{"product_id":"9781451602470","title":"Diffusion of Innovations, 4th Edition","description":"Since the first edition of this landmark book was published in 1962, \u003cbr\u003eEverett Rogers's name has become \"virtually synonymous with the study \u003cbr\u003eof diffusion of innovations,\" according to Choice. The second and \u003cbr\u003ethird editions of Diffusion of Innovations became the standard \u003cbr\u003etextbook and reference on diffusion studies. Now, in the fourth \u003cbr\u003eedition, Rogers presents the culmination of more than thirty years of \u003cbr\u003eresearch that will set a new standard for analysis and inquiry.\u003cbr\u003e\u003cbr\u003eThe fourth edition is (1) a revision of the theoretical framework and \u003cbr\u003ethe research evidence supporting this model of diffusion, and (2) a \u003cbr\u003enew intellectual venture, in that new concepts and new theoretical \u003cbr\u003eviewpoints are introduced. This edition differs from its predecessors \u003cbr\u003ein that it takes a much more critical stance in its review and \u003cbr\u003esynthesis of 5,000 diffusion publications. During the past thirty \u003cbr\u003eyears or so, diffusion research has grown to be widely recognized, \u003cbr\u003eapplied and admired, but it has also been subjected to both \u003cbr\u003econstructive and destructive criticism. This criticism is due in large \u003cbr\u003epart to the stereotyped and limited ways in which many diffusion \u003cbr\u003escholars have defined the scope and method of their field of study. \u003cbr\u003eRogers analyzes the limitations of previous diffusion studies, \u003cbr\u003eshowing, for example, that the convergence model, by which \u003cbr\u003eparticipants create and share information to reach a mutual \u003cbr\u003eunderstanding, more accurately describes diffusion in most cases than \u003cbr\u003ethe linear model. \u003cbr\u003e\u003cbr\u003eRogers provides an entirely new set of case examples, from the \u003cbr\u003eBalinese Water Temple to Nintendo videogames, that beautifully \u003cbr\u003eillustrate his expansive research, as well as a completely revised \u003cbr\u003ebibliography covering all relevant diffusion scholarship in the past \u003cbr\u003edecade. Most important, he discusses recent research and current \u003cbr\u003etopics, including social marketing, forecasting the rate of adoption, \u003cbr\u003etechnology transfer, and more. This all-inclusive work will be \u003cbr\u003eessential reading for scholars and students in the fields of \u003cbr\u003ecommunications, marketing, geography, economic development, political \u003cbr\u003escience, sociology, and other related fields for generations to come.","brand":"Free Press","offers":[{"title":"Default Title","offer_id":47107222503664,"sku":"9781451602470","price":9.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781451602470_p0.jpg?v=1763836950","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781451602470","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}