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Everett M. Rogers - Diffusion of Innovations, 5th Edition

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Everett M. Rogers Diffusion of Innovations, 5th Edition
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Now in its fifth edition, Diffusion of Innovations is a classic work on the spread of new ideas. It has sold 30,000 copies in each edition and will continue to reach a huge academic audience.In this renowned book, Everett M. Rogers, professor and chair of the Department of Communication & Journalism at the University of New Mexico, explains how new ideas spread via communication channels over time. Such innovations are initially perceived as uncertain and even risky. To overcome this uncertainty, most people seek out others like themselves who have already adopted the new idea. Thus the diffusion process consists of a few individuals who first adopt an innovation, then spread the word among their circle of acquaintances--a process which typically takes months or years. But there are exceptions: use of the Internet in the 1990s, for example, may have spread more rapidly than any other innovation in the history of humankind. Furthermore, the Internet is changing the very nature of diffusion by decreasing the importance of physical distance between people. The fifth edition addresses the spread of the Internet, and how it has transformed the way human beings communicate and adopt new ideas.

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Everett M. Rogers - Diffusion of Innovations, 5th Edition
Diffusion of Innovations, 5th Edition
Everett M. Rogers
Diffusion of Innovations, 5th Edition
Everett M. Rogers - Diffusion of innovations: 5th ed
Diffusion of innovations: 5th ed
Everett M. Rogers
Diffusion of innovations: 5th ed

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FREE PRESS A Division of Simon Schuster Inc 1230 Avenue of the Americas New - photo 1

FREE PRESS A Division of Simon Schuster Inc 1230 Avenue of the Americas New - photo 2

Picture 3
FREE PRESS
A Division of Simon & Schuster, Inc.
1230 Avenue of the Americas
New York, NY 10020

Copyright 1995, 2003 by Everett M. Rogers
Copyright 1962, 1971, 1983 by The Free Press, A Division of Simon & Schuster, Inc.

All rights reserved, including the right of
reproduction in whole or in part in any form.

FREE PRESS and colophon are
trademarks of Simon & Schuster, Inc.

The first edition of this book, by Everett M. Rogers, was published as Diffusion of Innovations; the second edition, by Everett M. Rogers with F. Floyd Shoemaker, was published as Communication of Innovations: A Cross-Cultural Approach; the third edition, by Everett M. Rogers, was published as Diffusion of Innovations, as was the fourth edition.

Designed by Nancy Singer Olaguera

Library of Congress Cataloging-in-Publication Data Rogers, Everett M.

Diffusion of innovations / Everett M. Rogers5th ed.

p. cm.

1. Diffusion of innovations. 2. Diffusion of innovationsStudy and teachingHistory. I. Title.

HM621.R57 2003
303.484dc21 2003049022

ISBN 0-7432-5823-1

Visit us on the World Wide Web:

http://www. SimonSays.com

Dedicated to Bob Wallace, longtime editor of
Free Press, who had faith in five editions of this book

Contents
Preface
Chapter 1: Elements of Diffusion

Water Boiling in a Peruvian Village: Diffusion That Failed

What Is Diffusion?

Controlling Scurvy in the British Navy

Nondiffusion of the Dvorak Keyboard

Four Main Elements in the Diffusion of Innovations
1. The Innovation
2. Communication Channels
3. Time
4. A Social System

Diffusion of Hybrid Corn in Iowa

Summary
Chapter 2: A History of Diffusion Research
The Beginnings of Diffusion Research in Europe
Gabriel Tarde and Imitation
Georg Simmels Stranger
The British and German-Austrian Diffusionists
The Rise of Diffusion Research Traditions
Paradigms and Invisible Colleges
The Anthropology Research Tradition

Miracle Rice in Bali: the Goddess and the Computer

Early Sociology
Rural Sociology

The Diffusion of Modern Math in Pittsburgh

Worldwide Diffusion of the Kindergarten

Public Health and Medical Sociology

The Columbia University Drug Diffusion Study

The Taichung Field Experiment

STOP AIDS in San Francisco

Communication

Diffusion of News of the September 11 Terrorist Attacks

Marketing

Opinion Leaders and Mavens in the Diffusion of Electric Cars

Geography
General Sociology

Networks in Recruitment to Freedom Summer

Trends by Diffusion Research Traditions
A Typology of Diffusion Research
Summary
Chapter 3: Contributions and Criticisms of Diffusion Research
The Status of Diffusion Research Today
Criticisms of Diffusion Research
The Pro-Innovation Bias of Diffusion Research

Pure Drinking Water in Egyptian Villages

Preference for Sons in India and China

The Individual-Blame Bias in Diffusion Research
The Recall Problem in Diffusion Research
The Issue of Equality in the Diffusion of Innovations
Summary
Chapter 4: the Generation of Innovations
The Innovation-Development Process
1. Recognizing a Problem or Need
2. Basic and Applied Research

Birth of the Laptop Computer at Toshiba

3. Development

How the Refrigerator Got Its Hum

Classifying the Segway
4. Commercialization

Fumbling the Future at Xerox PARC

5. Diffusion and Adoption
6. Consequences

Serendipity in the Discovery of Warfarin

Socioeconomic Status, Equality, and Innovation Development

Hard Tomatoes in California

Tracing the Innovation-Development Process
The Shortcomings of Tracer Studies
Future Research on the Innovation-Development Process
The Agricultural Extension Model
Summary
Chapter 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?

Re-Invention of Horse Culture by the Plains Indians

The Confirmation Stage
Dissonance
Discontinuance

The Discontinuance of Smoking

Forced Discontinuance and the Rise of Organic Farming

Are There Stages in the Innovation-Decision Process?
Process Versus Variance Research
Evidence of Stages
The Hierarchy-of-Effects
Stages-of-Change

Communication Channels in the Innovation-Decision Process for Tetracycline

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
Summary
Chapter 6: Attributes of Innovations and Their Rate of Adoption

Black Music in White America: Rap

Rate of Adoption
Research on the Attributes of Innovations
Measuring the Attributes of Innovations
Organizations as the Units of Adoption
Postdiction Versus Prediction

An Agricultural Innovation That Failed

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

Photovoltaics on a Million Roofs

The Daughter-in-Law Who Doesnt Speak

Compatibility and Rate of Adoption
Technology Clusters
Naming an Innovation
Positioning an Innovation
Acceptability Research
Indigenous Knowledge Systems
Complexity
Trialability
Observability

Cellular Telephones and the Lifestyle Revolution

Summary
Chapter 7: Innovativeness and Adopter Categories

Diffusion of Farm Innovations in a Colombian Village in the Andes

Classifying Adopter Categories on the Basis of Innovativeness
The S-Shaped Curve of Adoption and Normality
Measuring Organizational Innovativeness
Who Adopts?
Adopter Categorization
Adopter Categories as Ideal Types
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