Q. The book “Diffusion of Innovation” presents the concept of innovation and argues: (December 2022, UGC NET)

(A) 34% people have the ability to face risks.

(B) Innovation means a new idea, behaviour or an object.

(C) Will power to acquire innovation depends on one’s ability.

(D) 50% people have information through inter-personal communication

(E) 34% people are laggards

Choose the most appropriate answer from the options given below ;

1. A, C and D only

2. B, C and D only

3. B, D and E only

4. A, B and E onlyCorrect Ans: (2)

Explanation: Everett M. Rogers’ seminal work, “Diffusion of Innovation,” explores how, why, and at what rate new ideas and technology spread through cultures. Rogers identifies innovation as a process wherein an idea, behavior, or object perceived as new is adopted by individuals within a social system. He classifies adopters into categories such as innovators, early adopters, early majority, late majority, and laggards, each with distinct characteristics. The book emphasizes that interpersonal communication plays a crucial role in the diffusion process, with individuals often relying on advice and insights from peers before adopting an innovation. The adoption process is also influenced by factors such as the innovation’s relative advantage, compatibility with existing values, complexity, trialability, and observability. Rogers’ insights have been widely applied across various fields, including marketing, public health, and technology diffusion, providing a framework for understanding how innovations spread and are adopted in society.