The Diffusion of Innovation, 5th ed by Everett Rogers

The Power of Heterophily

  • Heterophilous communication has a special informational potential even though it may occur rarely. Heterophilous network links often connect two cliques, thus spanning two sets of socially dissimilar individuals. Such “bridges” are especially important in conveying information about innovations. Homophily accelerates diffusion but limits the spread. People willing to engage in heterophilous communication are less concerned about things like education and social status and are more innovative.
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One Response to “The Diffusion of Innovation, 5th ed by Everett Rogers”

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