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Rogers, Everett M.; Shoemaker, F. Floyd – 1971
How do innovations (defined as idea, products, and practices perceived as new by an individual) diffuse to members of a social system? The authors answer this and other questions about the character of innovators, the rate of adoption of ideas, and the decision-making process in 103 generalizations about diffusion of innovation. These propositions…
Descriptors: Adoption (Ideas), Attitude Change, Behavior Change, Change Agents