The Diffusion of Innovation, 5th ed by Everett Rogers

Homophily and Hererophily

  • Homophily is the degree to which a pair of individuals who communicate are similar. Such similarity may be attributes such as beliefs, education, differences in technical competence, and socioeconomic status. It is the opposite of heterophily. Homophily occurs frequently in communication and is more effective. It requires less effort and enjoys a greater comfort level.
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One Response to “The Diffusion of Innovation, 5th ed by Everett Rogers”

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