ACOM 5307 Methods of Technological Change Module 10 -13

A fundamental principle of human communication is that the exchange of ideas occurs most frequently between individuals who are alike.

• True

• False

The behavior of opinion leaders is rarely important in determining the rate of adoption of an innovation.

• True

• False

A common error made by change agents is that they select as opinion leaders individuals who are too innovative.

• True

• False

Opinion leaders must inevitably change, even in a relatively stable community or organization.

• True

• False

Opinion leaders have less social participation than their followers

• True

• False

In deciding whether or not to adopt an innovation, individuals depend mainly on the communicated experience of others much like themselves who have already adopted a new idea.

• True

• False

Opinion leaders gain their perceived competency by serving as an avenue for the entrance of new ideas into their system

• True

• False

Conclusions about mass media that led to the hypodermic needle model were drawn from historic events and activities like the influence of advertising on consumer and voting behavior

• True

• False

The critical mass occurs at the point at which enough individuals in a system have adopted an innovation so that the innovation’s further rate of adoption becomes self-sustaining.

• True

• False

Heterophily can act as an invisible barrier to the flow of innovations within a system.

• True

• False