2. The process by which
the acceptance of an
innovation is spread by
Diffusion
communication to
Process
members of social
system over a period of
time.
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3. The stages through
which an individual
consumer passes in
Adoption arriving at a decision to
Process try (or not to try), to
continue using (or
discontinue using) a new
product.
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4. Elements of the Diffusion
Process
• The Innovation
• The Channels of Communication
• The Social System
• Time
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5. Product Characteristics That
Influence Diffusion
• Relative Advantage
• Compatibility
• Complexity
• Trialability
• Observability
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6. Time and Diffusion
• Purchase Time
• Adopter Categories
• Rate of Adoption
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