According to the diffusion of innovations, which group is particularly difficult to reach and quick to dismiss change efforts?

The group that is particularly difficult to reach and quick to dismiss change efforts, according to the diffusion of innovations theory, is the laggards. Laggards are those individuals who are the last to adopt an innovation. They are often skeptical of new ideas and prefer to stick with traditional ways, valuing the status quo. This resistance is typically rooted in a strong attachment to established practices or a significant aversion to risk.

Laggards tend to require substantial evidence of an innovation’s effectiveness and safety before they consider adopting new practices. Their preference for familiarity means they often dismiss change efforts quickly, finding it challenging to engage with new concepts or technologies. This behavior can present a significant hurdle for health educators and practitioners trying to implement new health initiatives or programs, as reaching this group often requires tailored strategies that address their specific concerns and needs.

In contrast, other groups within the diffusion of innovations curve, like innovators and early adopters, are generally more open to new ideas and willing to try new things. The late majority also exhibit skepticism, but they are more likely to adopt changes once they see widespread acceptance from others.