Diffusion of Innovations, 4th Edition (Google eBook)

Front Cover
Simon and Schuster, Jul 6, 2010 - Business & Economics - 518 pages
34 Reviews
Since the first edition of this landmark book was published in 1962,
Everett Rogers's name has become "virtually synonymous with the study
of diffusion of innovations," according to Choice. The second and
third editions of Diffusion of Innovations became the standard
textbook and reference on diffusion studies. Now, in the fourth
edition, Rogers presents the culmination of more than thirty years of
research that will set a new standard for analysis and inquiry.

The fourth edition is (1) a revision of the theoretical framework and
the research evidence supporting this model of diffusion, and (2) a
new intellectual venture, in that new concepts and new theoretical
viewpoints are introduced. This edition differs from its predecessors
in that it takes a much more critical stance in its review and
synthesis of 5,000 diffusion publications. During the past thirty
years or so, diffusion research has grown to be widely recognized,
applied and admired, but it has also been subjected to both
constructive and destructive criticism. This criticism is due in large
part to the stereotyped and limited ways in which many diffusion
scholars have defined the scope and method of their field of study.
Rogers analyzes the limitations of previous diffusion studies,
showing, for example, that the convergence model, by which
participants create and share information to reach a mutual
understanding, more accurately describes diffusion in most cases than
the linear model.

Rogers provides an entirely new set of case examples, from the
Balinese Water Temple to Nintendo videogames, that beautifully
illustrate his expansive research, as well as a completely revised
bibliography covering all relevant diffusion scholarship in the past
decade. Most important, he discusses recent research and current
topics, including social marketing, forecasting the rate of adoption,
technology transfer, and more. This all-inclusive work will be
essential reading for scholars and students in the fields of
communications, marketing, geography, economic development, political
science, sociology, and other related fields for generations to come.
  

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Review: Diffusion of Innovations

User Review  - Ninakix - Goodreads

This gets a high rating because it's a pretty classic book, and so far, I have yet to see the ideas covered in other books. Adoption theory is a surprisingly useful tool for understanding your ... Read full review

Review: Diffusion of Innovations

User Review  - Tim Eldridge - Goodreads

I constantly refer back to this seminal work by Everett Rogers' when talking to Start-Ups and change agents. Despite being published originally in 1962 the book still serves marketers well because it ... Read full review

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Contents

ELEMENTS OF DIFFUSION
1
Time
20
Summary
35
Summary
94
Summary
129
Socioeconomic Status Equality and InnovationDevelopment
151
Summary
159
Persuasion Stage
167
The Critical Mass in the Adoption of Interactive Innovations
313
Social Learning Theory
330
Change Agents as Linkers
336
Communication Campaigns
343
Opinion Leaders
354
Clients Evaluative Ability
357
Centralized and Decentralized Diffusion Systems
364
INNOVATION IN ORGANIZATIONS
371

Confirmation Stage
180
Are There Stages in the Process?
187
Categorizing Communication Channels
194
Summary
201
Research on the Attributes of Innovations
208
Compatibility
224
Complexity
242
Summary
250
Classifying Adopter Categories on the Basis of Innovativeness
257
Adopter Categories as Ideal Types
263
Characteristics of Adopter Categories
268
Summary
279
HomophilyHeterophily in Communication Networks
286
Monomorphic and Polymorphic Opinion Leadership
293
Patient Zero and Sexual Networks in the Early Spread of AIDS
305
Size and Organizational Innovativeness
379
The Innovation Process in Organizations
389
Summary
403
CONSEQUENCES OF INNOVATIONS
405
Form Function and Meaning of an Innovation
422
Equality in the Consequences of Innovations
429
Summary
440
Types of InnovationDecisions
491
Name Index
503
Subject Index
509
132
513
Organizations
514
About the Author
519
Copyright

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About the author (2010)

Everett M. Rogers is professor and chair of the Department of Communication & Journalism at the University of New Mexico. A past president of the International Communications Association, he is the author of A History of Communication Study (Free Press, 1994), Communication Technology (Free Press, 1986), and several other widely acclaimed books and articles on communication and innovation.

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