Intro -- Dedication -- Preface -- Chapter 1: Elements of Diffusion -- Water Boiling in a Peruvian Village: Diffusion That Failed -- What is Diffusion? -- Controlling Scurvy in the British Navy -- Nondiffusion of the Dvorak Keyboard -- Four Main Elements in the Diffusion of Innovations -- 1. The Innovation -- 2. Communication Channels -- 3. Time -- 4. A Social System -- Diffusion of Hybrid Corn in Iowa -- Summary -- Chapter 2: A History of Diffusion Research -- The Beginnings of Diffusion Research in Europe -- Gabriel Tarde and Imitation -- Georg Simmel's Stranger -- The British and German-Austrian Diffusionists -- The Rise of Diffusion Research Traditions -- Paradigms and Invisible Colleges -- The Anthropology Research Tradition -- Miracle Rice in Bali: the Goddess and the Computer -- Early Sociology -- Rural Sociology -- The Diffusion of Modern Math in Pittsburgh -- Worldwide Diffusion of the Kindergarten -- Public Health and Medical Sociology -- The Columbia University Drug Diffusion Study -- The Taichung Field Experiment -- STOP AIDS in San Francisco -- Communication -- Diffusion of News of the September 11 Terrorist Attacks -- Marketing -- Opinion Leaders and Mavens in the Diffusion of Electric Cars -- Geography -- General Sociology -- Networks in Recruitment to Freedom Summer -- Trends by Diffusion Research Traditions -- A Typology of Diffusion Research -- Summary -- Chapter 3: Contributions and Criticisms of Diffusion Research -- The Status of Diffusion Research Today -- Criticisms of Diffusion Research -- The Pro-Innovation Bias of Diffusion Research -- Pure Drinking Water in Egyptian Villages -- Preference for Sons in India and China -- The Individual-Blame Bias in Diffusion Research -- The Recall Problem in Diffusion Research -- The Issue of Equality in the Diffusion of Innovations -- Summary -- Chapter 4: The Generation of Innovations.

The Innovation-Development Process -- 1. Recognizing a Problem or Need -- 2. Basic and Applied Research -- Birth of the Laptop Computer at Toshiba -- 3. Development -- How the Refrigerator Got Its Hum -- Classifying the Segway -- 4. Commercialization -- Fumbling the Future at Xerox PARC -- 5. Diffusion and Adoption -- 6. Consequences -- Serendipity in the Discovery of Warfarin -- Socioeconomic Status, Equality, and Innovation Development -- Hard Tomatoes in California -- Tracing the Innovation-Development Process -- The Shortcomings of Tracer Studies -- Future Research on the Innovation-Development Process -- The Agricultural Extension Model -- Summary -- Chapter 5: The Innovation-Decision Process -- A Model of the Innovation-Decision Process -- The Knowledge Stage -- Which Comes First, Needs or Awareness of an Innovation? -- Three Types of Knowledge About an Innovation -- Early Versus Late Knowers of Innovations -- The Persuasion Stage -- The Decision Stage -- The Implementation Stage -- Re-Invention -- How Much Re-Invention Occurs? -- Re-Invention Is Not Necessarily Bad -- Why Does Re-Invention Occur? -- Re-Invention of Horse Culture by the Plains Indians -- The Confirmation Stage -- Dissonance -- Discontinuance -- The Discontinuance of Smoking -- Forced Discontinuance and the Rise of Organic Farming -- Are There Stages in the Innovation-Decision Process? -- Process Versus Variance Research -- Evidence of Stages -- The Hierarchy-of-Effects -- Stages-of-Change -- Communication Channels in the Innovation-Decision Process for Tetracycline -- Communication Channels by Stages in the Innovation-Decision Process -- Categorizing Communication Channels -- Mass Media Versus Interpersonal Channels -- Cosmopolite Versus Localite Channels -- The Bass Forecasting Model -- Communication Channels by Adopter Categories -- The Innovation-Decision Period.

The Rate of Awareness-Knowledge and Rate of Adoption -- The Length of the Innovation-Decision Period by Adopter Category -- How the Internet Is Changing the Innovation-Decision Process -- Summary -- Chapter 6: Attributes of Innovations and their Rate of Adoption -- Black Music in White America: Rap -- Rate of Adoption -- Research on the Attributes of Innovations -- Measuring the Attributes of Innovations -- Organizations as the Units of Adoption -- Postdiction Versus Prediction -- An Agricultural Innovation That Failed -- Relative Advantage -- Economic Factors and Rate of Adoption -- Status Aspects of Innovations -- Overadoption -- Relative Advantage and Rate of Adoption -- Preventive Innovations -- The Effects of Incentives -- Mandates for Adoption -- Compatibility -- Compatibility with Values and Beliefs -- Compatibility with Previously Introduced Ideas -- Compatibility with Needs -- Photovoltaics on a Million Roofs -- The Daughter-in-Law Who Doesn't Speak -- Compatibility and Rate of Adoption -- Technology Clusters -- Naming an Innovation -- Positioning an Innovation -- Acceptability Research -- Indigenous Knowledge Systems -- Complexity -- Trialability -- Observability -- Cellular Telephones and the Lifestyle Revolution -- Summary -- Chapter 7: Innovativeness and Adopter Categories -- Diffusion of Farm Innovations in a Colombian Village in the Andes -- Classifying Adopter Categories on the Basis of Innovativeness -- The S-Shaped Curve of Adoption and Normality -- Measuring Organizational Innovativeness -- Who Adopts? -- Adopter Categorization -- Adopter Categories as Ideal Types -- Innovators: Venturesome -- Early Adopters: Respect -- Early Majority: Deliberate -- Late Majority: Skeptical -- Laggards: Traditional -- People Who Said No to Innovation: The Old Order Amish -- Characteristics of Adopter Categories -- Socioeconomic Characteristics.

Personality Variables -- Communication Behavior -- Audience Segmentation and Adopter Categories -- Cell Phone Laggards in Hong Kong -- The Innovativeness/Needs Paradox and the Strategy of Least Resistance -- Network Influences on Innovativeness -- Summary -- Chapter 8: Diffusion Networks -- Opinion Leadership in the Diffusion of Modern Math -- Models of Communication Flows -- The Hypodermic Needle Model -- The Two-Step Flow Model -- Homophily and Heterophily in Communication Networks -- Homophily and Heterophily -- Homophily as a Barrier to Diffusion -- Measuring Opinion Leadership and Network Links -- The Role of Alpha Pups in the Viral Marketing of a Cool Electronics Game -- Monomorphic and Polymorphic Opinion Leadership -- Paul Revere's Ride -- Characteristics of Opinion Leaders -- External Communication -- Accessibility -- Socioeconomic Status -- Innovativeness -- Innovativeness, Opinion Leadership, and System Norms -- Opinion Leader Organizations -- Do Opinion Leaders Matter? -- Networks in the Diffusion of a Medical Drug -- Diffusion Networks -- Building a Network for the Diffusion of Photovoltaics in the Dominican Republic -- Cluster Studies -- Dr. John Snow and the Cholera Epidemic in London -- Communication Network Analysis -- The Strength-of-Weak-Ties Theory -- Who Is Linked to Whom in Networks? -- Social Learning Theory -- The Critical Mass in the Diffusion of Interactive Innovations -- The Critical Mass in the Diffusion of Fax -- Diffusion of the Internet -- The Concept of Critical Mass -- Watching While Being Watched -- The Sleeper -- Individual Thresholds for Adoption -- Why Do Individuals Adopt Prior to the Critical Mass? -- Networks and the Turbocharger Effect -- Strategies for Getting to Critical Mass -- Summary -- Chapter 9: The Change Agent -- Targeting -- Change Agents as Linkers -- The Sequence of Change Agent Roles.

Coercion in Norplant Diffusion Safaris in Indonesia -- Factors in Change Agent Success -- Change Agent Efforts -- Client Orientation -- Compatibility with Clients' Needs -- Sustainability: "Chicken" Davis in Nigeria -- Change Agent Empathy -- Communication Campaigns -- The ORT Campaign in Egypt -- Homophily and Change Agent Contact -- Change Agents' Contact with Lower-Status Clients -- Para-Professional Aides -- Change Agent Credibility -- Inauthentic Professionalization of Aides -- The Baltimore Needle-Exchange Project -- The Use of Opinion Leaders -- The Role of Demonstrations -- Clients' Evaluative Ability -- The Agricultural Extension Service -- Centralized and Decentralized Diffusion Systems -- Advantages and Disadvantages of Decentralized Diffusion -- Summary -- Chapter 10: Innovation in Organizations -- Types of Innovation-Decisions -- Organizations -- Virtual Organizations -- Organizational Innovativeness -- Size and Organizational Innovativeness -- Structural Characteristics and Organizational Innovativeness -- The Role of Champions -- The Innovation Process in Organizations -- Adoption of New Communication Technologies -- Stages in the Innovation Process -- 1. Agenda-Setting -- 2. Matching -- 3. Redefining/Restructuring -- 4. Clarifying -- 5. Routinizing -- The Santa Monica Freeway Diamond Lane Experiment: Implementation Failure -- New Communication Technologies in Organizations -- Summary -- Chapter 11: Consequences of Innovations -- Snowmobile Revolution in the Arctic -- Studying Consequences -- Classifications of Consequences -- Desirable Versus Undesirable Consequences -- Direct Versus Indirect Consequences -- ORT: The Consequences of Consequences -- Anticipated Versus Unanticipated Consequences -- Steel Axes for Stone-Age Aborigines -- Form, Function, and Meaning of an Innovation -- The Irish Potato Famine.

Achieving a Dynamic Equilibrium.

Electronic reproduction

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.