Diffusion Of Innovations by Everett M. Rogers
Explains how new ideas and technologies spread through social systems over time, outlining the stages individuals and organizations pass through, the categories of adopters, and the characteristic S-shaped diffusion curve. It identifies key attributes that influence adoption—relative advantage, compatibility, complexity, trialability, and observability—and emphasizes the roles of communication channels, social networks, opinion leaders, and change agents in accelerating or impeding uptake. It also addresses barriers, uneven diffusion across populations, and the social and organizational consequences of both successful and unsuccessful innovations.
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- Published
- 1962
- Nationality
- American
- Length
- Moderate
- Pages
- 367-576
- Original Language
- English
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