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 85 találatból.
vii. oldal
... 128 Summary CHAPTER 4. THE GENERATION OF INNOVATIONS The Innovation - Development Process 1. Recognizing a Problem or Need 132 88 94 96 96 99 129 131 132 2. Basic and Applied Research 3. Development 137 The Role Contents vii.
... 128 Summary CHAPTER 4. THE GENERATION OF INNOVATIONS The Innovation - Development Process 1. Recognizing a Problem or Need 132 88 94 96 96 99 129 131 132 2. Basic and Applied Research 3. Development 137 The Role Contents vii.
viii. oldal
... Role of Uncertainty in R & D 134 137 138 139 How the Refrigerator Got Its Hum The Social Construction of Technology Skunkworks 139 140 143 Technology Transfer 4. Commercialization The Trail of the Mouse : From SRI to Xerox to Apple 143 ...
... Role of Uncertainty in R & D 134 137 138 139 How the Refrigerator Got Its Hum The Social Construction of Technology Skunkworks 139 140 143 Technology Transfer 4. Commercialization The Trail of the Mouse : From SRI to Xerox to Apple 143 ...
xii. oldal
... Roles 336 Failing Through Success : Building Village Wells in India 338 Factors in Change Agent Success Change Agent ... Role of Demonstrations 355 313 315 330 332 335 336 339 343 346 354 Clients ' Evaluative Ability The Agricultural ...
... Roles 336 Failing Through Success : Building Village Wells in India 338 Factors in Change Agent Success Change Agent ... Role of Demonstrations 355 313 315 330 332 335 336 339 343 346 354 Clients ' Evaluative Ability The Agricultural ...
5. oldal
... role of the village housewives , her attempts at persuasion failed to reach her clients because the message was not suited to their needs . Nelida did not begin where the villagers were ; instead she talked to them about germ theory ...
... role of the village housewives , her attempts at persuasion failed to reach her clients because the message was not suited to their needs . Nelida did not begin where the villagers were ; instead she talked to them about germ theory ...
12. oldal
... role of information , a view of technology that has not been widely recognized . Technology is information and transfer is a communication process , and so technology transfer is the communication of information ( Eveland , 1986 ) . The ...
... role of information , a view of technology that has not been widely recognized . Technology is information and transfer is a communication process , and so technology transfer is the communication of information ( Eveland , 1986 ) . The ...
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 |