Social Influences on the Diffusion of Knowledge

Abstract

Primary social factors that may act as facilitators or inhibitors to the diffusion of knowledge in the social setting are discussed. The source of information is examined with respect to credibility, trustworthiness and attractiveness. In addition, four major issues are presented regarding information diffusion: logical vs. emotional appeals, one‐sided vs. two‐sided arguments, order of presentation and size of discrepancy.

Citation

Newhouse, R.C. (1988), "Social Influences on the Diffusion of Knowledge", Library Review, Vol. 37 No. 4, pp. 35-38. https://doi.org/10.1108/eb012869