Скачать или смотреть Diffusion of Innovations

outlines the Diffusion of Innovations (DOI) Theory, a foundational framework developed by Everett M. Rogers in 1962 for understanding how new ideas spread through a social system. The theory defines diffusion by explaining the five stages of individual adoption—Knowledge, Persuasion, Decision, Implementation, and Confirmation—and categorizes adopters into five segments based on their readiness, ranging from Innovators to Laggards. It highlights that diffusion typically follows an S-shaped curve over time and is influenced by five key attributes, such as an innovation's Relative Advantage and Compatibility. Finally, the document acknowledges several criticisms of the theory, including its Pro-Innovation Bias and Individual-Blame Bias, while stressing its continued relevance for analyzing technology adoption and public health campaigns today.