The Diffusion of Innovation, 5th ed by Everett Rogers

Old Ideas as Tools

  • Old ideas are the main mental tools that individuals use to assess new ideas and give them meaning. Individuals cannot deal with an innovation except on the basis of the familiar. Previous practice provides a standard against which an innovation can be interpreted, thus decreasing its uncertainty.If an innovation fits with an old idea it has a better chance of adoption.
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One Response to “The Diffusion of Innovation, 5th ed by Everett Rogers”

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