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A classic since its first appearance in the 1980s, this comprehensive reference continues to be the history of the spread of new ideas, for academics and professionals alike. In an age of ever-increasing technological innovation, this renowned volume--which has sold more than 30,000 copies in each edition--is more important than ever. Diffusion of Innovations lucidly explains how inventions and new concepts spread via communication channels over time. As professor Everett Rogers explains, such innovations are almost always perceived as uncertain or even risky. To overcome this, most people seek out others like themselves who have already adopted the new idea. The diffusion process, then, is most often shaped by a few individuals who spread the world amongst their circle of acquaintances, a process that typically takes months or years. But there are exceptions: use of the Internet in the 1990s, for instance, may have spread more rapidly than any other innovation in human history--and it continues to influence the very nature of diffusion by decreasing the significance of physical distance between people. As thought-provoking as it is instructive, this fully updated, widely acclaimed work of scholarship is itself a great idea that continues to spread.
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Table of Contents

ContentsPrefaceCHAPTER 1. ELEMENTS OF DIFFUSIONCHAPTER 2. A HISTORY OF DIFFUSION RESEARCHCHAPTER 3. CONTRIBUTIONS AND CRITICISMS OF DIFFUSION RESEARCHCHAPTER 4. THE GENERATION OF INNOVATIONSCHAPTER 5. THE INNOVATION-DECISION PROCESSCHAPTER 6. ATTRIBUTES OF INNOVATIONS AND THEIR RATE OF ADOPTIONCHAPTER 7. INNOVATIVENESS AND ADOPTER CATEGORIESCHAPTER 8. DIFFUSION NETWORKSCHAPTER 9. THE CHANGE AGENTCHAPTER 10. INNOVATION IN ORGANIZATIONSCHAPTER 11. CONSEQUENCES OF INNOVATIONSGlossaryBibliographyName IndexSubject Index

About the Author

Dr. Everett M. Rogers is Distinguished Professor in the Department of Communication and Journalism at the University of New Mexico (UNM), where he teaches and conducts research on the diffusion of innovations.

Reviews

Engineering Management Society Holds several important lessons for anyone planning the introduction of new ideas in a firm....Introduces the latest and probably some of the best thinking in that area. Journal of Communication Incorporates important advances...presented in the usual clear, didactic, and often light-spirited style of the author, who also offers choice examples of his wide cross-cultural experiences. The result is a highly readable and discussion-provoking text. Technology and Culture A classic work....Full of interesting insights, solid examples, and good common sense. Choice The name of Everett Rogers...is virtually synonymous with the study of the diffusion of innovations....His coverage is comprehensive, ranging from the elements of diffusion and the history of diffusion research to generators of innovation, change agents, and the consequences of innovations. Among the many features that make this an exemplary interdisciplinary effort are Rogers's clear, literate style and his ability to stay in touch with social realities. He sets a high standard for social theorists.

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