COMM 102 Lecture Notes - Lecture 26: Peer Pressure, Everett Rogers, Observability

• School: U of M
• Department: Communication Studies
• Course: COMM 102
• Professor: Nojin Kwak

Document Summary

Di usion of innovations, process of the di usion of innovations, adoption process. Innovation adoption and s shaped curve: adopter categories. Innovation: an idea, practice, or object perceived as new, di usion: 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 the individual begins to attempt and use an innovation: di usion and adoption process (pp. Technological enthusiasts: require a shorter adoption period than any other group, risk rakers who are willing to try an unproven product venturesome, mobile, daring. Tend to form cliques or reference groups that exist outside a local community. Visionaries who are respected for they willingness to try new innovations: opinion leaders, well connected in their network, motivated to preserve the respect, seek greater knowledge of innovations, greater exposure to mass media channels.