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 1 Comment

• Re: To Scale Behaviour Change: Target Early Adopters, then Leverage Social Proof & Social Pressure

  2021-05-05 02:24:55 UTC

  That looks like an uplifting story - although this appears to be chapter 1 only. It will be good to see the changes in behaviour as a result of their program.
  
  I do have intellectual and practical reservations about the diffusions of innovations theory though: the theory/model is a statistical model that is expressed in terms of individual's traits (earl adopters, laggards). I think that extension and behaviour change disciplines have moved on from that simplistic model. People that have adopted an innovation late in the life of the innovation may be seeing that innovation for the first time, or may have reached a stage in their life/business where that innovation is relevant for the first time. This would make them, personally, early adopters, although the model would label them as laggards. Also. many of the people I work with are well educated and smart, and are what I call 'rational non-adopters'. They assess innovations and make decisions early on about whether the innovation works for them or not. I guess we could call them 'early non-adopters'!

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