chapter 1 and 2 Flashcards
(22 cards)
The DVORAK keyboard did not diffuse largely because it had
- low compatibility
- path dependency
Whats the edition of the book we are using for class
5th
the history of diffusion research could be characterized as having the following trend
- unified cross-disciplinary viewpoint of diffusion research
- all of the behavioral science disciplines are involved in research on the diffusion of innovations
who came up with the “laws of imitation”
Gabriel Tarde
a “stranger” is an individual who belongs to a social system, but who is not strongly attached to it. Who developed this concept
george simmel
the informal network of researchers who form around an intellectual paradigm to study a common topic is called
invisible college
Ryan and Gross’s (1943) Hybrid Corn study helped establish:
- basic methods for doing adoption research
- pro innovation bias: is its new it must be good
- retrospective survey interviews
- popularized the term diffusion
-customary research methodology
the miracle rice in bali case illustrated the following concepts
- consequences of innovations
- innovations dont need to be high tech
- indigenous knowledge can be insightful or innovative
- innovations can have consequences
- new does not always equal best
the diffusion research tradition is most associated with agriculture colleges and land grant universities is
rural sociology
ryan and gross hybrid corn study
-innovation-decision process, including awareness, trial, adoption-Roles of comm sources/channels
-S-shaped adoption curve
-Characteristics of adopter categories
-But high relative advantage of corn may have fostered pro innovation bias: if it is new it must be good
-Cross-sectional survey or interview, recall
-Attempted to explain why some farmers adopted the hybrid seed corn , while others did not
educational studies found which educational innovation to take the longest to diffuse
kinder garden (50 years
the primary contribution of the Colombia university public health and medical sociology study of drug diffusion was identifying the important role of
- KAP
- opinion leaders
- preventative innovations
main principles of social marketing
- audience segmentation
- formative research
- position
- price
- utilize communication channels (paid comm media)
- beh.
8 main types of diffusion research
- earliness of knowing about innovations
- rate of adoption of different innovation in a social system
- innovativeness
- opinion leadership
- diffusion networks
- rate of adoption in different social systems
- communication channel usage
- consequences of innovation
the oldest diffusion research tradition is in which field
anthropology
who argues that social change in a given society is the result of the introduction of innovations spread from one original source (rather than the possibility of simultaneous/parallel invention)?
the British and german Austrian diffusionist
anthropology diffusion researchers tend to use:
gather data directly from their respondents, participant observation
KAP stands for
knowledge, attitude, practice gap
Sunscreen is an example of
preventative innovation
firehouse research will be the most appropriate for which of the following
important for when emergency situations occur and we need funding in order to further explore and help that situation
- natural disasters
- new diffusion
high salience of a news story perceived by an audience member might lead this audience member
to perceive this news event as important, stimulated to seek further into and tell strangers
The spread of Wal-Mart in the United States is an example of
geography
