COMM 102 Lecture Notes - Lecture 17: Everett Rogers, Peer Pressure, Takers

• School: U of M
• Department: Communication Studies
• Course: COMM 102
• Professor: Scott Campbell

Document Summary

Diffusion of innovations: everett rogers (1962, 1995) Innovation: an idea, practice, or object perceived as new. Diffusion: the process by which an innovation is communicated and spreads through certain channels over time among the members of a social system. Adoption: the process by which an individual begins to use an innovation. An individual learns about an innovation"s existence and gains some understanding of how it works: persuasion. An individual forms a favorable or unfavorable attitude toward the innovation: decision. An individual decides to adopt or reject the innovation. An individual puts an innovation to use: confirmation. An individual seeks reinforcement of the decision they made to adopt the innovation or they reverse the decision to adopt or reject the innovation if exposed to conflicting messages about the innovation. Innovation adoption and s-curve: everett rogers (1995) At first, only a few adopt a new idea, then great numbers accept the innovation, and finally the rate of adoption slackens.