IECMHC Cog 3: Diffusion of Innovation Theory
This product was prepared under Contract number HHSS283201200024I/HHSS2834 2003 T for the U.S.
Department of Health an d Human Services, Substance Abuse and Health Services Administration, by th e
Center of Excellence for Infant and Early Ch ildhood Mental Heal th Consul tation.
Diffusion of Innovation Theory refers to how and when individuals adopt new ideas. This theory guides us
in considering two things: (1) how to segment our market so we reach out to those who may be more
intrigued about new ideas and willing to try them, and (2) where our audience looks for new ideas and thus
who can influence or persuade them to take up a new idea. For any given market, there are those who are
more easily convinced to try something new. Think about the introduction of the iPhone and how it
journeyed through the various audiences described below. You can apply this theory to IECMHC by
thinking about where your intended audience may fall on the curve and who they look to for evidence,
examples, and experience that IECMHC can work for their state, community or tribe.
Diffusion of Innovation Theory categorizes members of a given group into five types of idea adoption:
innovators, adopters, early majority, late majority, and laggards.
♦ Innovators
This group of individuals sets the trends – they are pioneers. They may be researchers, thought
leaders in ECE or home visiting, or successful early implem enters with impressive results. Early
adopters may look to innovators for new ideas and see how these new ideas play out.
♦ Early Adopters
This group often looks to innovators to determine whether adopting a new idea or system is
worthwhile. The early adopters are often the "beta test" group. Sure, the innovators may have great
ideas, but will the ideas really work? Enticed by the appeal of what the innovators have brought to
light, early adopters take the challenge up and create their own experiential body of evidence.
♦ Early Majority
This group holds back a bit longer when a new idea or action is presented, waiting to see whether it
has worked for the early adopters. Have all the obstacles or hurdles been overcome through the trials
and errors of the early adopters? What can they learn from the early adopters that will make their
path easier? Have the early adopters been successful? Is there clear evidence that the idea has merit
and will result in benefits for this group?
♦ Late Majority
The late majority will wait to see whether the idea has taken hold in the early majority – they need
more convincing and will look to the early majority to show them that the idea is worthy. Once they
deem the idea worthy, they don't want to be left out. If the early majority has clearly accepted and is
adopting IECMHC, they will be on board.
