COM 275 Lecture Notes - Everett Rogers, Observability, Gabriel Tarde
Document Summary
Says innovation spreads through society in a predictable pattern. Take-off: point at which critical mass is reached. Relative advantage- is the function of the previous object satisfying and improved. Knowledge: people become aware of new ideas. Persuasion: individual weighs advantages and disadvantages. Decision: final decision of adoption or rejection. Confirmation: seek validation and evaluate consequences. Learn about innovation: symbolic modeling is most common source of influence. Adopt innovation or perform new behavior: incentives to adopt new innovations, many benefits of innovation, self-efficacy, status symbol, individual values and perceptions of self, easy to test before adopting. Interact with others in a social network: interpersonal communication with causal acquaintances allows us to not only spread word of innovation to others but to reinforce own decision to adopt. The adopter categories: theory: innovation spreads through individuals in a social system on the basis of a person"s innovativeness , innovators. Venturesome, higher educated, use multiple information resources: early adopters.