Chapter 11. Consequences of Innovations

• The unpredictability of an innovation’s consequences is one important type of uncertainty in the diffusion process. Change agencies are interested in adoption and assume that consequences will be positive. Research methods are less appropriate for the study of consequences that would take observation over longer time. Consequences are also difficult to measure due to cultural relativism and confounding effects. Undesirable, indirect, and unanticipated consequences usually go together as to desirable, direct, and anticipated consequences.

Form, Function, and Meaning

• The form an innovation takes is its physical appearance. The function relates to how the form on an innovation is used. Its meaning is subjective and frequently part of one’s unconscious perception. Meaning, therefore, is much less susceptible to diffusion since a receiving culture may attach new meanings which have little relation to the meanings in their original setting.

Equality and Consequences

• The diffusion of innovations generally causes wider socioeconomic gaps with an audience because:
• 1) Innovators and early adopters have more resources and can adopt innovations to increase their wealth that others cannot afford.
• 2) Change agents focus on innovators and early adopters. Innovations are communicated to people with the same socioeconomic status rather than down.
• 3) People who adopt sooner are more likely to profit highly from the innovation.

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