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.

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