Diffusion of Innovations, 4th EditionSimon and Schuster, 2010. júl. 6. - 518 oldal 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. |
Részletek a könyvből
1 - 5 találat összesen 54 találatból.
v. oldal
... 20 22 Innovativeness and Adopter Categories Rate of Adoption 4. A Social System 22 23 Social Structure and Diffusion 24 System Norms and Diffusion 26 22 1 V 10 сл 5 xv 1 Opinion Leaders and Change Agents 26 Types of Innovation -
... 20 22 Innovativeness and Adopter Categories Rate of Adoption 4. A Social System 22 23 Social Structure and Diffusion 24 System Norms and Diffusion 26 22 1 V 10 сл 5 xv 1 Opinion Leaders and Change Agents 26 Types of Innovation -
xi. oldal
... Opinion Leadership and Network Links 290 Monomorphic and Polymorphic Opinion Leadership Characteristics of Opinion Leaders 293 293 External Communication 293 Accessibility 294 Socioeconomic Status 294 Innovativeness 294 Innovativeness , ...
... Opinion Leadership and Network Links 290 Monomorphic and Polymorphic Opinion Leadership Characteristics of Opinion Leaders 293 293 External Communication 293 Accessibility 294 Socioeconomic Status 294 Innovativeness 294 Innovativeness , ...
5. oldal
... opinion leaders , who could have activated local networks to spread the innovation , were ignored by Nelida . How potential adopters view the change agent affects their willingness to adopt new ideas . In Los Molinas , Nelida was ...
... opinion leaders , who could have activated local networks to spread the innovation , were ignored by Nelida . How potential adopters view the change agent affects their willingness to adopt new ideas . In Los Molinas , Nelida was ...
24. oldal
... opinion leaders and change agents , types of innovation - decisions , and the consequences of innovation . These is- sues involve relationships between the social system and the diffusion process that occurs within it . SOCIAL STRUCTURE ...
... opinion leaders and change agents , types of innovation - decisions , and the consequences of innovation . These is- sues involve relationships between the social system and the diffusion process that occurs within it . SOCIAL STRUCTURE ...
26. oldal
... LEADERS AND CHANGE AGENTS . The most innovative member of a system is very often perceived as a deviant from the ... opinion leaders . They provide information and advice about innovations to many in the system . Opinion leadership is ...
... LEADERS AND CHANGE AGENTS . The most innovative member of a system is very often perceived as a deviant from the ... opinion leaders . They provide information and advice about innovations to many in the system . Opinion leadership is ...
Tartalomjegyzék
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 |
Gyakori szavak és kifejezések
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
Hivatkozások erre a könyvre
Job Creation and Destruction Steven J. Davis,John C. Haltiwanger,Scott Schuh Nincs elérhető előnézet - 1996 |