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In 1983, Everett Rogers introduced a concept for analyzing how people adopt a new idea or practice, highlighting the importance of communication between individuals and the role of opinion leaders. According to Rogers, everyone exposed to an innovation goes through five phases: awareness, persuasion, decision, implementation, and confirmation. Based on these elements, it becomes possible to assess the adoption rate of an innovation according to its characteristics and to segment the population into groups based on the speed at which its members integrate this new practice.

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