Consumer Behavior Case Study Reference Groups - consider
Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread. Everett Rogers , a professor of communication studies , popularized the theory in his book Diffusion of Innovations ; the book was first published in , and is now in its fifth edition The origins of the diffusion of innovations theory are varied and span multiple disciplines. Rogers proposes that four main elements influence the spread of a new idea: the innovation itself, communication channels , time, and a social system. This process relies heavily on human capital. The innovation must be widely adopted in order to self-sustain. Within the rate of adoption, there is a point at which an innovation reaches critical mass. The categories of adopters are innovators, early adopters , early majority, late majority, and laggards. Consumer Behavior Case Study Reference Groups.
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