Preface

CHAPTER 1. ELEMENTS OF DIFFUSION

CHAPTER 2. A HISTORY OF DIFFUSION RESEARCH

CHAPTER 3. CONTRIBUTIONS AND CRITICISMS OF DIFFUSION RESEARCH

CHAPTER 4. THE GENERATION OF INNOVATIONS

CHAPTER 5. THE INNOVATION-DECISION PROCESS

CHAPTER 6. ATTRIBUTES OF INNOVATIONS AND THEIR RATE OF ADOPTION

CHAPTER 7. INNOVATIVENESS AND ADOPTER CATEGORIES

CHAPTER 8. DIFFUSION NETWORKS

CHAPTER 9. THE CHANGE AGENT

CHAPTER 10. INNOVATION IN ORGANIZATIONS

CHAPTER 11. CONSEQUENCES OF INNOVATIONS

Glossary

Bibliography

Name Index

Subject Index

Dr. Everett M. Rogers is Distinguished Professor in the Department of Communication and Journalism at the University of New Mexico (UNM), where he teaches and conducts research on the diffusion of innovations. He also holds courtesy appointments in the UNM Center on Alcoholism and Substance Abuse Addictions, where he conducts research on preventing drunk driving, and in the UNM Center for Prevention Research, where he conducts research on the sustainability of public health innovations. Rogers also is currently involved in research projects on bridging the digital divide in New Mexico and on how Indian audiences give meaning to health content in Hollywood soap operas such as The Bold and the Beautiful. Currently in his forty-fifth year of university teaching, Rogers has taught at Ohio State University, Michigan State University, the University of Michigan, Stanford University, and the University of Southern California, and at the National University of Colombia (Bogotá), the University of Paris, the University of Bayreuth (Germany), and Nanyang Technological University (Singapore).

The four previous editions of Diffusion of Innovations have received various awards. In 1990, the Institute for Scientific Information designated Diffusion of Innovations as a "Citation Classic" on the basis of the large number of citations (approximately 7,000) that it received in articles published in social science journals. This book was selected by Inc. magazine in 1996 as one of the ten classic books in business and in 2000 was designated as a "Significant Journalism and Communication Book of the Twentieth Century" by Journalism and Mass Communication Quarterly. It was also awarded the first Fellows Book Award in the Field of Communication by the International Communication Association's fellows in 2000.