What does the diffusion of innovation theory explain?

The diffusion of innovation theory primarily explains the patterns of technology adoption. This theory, developed by Everett Rogers, outlines how new ideas and technologies spread within and among cultures. It identifies different categories of adopters, such as innovators, early adopters, early majority, late majority, and laggards, each representing a different approach to embracing new innovations.

By understanding these categories and the factors that influence adoption, marketers and businesses can tailor their strategies to effectively introduce new technologies, ensuring they meet the needs and concerns of various adopter groups. The theory emphasizes that not all individuals adopt innovations at the same rate, which is crucial for strategizing product launches and marketing initiatives, ultimately influencing the success of a new technology in the market. This focus on technology adoption patterns is why the correct answer is specifically aligned with this aspect of the diffusion of innovation theory.