The Diffusion of Innovation, 5th ed by Everett Rogers

The Knowledge Stage

  • Most people tend towards selective exposure, which is defined as the tendency to attend to communication messages that are consistent with the individual’s existing attitudes and beliefs. Sometimes information is passively acquired and other times it is actively sought. People also engage in selective perception, which is the tendency to interpret messages in terms of one’s existing attitudes and beliefs. Needs may precede awareness (e.g. Pesticides) or awareness may create a need (e.g. fashion)
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One Response to “The Diffusion of Innovation, 5th ed by Everett Rogers”

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