Diffusion of Innovations (Rogers)

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Diffusion of Innovations (Rogers)

  1. 1. DIFFUSION OFINNOVATIONS (Rogers, 3rd ed.)
  2. 2. Key concepts • change agency • social system • homophily • opinion leadership
  3. 3. Characteristics of innovation 1. relative advantage 2. compatibility 3. complexity 4. trialability 5. observability
  4. 4. Research streams 1. anthropology 2. early sociology 3. rural sociology 4. education 5. public health and medical sociology 6. communication 7. marketing 8. geography 9. general sociology
  5. 5. Adopter categories 1. innovators 2. early adopters 3. early majority 4. late majority 5. laggards (shorthand)
  6. 6. adoption (S-curve)
  7. 7. Distribution of adopter types
  8. 8. Adoption decisions adopt/reject (passive, active) dissonance? re-invention discontinuance
  9. 9. The innovativeness-needs paradox
  10. 10. Rate of innovation adoption
  11. 11. Praise • useful conceptualization (e.g. innovator types, rate of adoption, diffusion) • repetition • easy to read
  12. 12. Critique 1. definition of innovation? 2. adopter classification is arbitrary (story of organic farmer) 3. empirical focus on closed social systems (e.g. villages) 4. pro-innovation bias (financial ”innovations”, drugs) 5. what about innovations that achieve incomplete diffusion? (s- curve)
  13. 13. Thanks! joni.salminen@tse.fi

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