Rogers, E. M. (1995). Attributes of innovations and their rate of adoption. In Diffusion of innovations (4th ed., pp. 204 - 251). New York: The Free Press.
This chapter considers how the innovation itself, affects the rate of adoption. Rogers states that the perceived attributes; its relative advantage, compatibility, complexity, opportunities for trial, and observable improvements, all affect how quickly an innovation will be adopted by a community. Other aspects that affect the rate of adoption include the type of innovation or decision. One that is individual based will be adopted more quickly than one that has to be adopted by an organisation. The type of communication used to disseminate information about the innovation is important too. The more complex the change is the more likely interpersonal contact will be needed to encourage adoption. As opposed to simple changes which can be affected through mass media. The type of social system up-taking the innovation as well as how the leaders of change promote it also affect the rate of adoption.
As a leader of change these attributes of innovation and variables are important to be aware of in order to effectively promote adoption of innovations. By considering the attributes of the innovation being promoted the leader of change can address or highlight these issues with the adopters. Consideration of variables such as the social system being encouraged to adopt a new innovation, and the complexity of the change will impact of the chosen methods of promotion. This will also allow the promoter to align the change with the values and experiences of the target adopters and increase the rate of adoption.