Technology collides with relative constancy: The pattern of adoption for a new medium
- 1 September 1988
- journal article
- research article
- Published by Taylor & Francis in Journal of Media Economics
- Vol. 1 (2) , 75-84
- https://doi.org/10.1080/08997768809358173
Abstract
This article examines adoption of television in light of McCombs’ principle of relative constancy and Rogers’ work on diffusion of innovations. It reveals a normal pattern of reallocation of consumer resources from old media to the new one, but also a temporary diversion of resources from non‐media uses during early adoption.Keywords
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