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The chapter discusses the adoption of innovations and the roles of early adopters and opinion leaders in the diffusion process. It explores the influence of socio-economic factors such as income and education on adoption rates, along with the impact of media consumption on awareness. Additionally, it examines the risk perceptions associated with drinking water quality and other health-related aspects as critical components in decision-making for adopting innovations.
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19 part c.pdfClass Notes
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Term: Early Adopters
Definition: Individuals who are among the first to embrace new ideas or technologies and are influential in encouraging others to adopt.
Term: Degree Centrality
Definition: A measure in network analysis indicating how many connections a node has; nodes with higher connections are considered more central.
Term: Opinion Leadership
Definition: The ability of an individual to influence others' opinions and decisions, often seen in community leaders or trusted figures.
Term: Risk Perception
Definition: The subjective judgment about the characteristics and severity of a risk, particularly important in decisions related to health and safety.
Term: SocioEconomic Factors
Definition: Aspects such as education level and income that influence individuals' decisions and behaviors regarding technology adoption.