The Diffusion of Innovation, 5th ed by Everett Rogers

Relative Advantage

  • The initial cost may affect adoption rate. Adoption rates are often accelerated as prices go down. The VCR cost $1,200 in 1980 and $50 in 2002.
  • The desire to gain social status motivates many to adopt an innovation.Clothing fashions, cars, and hairstyles are good examples.
  • Relative advantage is an important part of message content as individuals seek information in order to decrease uncertainty about relative advantage.
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One Response to “The Diffusion of Innovation, 5th ed by Everett Rogers”

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