Diffusion of innovations / Everett M. Rogers.

Format:

Book

Author/Creator:

Rogers, Everett M.

Contributor:

ProQuest ebook central

Language:

English

Subjects (All):

Diffusion of innovations.

Diffusion of innovations--Study and teaching--History.

Research.

Social change.

Social Change.

Diffusion of Innovation.

Medical Subjects:

Research.

Social Change.

Diffusion of Innovation.

Physical Description:

1 online resource (xxi, 551 pages) : illustrations.

Edition:

5th ed.

Place of Publication:

New York : Free Press, 2003.

Contents:

1. Elements of diffusion : What is diffusion?

Four main elements in the diffusion of innovation : The innovation ; Communication channels ; Time ; A social system

2. History of diffusion research : The beginnings of diffusion research in Europe : Gabriel Trade and imitation ; Georg Simmel's stranger ; The British and German-Austrian diffusionists

The rise of diffusion research traditions : Paradigms and invisible colleges ; The anthropology research tradition ; Early sociology ; Rural sociology ; Public health and medical sociology ; Communication ; Marketing ; Geography ; General sociology ; Trends by diffusion research traditions

A typology of diffusion research

3. Contributions and criticisms of diffusion research : The status of diffusion research today

Criticisms of diffusion research : The pro-innovation bias of diffusion research ; The individual-blame bias in diffusion research ; The recall problem in diffusion research ; The issue of equality in the diffusion of innovations

4. The generation of innovations : The innovation-development process : Recognizing a problem or need ; Basic and applied research ; Development ; Commercialization ; Diffusion and adoption ; Consequences

Socioeconomic status, equality, and innovation development

Tracing the innovation-development process : The shortcomings of tracer studies ; Future research on the innovation-development process

The agricultural model

5. The innovation-decision process : A model of the innovation-decision process

The knowledge stage : Which comes first, needs or awareness of an innovation? ; Three types of knowledge about an innovation ; Early versus late knowers of innovations

The persuasion stage

The decision stage

The implementation stage : Re-invention ; How much re-invention occurs? ; Re-invention is not necessarily bad ; Why does re-invention occur?

The confirmation stage : Dissonance ; Discontinuance

Are there stages in the innovation-decision process? : Process versus variance research ; Evidence of stages ; The hierarchy-of-effects ; Stages of change

Communication channels by stages in the innovation-decision process ; Categorizing communication channels : Mass media versus interpersonal channels ; Cosmopolite versus localite channels ; The Bass forecasting model

Communication channels by adopter categories

The innovation-decision period : The rate of awareness-knowledge and rate of adoption ; The length of the innovation-decision period by adopter category

How the internet is changing the innovation-decision process.

6. Attributes of innovations and their rate of adoption : Rate of adoption

Research on the attributes of innovations : Measuring the attributes of innovations ; Organizations as the units of adoption ; Postdiction versus prediction

Relative advantage : Economic factors and rate of adoption ; Status aspects of innovations ; Overadoption ; Relative advantage and rate of adoption ; Preventive innovations ; The effects of incentives ; Mandates for adoption

Compatibility : Compatibility with values and beliefs ; Compatibility with previously introduced ideas ; Compatibility with needs ; Compatibility and rate of adoption ; Technology clusters ; Naming an innovation ; Positioning an innovation ; Acceptability research

Indigenous knowledge systems

Complexity

Trialibility

Observability

7. Innovativeness and adopter categories : Classifying adopter categories on the bases of innovativeness ; The s-shaped curve of adoption and normality ; Measuring organizational innovativeness ; Who adopts? ; Adopter categorization

Adopter categories as ideal types : Innovators: venturesome ; Early adopters: respect ; Early majority: deliberate ; Late majority: skeptical ; Laggards: traditional

Characteristics of adopter categories : Socioeconomic characteristics ; Personality variables ; Communication behavior ; Audience segmentation and adopter categories ; The innovativeness/needs paradox and the strategy of least resistance ; Network influences on innovativeness

8. Diffusion networks : Models of communication flows : The hypodermic needle model ; The two-step flow model

Homophily and heterophily in communication networks : Homophily and heterophily ; Homophily as a barrier to diffusion

Measuring opinion leadership and network links

Monomorphic and polymorphic opinion leadership

Characteristics of opinion leaders : External communication ; Accessibility ; Socioeconomic status ; Innovativeness ; Innovativeness, opinion leadership, and system norms ; Do opinion leaders matter?

Diffusion networks : Cluster studies

Communication network analysis ; The strength-of-weak-ties theory ; Who is linked to whom in networks? ; Social learning theory

The critical mass in the diffusion of interactive innovations : The concept of critical mass ; Watching while being watched ; Individual Thresholds for adoption ; Why do individuals adopt prior to the critical mass? ; Networks and the turbocharger effect ; Strategies for getting to the critical mass

9. The change agent : Targeting

Change agents as linkers : The sequence of change agent roles

Factors in change agent success : Change agent efforts ; Client orientation ; Compatibility with clients' needs ; Change agent empathy

Communication campaigns

Homophily and change agent contact : Change agents' contact with lower-status clients ; Para-professional aides ; Change agent credibility ; Inauthentic professionalization of aides

The use of opinion leaders : The role of demonstrations

Clients' evaluative ability

Centralized and decentralized diffusion systems : Advantages and disadvantages of decentralized diffusion

10. Innovation in organizations : Types of innovation-decisions

Organizations : Virtual organizations

Organizational innovativeness : Size and organizational innovativeness ; Structural characteristics and organizational innovativeness ; The role of champions

The innovation process in organizations

Stages in the innovation process : Agenda-setting ; Matching ; Redefining/restructuring ; Clarifying ; Routinizing

New communication technologies in organizations

11. Consequences of innovations: Studying consequences

Classifications of consequences : Desirable versus undesirable consequences ; Direct versus indirect consequences ; Anticipated versus unanticipated consequences

Form, function, and meaning of an innovation

Achieving a dynamic equilibrium

Equality in the consequences of innovations : The communication effects gap

Gap-widening consequences of the diffusion of innovations ; Social structure and the equality of consequences ; Strategies for narrowing gaps ; Wider gaps are not inevitable.

Notes:

Includes bibliographical references (pages 477-535) and indexes.

Electronic reproduction. Ann Arbor, MI Available via World Wide Web.

Description based on print version record.

Other Format:

Online version: Rogers, Everett M. Diffusion of innovations.

ISBN:

9780743258234 (electronic bk.)

0743258231 (electronic bk.)

Publisher Number:

90101333621

9780743222099

Access Restriction:

Restricted for use by site license.