Some Limitations of Diffusion of Innovation Diffusion of innovations theory is often simplified to concentrate solely on a product or innovation. Little attention has been paid on the complex cultural, economic, technology and other factors that determine how the product is adopted into society. Diffusion research focuses only on a few selected innovations and often fails to advance to draw important conclusion on the larger theory.
i.
Cultural Differences
Diffusion research may ignore cultural norms (Deligiannaki & Ali, 2011). A 1955 study of a health campaign in a Peruvian village, for example, reported villagers overwhelmingly resisting the idea of boiling water. Health workers failed to take note of the villagers' preference for cold, "uncooked" water. Focusing on the product or idea while ignoring cultural customs can lead to failed attempts at diffusion. This type of campaign would benefit from an anthropological approach that examines the day-to-day perspective of the individuals involved.
ii.
Economic Differences
Many societies are in deficiency of the necessary networks or infrastructure to promote and adopt a new technology. Diffusion research has often concentrated more on the innovation itself rather than these socio-cultural differences (Chile, 2017). Studies found that technological innovations are more successful when they provide a beneficial role for the consumers. Many societies around the world, however, face economic constraints or legal obstacles that can lead to innovation obsolete. An impoverished nation, for instance, may not use for social networking or the latest wireless internet technology.
iii.
Conflicts of Interest
Diffusion scholars often cooperate with manufacturers while analyzing a new product or innovation. Giving the needs of the manufacturer priority can compromise the quality of these studies (Chile, 2017). Furthermore, manufacturers often prioritize customer taste and preferences -- factors that can add a trivial and theoretical spin to diffusion research. Study results are often weaker and less reliable when they focus on a business model instead of the social process by which diffusion occurs.
iv.
Poor Information
Poorly defined attempts at introducing ideas or innovation can hinder diffusion (Chile, 2017). For instance, national health groups may deliver conflicting information on the appropriate age for mammography screening. This lack of consensus may confuse the health insurance providers and the public, slowing the diffusion of this important treatment. The Internet, as a great source of information, can also at times confuse consumers with misleading and incorrect facts and opinions. Studies show that many patients are interested with web technology that allows them to determine their own treatment. However, doctors are wary of these applications because of the potential of misuse.
v.
Pro-innovation Bias
Pro-innovation bias is one of the most criticisms of the DOI model. This implies that if innovation is adopted, it will be beneficial to all the possible adopters equally (Beal & Rogers, 1960). Therefore, the underlying drawback is the assumption that adoption of the innovation is the correct choice.
vi.
Over-adoption
Over-adoption happens when specialists (typically early adopters) suggest acceptance or higher adoptions of an innovation (Beal & Rogers, 1960). For instance, the over-use of pesticides is harming the soil. Likewise, the over-development of construction sites can have detrimental effects on soil, ecology, and the environment.
vii.
Linearity
Linearity is another limitation of DOI model. The model assumes that one stage will be followed by the other in the innovation-decision process (Beal & Rogers, 1960). However, a study carried out by Beal and Rogers (1960) found that Iowa farmers would usually skip or change the order of the four stages, such as knowledge, persuasion, implementation, and confirmation. This implies that either the DOI model does not always follow the linear path, or that it is inapplicable to all fields.
viii.
Individual-blame Bias
The individual-blame bias gives rise to another limitation of DOI model. Individuals are blamed for their non-adoption of the innovation. Laggards usually resort to non-adoption, which is not always due to individualistic reason (Beal & Rogers, 1960). It is possible that people are forced to be laggards simply because of some characteristics of the innovation itself. For instance, the reasons could be financial constraints, non-availability of the innovation in one's surrounding area or the innovation is not in tune with an individual's culture and value.
References
Beal, G. M., & Rogers, E. M. (1960). The adoption of two farm practices in a central Iowa community. Special Report , 1-20. Chile, P. (2017). Some of the Disadvantages of Using the Diffusion Theory. Retrieved from eHow: http://www.ehow.com/info_8633492_disadvantages-using-diffusion-theory.html Deligiannaki, A., & Ali, M. (2011). Cross-cultural influence on diffusion and adoption of innovation: An exploratory case study to investigate the social-cultural ba rriers.
