Community Reaction towards Social Innovation: A Discussion of Rogers’ Diffusion of Innovations Theory in Consideration of Community Emotional Response

Abstract

While originally utilized within the natural and agricultural sciences, the diffusion of innovation theory has been applied across numerous contexts. As we continue to apply this model within Extension education, international development, and other community education contexts around the world, it not only becomes pertinent to examine how it applies towards social innovations – innovations that improve the social good – but also to understand how communities react when adopting social innovations. Within this article, researchers propose an Emotional-Behavioral Influence Model to deepen the understanding as to how communities respond, emotionally and behaviorally, towards social innovations throughout the adoption process. They then overlay the model onto two examples, one urban and one rural, showcasing its application to communities worldwide. Finally, researchers discuss implications for extension professionals as they preflect on implementing social innovations in communities globally. Keywords: Diffusion of Innovation theory; flow; communities; downshifting; social innovation