Diffusion of Innovations, 4th EditionSince 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. |
From inside the book
Results 1-5 of 66
Page xvi
... inno- vations in developing nations , I gradually realized that certain limitations existed in the diffusion framework . In some cases , development programs outran the diffusion model on which they were originally based . Certain ...
... inno- vations in developing nations , I gradually realized that certain limitations existed in the diffusion framework . In some cases , development programs outran the diffusion model on which they were originally based . Certain ...
Page 8
... inno- vations like new ships and new guns were accepted readily . So the Admi- ralty did not resist all innovations . This case illustration is based on Mosteller ( 1981 ) . Obviously more than just a beneficial innovation is necessary ...
... inno- vations like new ships and new guns were accepted readily . So the Admi- ralty did not resist all innovations . This case illustration is based on Mosteller ( 1981 ) . Obviously more than just a beneficial innovation is necessary ...
Page 13
... inno- vation usually has at least some degree of benefit for its potential adopters . This advantage is not always very clear - cut , at least not to the intended adopters . They are seldom certain that an innovation represents a supe ...
... inno- vation usually has at least some degree of benefit for its potential adopters . This advantage is not always very clear - cut , at least not to the intended adopters . They are seldom certain that an innovation represents a supe ...
Page 17
... inno- vation that was originally promoted by a change agency ( Eveland and others , 1977 ) . Once scholars became aware of the concept of re - inven- tion and began to measure it , they began to find that a considerable de- gree of re ...
... inno- vation that was originally promoted by a change agency ( Eveland and others , 1977 ) . Once scholars became aware of the concept of re - inven- tion and began to measure it , they began to find that a considerable de- gree of re ...
Page 18
... inno- vation , that is , to create awareness - knowledge . Mass media channels are all those means of transmitting messages that involve a mass medium , such as radio , television , newspapers , and so on , which enable a source of one ...
... inno- vation , that is , to create awareness - knowledge . Mass media channels are all those means of transmitting messages that involve a mass medium , such as radio , television , newspapers , and so on , which enable a source of one ...
Contents
1 | |
10 | |
20 | |
35 | |
Summary | 94 |
The ProInnovation Bias of Diffusion Research | 100 |
The IndividualBlame Bias in Diffusion Research | 114 |
The Issue of Equality in the Diffusion of Innovations | 125 |
Summary | 279 |
HomophilyHeterophily in Communication Networks | 286 |
Monomorphic and Polymorphic Opinion Leadership | 293 |
Diffusion Networks | 304 |
The Critical Mass in the Adoption of Interactive Innovations | 313 |
Social Learning Theory | 330 |
Change Agents as Linkers | 336 |
Communication Campaigns | 343 |
THE GENERATION OF INNOVATIONS | 131 |
Socioeconomic Status Equality and InnovationDevelopment | 151 |
Summary | 159 |
Persuasion Stage | 167 |
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 |
Opinion Leaders | 354 |
Clients Evaluative Ability | 357 |
Centralized and Decentralized Diffusion Systems | 364 |
INNOVATION IN ORGANIZATIONS | 371 |
The Innovation Process in Organizations | 389 |
Summary | 403 |
CONSEQUENCES OF INNOVATIONS | 405 |
Classifications of Consequences | 412 |
Form Function and Meaning of an Innovation | 422 |
Equality in the Consequences of Innovations | 429 |
Summary | 440 |
Name Index | 503 |
Subject Index | 509 |
About the Author | 519 |
Common terms and phrases
adopt an innovation adopter categories agency Amish analysis behavior BITNET campaign change agent clients communication channels consequences contraceptive cosmopolite critical mass decision degree diffusion curve diffusion model diffusion networks diffusion of innovations diffusion process diffusion research diffusion scholars diffusion studies doctors drug Earlier adopters economic effects evaluation example family planning farm farmers homophily hybrid corn idea implementation important individual individual-blame inno innovation process innovation-decision process innovation's interpersonal networks investigation Iowa Journal laggards later adopters Management mass media mass media channels messages Minitel MR(E network links Nintendo Norplant novation occurs opinion leaders opinion leadership organization organizational paradigm perceived percent potential adopters problem PS(E rate of adoption re-invention relative advantage research tradition result rice Rogers role RS(E rural sociology Ryan and Gross S-shaped sion social system structure technological innovations tion United University users variables village Xerox PARC Yir Yoront
References to this book
Job Creation and Destruction Steven J. Davis,John C. Haltiwanger,Scott Schuh No preview available - 1996 |