COMM 102 Lecture Notes - Lecture 20: Everett Rogers

• School: U of M
• Department: Communication Studies
• Course: COMM 102
• Professor: Scott Campbell

Document Summary

Diffusion of innovations -- everett rogers (1962, 1995) An idea, practice, or object (product) perceived as new. The process by which an innovation is communicated and spreads. Among the members of a social system. The process by which an individual begins to attempt and use and innovation. Gains some understanding of how it functions. Forms a favorable or unfavorable attitude toward the innovation. Engages in activities that lead to a choice to adopt. Seeks reinforcement of an innovation-decision already made. Or reverses a previous decision to adopt or reject the innovation.