James W. Dearing ([email protected]) is a professor in the Department of Communication at Michigan State University, in East Lansing. Jeffrey G. Cox is a research associate in the Department of ...

Diffusion is the net movement of molecules from an area where they are at a higher concentration to areas where they are at a lower concentration. This is due to the random movement of the molecules.

This is a preview. Log in through your library . Abstract The inadequacy of our present conceptualization of the part played by channels of communication in the diffusion of innovations is explored.