Name Index Achilladelis, B., 156 Agarwala-Rogers, Rekha, 70, 95, 178, 180, 348 Alba, Richard D., 296 Allen, Harley Earl, 63 Allison, Paul D., 399 Arensberg, Conrad M., 49, 225 Arndt, Johan, 76 Arrow, Kenneth, 214 Ascroft, Joseph R., 409 Bose, Santi Priya, 245 Bowden, Leonard W., 268 Bowers, Raymond V., 50 Boyd, John Paul, 256 Brandner, Lowell, 215 Braun, Ernest, 146 Brown, Lawrence A., 78, 268 Browning, Larry, 293 Burdge, Rabel J., 280 Burt, Ronald S., 66 Babcock, Jarvis M., 215 Bagehot, Walter, 312 Bailey, Wilfrid C., 188, 189, 227, 244 Baker, Norman R., 142 Bandura, Albert, 304, 305 Banta, David H., 237, 238, 330 Barghouti, Shawki M., 125 Barnett, Homer G., 49, 210 Barton, Allen, 110, 150, 151 Beal, George M., 192, 193, 199, 200, 202, 203, 204, 205, 245, 330 Becker, Marshall H., 99, 286, 287 Beltran, S. Luis Ramiro, 124 Berelson, Bernard, 70, 71 Berman, Paul, 178, 179 Bernas, M. Bellarmine, 363 Bingham, Richard, 357, 358 Bishop, Rowland, 188 Bordenave, Juan Diaz, 122, 124, 125 Cancian, Frank, 256, 257 Caplan, Nathan, 103, 105, 108, 109 Carlson, Richard O., 63, 64, 366, 367 Carroll, Tom W., 268 Carson, Rachel, 189 Case, Donald, 153 Chang, H. C., 329 Charters, W. W., Jr., 177, 178 Chen, Pi-Chao, 173, 339 Choi, Hyup, 148, 149 Clinton, Alfred, 212 Coleman, James S., 66, 67, 68, 83, 109, 110, 118, 130, 164, 187, 193, 195, 196, 197, 235, 259, 289, 290, 291, 292, 293, 330 Comroe, Julius H., Jr., 156 Conner, John T., 74 Cook, Thomas D., 396 Copp, James H., 193, 199, 330 Coughenour, C. Milton, 113, 148, 149, 188, 189, 235 441
442 Index Crane, Diana, 34, 46, 57, 58 Crouch, Bruce R., 227 Cyert, Richard M., 361 Danielson, Wayne A., 73 Danziger, James N., 181 Deutschmann, Paul J., 60, 73, 119, 188, 199 Dimit, Robert M., 245 Dixon, Robert, 215 Downs, George W., 87, 89, 93, 126, 132, 195 Duff, Robert W., 298, 299 Dunlap, Thomas R., 190 Dvorak, August, 9 Elliot, John G., 212 Emrick, John A., 177, 342 Ericksen, Eugene P., 384 Eveland, J. D., 12, 17, 99, 100, 173, 178, 179, 180, 263, 355, 363 Fallaci, Oriana, 383 Fals Borda, Orlando, 60, 73, 82, 119, 199,224 Finley, James R., 266 Finkelstein, Stan N., 146, 180 Fiske, Emmett Preston, 150 Fliegal, Frederick C., 82, 88, 89, 218, 221, 231, 317 Flinn, William, 378, 398, 399, 400, 402, 408 Fox, Karen F. A., 76 Francis, David G., 184 Franklin, Benjamin, 1 Freedman, Ronald, 69, 70, 71 Freeman, David M., 256 Frendreis, John P., 357, 358 Frey, R. Scott, 256 Friedkin, Noah, 297, 307 Friedland, William H., 150, 151 Galloway, John J., 400 Garst, Ronald S., 268 Gartrell, John W., 256 Gillespie, Robert W., 70 Glazer, Rashi H., 75 > Globe, Samuel, 156 Goss, Kevin F., 375, 379, 385, 388 Gotsch, Carl H., 401, 407 Graham, L. Saxon, 231 Granovetter, Mark S., 275, 279, 297, 298 Gray, Virginia, 287 Greenberg, Bradley S., 73, 79 Griliches, Zvi, 214, 215 Gross, Neal C., 15, 32, 33, 34, 46, 54, 55, 56, 59, 65, 84, 92, 103, 108, 110, 113, 129,200, 203, 231, 251, 258, 330, 333, 355, 382 Grunig, James L., 124 Guimares, Lytton L., 235 Hagerstrand, Torsten, 77, 78, 267, 268 Hahn, Carole Louise, 212, 225 Hall, GeneE., 178 Halter, Albert N., 191, 375 Hamblin, Robert L., 182, 183, 184, 245, 305 Hanneman, Gerhard J., 268 Harding, Joe, 228, 229 Hassinger, Edward, 166 Hauser, Philip M., 69 Havelock, Ronald, G., 64, 137, 181, 350, 351, 352, 355 Havens, A. Eugene, 73, 106, 188, 215, 266, 378, 398, 399, 400, 402, 408 Hawley, Florence, 224 Herzog, William A., Jr., 266, 284 Hightower, James, 61, 150, 151, 153, 400 Holloway, Robert E., 212 Hong, Sawon, 290 Hursh, Gerald D., 317 Isenson, Raymond S., 155
Index 443 Jha, P. N., 200 Johnson, Bonnie, 293 Johnson, Donald E., 189 Johnson-Lenz, Peter, 339 Johnson-Lenz, Trudy, 339 Kadushin, Charles, 296 Kaluzny, Arnold D., 358 Kaplan, Abraham, 43, 91, 109 Kardiner, Abram, 385, 386 Katz, Elihu, 34, 38, 66, 67, 272, 288 Katzman, Natan, 396 Kearl, Bryant, 215 Keith, Robert F., 168, 266 Kervasdoue, Jean, 357 Kimberly, John R., 357 Kincaid, D. Lawrence, 5, 6, 25,26, 83, 109, 110, 173,266, 279, 280, 290, 293, 294, 299, 300, 402, 405 Kivlin, Joseph E., 82, 88, 89, 212, 218,221,231 Klein, Josephine, 347 Klein, Katherine J., 213, 238 Klonglan, Gerald E., 172 Kohl, John W., 193 Koontz, Virginia Lansdon, 180 Kotler, Phillip, 75, 76 Kroeber, A. L., 42 Kuhn, Thomas S., 43, 46 Lamar, Ronald V., 193 Langlois, Simon, 297 LaPiere, Richard T., 88 Larsen, Judith K., 178, 180 Lazarsfeld, Paul F., 18, 110, 272, 273, 274, 288 Lee, Sea Baick, 266, 290, 307 Leonard-Barton, Dorothy, 14, 75, 77, 339 Lessley, Bradley, J., 9 Leuthold, Frank O., 186, 188, 189 Lin, Nan, 297, 350, 355 Linton, Ralph, 49, 385, 386, 390 Lionberger, Herbert F., 329 Liu, William T., 298, 299 Lockertz, William, 190 Loucks, Susan F., 178 Lowe, Charles U., 145, 149 MacDonald, Stuart, 146 Machiavelli, Nicolo, 1, 241, 271 Magill, Kathleen P., 172 March, James G., 361, 362 Marting, Elizabeth, 74 Mason, Robert G., 184, 191, 193, 375 Marx, Karl, 402 McLaughlin, Milbrey W., 178, 179 McLuhan, Marshall, 210 McNelly, John T., 396 Mendez, Alfredo D., 235 Menzel, Herbert, 66, 67, 113, 273 Merton, Robert K., 18, 128, 274 Meynen, Wicky L., 200 Miles, Matthew B., 64 Mohr, Lawrence B., 82, 87, 89, 93, 99, 114, 127, 132, 194, 195, 266, 356, 358 Mody, Bella, 126, 168, 378, 403, 408, 409 Molina, J. R., 396 Montgomery, David B., 75 Moore, Wilbert E., 88, 268 Morrison, Denton E., 256 Mort, Paul R., 62, 63 Mosteller, Frederick, 7 Mueller, D. C., 141 Muller-Wille, Ludger, 372 Murray, Stephen O., 297 Mytinger, Robert E., 358 Nader, Ralph, 104, 137 Nelkin, Dorothy, 92 Nelson, Stephen D., 103, 105, 108, 109 Niehoff, Arthur H., 49, 225, 318, 320
444 Ostlund, Lyman E., 213 O'Sullivan, Jeremiah Ryan, 408 Pareek, Udai, 193, 230 Parkinson, Robert, 9 Pauley, Edward W., 178, 179 Pellegrin, Roland S., 176, 177, 178 Pelto, Pertti J., 372 Pelz, Donald C., 366, 374 Petrini, Frank, 231, 234 Pitcher, Brian L., 182 Pitts, Forrest R., 269 Placek, Paul J., 324 Pope, Alexander, 241 Rahim, S. A., 60, 119, 193, 199, 200 Rao, Appa G., 276 Rasmussen, Wayne D., 150 Repetto, Robert, 328, 331 Rice, Ronald E., 178, 325 Rogers, Everett M., 5, 6, 14, 16, 25, 26, 38, 39, 54, 59, 68, 69, 70,71,74,75,76,77,82,83, 85, 92, 94, 95, 106, 109, 110, 115, 119, 120, 124, 126, 127, 131, 132, 141, 160, 171, 172, 173, 174, 178, 179, 180, 184, 192, 193, 199, 200, 202, 203, 204, 209, 214, 219, 222, 228, 230, 243, 245, 251, 253, 256, 259, 261,264, 265,266,276, 279, 280, 283, 284, 290, 293, 294,299, 300, 317, 322, 326, 330, 331, 334, 348, 358, 363, 366, 382, 393, 394, 402, 404, 405, 406, 410 Roy, Prodipto, 400 Ryan, Bryce, 15, 32, 33, 34, 46, 54, 55, 56, 59, 65, 84, 92, 103, 108, 110, 113, 129, 197, 200, 203,231, 245,258, 330, 333, 338, 339 Ryan, W., 104 Index Sapolsky, Harvey M., 361 Sawhney, Man Mohan, 200 Scannel, J. G., 236 Schon, Donald A., 333 Schmidt, Peter, 127 Schmitz, Andrew, 150, 151, 152 Schumacher, E. F., 312 Schumpeter, Joseph A., 134 Seckler, David, 150, 151, 152 Shah, I., 134 Shannon, Claude E., 72 Sharp, Lauriston, 32, 84, 388, 389 Shell, Ellen Ruppel, 237 Shingi, Prakash M., 126, 168, 378, 400, 403, 408, 409 Shoemaker, Floyd F., 38, 39, 74, 77, 92, 119, 126, 127, 131, 132, 174, 200, 261, 265, 393 Sill, Maurice L., 199 Silverman, Leslie J., 188, 189, 227 Singh, B. N., 200 Singh, Y. P., 193, 231 ' Sollie, Carleton R.. 280 Sophocles, 163 Spicer, Edward H., 49, 371 Stevens, Chandler H., 339 Stone, John T., 234, 318 Straus, Murray A., 215 Svenning, Lynne, 83, 259, 280, 284 Sweeney, Dennis J., 142 Takeshita, John, 69, 70 Tarde, Gabriel, 40, 41, 50, 241, 271, 274, 282 Tehranian, Majid, 383 Thomas, W. L, 211 Thompson, James D., 12 Tichenor, Phillip J., 396 Tilton, J. E., 141 Tornatzky, Louis G., 115, 213, 238 Van den Ban, A. W., 188, 189, 276 Van der Haak, Cornelius Petrus Maria, 216
445 Index Van Es, Johannes C., 82 Von Hippel, Eric, 177, 180 Wagener, Donald J., 256 Walker, Jack L., 104, 175, 287, 364 Wasson, Chester R., 212 Weaver, Warren, 72 Wellin, Edward, 1, 48 Wernick, Sarah, 190 White, William J., 168 Whiteside, T., 104 Whiting, Gordon C., 317 Whitrow, G. J., 20 Wiebe, Gerhard D., 75 Wiio, Osmo A., 6 Wilkening, Eugene A., 188, 193, 200, 256 Wissler, Clark, 49 Yadav, Dharam, 235 Zaltman, Gerald, 75, 361 Znaniecki, Florian, 211
Subject Index Aborigines, 388-390 Active communication channels, 196 Adopter categories characteristics of, 251-264 classification by innovativeness, 242-247 communication behavior, 258- 259 definition, 22 as ideal types, 247-251 method of categorization, 245- 247 socioeconomic characteristics, 251-257 ^ummary of, 259-263 Adoption . definition, 21, 172, 176 rate of, 23,202-203 Agricultural extension model, 159- 160 Agricultural extension services, 338-339 Agricultural revolution, 59, 61 Airplane hijacking, 182-184 Amish, 383-384 Anthropology research tradition, 46-50 Applied research, 138 Attitude, 169 Attributes of innovations and their rate of adoption compatibility, 223-230 complexity, 230-231 observability, 232 relative advantage, 213-223 trialability, 231 Audience segmentation, 262 Authority innovation-decisions, 347 Awareness-knowledge, 202-203 Banjar approach, 173 Barefoot doctors in China, 326-328 Basic research, 138 Bottle-feeding babies in the Third World, 100-103 Bracero program, 151-152 Bridge, 297 Cancian dip, 254-257 CAT scanner, 237-238 Causality, 114-116 Centralized diffusion, 7 Centralized diffusion systems, 333- 342 Change agent change agency versus client orientation, 318-319 client's evaluative ability, 332- 333 compatibility with clients needs, 319-321 credibility, 328-331 definition, 28, 312 empathy, 321 factors in success, 317-321 447
448 Change Agent (cont.) inauthentic professionalization, 331 as linkers, 313-315 paraprofessional aides, 325-328 problems with client heterophily, 324 relationship to opinion leaders, 331-332 sequence of roles, 315-317 Change agent contact and homophily, 321-323 with lower-status clients, 323-325 Channel, 198 Classical diffusion model, 333-334 Clinical trials, 146 Clique, 57 Collective innovation-decisions, 29, 347 Columbia University drug study, 65-68 Commercialization, 143 Communication, 5, 17, 313 Communication channels active, 196 by adopter categories, 201-202 definition, 17 interpersonal, 18, 198 mass media, 18, 198 passive, 196 source, 197 usage, 84 Communication effects gap, 394- 398 Communication network definition, 28, 294 personal, 295 Communication network analysis, 110, 294-295 Communication proximity, 295, 297 Communication structure, 25, 294 Compatibility definition, 15, 223 with needs, 225-226 Index with previously-introduced ideas, 224-225 and rate of adoption, 226 with values and beliefs, 223-224 Complexity, 15, 230 Computer simulation of innovation diffusion, 267-268 Concept, 128 Confirmation, 20 Consensus development, 145 Consequences of innovations anticipated, 32, 387 assumption of separability, 382- 384 classifications of, 379-391 communication effects gap, 394- 398 definition, 31, 371 desirable, 31, 380 direct, 31, 385 equality, 391-410 gap-widening, 398-402 indirect, 31, 385 strategies for narrowing gaps, 403-408 types of, 31-32 unanticipated, 32, 387 undesirable, 31, 380 why haven't they been studied more, 375-379 windfall profits, 381-382 Contingent innovation-decisions, 31, 347 Convergence, 5 Cue-to-action, 171 Cultural relativism, 378 « Davis and energy conservation, 341-342 Decentralized diffusion, 7 Decentralized diffusion systems, 160-161, 333-342 Decision, 20 Deduction, 130 Desirable consequences, 380
Index Development, 121, 394 Dial-a-Ride, 366-370 Diffusion centralized, 7 computer simulation of, 267-268 decentralized, 7 definition, 5 effects of incentives, 219-223 elements of, 1-37 generalizing via Meta-research, 126-128 of hybrid corn, 32-34 individual blame, 106-107 intervention, 115 issues of equality, 118-126 of modern math, 64-65 and social structure, 24-26, 123- 125 and socioeconomic gaps, 125- 126 and system norms, 26-27 Diffusion effect, 234-236, 244 Diffusion generalizations oversimplification of twoconcept generalizations, 130-131 reliability of, 131-132 Diffusion model, 89, 333-334 Diffusion networks interpersonal, 67 strength-of-weak-ties, 295-299 who is linked to whom, 299-304 Diffusion network links, 83 Diffusion paradigm in regard to developing nations, 120-123 Diffusion research alternatives to diffusion surveys, 116-118 beginnings of, 38-42 causality, 114-116 contributions and criticisms, 87- 133 geography of, 118-120 history of, 38-86 individual-blame bias, 103-112 449 pro-innovation bias, 92 recall data, 113 recall problem, 112 status, 88-91 system blame, 103-112 typology, 79-85 Diffusion research traditions anthropology research, 46-50 communication, 72-74 definition, 41 early sociology, 50-51 education, 62-65 general sociology, 78-79 geography, 77-78 marketing, 74-77 public health and medical sociology, 65-72 rise of, 42-43 rural sociology, 51-62 Discontinuance definition, 21, 173, 186 disenchantment, 187 forced, 189 replacement, 186 Disenchantment discontinuance, 187 Dissonance, 185-186 Early adopters, 246, 248 Early majority, 246, 249 Early sociology, 50-51 Empirical hypothesis, 129 Epistemic relationship, 129 Family planning diffusion in developing nations, 68-70 Field experiment, 115 Forced discontinuance, 189-191 Formalization, 356 Formative evaluation, 404 Gammanym, 195-197, 289-293 Gatekeeping, 354 General sociology, 78-79 Generalization, 130
450 Index Green revolution, 381 Green Thumb Project, 153 Hard tomatoes and hard times, 60- 62 Hard tomatoes in California, 150- 153 Heterophily definition, 18 and the flow of communication, 274-277 relation to diffusion, 18-19 High-technology industry, 141-143 Homophily as a barrier to diffusion, 275-277 definition, 18, 274 and the flow of communication, 274-275 How-to-knowledge, 167 Hybrid corn, 32-34 Hybrid corn study, 54-56 Hypodermic needle model, 272 Ideal types, 247 Implementation, 20, 174, 364 Inauthentic professionalism, 331 Incentives, 219 Individual blame bias, 103-112 Induction, 130 Influential information, 299 Information definition, 6 innovation-evaluation, 14 software, 14 Information overload, 315 Innovation attributes of, 211-240 characteristics of, 14-16 consequences of, 84, 371-413 decision to diffuse, 146-149 definition, 11, 135 development of, 139-143 discontinuance, 186-191 earliness of knowing about, 79 form and function, 390 generation of, 134-162 loose bundle, 180 meaning, 390 naming of, 227-228 negativism, 225 positioning of, 228-230 preventive, 171 refraction, 179 relative advantage, 213-223 status aspects, 215-217 tight bundle, 180 types of knowledge about, 167- 168 Innovation-decision, 28-31, 347 Innovation-decision period definition, 21, 202 length by adopter category, 203- 206 rate of adoption and awareness knowledge, 202-203 Innovation-decision process basic and applied research, 138- 139 commercialization, 143-144 communication channels by stages, 197-198 confirmation stage, 184-191 consequences, 149-153 converting research into practice, 158-159 cosmopolite versus localite channels, 200-201 decision stage, 172-174 definition, 20, 135, 163, 165 development stage, 139-143 diffusion and adoption, 144-149 early versus late knowers, 168- 169 evidence of the stages, 192-193 implementation stage, 174-175 in a new high technology industry, 141-143 knowledge stage, 164 mass media versus interpersonal channels, 198-200
Index 451 model of, 163-164 persuasion stage, 169-172 process research, 194-195 recognizing a problem or need, 135-138 re-invention, 175-184 socioeconomic status and equality, 153-155 summary of, 20-22, 164 a tracing of, 155-156 variance research, 194-195 Innovation-evaluation information, 14, 170, 388 Innovation in organizations, 347- 370 Innovation negativism, 225 Innovation process in organizations, 361-370 Innovativeness and adopter categories, 241-270 definition, 22, 82, 242 needs-paradox, 263-265 organizational, 266-267, 355- 361 personality variables, 257-258 predicting with multiple correlation techniques, 265-267 relation to socioeconomic status, 252-253 Innovators, 246, 248 Interconnectedness, 290 Interlocking personal networks, 295 Interpersonal diffusion networks, 67-68 Intervention, 115 Invention, 176 Invisible college definition, 43 of rural sociology, 57-59 KAP-gap, 171 KAP surveys, 69-70 Knowledge, 20, 167-168 Laggards, 246, 249 Late majority, 246, 249 Law, 130 Law of imitation, 40-41 Legitech, 339 Liaison, 111 Loose bundle innovation, 180 Mass communication flows, 272- 274 Mass media channels, 18, 198 Meta-research, 127 Monomorphic opinion leadership, 288-293 Monomorphism, 288 Multiple correlation, 265 National Diffusion Network, 342 Need, 166 Network links, 277-281 New industry, 141-143 Norms, 27 No-till farming, 147 Objective measure, 66 Observability, 16, 232 Openness, 295 Operation, 129 Opinion leaders, 27-28, 281-288, 331-332 Opinion leadership definition, 27, 82, 271, 331 and diffusion networks, 271-312 measuring, 277-281 monomorphic, 289 polymorphic, 289 Optional innovation-decisions, 29, 347 Organic farmers, 190 Organization centralization, 359 complexity, 360 definition, 348 formalization, 360 interconnectedness, 361
452 Organization (cont.) organizational slack, 361 structures and characteristics, 349 Organizational innovativeness, 266, 355-361 Organizational slack, 361 Overadoption, 236-238 Paradigm communication effects gap, 396 definition, 43 of diffusion in developing nations, 120-123 Paraprofessional aids, 325-328 Participant observation, 48 Passive communication channels, 196 Peer networks in the diffusion of a medical drug, 288-293 Performance gap, 362 Personal communication network, 295 Personality variables, 257-258 Persuasion, 20, 169 Polymorphic opinion leadership, 288-293 Polymorphism, 288 Preventive innovation, 171 Principle, 130 Principles knowledge, 168 Process research, 194, 356 Programmed instruction, 64 Pro-innovation bias definition, 92 reasons for, 92-94 steps toward overcoming, 95-103 Project Hindsight, 155 Prototypical methodology, 56 Public health and medical sociology, 65-72 Radial personal networks, 295 Rate of adoption definition, 23, 232 Index explaining, 232-234 of different innovations, 79 in different social systems, 83 Rationality, 107, 236 Refraction, 179 Reinterpretation, 176 Re-invention, 16-17, 175-184 Rejection active, 173 definition, 21, 172 passive, 173 Relative advantage definition, 15, 213, 217 effects of incentives, 219-223 rate of adoption, 217-218 status aspects of innovations, 215-217 Replacement discontinuance, 186 Research and Development, 138- 141 Research tradition, 39 Rural sociology, 51-62 S-curve of adoption and normality, 243-245 Safety credibility, 328 Scurvy in the British navy, 7-8 Segmentation strategies, 264 Selective exposure, 166 Selective perception, 166 Skolt Lapps, 372-375 Snowmobile revolution in the Artie, 372-375 Social change, 6 Social learning theory, 304-307 Social marketing, 75 Social modeling, 307 Social system definition, 24 disequilibrium, 291 dynamic, 291 stable, 291 Sociometry, 34 Software information, 14, 167
Index Solar diffusion in a California neighborhood, 300-304 Source, 197 Structure, 24 Summative evaluation, 404 System blame, 103-111 System-effects, 25 System openness, 356 Taboo communication, 228 Tachai: decentralized diffusion in China, 339-341 Taichung Field Experiment, 70-75 Teachers College Studies, 62-63 Technological fix, 92 Technology definition, 12, 138, 238 hardware, 12 software, 12 and uncertainty, 13 Technology clusters, 14, 143, 226- 227 Technology gatekeeping, 144-145 Theoretical hypothesis, 128 453 Tight bundle innovations, 180 Time, 20-24 Time of adoption, 113-114 Tracer studies, 156-157 Trialability, 15, 231 Troy school, 350-355 Two-concept generalizations, 130- 131 Two-step flow model, 272-274 Typology of diffusion research 79- 85 Uncertainty, 6 Undesirable consequences, 380 Variance research, 194, 356 Warfarin, 149 Water-boiling in a Peruvian village, 1-5 Windfall profits, 381-382 Yir Yoront, 389-390