COMM 102 Study Guide - Final Guide: Uhura, James T. Kirk, Asian Americans
Document Summary
Innovation: an idea, practice or object perceived as new. Diffusion: the process by which an innovation is communicated and spread. Spreads through certain channels over time and among the members of a social system. Adoption: the process by which an individual attempts to use the innovation. Knowledge: an individual (or other decision-making unit) is exposed to an innovation"s existence and gains some understanding of how it functions. Persuasion: an individual (or other decision-making unit) forms a favorable or unfavorable attitude toward the innovation. Decision: an individual (or other decision-making unit) engages in activities that lead to a choice to adopt or reject the innovation. Implementation: an individual (or other decision-making unit) puts an innovation into use. Confirmation: an individual (or other decision-making unit) seeks reinforcement of an innovation-decision already made or reverses a previous decision to adopt or reject the innovation. If exposed to conflicting messages about the innovation.