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Index
Cover 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
The Mosquito Killer
Equality in the Consequences of Innovations
The Communication Effects Gap Gap-Widening Consequences of the Diffusion of Innovations Social Structure and the Equality of Consequences Strategies for Narrowing Gaps Wider Gaps Are Not Inevitable
The Digital Divide
Summary
Glossary About the Author Bibliography Name Index Subject Index Copyright
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