Diffusion of Innovations is a theory of how, why, and at what rate new ideas and technology spread through cultures. [snip]
The publication of a study of Ryan and Gross on the diffusion of hybrid corn in Iowa was the first sustainably visible contribution in a broader interest in innovations which was especially popularized by the textbook by Everett Rogers (1962), Diffusion of Innovations (Rogers 1962). He defines diffusion as "the process by which an innovation is communicated through certain channels over time among the members of a social system."
Diffusion of an innovation occurs through a five–step process. This process is a type of decision-making. It occurs through a series of communication channels over a period of time among the members of a similar social system. Ryan and Gross first indicated the identification of adoption as a process in 1943 (Rogers 1962, p. 79). Rogers categorizes the five stages (steps) as: awareness, interest, evaluation, trial, and adoption. An individual might reject an innovation at anytime during or after the adoption process. In later editions of the Diffusion of Innovations Rogers changes the terminology of the five stages to: knowledge, persuasion, decision, implementation, and confirmation. However the descriptions of the categories have remained similar throughout the editions.
BTW: Rogers is an Iowa native who attended Iowa State [:-)]
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