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创新扩散理论是传播效果研究的经典理论之一，是由本书作者EM·罗杰斯于20 世纪60 年代提出的一个关于通过媒介劝服人们接受新观念、新事物、新产品的理论，侧重大众传播对社会和文化的影响。本书阐述了创新过程中的各个环节，如创新产品产生的过程、创新决策过程、创新产品传播的进程、创新接受者的种类、创新的影响等。本书是对创新扩散理论最权威的阐述，是创新研究领域的一本圣经，几乎适用于任何创新和革新，人们在生产、生活中的创新及产品和推广都与该理论息息相关。

目 录
第一章 扩散的要素 ······················································ 001
秘鲁小村落的烧开水计划：失败的扩散 ··············· 003
一、什么是扩散 ······················································ 007
英国海军控制坏血病的创新扩散 ························ 009
德沃夏克键盘的失败扩散 ································· 010
二、创新扩散的四大要素 ································· 013
爱荷华州杂交水稻的扩散 ································· 033
小结 ···························································· 037
第二章 扩散的研究史 ······································ 041
一、起源于欧洲 ············································· 044
二、扩散研究传统 ·········································· 047
巴厘岛的神奇水稻：水神与计算机高度一致 ········· 053
现代数学在匹兹堡地区的扩散 ··························· 064
幼儿园在全世界的扩散 ···································· 065
哥伦比亚大学药物扩散研究 ······························ 067
台中的田野实验 ············································· 073
旧金山的“遏制艾滋病”运动 ······························· 075
“9·11”恐怖袭击新闻扩散 ·································· 082
电动车扩散中意见领袖和专家的作用 ·················· 089
“自由之夏”的招募网络 ····································· 094
三、扩散研究的类型学 ···································· 097
小结 ···························································· 102
第三章 扩散研究的贡献和批判 ·························· 103
一、扩散研究的现状 ······································· 105
二、对扩散研究的批判 ···································· 108
埃及村庄饮用纯净水的研究 ······························ 109
印度及中国的重男轻女案例 ······························ 118
小结 ···························································· 136
第四章 创新的产生 ········································· 137
一、创新-发展的过程 ······································ 139
东芝公司的第一台笔记本电脑 ··························· 146
为什么冰箱会嗡嗡响 ······································· 149
赛格威的分类 ················································ 150
探索未来的施乐帕洛阿尔托研究中心 ·················· 155
探索华法林灭鼠药的意外收获 ··························· 160
二、社会经济地位、平等与创新-发展 ················· 162
加州的硬西红柿 ············································· 162
三、追踪创新-发展过程 ··································· 165
四、农业推广模型 ·········································· 168
小结 ···························································· 170
第五章 创新-决策的过程 ·································· 173
一、创新-决策过程的一个模式 ·························· 175
二、认知阶段 ················································ 177
三、说服阶段 ················································ 182
四、决策阶段 ················································ 184
五、执行阶段 ················································ 186
印第安平原人对马文化的再发明 ························ 196
六、确认阶段 ················································ 197
吸烟的终止 ··················································· 200
化肥禁用与有机农业的兴起 ······························ 202
七、这些阶段都会出现吗 ································· 203
关于四环素的创新-决策过程中的传播渠道 ··········· 210
八、各阶段的传播渠道 ···································· 213
九、以采用者类型来看待沟通渠道 ····················· 219
小结 ···························································· 224
第六章 创新的属性及采用率 ····························· 227
说唱乐——黑人音乐在美国白人中的扩散 ·············229
一、采用率 ··················································· 231
闭门造车的土壤测试包 ···································· 236
二、相对优势 ················································ 239
三、兼容性 ··················································· 251
太阳能发电的成与败 ······································· 258
大家都爱“不说话的好媳妇” ······························· 259
四、复杂性 ··················································· 270
五、可试性 ··················································· 271
六、可观察性 ················································ 272
手机和生活形态的改变 ···································· 272
小结 ···························································· 279
第七章 创新性及采用者分类 ····························· 281
哥伦比亚农村的农业创新-扩散研究 ···················· 283
一、采用者的分类标准 ···································· 287
对创新永远都说“不”的人 ·································· 301
二、采用者特性的比较 ···································· 305
香港手机落后者 ············································· 311
小结 ···························································· 315
第八章 扩散网络 ············································ 317
现代数学教育的意见领袖 ································· 319
一、大众传播流向模型 ···································· 322
二、扩散网络中的同质性和异质性 ····················· 325
三、如何找出意见领袖 ···································· 328
让电子游戏大卖的“酷小狗” ······························· 332
抗英行动中最知名的“报马仔” ···························· 334
新药物扩散网络 ············································· 346
四、扩散网络 ················································ 351
在多米尼加共和国建立光伏扩散网络 ·················· 352
约翰·斯诺博士与伦敦的霍乱蔓延 ······················· 357
五、临界大多数造成的引爆点 ··························· 364
请问你的传真号码是多少 ································· 366
互联网的扩散 ················································ 367
沉睡效应 ······················································ 375
小结 ···························································· 383
第九章 创新推广人员 ······································ 387
一、设定目标 ················································ 390
印度尼西亚避孕计划行动 ································· 395
可持续性的问题：尼日利亚“鸡博士”的故事 ·········· 400
二、传播活动 ················································ 402
埃及婴幼儿脱水夭折事件 ································· 405
美国巴尔的摩针头交换计划 ······························ 411
三、创新采纳示范的效果 ································· 413
农业推广服务中心案例 ···································· 416
四、“中心化”和“非中心化”扩散系统 ···················· 420
小结 ···························································· 424
第十章 组织内创新 ········································· 427
一、决策类型 ················································ 429
二、组织的创新性 ·········································· 434
三、组织的创新过程 ······································· 443
采纳新的通信技术的过程 ································· 444
美国洛杉矶圣地摩尼卡高速公路钻石车道
有效却被喊停的创新 ······································· 455
小结 ···························································· 458
第十一章 创新的结果 ······································ 459
北极的雪地摩托车革命 ···································· 461
一、结果研究 ················································ 464
二、结果的三种方向 ······································· 467
ORT：结果引发的结果 ···································· 470
土著人与钢斧 ················································ 474
三、创新的形式、功能和意义 ··························· 475
爱尔兰的土豆灾荒 ·········································· 477
四、动态的平衡 ············································· 478
灭蚊计划的故事 ············································· 478
五、创新加剧不公平？ ···································· 482
六、传播效果的差距 ······································· 484
数字鸿沟 ······················································ 493
小结 ···························································· 495
创新扩散大家谈···············································497

译者序——一本被严重低估的书
    “一本被严重低估的书。”这句话是豆瓣上一位网友对《创新的扩散》在中国读者中默默无闻而发出的一声真诚的呐喊。确实如这位豆瓣网友所说，《创新的扩散》不仅是国内外新闻传播学领域绝对绕不开的历史丰碑，而且是政策（国家、企业）在人群中渗透领域研究的标杆之作，还是在新产品的市场营销运营中指导我们如何快速引爆社群的方法源泉。在欧美，它是一本畅销几十年的经典作品，并且在政治学、经济学、社会学、传播学、市场营销学等众多领域引领大家去创新。这本书是有关新观念、新产品、新事物等在人群中扩散的集大成之作，我已在多个场合真诚推荐过。
结缘EM·罗杰斯
    我经常和圈内的朋友开玩笑：“我是EM·罗杰斯在中国的弟子。”简单玩笑的背后，不只是为了脸上贴金，更多的是一种真诚的推崇。谢谢EM·罗杰斯！
    至今我还记得第一次读到EM·罗杰斯的《创新的扩散》时那激动的心情，在知识爆炸的时代，许久没有哪一本著作会让我如此狂热。我知道，未来和EM·罗杰斯一定有很多交集。
    在过往的几年中，我先后多次翻阅《创新的扩散》，其中有美国原版、中央编译出版社译本、台湾地区译本，那被摸碎的封面无声讲述着过往阅读的历程。我在一线工作中许多的方法论和思考的角度都源自《创新的扩散》。我的
新书《引爆社群——移动互联网时代新4C 法则》在写作过程中也深受EM·罗杰斯的影响，只不过我解读的视角是如何在特定社群中沿着人与人的社交关系图谱进行信息传播。
    EM·罗杰斯不仅影响了我的思考角度，在国外更是拥有一大批忠实的追随者。例如，《引爆点》、《引爆趋势》、《跨越鸿沟》等多本畅销书作者都曾不同程度受到EM·罗杰斯先生的影响。
    EM·罗杰斯让人佩服的不只是其坚实的功底，还有他那优美的文字表述能力，将深奥的问题娓娓道来，让人感叹。
《创新的扩散》的背后
    2004 年大师驾鹤西去，《创新的扩散》（第五版）也成为最后一版，其一辈子致力于完善创新扩散理论的历程戛然而止。期间，我辗转多个出版社，最终在徐静分社长、齐岳编辑的帮助下，顺利获得该书的海外版权。对这样一本大部头的书，开始许多出版社把它当成纯学术书籍，表现淡淡，没兴趣。在我热情“鼓吹”和真诚感动下，徐静分社长欣然答应不惜一切代价引进这本书。现在想来，我当时应该是怀着对大师的爱和推崇，忘乎所以地推荐了这样一本书。2 年后的今天在推敲这份序言时，仍然不后悔当初傻乎乎的行为，因为我坚信它可以影响更多的人。
    《创新的扩散》是本很厚实的书，在郑常青（第一至四章）、张延臣（第五至八章）的鼎力配合下，经过2 年多的时间才完成初稿翻译工作，后又经过几个月的通读和统稿，最终得以和大家见面。在此谢谢郑常青、张延臣在繁重的
工作之余为本书翻译作出的巨大贡献。谢谢齐岳编辑一直以来的辛勤劳动。这是一本以博士论文为框架改写成的畅销书，在结构上传承了传统学术的严谨规范性，从文献的综述到创新扩散史，再到创新扩散的问题解决。虽然EM·罗
杰斯的文笔描述娓娓道来生动灵活，但普通读者阅读起来可能还会存在一些不畅顺的地方。我个人建议，读者可以有意识地进行一些筛选，采撷其精华部分阅读。
唐兴通

经济管理 工商管理 市场营销

唐兴通__eol__数字营销专家，互联网策略顾问。近年以构建“互联网社会学”为使命，着力刻画未来120年互联网社会的运行规则。因其跨界多个学科且独特的互联网视角，被圈内人戏称为“互联网时代的彼得·德鲁克”。__eol__著译有《引爆社群——移动互联网时代新4C法则》、《社会化媒体营销大趋势》（第1、2版）、《创新的扩散（第五版）》、《决战第三屏——移动互联网时代的商业与营销新规则》、《视觉营销》、《移动营销的魔力》等。__eol____eol__E.M.罗杰斯（Everett M. Rogers）__eol__ 全球知名的创新及传播学专家，专注创新扩散研究40年，世界创新扩散领域公认的第一权威。__eol__《创新的扩散》一书奠定了罗杰斯作为创新扩散理论开创者的地位。在书中，他用细腻的文笔阐述了创新是如何在人群中得以扩散的，并梳理了许多重要的概念，如S曲线、临界大多数、扩散曲线，以及商界耳熟能详的“跨越鸿沟”等，不仅使许多知名企业改变了新产品的营销策略，而且重新定义了扩散的实务。__eol__2004年10月大师驾鹤西去，《创新的扩散（第5版）》也成为这部经典著作的最后一版。__eol__

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