Everret Rogers

Everett Rogers was a communication theorist best known for developing the "Diffusion of Innovations" theory, which explains how new ideas, technologies, or practices spread through society. He identified that adoption happens in stages and is influenced by factors like social influence, perceived benefits, and communication channels. Rogers categorized adopters into groups such as innovators, early adopters, the early majority, late majority, and laggards. His work helps us understand how innovations gain popularity and how to strategize effectively to encourage wider acceptance across communities.