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Unformatted text preview: Mass Media Exposure Interpersonal Communication Exposure Higher change agent contact Opinion Leader Monomorphic Polymorphic Characteristics: External communication, accessibility. SES, innovativeness Social Networks Homophily vs. heterophily Strength of weak tie Adoption Stages Knowledge Persuasion Decision Implementation Confirmation Innovation Reaction Adoption Rejection Discontinuance Adoptions Decisions optional Individual and optional Collective Authority driven Adoption Consequences Desirable vs. undesirable Direct vs. indirect Anticipated vs. unanticipated Innovation Characteristics Relative advantage Compatibility Complexity Trialability Observability...
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This essay was uploaded on 04/08/2008 for the course COM 350 taught by Professor Greer during the Spring '08 term at Point Loma.
- Spring '08