Summary:
The book explores how, why, and at what rate new ideas and technology spread through cultures, examining the patterns of adoption and the factors that influence individuals and groups to embrace new innovations. It introduces key concepts such as the innovation-decision process, adopter categories, and the role of change agents in facilitating the diffusion process.
Key points:
1. Innovation-Decision Process: This is a five-step process where a person learns about a new idea, forms an opinion, decides to accept or reject it, implements it, and confirms the decision.
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