According to Everett Rogers’s who was a communication scholar:
- Innovators are venturesome individuals who are eager to try new ideas
- Laggards are traditionalists who are the last to adopt anything
- Middle Ground:
- early adopters - opinion leaders
- early majority- people who take the deliberate approach
- late majority - people who are skeptical but bow to peer pressure
“A number of factors affect the persuasion stage of the adoption process” - Rodgers,
- Relative advantage- when someone believes another idea is better than their own
- Compatibility- someone else’s ideas are viewed as the being the same as existing ideas
- Complexity- another person’s ideas are viewed as being difficult to understand and utilize
- Trainability- the level at which another person’s idea can be limitedly experienced
- Observability- the level where the outcome of the idea is recognized by everyone
page 142-143
