Skip to Main Content

Diffusion of Innovations, 4th Edition

LIST PRICE $9.99

Since the first edition of this landmark book was published in 1962,
Everett Rogers's name has become "virtually synonymous with the study
of diffusion of innovations," according to Choice. The second and
third editions of Diffusion of Innovations became the standard
textbook and reference on diffusion studies. Now, in the fourth
edition, Rogers presents the culmination of more than thirty years of
research that will set a new standard for analysis and inquiry.

The fourth edition is (1) a revision of the theoretical framework and
the research evidence supporting this model of diffusion, and (2) a
new intellectual venture, in that new concepts and new theoretical
viewpoints are introduced. This edition differs from its predecessors
in that it takes a much more critical stance in its review and
synthesis of 5,000 diffusion publications. During the past thirty
years or so, diffusion research has grown to be widely recognized,
applied and admired, but it has also been subjected to both
constructive and destructive criticism. This criticism is due in large
part to the stereotyped and limited ways in which many diffusion
scholars have defined the scope and method of their field of study.
Rogers analyzes the limitations of previous diffusion studies,
showing, for example, that the convergence model, by which
participants create and share information to reach a mutual
understanding, more accurately describes diffusion in most cases than
the linear model.

Rogers provides an entirely new set of case examples, from the
Balinese Water Temple to Nintendo videogames, that beautifully
illustrate his expansive research, as well as a completely revised
bibliography covering all relevant diffusion scholarship in the past
decade. Most important, he discusses recent research and current
topics, including social marketing, forecasting the rate of adoption,
technology transfer, and more. This all-inclusive work will be
essential reading for scholars and students in the fields of
communications, marketing, geography, economic development, political
science, sociology, and other related fields for generations to come.

Photo Credit: Kim Jew Studio

Dr. Everett M. Rogers is Distinguished Professor in the Department of Communication and Journalism at the University of New Mexico (UNM), where he teaches and conducts research on the diffusion of innovations.

Choice The name of Everett Rogers...is virtually synonymous with the study of the diffusion of innovations.... His coverage is comprehensive, ranging from the elements of diffusion and the history of diffusion research to generators of innovation, change agents, and the consequences of innovations. Among the many features that make this an exemplary interdisciplinary effort are Rogers's clear, literate style and his ability to stay in touch with social realities. He sets a high standard for social theorists.

Technology and Culture A classic work....The first two editions of this hook have long been of value to scholars and policymakers....Full of interesting insights, solid examples, and good common sense.

Journal of Communication Incorporates important advances....presented in the usual clear, didactic, and often light-spirited style of the author, who also offers choice examples of his wide cross-cultural experience. The result is a highly readable and discussion-provoking text....I shall patiently wait for the fourth edition.

Engineering Management Society Holds several important lessons for anyone planning the introduction of new ideas in a firm....Introduces the latest and probably some of the best thinking in that area.

Technovation Will remain a classic on innovation for the next decade.

More books from this author: Everett M. Rogers