Diffusion of Innovation (DOI)
The Diffusion of Innovation was developed by E. M. Rogers as an explanation for how an idea or behaviour change spreads through a population. The curve starts with:
Innovators: the first to develop or take on a new idea or behaviour and who take risks and work through failures; then
Early adopters: those who could lead the spread of the idea or behaviour change with lower risk tolerance than innovators; then
The early majority: those who, after some time, adopt a new product or behaviour; then
The late majority: those who have natural skepticism about new behaviours and adopt a new product or behaviour only after a majority has done so; and
Laggards: those who are last to or never adopt a new behaviour with strong aversion to change.