162 Addendum Appendix B: [continued] ‘Innovativeness’ - Refers to the degree to which an individual or social system is open to adopting new ideas or innovations. It represents the willingness to be among the first to try and adopt novel practices or technologies. Understanding the level of innovativeness helps identify potential early adopters and assess the speed and extent of innovation diffusion within a given population or system. ‘Communication behavior’ - Refers to how information and messages about an innovation are disseminated and exchanged among individuals or within a social system. It encompasses the channels, methods, and patterns of communication used to spread knowledge and influence the adoption process. Understanding communication behavior helps identify influential sources, effective communication channels, and the dynamics of information flow that impact the diffusion of innovations within a given context. ‘Complexity’ - Refers to the perceived difficulty, intricacy, or complexity associated with adopting and using an innovation. It assesses the effort, knowledge, skills, or resources required to understand and implement the innovation. Understanding complexity is important in predicting and explaining the adoption process, as individuals are more likely to adopt innovations perceived as simple and easy to use rather than those that are overly complex or burdensome. ‘Norms of the social system’ - Refer to the established standards, values, and expectations that guide behavior within a particular group or community. They are the shared beliefs and practices, defining what is acceptable or appropriate within that social context. Understanding the norms of a social system is essential in assessing the potential acceptance and adoption of an innovation, as they shape the collective attitudes and behaviors towards change ‘Trialability’ - Refers to the degree to which an innovation can be experimented with or tested on a limited basis before fully committing to its adoption. It reflects the opportunity for potential adopters to try out an innovation and assess its effectiveness and suitability in their specific context. Understanding trialability helps predict and explain the adoption process, as individuals are likelier to adopt innovations that can be quickly and safely tested and evaluated before fully committing. ‘Observability’ - Refers to the extent to which the results or benefits of adopting an innovation are visible and easily observable by others within a social system. It pertains to the ability to witness and perceive the positive outcomes or consequences of adopting the innovation. Understanding observability helps predict and explain the adoption process, as individuals are more likely to adopt innovations that have observable benefits, as it provides social proof and encourages others to adopt as well. 1. E.M. Rogers, Diffusion of innovations, Free Press, New York, 2003.
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