Everett Rogers developed the theory of "diffusion of Innovation" based on three interrelated concepts. These include:

a$.$ The adoption process, Characteristics of innovation and Adopter Categories

b$.$ The adoption process, Relative advantage, and Complexity

c$.$ Characteristics of innovation, relative advantage, and Brand awareness

d$.$ Adopter categories, awareness, and interest

e$.$ Early adopters, Innovators, and Laggards