist change, hold on to tradition, and usually adopt something new only when it becomes unavoidable.
Now, this resistance does not make laggards irrelevant. On the contrary, they play a vital role in the complete diffusion process. Their hesitation often comes from limited resources, lower exposure to media, or distrust in new technologies. For example, while some people began using smartphones in the early 2010s, laggards may have stuck to basic phones until the late 2010s or beyond.
Moreover, understanding laggards helps communicators and marketers shape strategies. They must use targeted messages, peer influence, and simple communication tools to eventually persuade this group. While innovators chase trends, laggards wait until innovation becomes the norm and the risk appears minimal.
Let’s now review the incorrect choices. The majority (A) refers to people in the middle of the adoption curve—both early and late. The minority (B) is too vague and doesn’t reflect a defined adopter group. Late adopters (C), though close in meaning, specifically refer to the late majority, not laggards.
So, the only correct label for non-adopters or the very last adopters in the diffusion process is clearly laggards.
In conclusion, while laggards may resist change, they complete the innovation lifecycle. By the time they adopt, the innovation has become widespread, affordable, and socially accepted. That’s why Rogers’ theory identifies laggards as a critical part of how ideas fully diffuse through a population.
