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The cover of Diffusion of Innovations

Diffusion of Innovations

Everett M. Rogers

Why do some new ideas and technologies spread quickly while others sit unused for years?

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At a glance

Author
Everett M. Rogers

Why read it

  • You will see why economic reasons alone fail to explain who adopts a new idea and who waits
  • You will learn how networks, opinion leaders and critical mass help a new idea spread through a community
  • You will catch two blind spots of change agents: assuming every new idea should spread, and blaming the people who do not adopt it

Who it is for

  • Product manager launching something new and wondering why adoption is slow
  • Public health worker trying to change habits in a community
  • Marketer or teacher studying how ideas catch on

Contents

  1. Preface
  2. Elements of Diffusion
  3. Water Boiling in a Peruvian Village: Diffusion That Failed*
  4. Controlling Scurvy in the British Navy *
  5. Nondiffusion of the Dvorak Keyboard *
  6. 1. The Innovation
  7. 2. Communication Channels
  8. 3. Time
  9. 4. A Social System
  10. Diffusion of Hybrid Corn in Iowa *
  11. A History of Diffusion Research
  12. Gabriel Tarde and Imitation
  13. Georg Simmel’s Stranger
  14. The British and German-Austrian Diffusionists
  15. Paradigms and Invisible Colleges
  16. The Anthropology Research Tradition
  17. Miracle Rice in Bali: The Goddess and the Computer *
  18. Early Sociology
  19. Rural Sociology
  20. The Diffusion of Modern Math in Pittsburgh *
  21. Worldwide Diffusion of the Kindergarten *
  22. Public Health and Medical Sociology
  23. The Columbia University Drug Diffusion Study *
  24. The Taichung Field Experiment *
  25. STOP AIDS in San Francisco
  26. Communication
  27. Diffusion of News of the September 11 Terrorist Attacks *
  28. Marketing
  29. Opinion Leaders and Mavens in the Diffusion of Electric Cars
  30. Geography
  31. General Sociology
  32. Networks in Recruitment to Freedom Summer *
  33. Contributions and Criticisms of Diffusion Research
  34. The Pro-Innovation Bias of Diffusion Research
  35. Pure Drinking Water in Egyptian Villages *
  36. Preference for Sons in India and China *
  37. The Individual-Blame Bias in Diffusion Research
  38. The Recall Problem in Diffusion Research
  39. The Issue of Equality in the Diffusion of Innovations
  40. The Generation of Innovations
  41. 1. Recognizing a Problem or Need
  42. 2. Basic and Applied Research
  43. The Birth of the Laptop Computer at Toshiba
  44. 3. Development
  45. How the Refrigerator Got Its Hum *
  46. Classifying the Segway *
  47. 4. Commercialization
  48. Fumbling the Future at Xerox PARC
  49. 5. Diffusion and Adoption
  50. 6. Consequences
  51. Serendipity in the Discovery of Warfarin *
  52. Hard Tomatoes in California *
  53. The Shortcomings of Tracer Studies
  54. Future Research on the Innovation-Development Process
  55. The Innovation-Decision Process
  56. Which Comes First, Needs or Awareness of an Innovation?
  57. Three Types of Knowledge About an Innovation
  58. Early Versus Late Knowers of Innovations
  59. Re-Invention
  60. How Much Re-Invention Occurs?

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