Everett M. Rogers

Everett M. Rogers was a social scientist best known for his work on the diffusion of innovations, which studies how new ideas and technologies spread through cultures. His influential book, "Diffusion of Innovations," outlines factors that affect the adoption of new practices, including perceived benefits, social influence, and the communication channels used. Rogers identified different categories of adopters, such as innovators and laggards, which help explain varied responses to new innovations. His theories have been applied in various fields, from marketing to public health, to understand how to encourage the adoption of beneficial changes in society.