Definition:  the degree to which an innovation is perceived as being consistent with the existing values, past experiences, and needs of potential adopters. An idea that is incompatible with the values and norms of a social system will not be adopted as rapidly as an innovation that is compatible. The adoption of an incompatible innovation often requires the prior adoption of a new value system, which is a relatively slow process.

Source: Rogers, E, M. and Scott, K.,The Diffusion of Innovations Model and Outreach from the National Network of Libraries of Medicine to Native American Communities,Department of Communication and Journalism, University of New Mexico, Albuquerque, New Mexico (1997)


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