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Unit 14: Opinion Leadership and Diffusion of Innovation

One would expect the rate of diffusion to be rapid in high-context/homophilous cultures because Notes
of their uniformity, leading to relative ease of transmitting information from one dissimilar
group to another. Another important aspect is that the credibility of information on new products,
services, or ideas is higher because the source is more likely to be friends or relatives rather than
commercial mass media.
Hirokazu Takada and Dipak Jain conducted a study to compare the rate of diffusion of calculators,
washing machines and air conditioners in Japan, South Korea and Taiwan (considered as high-
context cultures) and United States (considered low-context culture). They reported that in most
cases the rate of adoption was faster in all the three high-context cultures than it was in the
United States.

Task Take any recently launched product and make a note of the communication
strategies adopted by the company.

Case Study Emotions and Paradoxes of Technology

he common perception that Internet can serve as a great time saver while
simultaneously consuming large amounts of time is a paradox. A paradox occurs
T when an object is both X and not-X at the same time. When this is the case, a fixed
equilibrium or balance between the opposing conditions is seldom achievable. Therefore,
the salience or relevance of the positive or negative features are likely to shift frequently,
often due to situational factors, producing a see-saw sensation from positive to negative
feelings. Paradoxes produce conflict and ambience, which lead to emotional responses
such as anxiety and stress and behaviour responses such as avoidance, abandonment, and
mastery.
Technology ranging from dishwashers to computers often produces paradoxes for
consumers. A recent study uncovered central paradoxes associated with the consumption
of technological products.
1. Control/Chaos: It can facilitate regulation and order as well as can lead to upheaval
and disorder. An answering machine allows one to screen messages and answer at
one's own choice of time. It can also overflow, provide a large number of messages
at one time, and annoy some of those who are trying to reach you.
2. Freedom/Enslavement: It can reduce restrictions and increase benefits or it can
increase dependence and add restrictions. A computer allows one to do many things
better and faster. However, one quickly becomes dependent on it and is unable to
function effectively when a computer is not accessible.
3. New/Obsolete: It provides the newest benefits of scientific knowledge but is soon
outdated. Computers, software, cameras, stereo systems, and many other products
are changing so rapidly that it is difficult and extremely expensive to be "up-to-
date."
4. Competence/Incompetence: It may increase feelings of intelligence and efficacy as
well as feelings of ignorance and ineptitude. While one may experience pleasure in

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