The Diffusion of Innovation, 5th ed by Everett Rogers

Chapter 5. The Innovation Decision Process

  • One must learn by doing the thing, for thought you think you know it, you have no certainty until you try. Sophocles, 400 B.C.
  • This process passes through gaining knowledge, forming an attitude towards an innovation, making a decision to adopt or not, implementation of the new idea, and confirmation of the decision. The behavior consists essentially of dealing with uncertainty that is inherently involved in deciding about a new alternative to an idea the was previously in existance.
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One Response to “The Diffusion of Innovation, 5th ed by Everett Rogers”

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