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21 Cards in this Set
- Front
- Back
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Social Cognitive Theory
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Albert Bandura 1970
-Reciprocal Determinism -Observational Learning & Modeling -Source Credibility |
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Reciprocal Determinism
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-Dynamic interplay among personal factors
-Changing one factor changes them all |
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Observational Learning & Modeling
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-Learn by watching others
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Source Credibility
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-what is the persons credibility
-Hovman & Weis -Slipper Effect-people behave to results they expect |
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Diffusion of Innovation
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Everette Rogers
-A group approach to making a change in society -Innovation-break through-new way of doing things built on ways we are already practicing |
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5 Characteristics of innovation
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-Relative advantage, Trialability, Complexity, Compatability, Observability
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Ecological Models
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Use both internal and external factors
-Composed of social and physical environment -Sallis & Owen 1977 -Uses circles -From the center: Intrapersonal, Interpersonal, Institutional, Community, Societal |
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Diffusion as a communication channel
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-word of mouth
-knowledge -persuasion -decision -implementation -confirmation |
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Word of mouth
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-more effective, occurs more between people who are like us
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Knowledge
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-Produces awareness throughmass media, advertisement, newspaper, ect.
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Persuasion
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-This stage develops attitude about that innovation e.g. use of opinion leaders, Haiti use voodoo to cure aids
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Decision
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-At this stage, people engage in activities taht result in a decision to adopt/reject the innovation. Adoption here could be affected by cost, compatability, lack of skills etc.
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Implementation
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-This is the trial stage of teh innovation
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Confirmation
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-The last stage when people either have reinforcement or questioning of their decisions or have conflict
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Time Measure in Diffusion (Innovation Curve)
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5 Stages
Innovators Early Adaptors Early Majority Late Majority Laggards |
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Innovators
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2.5% Take risks, begin new ideas, high SES, technologically savvy, elitist
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Early Adaptors
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13.5% opinion leaders in community, respected, role models, social networks
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Early Majority
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34% Influenced by opinion leaders and mass media, adopt new things over time, mainstream the adoption
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Late Majority
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34% Tend to question change, choosing to wait until innovation is established norm, lower SES, influenced by peers, may have recently bought cell phones
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Laggards
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16% Tend to resist any change. Conservative, less educated, detached from social environment, just buying first computer
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Social System
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-Made of units. Individuals, families, clubs, associations, ect.
-each hold norms, values, beliefs, attitudes, and other common characteristics -based on heirchy -Innovation travels through Strata |
