Diffusion of Innovations Theory and Audience Segmentation


This week we will do something a little different with our lecture and discussion than prior weeks, since this theory provides a good opportunity for you to do a little literature research of your own and see how diffusion of innovations (or research related to it) is evolving with new technologies, the Internet, and the way that information spreads now, which is quite different from when the theory was originally created. First, start by reading the two Rogers chapters (with a focus on the first one that overviews the theory). Once you are familiar with the basics of the original theory, do a quick literature search and find an article that uses the theory or concepts from Diffusion of Innovations Theory, but is more contemporary (say published since about 2010 or so) though this is very flexible. In one or two paragraphs, discuss: how the study looked at diffusion what the researchers found, whether there are any ways that they developed or extended the original theory This will give you a brief chance to practice writing a short literature summary/reaction, as well as consider how some of the theories we discuss in this course may change or develop with time and research. reading list Required: Rogers, E. (2003). Elements of diffusion [Chapter 1]. Diffusion of innovations (5th ed., pp. 1-38). New York, NY: Free Press. Rogers, E. (2003). Innovativeness and adopter categories [Chapter 7]. Diffusion of innovations (5th ed., pp. 267-299). New York, NY: Free Press. “How to” guide for doing audience segmentation: https://www.thecompassforsbc.org/how-to-guides/how-do-audience-segmentation Optional: Pashupati, K, & Kendrick, A. (2008). Advertising practitioner perceptions of HDTV advertising: A diffusion of innovations perspective. International Journal on Media Management, 10, 158-178.

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