This book has wide immplimentations and its content can be used in several fields. I used this book to help write my thesis (btw I'm an Agricultural Economics student). The examples used in this study range from agriculture to medical and everywhere in between. So if you have any interest in the spread of ideas or the psychology behind it this is a must have. I will buy this book after I graduate (right now I have free access to it).

This is a very good book for those who are trying to understand how innovations can be adopted and how they affect our lifes.

This is, and has been for some time, an important leadership concept. The book is very well written.

Rogers' five stages of the innovation-decision process appears simple on the surface, but the detail and substance behind the simplicity bear reflective thinking by leaders of both large and small organizations. Busy leaders may be inclined to shy away from this text, simply because of its length; however, the case studies of real-life situations are worth the expense of time and money. Serious, committed organizational leaders at both strategic and operational levels should review this text in order to better understand the innovation-decision process, the generation of innovations, and how attributes of innovations affect adoption rates. Furthermore, the changing nature and structure of 21st century organizations dictate that leaders need to be aware of, and engaged in, diffusion networks through which innovation and growth can be accelerated. Rogers' text is a must read for the knowledgeable leader who seeks to gain competitive advantage in an accelerating world of disruptive, non-evolutionary change.

This book is fascinating. It discusses the spread of ideas and products through communities, how they spread and why. Rogers breaks down the process and describes different categories of people depending on when they take up the innovation. This book is very readable, and although written by an academic, not written in academese. It covers various domains of interest (agriculture, sociology, marketing) and has something for everyone.

The one thing I think Rogers has missed is subjective norm. Not only do people weigh the relative advantage, compatibility, complexity, trialability and observability, but they also weigh up what they believe their personal network believes what they should do.

For instance, I will do something that someone important (to me)tells me to do, even if I personally find it silly, simply because I put enough weight and consideration into what I believe is their opinion.

Rogers gets close to that with the discussion of personal networks and adoption of innovations by organisations, but still misses the point. That is why this book only gets four stars, from me.