Quiz 2 Diffusion of Innovations
-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"
"Cluster studies" are part of the chapter on Diffusion Networks because they show that:
laggards
A change agent is likely to be most heterophilous with a member of which adopter category?
opinion leaders
A change agent is most likely to increase the rate of diffusion of an innovation by communicating more with:
audience segmentation and talk to opinion leaders
A change agent wishing to successfully diffuse an innovation throughout a heterogeneous population would need to use:
the client
A change agent's success is most positively related to his/her orientation towards
b. Radial personal network
A cosmopolite is most likely to belong to a(n):
-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.
A decline in critical mass of a networked communication technology can lead to an increase in:
innovation negativism
A new innovation may be perceived as similar to or compatible with prior failed innovations, creating
they are more homophilous with lower-status members
A primary reason a change agent may use para-professional aides is to:
early adopters or opinion leaders
According to Rogers, Which adopter category is best described as "respected by peers"?
10-20%
According to Rogers, the "take-off" part of the diffusion curve is when about this percent of potential adopters have adopted:
early adopters
According to Rogers, which adopter category is defined as representing about 13.5% of the normal curve of time of adoption?
changing public values towards insect eating
According to Shelomi, attempting to increase the adoption of eating insects by humans, through applying the following asepct of the attribute of compatibility, likely won't succeed:
Farm conservation innovations like lower chemical applications to their crops
According to the case study, which innovation might an Amish member adopt?
-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 fieldso Agriculture, medicine, health and family
All of the following statements describe incentives (which improve relative advantage)
- 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
An example of a "weak tie" in your network 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
An example of a negative network externality is:
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 a
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:
Positive network externality
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:
empathy
Change agent success is related to the degree to which the agent can put himself or herself into the role of another person, which is called:
- 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 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
Chevy NOVA is an example of...
that is heterophilous
Cognitive dissonance would be most likely caused by communication:
homophilous
Communicating individuals who are similar are said to be:
the degree to which two linked individuals in a network have personal communication networks that overlap
Communication proximity refers to:
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
Complexity seems less of a negative innovation attribute for
the diffusion of interactive innovations such as e-mail, where each additional adopter increases the utility of adopting the innovation for all adopters.
Critical mass enables which of these?
tailoring
Directing a specific communication message to an individual based on the individual's responses to computer or Internet questions or messages is called:
empathetic, rational, intelligent, and abstract
Early adopters, as compared to later adopters, can be described as being more
weak ties(Less connected networks, i.e. outside of your normal social network people with ties that are not strong to you. )
Finding a job is often more likely through:
-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
For discontinuous innovations, there supposedly is a "chasm" between:
Social expertness and safety credibility rather than technical expertise and competence credibility
For lower-status clients, more homophilous change agent aides would be perceived as having more:
federal, state, and county governments
Funds for the Cooperative Extension Service come from:
-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."
Heterophilous communication within a group would be more likely to foster:
- 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
How do organizations' adoption curves compare to individuals' adoption curves?
sociometric method
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?
disenchantment
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:
The degree to which an individual is able informally to influence other individuals' attitudes or overt behavior in a desired way with relative frequency
In general, opinion leadership is:
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
In general, which SES characteristic is NOT true about earlier adopters compared to later adopters?
- 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
In the adoption process, reaching critical mass is especially important for:
compatibility for present/modern day innovations
Indigenous knowledge systems are discussed as being most relevant to:
close to them in physical distance and who are relatively homophilous in social characteristics
Individuals tend to be linked to others who are:
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
Introducing an interactive communication innovation to intact groups (in a larger social system) that have more innovative members is a good strategy for increasing:
Encourage trial of a new idea
Providing free samples early on in the diffusion process is intended to:
-34% o 1 standard deviation below the average
Rogers defined the Early Majority as representing which portion of the normal curve of time of adoption?
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.
Social learning theory postulates that an individual can learn a behavior by observing
a. Interpersonal networks among neighbors b. Satisfied adopters told their network partners about the pleasures of ACc. 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
Studies of the early diffusion of air conditioners and solar panels showed the importance of:
formative research
Studying a campaign's intended audience and the campaign's messages in order to plan the campaign more effectively is called:
early adopters
The "Crossing the Chasm" model characterizes which adopter category (from the Rogers book) as "visionaries"?
-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
The "cluster studies" of family planning in Korean villages found that:
Mark Granovettor in 1973
The "strength of weak ties" was first discussed by:
Each individual pursues a rational course of behavior that ironically drives the entire system to disaster
The "tragedy of the commons" happens when:
weak ties to form
The Internet has increased the likelihood of:
(1) innovators, (2) early adopters, (3) early majority, (4) later majority (5) laggards
The adopter categories are:
-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 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
The extent to which an opinion leader is more or less innovative than the followers is generally influenced by:
-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 fact that 30% to 50% of Amazon's book sales come from outside its top 130,000 titles is an example of:
-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 first major research to explore the nature of diffusion networks, as opposed to focusing only on individual adopters, studied:
Gabriel Tarde
The general idea of homophilous behavior 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
The general idea of social distance was first discussed by:
opinion leaders
The greatest influence of change agent effort occurs when this type of people adopt:
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."
The indigenous knowledge system in Bali led to failed attempts at irrigation innovation because of issues of:
the innovativness-needs paradox
The phenomenon where those in a system who could most benefit from a change but are the least likely to do so is called:
targeting
The process of customizing the design and delivery of a communication program based on the characteristics of an intended audience is:
-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)
The process of nuclear fission is one of the sources of which of the following concepts?
time since the first adopter
The x-(horizontal)-axis of the S-shaped diffusion curve shows the:
late majority
This category of adopters is the next to adopt, after about 50% have adopted:
a. n*(n-1) b. 10(10-1) = 10*9 = 90 unique links among 10 people
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)?
"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
Trialability is more important for:
-How "an innovation's incompatibility with cultural values can block its adoption" -Innovations should be socioculturally compatible with values and beliefs
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:
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
Walker's (1971) study of the adoption of 88 statewide programs by US states found that
"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.
What does a technology cluster and an innovation have in common?
the spread of interpersonal influence from opinion leaders to their followers
What does the two-step flow theory propose happens during the second step?
-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
What type of personal network is the most open
Reciprocal interdependence: à when the benefits from each additional adoption of an interactive innovation increase for all future adopters and for all previous adopters
When earlier adopters benefit later adopters and later adopters benefit earlier adopters, it's called:
critical mass
When enough individuals in a system have adopted an innovation so that its further rate of adoption is self-sustaining, it's called:
- 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"
When might we NOT expect an S-shaped curve of adoption?
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
When researchers measure which variables predict adoption, they have found evidence for the "turbocharger effect," which is the finding that:
innovators (2.5%)
Which adopter category includes the smallest percentage of people?
innovators
Which adopter category is likely to have the lowest individual network threshold?
hypodermic needle model
Which communication theory presumes direct, immediate mass media effects on atomized masses of individuals?
innovativeness
Which diffusion concept do scholars generally know the most about?
key informants' ratings (of others)
Which form of measuring opinion leadership includes asking subjectively selected key members in the system to name opinion leaders?
→ 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.
Which is NOT one of the crucial roles identified by Gladwell's Tipping Point argument?
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 followerso 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
Which is generally true about opinion leaders compared to followers?
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)
Which medium did not have to rely on developing a critical mass of adopters in order to diffuse?
linkers that facilitate the flow of innovations from a change agency to an audience of clients
Which of the following best represents the role of a change agent?
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 individuals 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
Which of these assumptions IS/are criticized as a weakness/flaw in the original two-step flow theory?
G7-18: Earlier adopters have more social participation than do late adoptersG7-19: 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
Which of these communicative behaviors is/are more characteristic of earlier adopters as compared to later adopters?
Experimental demonstration à conducted to evaluate the effectiveness of an innovation under field conditions
Which of these is most appropriate during the developmental stage of an innovation
-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
Which was the best predictor of doctors' time of adoption of tetracycline/gammanym?
change agent
Who would be most able to slow down the spread of an innovation that might have some negative consequences for adopters?
compatibility
With which innovation attribute is acceptability research associated?
tailoring
a communication message is directed to an individual, who represents a very homogeneous audience
aide
a less than fully professional change agent who intensively contacts clients to influence their innovation-decisions
communication network analysis
a method of research for identifying the communication structure in a system, in which network data about communication flows are analyzed by using interpersonal communication relationships as the units of analysis
preventive innovation
a new idea that an individual adopts now in order to lower the probability of some unwanted future event
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. "
a primary factor in the slower adoption rate of preventive innovations is...
agricultural extension model
a set of assumptions, principles, and organizational structures for diffusing the results of agricultural research to farmers in the United States
audience segmentation
a strategy in which different communication channels or messages are used to reach each subaudience
goals of a change agent
a. Motivate potential adopters b. Assess clients' needs or problems Establish credibility with a group of clients in order to develop an information exchange relationship e. Work with opinion leaders to activate near-peer networks
A communication campaign
a. Targets a large audience of people b. Targets a specific outcome c. Provides/encourages activities d. Happens over a given time period
intervention
actions with a coherent objective to bring about behavioral change in order to produce identifiable outcomes
bell-shaped, normality
adopter distributions follow a __________ curve over time and approach _________
more, more
an individual is ______ likely to adopt an innovation if ______ of the other individuals in his or her personal network have adopted previously
change agent
an individual who influences clients' innovation-decisions in a direction deemed desirable by a change agency
bridge links
an individual who links two or more cliques in a system from his or her position as a member of one of the cliques
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
an innovation's rate of adoption is best predicted by .....
observation
an investigator identifies and records the communication behavior in a system
experimental demonstrations
are conducted to evaluate the effectiveness of an innovation under field conditions
exemplary demonstrations
are conducted to facilitate diffusion of the innovation to other units
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
self-designating technique
asks respondents to indicate the degree to which others in the system regard them as influential
mutually exclusive
by excluding a unit of study that appears in one category from also appearing in any other category
positively
change agents' success in securing the adoption of innovations by clients is ________ related to empathy with clients
positively
change agents' success in securing the adoption of innovations by clients is ________ related to the degree to which a diffusion program is compatible with clients' needs
positively
change agents' success in securing the adoption of innovations by clients is ________ related to the extent of change agent effort in contacting clients
positively
change agents' success in securing the adoption of innovations by clients is _________ related to increasing clients' ability to evaluate innovations
positively
change agents' success in securing the adoption of innovations by clients is _________ related to the extent that he or she works through opinion leaders
positively
change agents' success in securing the adoption of innovations by clients is __________ related to a client orientation, rather than to a change agency orientation
positively
change agents' success in securing the adoption of innovations by clients is __________ related to their homophily with clients
positively
change agents' success in securing the adoption of innovations by clients is ___________ related to credibility in the clients' eyes
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
compatibility is evaluated in terms of one's:
ideal types
concepts based on observations of reality that are designed to make comparisons possible
formative research
conducted while an activity is ongoing in order to improve its effectiveness
radial personal network
consists of a set of individuals who are linked to a focal individual but do not interact with one another
sociometric
consists of asking respondents whom they sought (or hypothetically might seek) for information or advice about a given topic, such as a particular innovation
communication network
consists of interconnected individuals who are linked by patterned flows of information
technology cluster
consists of one or more distinguishable elements of technology that are perceived as being closely interrelated
technology cluster
consists of one or more distinguishable elements of technology that are perceived as being interrelated
personal communication network
consists of the individuals who are linked by patterned communication flows to a given individual
positively
contact with change agents is _______ related to higher formal education among clients
positively
contact with change agents is ________ related to cosmopoliteness among clients
positively
contact with change agents is ________ related to greater social participation by clients
positively
contact with change agents is ________ related to higher socioeconomic status among clients
network externalities
defined as a quality of certain goods and services such that they become more valuable to a user as the number of users increases
acceptability research
defined as investigation of the perceived attributes of an ideal innovation in order to guide R&D so as to create such an innovation
incentives
direct or indirect payments of cash or in kind that are given to an individual or a system in order to encourage behavioral change
more likely
earlier adopters are ______ ________ to be literate than are later adopters
more
earlier adopters are ______ cosmopolite than are later adopters
less
earlier adopters are ______ fatalistic than are later adopters
more
earlier adopters are ______ highly interconnected through interpersonal networks in their social system than are later adopters
better
earlier adopters are _______ able to cope with uncertainty and risk than are later adopters
more
earlier adopters have _____ contact with change agents than do later adopters
higher
earlier adopters have ______ social status than do later adopters
more
earlier adopters have ______ years of formal education than do later adopters
higher
earlier adopters have _______ aspirations (for formal education, higher status, occupations and so on) than do later adopters
more
earlier adopters have _______ intelligence than do later adopters
more
earlier adopters have _______ social participation than do later adopters
larger
earlier adopters have _______-sized units (farms, schools, companies, and so on) than do later adopters
greater
earlier adopters have ________ empathy than do later adopters
greater
earlier adopters have ________ exposure to mass media communication channels than do later adopters
greater
earlier adopters have _________ exposure to interpersonal communication channels than do later adopters
greater
earlier adopters have _________ knowledge of innovations than do later adopters
more
earlier adopters have a ______ favorable attitude toward science than do later adopters
greater
earlier adopters have a _______ ability to deal with abstractions than do later adopters
more
earlier adopters have a _______ favorable attitude toward change than do later adopters
greater
earlier adopters have a _______ rationality than do later adopters
higher
earlier adopters have a ________ degree of opinion leadership than do later adopters
greater
earlier adopters have a ________ degree of upward social mobility than do later adopters
less
earlier adopters may be ______ dogmatic than are later adopters
more
earlier adopters seek information about innovations ________ actively than do later adopters
age
early adopters are no different from later adopters in _______
exhaustive
including all the units of study
close, homophilous
individuals tend to be linked to others who are ______ to them in physical distance and who are relatively _________ in social characteristics
fads
innovations that represent a relatively unimportant aspect of culture, which diffuse rapidly, mainly for status reasons, and then are rapidly discontinued
communication campaign
intends to generate specific effects on the part of a relatively large number of individuals within a specified period of time and through an organized set of communication activities
campaign
intends to generate specific outcomes or effects by a relatively large number of individuals, usually within a specific period of time and through an organized set of communication activities
mostly
interpersonal diffusion networks are ______ homophilous
interlocking personal networks
networks that consist of a set of individuals, all of whom interact with one another
critical mass
occurs at the point in which enough individuals in a system have adopted an innovation so that the innovation's further rate of adoption becomes self-sustaining
more
opinion leaders are ______ cosmopolite than their followers
more
opinion leaders are _______ innovative than their followers
greater
opinion leaders have _______ contact with change agents than their followers
greater
opinion leaders have ________ exposure to mass media than their followers
greater
opinion leaders have ________ social participation than their followers
higher
opinion leaders have ________ socioeconomic status than their followers
key informants
people who are especially knowledgeable about the networks in a system
hypodermic needle model
postulated that the mass media had direct, immediate, and powerful effects on a mass audience
preventive innovations
practicing safe sex, stopping smoking, and using seat belts are examples of:
- More difficult - future, uncertain if necessary, can't measure 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 -The desired consequence is distant in time, and so the relative advantage of a preventive innovation is a delayed reward".
preventive innovations are problematic especially because:
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
propositions of social learning theory
entertainment education
putting an educational idea in an entertainment message in order to achieve behavior changes
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
rate of adoption can be influenced by ....
formative research
study of the campaign's intended audience and the campaign's messages in order to plan the campaign more effectively
two-step flow hypothesis
suggested that communication messages flow from a source, via mass media channels, to opinion leaders, who in turn pass them on to followers
"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 S-shaped curve:
empathy
the ability of an individual to project himself or herself into the role of another person
turbocharger effect
the additional variance in a dependent variable explained by network variables beyond the direct effects of the individual-level variables
overadoption
the adoption of an innovation by an individual when experts feel that he or she should reject
- 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."
the cellphone case showed that Nokia changed the meaning of the mobile phone by:
The rate of awareness knowledge for an innovation is more rapid than its rate of adoption. 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!s of an innovation, and the uncertainty associated with this newness
the central principle in the innovation-decisions process is....
adopter categories
the classifications of members of a system on the basis of their innovativeness
competence credibility
the degree to which a communication source or channel is perceived as knowledgeable and expert
homophily
the degree to which a pair of individuals who communicate are similar
sustainability
the degree to which a program of change is continued after the initial resources provided by a change agency are ended
openness
the degree to which a unit exchanges information with its environment
uniqueness
the degree to which an audience of relatively homophilous individuals differs from the larger population of which it is part
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
polymorphism
the degree to which an individual acts as an opinion leader for a variety of topics
monomorphism
the degree to which an individual acts as an opinion leader for only a single topic
empathy
the degree to which an individual can put himself or herself into the role of another person
dogmatism
the degree to which an individual has a relatively closed belief system, that is, a set of beliefs which are strongly held
opinion leadership
the degree to which an individual is able informally to influence other individual's attitudes or overt behavior in a desired way with relative frequency
opinion leadership
the degree to which an individual is able to influence other individuals' attitudes or overt behavior in a desired way with a relatively high frequency
connectedness
the degree to which an individual is linked to others
cosmopoliteness
the degree to which an individual is oriented outside a social system
fatalism
the degree to which an individual perceives a lack of ability to control his or her future
social distance
the degree to which an individual perceives a lack of intimacy with individuals who differ in socioeconomic status, ethnicity, and other variables
relative advantage
the degree to which an innovation is perceived as being better than the idea it supersedes
compatibility
the degree to which an innovation is perceived as consistent with the existing values, past experiences, and needs of potential adopters
complexity
the degree to which an innovation is perceived as relatively difficult to understand and use
trialability
the degree to which an innovation may be experimented with on a limited basis
innovation negativism
the degree to which an innovation's failure conditions a potential adopter to reject future innovations
effectiveness
the degree to which an intervention program fulfills its objectives
pluralistic ignorance
the degree to which individuals in a system do not know about the extent of the behavior of other members' behavior in their system
heterophily
the degree to which pairs of individuals who interact are different in certain attributes
interactivity
the degree to which participants in a communication process can exchange roles in, and have control over, their mutual discourse
observability
the degree to which the results of an innovation are visible to others
communication proximity
the degree to which two linked individuals in a network have personal communication networks that overlap
communication structure
the differentiated elements that can be recognized in the patterned communication flows in a system
negatively
the information-exchange potential of communication network links is ________ related to their degree of communication proximity and homophily
positively
the network interconnectedness of an individual in a social system is ________ related to the individual's innovativeness
threshold
the number of other individuals who must be engaged in an activity before a given individual will join that activity
targeting
the process of customizing the design and delivery of a communication program based on the characteristics of an intended audience
inauthentic professionalism
the process through which an aide takes on the dress, speech, or other identifying marks of a professional change agent
rate of adoption
the relative speed with which an innovation is adopted by members of a social system
information overload
the state of an individual or a system in which excessive communication inputs cannot be processed and utilized, leading to breakdown
audience segmentation
the strategy of dividing a heterogeneous mass audience into relatively homogeneous audience segments
selective exposure
the tendency of individuals to attend to messages that are consistent with their prior attitudes and experiences
rationality
the use of the most effective means to reach a given goal
rationality
use of the most effective means to reach a given end
more, not
when a social system's norms favor change, opinion leaders are _______ innovative, but when the system's norms do not favor change, opinion leaders are ______ especially innovative
higher, more, greater
when interpersonal diffusion networks are heterophilous, followers seek opinion leaders of ______ socioeconomic status, with ______ formal education, with a _____ degree of mass media exposure, who are more cosmopolite, have greater contact with change agents, and are more innovative