The Diffusion of Innovation, 5th ed by Everett Rogers

The Persuasion State

  • One’s attitude is a relatively enduring organization of an individual’s beliefs about an object that predisposes one’s actions. The main kind of feeling at this stage is affective as opposed to cognitive. Selective perception in important here as perceived attributes of an innovation will reveal its relative advantage, compatibility, and complexity. A cue-to-action event can crystallize a favorable attitude toward overt behavioral change. (e. g. A relative dying from lung cancer may trigger someone to stop smoking.)
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One Response to “The Diffusion of Innovation, 5th ed by Everett Rogers”

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