Comm 163 Quiz 2

The S-shaped curve:

"The S-shaped adopter distribution rises slowly at first, when there are only a few adopters in each time period. The curve then accelerates to a maximum until half of the individuals in the system have adopted. Then it increases at a gradually slower rate as fewer and fewer remaining individuals adopt the innovation. This S-shaped curve is normal. " a. The adoption of an innovation usually follows a normal, bell-shaped curve when plotted over time on a frequency basis b. The S-shaped adopter distribution rises slowly at first, when there are only a few adopters in each time period c. The curve then accelerates to a maximum until half of the individuals in the system have adopted d. Then it increases at a gradually slower rate as fewer and fewer remaining individuals adopt the innovation

The greatest influence of change agent effort occurs when this type of people adopt

"The greatest response to change agent effort occurs when opinion leaders adopt, which usually occurs at somewhere between 3 and 16 percent adoption in most systems. The innovation will then continue to spread with little promotional effort by change agents, after a critical mass of adopters is reached."

Which diffusion concept do scholars generally know the most about?

"We know more about innovativeness, the degree to which an individual (or other unit of adoption) is relatively earlier in adopting new ideas than other members of a system, than about any other concept in diffusion research."

The adopter categories are:

(1) innovators, (2) early adopters, (3) early majority, (4) later majority (5) laggards -The categories are based upon the standard deviation of the normal curve of adoption times based upon a general innovation with a general standard curve -If we have a normal curve, then the average is right in the middle (x with line on it) i 1 standard deviation above the average includes 35% (Late majority) - 1 standard deviation below the average includes another 34% (early majority) - Above 1 standard deviation is 16% (Laggards) If you have 2 standard deviations below you have 13.5% (early adopters) 3 more standard deviations below the mean is 2.5% (innovators) o Standard approach toward defining adopter categories

Trialability is more important for:

- "Relatively earlier adopters of an innovation perceive trialability as more important than do later adopters " o More important for early adopters, as no precedent or help source + Bc there's no one to turn to for help, so you try something and if you don't like it you don't have a lot of help so you can decide not to use it or take some time and move to next step + Later adopters want to try something and use it and make sure it works without problems, want obvious benefits

When might we NOT expect an S-shaped curve of adoption? lecture notes answer

- Adoption curves: not all innovations follow S- curve o Aka Not every adoption curve is necessary bell shaped: a. A. Product with slow adoption (record players, microwave ovens) o Some take a long time to take off o Record players and microwave ovens are an example b. Product with fast adoption (compact discs) c. A fad product (Beanie Babies) o High fast adoption, then quick drop off d. Product with frequent revitalization (personal computers) o Computers in general take on a different form, and then drop off, then the new form rises and drops off, then new form comes, etc

Providing free samples early on in the diffusion process is intended to

- Encourage trial of a new idea. o "An illustration is the free samples of a new product that many commercial companies offer to their customers. The strategy here is that by facilitating trial use, full-scale adoption usually follows (if the innovation possesses a potential relative advantage that can be perceived by the receiver)."

How do organizations' adoption curves compare to individuals' adoption curves?

- In orgs and social systems, it is not always each individual's independent decision to adopt something o When organizations' time of adoption of an innovation is plotted over time, the distribution of adopters usually forms an S-shaped curve o Orgs, like individuals, adopt an innovation in a manner that suggests various degrees of resistance to a new idea o They are very similar, sharing essentially the same characteristics

The indigenous knowledge system in Bali led to failed attempts at irrigation innovation because of issues of:

- Incompatibility with the existing practices that were already familiar with the culture. - " Change agents and others who introduce an innovation often commit an 'empty vessels fallacy' by assuming that potential adopters are blank slates who lack any relevant experience with which to associate the new idea. The empty vessels fallacy denies that compatibility is important. " - "Why are indigenous knowledge systems often ignored or denigrated by change agents who introduce innovations? A strong belief in the relative advantage of a new idea often leads technocrats to assume that existing practices are so inferior that they can be completely dismissed. This superior attitude often leads to the empty vessels fallacy and to the introduction of an innovation that is perceived as incompatible with the ideas that it seeks to replace."

In the adoption process, reaching critical mass is especially important for:

- Interactive/network innovations -future diffusion to become self-sustaining o Critical mass: enough individuals in a system have adopted an innovation so that the innovation's further rate of adoption becomes self-sustaining

Preventive innovations are problematic especially because:

- More difficult- future, uncertain if necessary, can't measure o Particular innovation might be harder to adopt bc relative advantage not so obvious + Difficult bc benefits are way in future, don't know they're gonna happen, have to believe markers + Have to pay a cost to be uncomfortable or go against social norms - Preventative innovations are more difficult to diffuse than are incremental innovations, ppl less likely to adopt them - have a particularly slow rate of adoption because individuals have difficulties in perceiving its relative advantage" o "The desired consequence is distant in time, and so the relative advantage of a preventive innovation is a delayed reward".

The Chevy NOVA is an example of:

- Naming an innovation; related to compatibility o Also related to compatibility is the name of things o Some names have negative cultural meanings, have to do market research to see what ppl think about it o Huge industry for deciding names for products, can't be something already trademarked or conveys negative response, has to be understandable - Chevy Nova was introduced and was a breakthrough in some ways. Chevy thought it would be a great car to market and sell to America, called it the Nova. Word NOVA relates to latin word new/novel, so new innovation. But in south America, NOVA has bad connotation, means No, and va means go; for this audience they perceive innovation as representing "it doesn't go", south american's though why would i adopt car that doesn't go

The cellphone case showed that Nokia changed the meaning of the mobile phone innovation by:

- Nokia made cell phones into fashion accessory (color, style) o changed its meaning from originally being adopted early on by only male executives (companies provided phone as perk) o Eventually service improved, prices and phones shrink, lead to more nonbusiness ("average joe or jane") adoption + lifestyle change for users - "During the 1990s, the mobile phone became a fashion accessory like a watch or pen. The meaning of a telephone was transformed into a quite different object, causing a lifestyle change for many people in the process. This social change happened very quickly, and Nokia was the driving force."

When might we NOT expect an S-shaped curve of adoption? Book answer

- With taboo innovations - individuals cannot discuss it freely -With innovations that are only applicable to certain unique populations within a total population o "For example, adopting "safe sex" may be most appropriate for individuals who are at high risk for contracting HIV/AIDS, such as users of injected drugs, gay men, and sexually promiscuous individuals with many partners. In this case, the diffusion curve for the idea of safe sex will not be S-shaped for the entire population, although it may be for a specific population segment. -Also, HIV prevention is a preventive innovation and hence likely to diffuse slowly"

An example of a "weak tie" in your network is:

- individuals "only marginally included in the current network of contacts, such as an old college friend or a former workmate or employer, with whom sporadic contact had been maintained" (Granovetter, 1973) o weak links between these different heterophilous communities -ex: an distant uncle or aunt

Christakis (2010) originally became interested in social networks because of his interest in which of the following?

- the widower effect?

The general idea of homophilous behavior was first discussed by:

-"The conceptual label of 'homophily' was given to this phenomenon several decades ago by Paul F. Lazarsfeld and Robert K. Merton (1964, p. 23), -****BUT the general idea of homophilous behavior was noted a century ago by the French sociologist Gabriel Tarde (1903, p. 64): "Social relations, I repeat, are much closer between individuals who resemble each other in occupation and education."

In general, opinion leadership is:

-"is a matter of degree": few individuals receive a great deal, while most individuals have little or non - The degree to which an individual is able informally to influence other individuals' attitudes or overt behavior in a desired way with relative frequency

Rogers defined the Early Majority as representing which portion of the normal curve of time of adoption?

-34% o 1 standard deviation below the average

According to Rogers, Which adopter category is best described as "respected by peers"?

-Early adopters o they are localites - Opinion leaders, integrated o They are influenced by opinion leaders and can become opinion leaders o Often integrated into their network, so once the innovators have started adopting and its started to diffuse, the early adopters look at what other people are doing and are open to change and so are more likely to adopt

The fact that 30% to 50% of Amazon's book sales come from outside its top 130,000 titles is an example of:

-Extending the right side of the diffusion curve along the full length of the long tail -Companies can now maintain inventories of, and make money from, otherwise obscure and niche products -Storage, search, retrieval, and distribution costs of digital information are near zero o Point here is that if the information is in digital form (part doesn't have to be in digital form, but info and access to that part) o Ex: amazon, can get online search for anything, has incredible distribution network, don't have to go to store bc i have so many opportunities to search for all the different variations and read all the user comments

The first major research to explore the nature of diffusion networks, as opposed to focusing only on individual adopters, studied:

-First network diffusion study Coleman and colleagues for Gammanym", or Tetracycline drug (1957; 1966) o Instead of merely studying individual characteristics (such as age, gender), coleman et al. also studied ties between network nodes to explain the diffusion process o First study to look at diffusion as a networked process -Coleman and colleagues (1966): studied various independent variables related to individual innovativeness + included various indicators of network communication behavior among their independent variables - found that interpersonal network behaviors were more important predictors than individual characteristics

The general idea of social distance was first discussed by:

-Georg Simmel o His notion was that highly related to physical distance (although less so now) is social distance o social distance: you could be close to somebody, but be very far in social distance + This is the case in most traditional societies with class differences; not communicating with lower class than you

Using more productive and more disease-resistant rice (as part of the Green Revolution) that had less or poor taste was, for the adopting villagers, an example of:

-How "an innovation's incompatibility with cultural values can block its adoption" -Innovations should be socioculturally compatible with values and beliefs

The extent to which an opinion leader is more or less innovative than the followers is generally influenced by:

-How much a system favor change + system norms - also their followers if thats an option - The norms of a system determine whether or not opinion leaders are innovators o G8-9. when a social system's norms favor change, opinion leaders are more innovative; however, when the norms do not favor change, (ex. Taboo innovation) opinion leaders are not especially innovative + in fact, they often can become big obstacles +Some really good ideas that are different that change society can suppressed by opinion leader does not support them

All of the following statements describe incentives (which improve relative advantage), except:

-Incentives goals are to help adopters to increase the degree of relative advantage of the new idea -Direct or indirect payments of cash or in kind that are given -Have been paid in order to speed up the diffusion of innovations in a variety of fields o Agriculture, medicine, health and family

Which was the best predictor of doctors' time of adoption of tetracycline/gammanym?

-Interconnectedness of doctors: A chain-reaction contagion process o Colemal, Katz, and Menzel (1957) oNumber of choices= being named by another doctor in response to social-network interview questions +Ppl who were named by multiple people tended to have the fastest rate of adoption + Ppl who were named by 1 or 2 other people; adopted a little bit slower but not the slowest + Slowest rate of adoption was among ppl who were not named by anyone else - G8-10: The network interconnectedness of an individual in a social system is positively related to the individual's innovativeness

The "cluster studies" of family planning in Korean villages found that:

-Networks are esp. important because family planning method not observable o Family planning was not an observable attribute bc its not talked about, its private, not a thing thats out there, so its not gonna diffuse very well

What does a technology cluster and an innovation have in common? (check back on this 1)

-New innovation has to be compatible in some way with its associated technologies o Ex: if you like small, easy to use tech and you have an e-reader, tablet, phone, etc then thats the kinda cluster in your mind that you have positive associations with, so any new device has to be fit in to that perception, has to be apart of that cluster - "The boundaries around any given innovation are often not clear cut or distinct. In the minds of potential adopters, one innovation may be perceived as closely related to another new idea. A change agency may find it useful to promote a cluster or package of innovations to clients, rather than to treat each new idea separately." Excerpt From: Rogers, Everett M. "Diffusion of Innovations." Apple Books.

Directing a specific communication message to an individual based on the individual's responses to computer or Internet questions or messages is called:

-Tailoring: communication message is directed to an individual who represents a very homogenous audience o The ultimate targeting strategy o tailoring is made possible, in most cases, by use of a computer (and perhaps the Internet) to store a large number of alternative messages on a topic such as HIV prevention and then to send one message to an individual so that the message fits precisely with that individual's situation, such as his or her stage-of-change in the innovation-decision process

What does the two-step flow theory propose happens during the second step?

-The second step concerns the spread of interpersonal influence from opinion leaders to their followers o Opinion leaders talk about innovation, then early majority will be exposed to the innovators and the messages

For discontinuous innovations, there supposedly is a "chasm" between:

-Visionaries (early adopters) and pragmatists (early majority) -lecture: Argument here is that if it is disruptive, then there's a chasm between that early market and the major market o You can't use the same messages and procedures o Have different needs, different interests and motivations, and different abilities

The process of nuclear fission is one of the sources of which of the following concepts?

-critical mass -Think of the ping-pong ball video example à if there weren't enough ping-pong balls in the box, they would just stop bouncing, but since there were so many, they kept bouncing off of each other and allowed the balls to sustain their movement (aka critical mass)

A decline in critical mass of a networked communication technology can lead to an increase in:

-discontinuance -For example, consider an individual in an organization who stops responding to e-mail messages. This discontinuance soon becomes evident to other individuals, who send electronic messages to the discontinuer but do not receive a response. They then conclude that e-mail is no longer an effective way to reach that person. A dropout in a communication network affects many others in the network, and everyone else becomes slightly more likely to discontinue the use of e-mail. Discontinuance of an interactive innovation by one individual may lead eventually to a critical mass of discontinuers, and then perhaps to complete rejection of a new idea such as e-mail by the entire system.

Heterophilous communication within a group would be more likely to foster:

-discussion of new information -Heterophilious communication may generate cognitive dissonance between dissimilar individuals because an individual is exposed to messages that are inconsistent with existing beliefs, an uncomfortable psychological state." - also but links/bridges different cliques, through weak ties o the important thing is that heterophilous communication exposes you to different ideas through weak ties o "Ultimately, the diffusion process can occur only through communication links that are at least somewhat heterophilous."

An example of a negative network externality is:

-for cars, a negative network externality would be traffic jams and accidents -Crowding, overload, busy signals o Too many ppl using phone, too many cars on road - Use of electricity during heat wave; telephone calls during crisis; climate change o Climate change is a classical example of a huge network externality bc of all these people interacting and generating carbon emissions; there's some local benefits but huge negative social costs

Which adopter category includes the smallest percentage of people?

-innovators (2.5%) - 3 standard deviations below the mean

What type of personal network is the most open?

-radial networks: consists of a set of individuals who are linked a focal point but not to each other o maximal diversity. Lots of info coming in, they communicate to other people who communicate with other ppl. Get huge amounts of info throughout a broader network. Might find out about something faster o Less homophilous, so less able to implement a particular innovation

When researchers measure which variables predict adoption, they have found evidence for the "turbocharger effect," which is the finding that:

-the additional variance in a dependent variable explained by network variables beyond the direct effects of the individual level variables (looking at education, SES) - -taking in personal network variables ex. Degree of homophily and adding in more network variables better explained the total variance the dependent variable

Critical mass enables which of these?

-the diffusion of interactive innovations such as e-mail, where each additional adopter increases the utility of adopting the innovation for all adopters. - collective action? (check this one before test maybe with prof or TA)

"Cluster studies" are part of the chapter on Diffusion Networks because they show that:

-there is strong evidence for the importance of network influences in the diffusions of innovations - "The fact that certain innovations are adopted by clusters of individuals suggests that interpersonal networks among neighbors are powerful influences on individual decisions to adopt"

Rate of adoption can be influenced by:

1) The type of innovation-decision 2) The nature of the communication channels diffusing the innovation at various states in the innovation-decision process 3) The nature of the social system in which the innovation is diffusing 4) The extent of change agents' promotion efforts in diffusing the innovation

Compatibility is evaluated in terms of one's: (need to check)

1) sociocultural values and beliefs, (2) previously introduced ideas, and/or (3) client needs for the innovation. Maybe: Values / beliefs, past experiences, needs of potential adopters

According to Rogers, the "take-off" part of the diffusion curve is when about this percent of potential adopters have adopted:

10-20%

One of the main points of Christakis' (2010) talk is:

?

Which is NOT part of Malcolm Gladwell's concept of the Tipping Point?

?

According to the case study, which innovation might an Amish member adopt?

A: Farm conservation innovations like lower chemical applications to their crops -While the Amish say "no" to most consumer innovations and to many agricultural innovations, they are very innovative in adopting new ideas that fit with their religious and family values - Living in harmony with nature is highly valued, understandably so because the Amish way of life is dependent on high agricultural productivity. Community norms among the Amish reflect this value on conservation, so the same interpersonal pressures that oppose adoption of farm machinery, automobiles, and tractors encourage farmers to apply less fertilizer and pesticide - Amish families are culturally forbidden to use modern technologies such as household water filtering systems or to purchase bottled water (Sommers and Napier, 1993). Accordingly, the adoption of such farm conservation innovations such as lower chemical applications to their crops is the most appropriate means for Amish farm families to avoid groundwater pollution.

Indigenous knowledge systems are discussed as being most relevant to:

Answer: Compatibility To present day/modern innovations

Who would be most able to slow down the spread of an innovation that might have some negative consequences for adopters?

Change agent

With which innovation attribute is acceptability research associated?

Compatibility

Which of the following does NOT accelerate the rate of adoption for an innovation?

Complexity

When enough individuals in a system have adopted an innovation so that its further rate of adoption is self-sustaining, it's called:

Critical mass

Imagine that an individual purchases a new, French press coffeemaker, but then - upon seeing how a friend's Keurig pod coffeemaker works - gets rid of the French one and buys a new Keurig instead. This would be an example of:

Disenchantment

The "tragedy of the commons" happens when:

Each individual pursues a rational course of behavior that ironically drives the entire system to disaster

Which is NOT one of the sets of incentives discussed and included in the presentation as a way to improve relative advantage?

Family vs. friends

Which of these communicative behaviors is/are more characteristic of earlier adopters as compared to later adopters?

G7-18: Earlier adopters have more social participation than do late adopters G7-19: Earlier adopters are more highly interconnected and linked with others G7-20: Earlier adopters are more cosmopolite + travel outside their system: cosmopoliteness is degree to which an individual is oriented outside a social system (Georg Simmel's notion of stranger - an individual who is a member of the system but not strongly attached to the system -> free from the systems norms + this notion similar to that of the innovator) G7-21: Earlier adopters have more contact with change agents G7-22: Earlier Adopter have greater exposure to mass media communication than do later adopters G7-23: Earlier adopters have greater exposure to interpersonal communication channels than do later adopters G7-24: Earlier adopters seek information about innovations more actively than do later adopters G7-25: Earlier adopters have greater knowledge of innovations than do later adopters G7-27: Earlier adopters have a higher degree of opinion leadership than do later adopters

In general, which SES characteristic is NOT true about earlier adopters compared to later adopters?

G7-2: Earlier Adopters are no different from later adopters in age G7-3: Earlier adopters have more years of formal education that do later adopters G7-4: Early adopters are more likely to be literate G7-5: Early adopter have higher social status than do later adopters G7-6: Earlier adopters have a greater degree of upward social mobility than do later adopters G7-7: Earlier adopters have larger-sized units (farms, schools, companies, and so on) than do later adopters

Which is generally true about opinion leaders compared to followers?

G8-3: OL have greater exposure to mass media - serve as an avenue for entrance of new ideas into their system G8-4: OL are more cosmopolite than their followers G8-5: OL have greater contact with change agents than their followers G8-6: OL have greater social participation than their followers (socially accessible) G8-7: OL have higher socioeconomic status than their followers G8-8: OL are (slightly) more innovative than their followers o This is not the case for taboo innovations + If its taboo (some cultural, evolutionary, religious stigma/resistance to an innovation), then the opinion leader isn't gonna support it bc thats counter normative

Communicating individuals who are similar are said to be:

Homophilous

Which communication theory presumes direct, immediate mass media effects on atomized masses of individuals?

Hypodermic needle model

A technology cluster is

Innovations often are not viewed singularly by individuals. Instead, they may be perceived as an interrelated bundle of new ideas. The adoption of one new idea may trigger the adoption of others. A technology cluster consists of one or more distinguishable elements of technology that are perceived as being interrelated. The boundaries around any given innovation are often not clear cut or distinct. In the minds of potential adopters, one innovation may be perceived as closely related to another new idea. " o related to compatibility attribute + New innovation has to be compatible in some way with its associated technologies

Complexity seems less of a negative innovation attribute for:

Innovators and early adopters o Innovators and early adopters don't mind complexity, they like the challenge and new opportunities for learning new tools/ideas o Later adopters less likely to feel that way, reason they're not gonna adopt earlier or not adopt at all

Which form of measuring opinion leadership includes asking subjectively selected key members in the system to name opinion leaders?

Key Informants' ratings (of others)

This category of adopters is the next to adopt, after about 50% have adopted:

Late majority

The "strength of weak ties" was first discussed by:

Mark Granovettor in 1973

Practicing safe sex, stopping smoking, and using seat belts are examples of:

Preventative innovations

When earlier adopters benefit later adopters and later adopters benefit earlier adopters, it's called:

Reciprocal interdependence: à when the benefits from each additional adoption of an interactive innovation increase for all future adopters and for all previous adopters

If the survey at the beginning of the course provided you a list of all the other class students and asked you to indicate which ones you talked with, this would be using which network data collection method?

Sociometric method

Cognitive dissonance would be most likely caused by communication:

That is heterophilous

The phenomenon where those in a system who could most benefit from a change but are the least likely to do so is called:

The innovativeness-needs paradox

The central principle in the innovation-decision process is:

The rate of awareness knowledge for an innovation is more rapid than its rate of adoption. Or The process through which an individual or other decision making unit passes from first knowledge of an innovation to the formation of an attitude toward the innovation, to a decision to adopt to reject to implementation and use of the new idea and to confirmation of this decision.The innovation decision process consists of five stages: knowledge, persuasion, decision, implementation, confirmation!

Social learning theory postulates that an individual can learn a behavior by observing

a. ...Another individual in person or via the mass media and then doing something similar b.There does not have to be a verbal exchange -other people's activities, so the individual does not necessarily have to experience a verbal exchange of information in order for the individual's behavior to - observing another individual in person or via the mass media (especially visual media such as television and film). o Social modeling often occurs through interpersonal networks, but it can also occur through a public display by someone with whom one is unacquainted (such as in a television program). Ideally, an individual learns more from a social model if the model is positively rewarded, rather than punished, for the behavior that is displayed.

Walker's (1971) study of the adoption of 88 statewide programs by US states found that

a. A new law is adopted by one or more of the 5 "national league" states (New York, Massachusetts, California, New Jersey, Michigan) b. Then, the new law may be adopted by an opinion leader state in each region (certain states emerge as opinion leaders, so once they adopt a new program, other states in the region follow their lead) c. Then the innovative law spreads rapidly among the several states in that region D. The opinion leader states mediated between the five innovators and the other forty-five states. They provided connectedness to the nationwide diffusion network -findings "suggested that innovations can diffuse from organization to organization through interorganizational networks, in a process parallel to that among individuals in a social system.* -Network data suggests that state official looked to their immediate neighbors when searching for information about innovations -Opinion leadership patterns exists among organization and individual

A change agent wishing to successfully diffuse an innovation throughout a heterogeneous population would need to use:

a. Audience segmentation à grouping heterogenous population into homogenous segments that share similar beliefs, attitudes, media b. Talking to opinion leaders

Which medium did not have to rely on developing a critical mass of adopters in order to diffuse?

a. Cellular phones b/c mobile phone adopters are connected to the existing base of all telephone users (cell phone users can talk with telephone users, they don't have the ability to only talk to other cell phone users)

Introducing an interactive communication innovation to intact groups (in a larger social system) that have more innovative members is a good strategy for increasing:

a. Critical mass b.An interactive innovation should be introduced to intact groups in the system whose members are likely to be relatively more innovative

Which of these assumptions IS/are criticized as a weakness/flaw in the original two-step flow theory?

a. Does not recognize the role of different comm sources or channels at various stages in innovation-decision process b. The time sequence involved in an individual's innovation decision-making process was ignored c. Opinion leaders are not the only indivs to use mass comm channels d. The flow of comm in an audience is far more complicated than just 2 steps e.Model implies that mass media were neither as powerful nor as directly influential as had previously been thought

When an individual doesn't adopt until a sufficient number of his/her personal network has also adopted, it's an example of:

a. High threshold b. Later adopters have higher thresholds, which are reached only when many other individuals in their personal network have adopted. Innovators have very low thresholds

Studies of the early diffusion of air conditioners and solar panels showed the importance of:

a. Interpersonal networks among neighbors b. Satisfied adopters told their network partners about the pleasures of AC c. Certain innovations are adopted by clusters of individuals, which suggests that interpersonal networks among neighbors are powerful influences on individual decision to adopt. -Bc they are both highly observable o In early days, when not many ppl had air conditioners in a neighborhood, someone who was wealthier/more innovative put up an air conditioner in their window and could be seen from the outside of the house, made a lot of noise, so ppl saw it and air conditioning would be adopter quickly within this particular cluster o Wouldn't be adopted as quickly in a neighborhood without it being observable

As discussed in lecture and in the book, Paul Revere, who warned of the British invasion of Boston, was vastly more effective than William Dawes because he:

a. Knew exactly who the opinion leaders in the networks were and was therefore more effective in relaying information b. He awakened key individuals during his ride who then rallied their neighbors to take up arms against the British - One of the reasons revere was so connected was bc belonged to many associations -Also he was a very well known metal smith and was very famous for developing the pewter - There was another rider, william Dawes, he also rode and raised the alarm but he wasn't nearly as well connected or influential, so he didn't go to a lot of villages and didnt know all the ppl to talk to in those villages; didn't know the opinion leaders, so Waltham, a town on Dawes rute, never got the message and their militia didn't go to boston to fight

As more people adopt an interactive innovation such as the telephone, the potential overall value of the innovation increases rapidly. This is an example of: a. Positive network externality b. Reinvention c. Decentralized diffusion system d. Pro-innovation bias e. Trialability

a. Positive network externality

This relates to network externalities: How many unique, directed links among 10 people can be made using an interactive communication technology (such as a telephone)?

a. n*(n-1) b. 10(10-1) = 10*9 = 90 unique links among 10 people

Which is NOT one of the propositions of social learning theory?

a. theory states we learn behaviors, norms, and what's rewarded and punished via: i. observation ii. we see what is rewarded iii. we see and perceive what is salient iv. referent (in or out of network) v. then may adapt behavior

Incentives

are direct or indirect payments of cash or in kind that are given to an individual or a system in order to encourage behavioral change. Often the change entails the adoption of a new idea

According to Shelomi, attempting to increase the adoption of eating insects by humans, through applying the following aspect of the attribute of compatibility, likely won't succeed: a. Lower cost of insect products relative to meat b. Changing public values toward insect eating c. Providing simple insect cooking recipes d. Widespread commercial availability of insect products e. Promoting insect food on cooking shows

b. Changing public values toward insect eating

A cosmopolite is most likely to belong to a(n): a. Interlocking personal network b. Radial personal network c. Adoption cluster d. Medical network e. Clique

b. Radial personal network

Early adopters, as compared to later adopters, can be described as being more of each of these EXCEPT: a. empathetic b. dogmatic c. rational d. intelligent e. Abstract

b. dogmatic

Reducing material, storage, distribution and inventory costs through use of the internet and digital content has created the: a. Chasm b. Long tail c. Change agent d. social networking fad e. tipping point

b. long tail

A primary factor in the slower adoption rate of preventive innovations is:

because individuals have difficulties in perceiving its relative advantage. The desired consequence is distant in time, and so the relative advantage of a preventive innovation is a delayed reward. "

The x-(horizontal)-axis of the S-shaped diffusion curve shows the: a. frequency of adopters b. cumulative number of adopters c. time since the first adopter d. adopter categories e. none of the above

c. time since the first adopter

Individuals tend to be linked to others who are:

close to them in physical distance and who are relatively homophilous in social characteristics

According to Rogers, which adopter category is defined as representing about 13.5% of the normal curve of time of adoption?

early adopters

The "Crossing the Chasm" model characterizes which adopter category (from the Rogers book) as "visionaries"?

early adopters

A new innovation may be perceived as similar to or compatible with prior failed innovations, creating

innovation negativism ?

Which adopter category is likely to have the lowest individual network threshold?

innovators

Communication proximity refers to:

the degree to which two linked individuals in a network have personal communication networks that overlap

An innovation's rate of adoption is best predicted by

the perceived attributes of an innovation. Most of the variance in the rate of adoptions, from 49-87% is explained by 5 attributes: relative advantage, compatibility, trialability, and observability

Finding a job is often more likely through:

weak ties (Less connected networks, i.e. outside of your normal social network people with ties that are not strong to you. )

The Internet has increased the likelihood of:

weak ties to form (need to recheck) collaboration, network, crowdsourcing, interpersonal communication channels?

Which is NOT one of the crucial roles identified by Gladwell's Tipping Point argument?

→ Tipping Point concept: (pg. 1015). -Tipping point is another way of saying almost reaching the critical mass or social threshold. o As the tipping point is approached, just a few more adopters of the innovation suddenly make a big difference, as the rate of adoption rapidly escalates. o When a tipping point is reached, people will usually adopt the innovation. o The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.