COMM 3313 Lecture Notes - Lecture 8: Medical Sociology, Development Studies, Observability
16 Sep 2016
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Document Summary
Process through which an innovation, an idea, perceived as new, spreads via certain communication channels over time among the members of a social system. Early diffusion studies: rural sociology, medical sociology, communication studies, marketing. Recent diffusion studies: development studies, health promotion/communication, evidence-based medicine. You learn about the innovation: persuasion. Thinking about whether you like or dislike the innovation: decision. Deciding whether or not to adopt the innovation: implementation. Attributes of innovation that influence adoption: relative advantage. The consumer has to believe that the innovation is better than what came before it: compatibility. How well the innovation lines up with the user"s morals and lifestyle: complexity. How difficult the innovation is to use/adopt: trial ability. The ability for a user to try the innovation before completely adopting it: observability. Being able to observe others using the innovation before the decision part. Early majority: not leaders in change.
