カテゴリー 全て - innovation - persuasion - adoption - attitudes

によって Terry Messmer 7年前.

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Diffusion of Information

The spread of new ideas or products within a community follows a pattern where key individuals play crucial roles. Opinion leaders are pivotal in shaping positive attitudes toward innovations, making them prime targets for persuasion.

Diffusion of Information

Diffusion of Innovation

The Tipping Point

To change prevailing attitudes about an innovation, it is best to persuade opinion leaders
To eliminate a deficit of awareness of an innovation, mass media channels are most appropriate.
Persuading opinion leaders is the easiest way to foment positive attitudes toward an innovation.

The Social System

Change agent is an individual who attempts to influence clients' innovation-decisions
Individual is able to influence informally other individuals' attitudes
Constitutes a boundary within which an innovation diffuses
A set of interrelated units that are engaged in joint problem-solving to accomplish a common goal.

Time

Innovativeness
Laggards 16%
Late Majority 34%
Early Majority 34%
Early Adopters 13.5%
Innovators 2.5%

Innovation-decision process.

Confirmation
Implementation
Decision
Persuasion
Knowledge

Rate of Adoption

Communication Channels

Evaluation based on opinions of near-peers who have adopted the innovation rather than professional surveys.
Means by which information gets from one individual to another.
Individuals create and share information

Innovation

Observability to those withing the social system
Trialibility
Complexibility
Compatibility
Relative Advantage