A theory which seeks to explain why certain innovations spread throughout a community while others do not.

According to the theory, there are 5 basic characteristics that determine whether or not an Innovation will spread:

  • Relative Advantage: the degree to which an innovation is perceived as being better that an existing solution.
  • Compatibility: the degree to which an innovation is perceived as being compatible with current beliefs or practices.
  • Complexity: the degree to which an innovation is perceived as being difficult to use.
  • Trialability: the degree to which an innovation is perceived as being tested easily.
  • Observability: the degree to which the results of an innovation are perceived by others.

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