CONTENTS: I. Introduction; II. Traditions of Research on Diffusion; III. Culture, Norms, and Diffusion; IV. The Adoption Process; V. Characteristics of the Innovation; VI. Adopter Categories; VII. Innovators as Deviants: In Step with a Different Drummer; VIII. Opinion Leaders and the Flow of Ideas; IX. The Role of the Change Agent and the Consequences of Innovation; X. Predicting Innovativeness; XI. Toward a Theory of the Diffusion and Adoption of Innovations.