The Diffusion of Innovation, 5th ed by Everett Rogers

Chapter 7 – Innovativeness and Adopter Categories

  • Individuals can be classified into adopter categories on the basis of when they first begin using a new idea. Because innovativeness is the main objective of many changes agencies, it became the main dependent variable in diffusion research. Innovativeness indicates behavioral change, the ultimate goal of most diffusion programs, rather than just cognitive or attitudinal change.
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One Response to “The Diffusion of Innovation, 5th ed by Everett Rogers”

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